Kinetic Worldwide has released a comprehensive study of the future of poster advertising in the UK, examining future opportunities and challenges, consumer interaction - technology & content, targeting, measurement and trading.
Interviews with industry experts including media owners, investors, and media and creative agencies were carried out and combined with consumer research into expectation, technology take-up and the perception of an industry in the process of change.
Some key findings are outlined below...
- Digital Out of Home (DOOH) revenue will account for around 23% of total OOH revenues in the UK by 2020
- The total OOH site universe will grow with digital adding additional sectors - digital sites will not simply replace static posters, but will create additional levels of consumer reach.
- Interactive OOH (iOOH) and Poster to Mobile will emerge as new specialisms
- Out of Home will segment into 2 sectors: Broadcast OOH and Targeted OOH.
- Consumers already want to interact with posters: half of consumers already see the value of interacting with posters and 20% even expect to be recognised by posters in the future
- Technology will not only re-value OOH but will forge a far closer relationship with other media and with technology sectors
James Copley, COO UK at Kinetic Worldwide comments; “Rather than being a disruptive force, digital technology will create enormous opportunities for Out of Home media. Our analysis, consultations and research suggest the poster industry is entering a transformative period; one in which it will gain market share by integrating technology and delivering a wider range of effective and engaging propositions. What is clear is that rather than just replacing static sites, digital posters will enable Out of Home media to offer advertisers both reach and more direct engagement. The potential to fuse digital posters with mobile interaction also has great potential. It’s up to our industry to grasp these challenges and opportunities.”
Read the full report here
