In a first regional thought leadership event on the subject of digital out-of-home, Primesight led a breakfast seminar that saw the industry experts Sam Grant (Regional Director, Posterscope), Jeremy Taylor (Strategy Director, Grand Visual), Paul Sambrook (Business Development & Marketing Director, Rapport) and Mungo Knott (Marketing & Insight Director, Primesight) take part in a discussion about DOOH’s rich past, challenging present and bright future.
Rubbi Bhogal-Wood (Business Director, Primesight) introduced the seminar by giving an overview on digital outdoor growth over the past 10 years, where forecasts for its growth are being beaten every year. Currently, at 27% of all OOH revenue, digital outdoor isn’t showing any signs of slowing down. In fact, latest forecasts mention it reaching a 50% share of OOH expenditure by 2019. With 170 different formats in the UK and £75 million of investment by all outdoor media owners, half of out-of-home’s expenditure may even be reached earlier than in four years from now.
The challenges that are part of the current transformation of the OOH space were debated by the panel, which was moderated by Graeme Hughes (Regional Director, Primesight).
The panel was in agreement that the quality of creative has improved in the past years and has led to many examples of excellent campaigns that have taught media professionals valuable lessons. The examples mentioned included those of Pimm’s Live, Google’s Brand Love, Netflix’s GIF and 20th Century Fox’s Rocky Balboa digital outdoor executions. Mungo Knott talked about scalability still being a challenge despite the increasing digital panel portfolio throughout the UK.
Questions from the audience pointed towards the conclusion that additional research would be valuable to provide additional credentials behind digital expenditure to advertisers. Others pointed to the fact that digital OOH presents a lot of flexibility which pushes the boundaries of traditional trading and requires a change to the trading model to reflect impressions and audiences as opposed to the current uniform pricing per panel format.
The panel also reminded the audience that ‘a classic poster is perfect when there is nothing to take away from it’. The golden rules for digital out of home creative, however, are still being explored – with the opportunities for execution being expanded on an ongoing basis due to the creativity and curiosity at creative agencies, advertising agencies, and media owners alike.
Despite the wide array of tech available to enhance campaigns, panellists pointed out that within the core of a great campaign continues to be the big idea. All experts agreed that a better understanding on the subject of digital outdoor capabilities is vital across all players in the industry. Of course, the boundaries of these capabilities are continuously changing as the industry introduces the use of various third party data and partners with tech business to generate clever and engaging digital outdoor executions.
As a final note, having been asked to point out the one area that the industry has to concentrate on, the panellists covered the importance of adopting a uniform trading model across all media owners (Sam Grant), the clever use of context (Jeremy Taylor), audience pricing and improved campaign reporting to clients (Mungo Knott) and the need for enhanced scheduling and automation within outdoor (Paul Sambrook).
Twitter feed from the event: click here.
Photography from the event: click here.