StreetMetrics’ Post

In some ways it pays not to be Extremely Online. Every year, digital ads eat up a bigger portion of global ad spending. This year, as ad spending tops $1 trillion, according to recent data from GroupM, digital ads will take up 71.4% of that total, up from 53% just five years ago. Its gains are coming from traditional platforms like TV, radio, and newspapers as brands continue to move their marketing money online — with one major exception: outdoor or out-of-home (OOH) advertising. The money earmarked to plaster ads on billboards, benches, and bus shelters has kept going up and its share of the ad-spending market has remained notably steady, even as the relentless drumbeat of digital has siphoned off funds from other formats. Boosters think OOH market share could even do something insane: grow.

The evolution of out-of-home (OOH) advertising, particularly with the rise of digital formats, marks a pivotal moment in its longstanding history. 💡With digital out-of-home (DOOH) now comprising a third of OOH revenue in the U.S., the industry is embracing dynamic and targeted advertising solutions like never before. 💡This shift not only enhances engagement but also integrates seamlessly with retail networks and programmatic advertising, driving efficiency and effectiveness in campaigns. 💡Leveraging location-based data, can provide marketers with a seamless consumer journey from home to store creating a more holistic advertising strategy. #OOHAdvertising #DigitalTransformation #AdvertisingTrends

Progress or regress? Our agency’s first efforts, over 25 years ago, centered around Out of Home advertising, and we continue to be big proponents of the medium.  More recently, OOH as a programmatic digital media choice has become an industry focus and importantly so! If OOH as a medium is to become more prominent and deserving of a greater share of total ad dollars, OOH must be able to demonstrate how powerful it is in terms of real, tangible business results.   We often recommend OOH as a media platform based on its broad reach, affordable continuity, and of course the innovative creative that both the medium and our creative folk use to break through clutter. We have seen both OOH and Digital OOH generate astronomical results that move business forward, measurable results. Increasingly our challenge in using static OOH and DOOH effectively is the "shared" nature of those digital units in the mix. In general, those units that have been shifted to digital are among the most visible, most prominent, and most viewed of a vendor’s inventory. That shift certainly makes sense in prioritizing capital investments. However, in recouping the investment, is sharing the space we’re purchasing among other advertisers leading to a devaluing of the medium’s efficacy. What we don’t know about is…..does increasing the percentage of digital locations (in the most desirable locations) negatively impact the performance of OOH in the media mix. How does sharing a billboard with seven other advertisers and being rotated off the unit after eight seconds impact our business results? Don’t get us wrong, it’s not that we don’t appreciate the attributes of digital units; fast posting, lower production costs, ability to change copy in flight, dayparting, etc. But will digital “clutter” result in reducing the reach and impact potential, and most importantly the real tangible business results of the medium.  Let me know your thoughts.

FYI: OAAA-commissioned survey shows 76% of consumers have recently taken action after seeing a DOOH ad: NEW YORK, April 30, 2024 — The Out of Home Advertising Association (OAAA), has released the findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising. The study found that 73% of consumers view DOOH ads favorably. Most notably, consumers ranked DOOH as the medium that […] #DOOH #digitalbillboards #digitalsignage

ICYMI: OAAA-commissioned survey shows 76% of consumers have recently taken action after seeing a DOOH ad: NEW YORK, April 30, 2024 — The Out of Home Advertising Association (OAAA), has released the findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising. The study found that 73% of consumers view DOOH ads favorably. Most notably, consumers ranked DOOH as the medium that […] #DOOH #digitalbillboards #digitalsignage

In an article for AdNews Australia, Ben Baker, APAC Managing Director at Vistar, discusses how out-of-home (OOH) is revolutionising traditional advertising in Australia. With the media landscape evolving rapidly, OOH has shifted from a 'nice-to-have' to an essential element of modern marketing strategies. Discover how data-driven, programmatic campaigns are driving growth for brands and why marketers should rethink their budgets to tap into OOH’s full potential. Check out the article below! 👇

ICYMI: OAAA-commissioned survey shows 76% of consumers have recently taken action after seeing a DOOH ad: NEW YORK, April 30, 2024 — The Out of Home Advertising Association (OAAA), has released the findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising. The study found that 73% of consumers view DOOH ads favorably. Most notably, consumers ranked DOOH as the medium that […] #DOOH #digitalbillboards #digitalsignage

FYI: OAAA-commissioned survey shows 76% of consumers have recently taken action after seeing a DOOH ad: NEW YORK, April 30, 2024 — The Out of Home Advertising Association (OAAA), has released the findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising. The study found that 73% of consumers view DOOH ads favorably. Most notably, consumers ranked DOOH as the medium that […] #DOOH #digitalbillboards #digitalsignage

As advertisers focus more on digital-style analytics, the radio industry can really take a page from out-of-home (OOH) advertising’s playbook. A few years ago, OOH was struggling with the same challenges radio faces today: how to effectively measure and show the value of its ads. The solution? The industry came together to create a new, digital-friendly way to track ad impressions, which has proven to be quite successful. Radio is starting to see similar tools be developed, like Pattison Media’s Validate platform. Validate brings radio measurement into the modern age, using impression modeling to give advertisers the same data they expect from digital providers, like number of impressions and even conversions to an advertisers website. This is a massive step forward. If the entire radio industry can align around Validate, it could revolutionize how radio is measured and bought! https://lnkd.in/dsRnYjY2

Things I have learnt about the Programmatic Digital out-of-home (PDOOH) advertising market so far; The UK market is a long way behind other large advertising markets (US, CA, NL, DE) in terms of adoption of PDOOH. Digital OOH spend in the UK currently represents 60-70% of the close to £1Bn OOH market, whilst the programmatic part of this is just 2-5%. The US PDOOH market for example makes up between 25-30% of OOH spend and a comparable channel such as Digital Audio sits at around 20%. This is interesting because the UK ad market is usually an early adopter of new ad-tech and also presents a huge growth opportunity for the channel. All predictions I can see from respected sources show signs of a large increase in spend in the channel of between 20-40% over the next 24 months, bringing it more closely aligned to other markets and other digital channels that more eagerly embraced programmatic. A large part of this increase in spend in PDOOH is expected to come from digital channels as a realignment in advertisers budgets due to changes in regulations and privacy concerns of advertisers - who knew I'd still be talking about the cookie-less future in my new job. Sources; Vistar Media, IAB UK, Clearchannel, WARC, NewDigitalAge, EMARKETER, AdExchanger, The Ark Media.