How Digital Changed the UK's Out-of-Home Marketplace - eMarketer
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How Digital Changed the UK's Out-of-Home Marketplace

October 26, 2017 | Media Buying


Tim Lumb
Insight and Effectiveness Director
Outsmart

Out-of-home (OOH) advertising remains a bastion of one-to-many mass communication in the UK. And while long thought of as one of the last traditional media, OOH is edging into the future. eMarketer’s Sean Creamer spoke with Tim Lumb, insight and effectiveness director at UK-based OOH sell-side trade organization Outsmart, about the ways technology is optimizing the OOH marketplace.

eMarketer: How large is the OOH advertising market?

Tim Lumb: Overall revenues for the out-of-home market were about £1.1 billion at the end of 2016, up 4.5% from the previous year. In fact, it’s been rising each year since 2011.

eMarketer: What’s been driving this growth?

Lumb: It’s driven by five years’ worth of constructing new digital sites for OOH placements and transforming existing traditional sites into digital ones. Another driver is technical standardization of back-end technology emerging through the collaborative efforts of our members.

“Out-of-home is transforming into a digital medium, not only in the growing amount of digital inventory, but through the technology that’s built into digital screens.”

eMarketer: How have digital screens altered the OOH market?

Lumb: Out-of-home is transforming into a digital medium, not only in the growing amount of digital inventory, but through the technology that’s built into digital screens. For instance, we’re able to geofence consumers through their mobile phones. When a person fitting the target audience comes into a geofenced area, that can automatically trigger what advertisement is displayed, to ensure that pertinent messaging reaches the people who passed an OOH placement.

eMarketer: How likely are consumers to take actions after seeing an OOH campaign today?

Lumb: We conducted a study and found that about 9% of consumers exposed to OOH advertising will take some form of response action on their device. There are 17% more web searches, increased usage of a brand’s app and more visits to a brand’s website on mobile devices when people have seen a campaign in OOH than when they haven’t.

eMarketer: With the drive to digitize screens, what big opportunities will arise for future placements?

Lumb: City planning is one of the opportunities, because OOH is an integral part of the overall urban experience. Once the best sites get converted, there’s an opportunity to digitalize secondary locations. Partnerships will form between OOH media owners, town councils and city councils, and citizens who are seeking investment in the future of their city.

“Though digital out-of-home is not predominately bought in an automated way, there is progress being made in purchase automation.”

eMarketer: What other advancements has digital brought to the OOH space?

Lumb: Though digital out-of-home [DOOH] is not predominately bought in an automated way, there is progress being made in purchase automation. Most of our DOOH members, particularly the larger companies, are heavily investing in automation to smooth out the process.

For example, JCDecaux announced a new charter and product they’re selling called BranDo, which is a way of buying their DOOH inventory in an automated manner. About 48% of their DOOH impressions can be bought through an automated trading platform.

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