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Specialists, Agencies in UK Disagree on DOOH Transparency

Considered more critical by out-of-home ad experts than among media organizations

March 1, 2017 | Media Buying

Out-of-home (OOH) advertising specialists and media agencies in the UK generally agree on the factors they consider “critical” for improving digital out-of-home (DOOH) advertising. But a recent study found a few issues where the two parties weren’t as neatly aligned.

A January 2017 survey conducted by DOOH specialist Ocean Outdoor found the largest share (76%) of OOH ad specialists named cost as critical for better DOOH. Among media agency respondents, flexibility (63%) topped cost (62%) by a slight margin.

Critical Factors for Digital Out-of-Home Advertising Improvement According to UK Out-of-Home Specialists vs. Media Agencies, Jan 2017 (% of respondents)

For most other factors, response rates were similar between OOH specialists and agencies. The notable discrepancy was transparency, which was considered a crucial factor by 64% of OOH specialists but by only 35% of media agencies.

Other factors receiving high marks from both respondent groups were audience relevance and integration with other media.

There was also agreement when asked to choose which media channels had the highest growth potential over the next five years. DOOH topped the list, named by 88% of both groups.

eMarketer estimates that nearly £1.10 billion ($1.48 billion) was spent on OOH advertising, including digital, in the UK in 2016. That figure is predicted to rise to £1.13 billion ($1.53 billion) in 2017. GroupM expects that 43% of the UK’s OOH advertising will be digital this year, up from 38% in 2016.

Ben Clague

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