OOH! 3 DIGITAL OUT-OF-HOME TRENDS FOR 2014
The digital out-of-home (DOOH) industry has experienced tremendous growth–to the tune of 19 percent year-over-year, according to PQ Media, which pegs the market at $8.3 billion as of 2012. Technology has played a necessary role in fueling this growth, and continued innovation will accelerate it moving forward.
Here are three emerging trends DOOH marketers should be considering to help elevate budgets and revenues in the next year.
1. Street-Level Interactivity, Not Yesterday’s Interactive
Many DOOH providers have already realized the value of adding an interactive component to their digital signage, and 2013 saw an influx of more interactive screens and kiosks. Using simple and interactive interfaces, marketers are able to move beyond impressions and generate consumer engagement.
However, that’s not the future. Touchscreens, in particular, have enabled consumer engagement with content through a familiar medium: touch and swipe gestures, similar to smartphone and tablets, just on a larger scale. Large touchscreens have proved to be a useful tool when engaging consumers in public places, such as on the street level, in shopping malls, or at airports, and as this technology continues to get better–think more responsive, better resolution–it will continue to be adopted within the industry.
By engaging the senses–primarily sight, touch, and sound–marketers are able to create a connective experience with consumers that is tied back to the brand. This interactive engagement doesn’t need to be complicated; something as simple as enabling consumers to take a video or photo within a branded frame creates a fun and interactive brand experience.
With more and more marketers incorporating interactivity, we’ll see the industry push the current boundaries of DOOH interactive technology. It is not out of the realm of possibility to see new gesture-based technology or 3D capabilities make their way into digital place-based marketing soon.
2. Integration With Mobile And Social
Integration with mobile and social media will become increasingly important during the next year. By incorporating a mobile call-to-action and providing compelling content to encourage social shares, voting, and comments, marketers are able to extend their interaction with the consumer beyond the initial point of contact. For mobile, that means consumers are able to physically stick it in their pockets and take information and content with them via their mobile devices, which is increasingly important as it becomes easier to conduct mobile transactions. Then for social, that piece of shared content reaches a whole new audience through the consumers’ social networks, generating even wider visibility for the brand.
By incorporating mobile and social integration into their DOOH strategies, marketers are able to conduct a hand-off with consumers. The consumer walks away from the digital kiosk or interactive screen with a piece of valuable information, and the brand, in return, gets a piece of information about the consumer.
3. Advanced Audience Metrics
New data-centric technology, such as facial recognition, will help the DOOH industry make huge advancements in the measurement and data collection of its audiences, ads, and content. For instance, by using facial recognition at a digital display unit, the platform can detect and retain information regarding how many people engaged with the content and supply their gender, age, and other demographics. This data, in turn, provides predictive analytics, which allows marketers to make a truer connection with the consumer.
Greater audience measurement will be critically important to the continued growth of the DOOH industry. Other digital avenues have seen great success by placing ads in real time with programmatic buying. Yet the DOOH industry has found this difficult to implement because it is much more difficult to measure and track audiences on foot than it is online. However, the better audience metrics the industry can produce, the better it can place ads to target an audience or even a particular consumer in real time.
According to an eMarketer report, real-time bidding (RTB) was predicted to see a 72 percent growth in the digital space, which signals that the money for programmatic buying is out there. Developing advanced audience metrics for the DOOH industry would help the sector claim some of that spend and, as a result, see tremendous growth.