Marrying digital with OOH

The APAC region is seeing the move of OOH from static to digital; technology & mobile are ensuring greater interaction, says Adam Hyslop of Kinetic Worldwide

e4m by Arshiya Khullar
Updated: Mar 25, 2013 7:30 PM
Marrying digital with OOH

The proliferation of digital has resulted in a significant change in how traditional media such as OOH is being used by brands to attract customer’s attention.

One of the key trends seen in the OOH industry in the APAC region, according to Adam Hyslop, Regional Planning Director, Kinetic Worldwide, is the move from static to digital. There is now greater interaction built into this medium with the use of technology and mobile.

According to Hyslop, over a third of the total investment on OOH in China is on digital. In terms of specific spend contribution, 35 per cent office LCDs dominate the pie, followed by mega LEDs at 10 per cent.

“Using digital content with OOH is the future. That is what will make OOH relevant, engaging and powerful. Integration with mobiles will help increase interactivity and create more customers,” said Hyslop.

Corroborating this with an example, he spoke of how retail brand Tesco Home Plus created a virtual subway store in South Korea through which people could order using QR codes and the products would be delivered to their homes. Based on the insight that people don’t have enough time to shop, Tesco used this pathway to eliminate the purchase barrier.

“Greater urbanisation, growth of the leisure economy, the huge investment in transport and infrastructure in Asia, and technological growth are the factors that are huge positives for OOH,” said Hyslop.

Hyslop went ahead to define the crucial trends that are shaping the OOH industry in the Asia-Pacific region.

There has been an increase in destination media. These destinations are easier to define in terms of the footfall, but in terms of planning, the only implication is understanding the mindset of people. For instance, a specific category of brands would advertise during concerts, at cinema theatres or in a grocery store.

In Hyslop’s opinion, metros have become a key driver of the OOH industry in Asia. With almost 50 per cent of the top metros located in Asia, these underground trains are increasingly being used by advertisers to target people on the go. In India, however, this trend is yet to catch up.

“There is also greater media owner investment in the OOH medium, especially with regards to technology,” he added.

At the same time, Hyslop feels that there are also some challenges that need to be addressed for the OOH industry to grow in size. “There is need for greater innovation in the OOH industry and the talent shortage issue needs to be addressed. We also need to develop better audience measurement tools,” said Hyslop.

Adam Hyslop shared his views at the third edition of exchange4media and network2media’s OOH Conference and Awards held on March 22, 2013 in Gurgaon. His special address was on ‘The Asian landscape learnings’.

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