Evolution of OOH and what lies ahead!
By SDAG Consultancy
The rapid urbanisation, cheap broadband and technological revolution increasingly promotes a better ecosystem for out-of-home (OOH) media. Traditionally, OOH media continues to encourage effective communication between consumer and marketer and covers advertising, that is across digital and static platforms.Right now market for OOH media continues to undergo disruption from modern techno applications coupled with changing consumer behaviour – static or dynamic both of these forms of media can do wonders for the right kind of advertiser.With innovation more communication challenges could be met while larger ad exposures , and a higher market penetration is ensured – but only by constantly riding the ever changing OOH .
With even more organisations taking advantage of OOH media this year, here are some trends that might be useful to grow your business in 2019.
Digitisation and Interactivity
According to the IPG Research Findings –
1.Technology integration such as advanced visual imaging and recognition will be used to assist connectivity and networking. This shift will create much needed value for the advertisers using the newmediums. OOH ads will have the highest reach range, getting eyeballs from relevant populations, owing to high levels of urbanisation in smart cities. Share of static / conventional formats will drop by 4%in the next five years and digital formats will rise by 8%
2. With DOOH objective with each campaign will be measured on actionable KPIs visible during and after campaigns and agencies with data support and framework will lead the game in becoming theircollaborators in the long run.
3..For a truly interconnected network aimed at managing urban mobility in a smart city, DOOH systems will play the most significant role and witness growth in transit, street furniture and indoor digital inventories. They will harness location-based information while usingthe same to connect intelligently to the audiences, no longer to be seen as a non-conforming layer but an integral fabric of the existing infrastructure.
Coupled with the fact , courtesy, research done by global OOH behemoth JCDecaux ,it was recently highlighted that the number of assets jumped close to 13% between the years 2014-2019.So the future clearly belongs to interactive ad spaces which offers to harmonize additional features like augmented reality screens,facial recognition and gamification.
According to Industry experts who spoke about the medium and its challenges –
Gaurav Chopra,Business Director, GroupM said, “Today OOH is a widely used medium and it is here to stay and Hologram has added spice to the mundane Hoarding and static branding option by getting in the 3d perspective and giving dynamic and robust branding option.The Trend is moving towards Innovation and if it catches the eye of the consumer it will definitely click. I see two challenges . One is that this is pitched as a normal OOH medium for Branding and not as a TVC plan or an Innovative Medium to the right set of TG. And second is Lack of Awareness – Lot of brands are not even aware of how it will work.”
Ritesh Ghoshal,CMO,Infinity Retail (Croma) said, “It’s an innovation, an interesting one: two reasons , it allows the advertiser to engage with the prospect in his line of sight, as he goes about his daily life second it allows the advertiser to present his proposition in a story-telling form.On challenges he said “On Creating great stories for brands sans voice. The best creative minds continue to be preoccupied with the audio-visual media, very few have committed their skills to the creation of storytelling in “mute” mode. Being able to create stand-out creatives which are also effective for the brand will be the biggest challenge for this medium.
While Karan Bhardwaj, MD& CEO of Kryp Media, the agency which is the leading provider of different AR and Digital technology with creative solutions added, “We recently concluded Tractor launch of Solis Yanmar@ Delhi with Holonet technology which is new for India.Recently Tata motors used Holomist Installations for their Eid campaign ,“Katra Katra Neki” targetted at Dubai and GCC countries.So we can safely say the interest and use is growing up among the clients and with Flex ban at some states and impending in others, the future looks good.”
So how are you going to reach mobile audience this year ?