Clear Channel UK Report Finds Out-of-Home Sector Must Do More to Educate Marketers on Emerging Technology
UNITED KINGDOM — A new report from Clear Channel UK has found that less than a third of marketers are aware of digital out-of-home (DOOH) capabilities, that include technologies such as QR codes and NFC integration; sensors that detect motion and temperature changes; and facial recognition technology.
According to Clear Channel UK, the out-of-home (OOH) advertising industry must play a larger role in educating and promoting the medium’s digital capabilities. Clear Channel UK’s Look Again report surveyed more than 200 marketing professionals. The report found that innovation was cited as one of the top buying considerations among marketers who are under great pressure to find new ways to reach mass audiences driven by the ubiquity of mobile devices. In addition, mass mediums such as television are seeing declining audience figures.
Among the innovations dubbed most exciting by marketers surveyed by Clear Channel UK were environmentally friendly technologies (70%), motion detection (67%), contact-less technologies (70%), and the use of mobile technologies such as Near Field Communication (NFC) and QR codes (72%).
“We are at the point where many marketing professionals’ perceptions are at odds with the new levels of digital sophistication currently available across the out-of-home medium. In the UK, millions of pounds worth of investment has been made in digital over the last few years, creating a medium that is capable of delivering broadcast reach, measurability, and brand visibility on a national and regional level,” said Sarah Speake, CMO at Clear Channel UK. “It’s no coincidence that some of the world’s top brands are already taking advantage. It’s now paramount that we educate the masses on the new digital opportunities available as well as reiterating the strengths of our traditional formats.”
Aside from digital out-of-home advertising, the OOH advertising space has invested heavily in audience planning, intelligent content, and new data platforms. Yet Clear Channel’s research findings suggest that this news has not yet reached marketers.
“Today Clear Channel is transforming bus shelters into tweet-activated vending machines and ad-serving aeroplanes. There’s a wealth of sophistication available across the medium to tap into. It’s our job to shout louder and champion the new capabilities on offer to help our customers engage their audiences on a deeper and more meaningful level. Today marks the beginning of this journey to create the future of media, out-of-home,” added Speake.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.