By Nurlan Urazbaev,
Digital Signage Pulse.
As an industry observer, I have witnessed an explosion of market data testifying to the growth of out of home (OOH) advertising in the past couple of years. To make sense out of all this new information, I have tried to summarize it and put it in perspective in this article.
OOH Defies Traditional Media’s Downward Trend
As most traditional, and lately even online media, are going through a rough patch, OOH advertising keeps gaining strength.
The latest numbers from Kantar Media and Miller Kaplan show US OOH ad revenue growing for the 21st consecutive quarter year-over-year.
Mergers and acquisitions in the sector have reached record volumes. The technology side of the digital out of home (DOOH) business – digital signage – has been expanding at 15-22 percent CAGR (compound annual growth rate), rivaled only by mobile marketing tech.
As Media Post reported last week, “Over the last few years, OOH has managed to defy the downward trend affecting other traditional media, thanks in part to the rise of DOOH displays.”
Other reports confirm that gains are driven mainly by digital and mobile-related advertising. This is all the more impressive, considering less than two percent of roadside OOH is digitized to date. Continue reading →
DPAA’s survey reveals that 59% of planners expect television’s share of media dollars to decline, other screens’ shares to rise.
NEW YORK, August 20, 2015 – The Digital Place Based Advertising Association’s (DPAA) annual survey of media planners identifies the disruption and decline of television, mobile opportunities and the rapidly growing focus on programmatic as key trends in the rapidly changing advertising landscape. The study indicates these changes will fuel the growth of digital place-based (DPB) media over the next several years.
Television in Decline
More than two-thirds (68%) of media planners rated TV high in effectiveness today, but just under one-half (49%) believe TV will be as effective in three years.
While television is in decline, planners expect other screens’ shares of media budgets to rise over the next three years: mobile (+86%), online (+67%), DPB (+34%). These results suggest the DPAA’s “Video Everywhere” strategy continues to align with planners’ outlooks. Sixty percent of those surveyed regard video everywhere, i.e., integrated multi-screen campaigns, as important in delivering advertising impressions, with 84% saying they will be important in three years. The planners said that DPB screens will more than double (56% vs 27%) in importance to the video everywhere strategy in three years’ time. Continue reading →
NU: Grand Visual, now a leading global creative shop specializing in digital out-of-home advertising, is celebrating its 10th anniversary this year. What was the idea behind creating this company?
Neil Morris: Grand Visual was founded in 2005 with the belief that it could deliver real value by specialising in a ‘medium of the future’.
I remember seeing those first escalator panels at Tottenham Court Rd Station and admiring the sense of awe and wonder that they were instilling in the commuting public. They really captured the imagination and took advantage of what was clearly very valuable media ‘real estate’. Dan Dawson and I, having had some experience in digital advertising, saw the potential, but also the lack of digital out-of-home expertise in the market, and that’s why we founded Grand Visual.
In 2005, DOOH made up only 3% of the total out-of-home spend. For us, it was about realising the potential of an emerging medium; being there to help people see the creative capabilities of this new digital canvas and help it grow into what it is today.
NU: What was the founders’ professional background?
NM: My background was in TV, commercials and multimedia production and I had previously founded and sold a production outfit called Junction 7.
Dan Dawson’s previous expertise was in design and technology and how the two fuse together. He had spent his years before Grand Visual creating interactive and motion graphics for screen technology and events, and one day our paths crossed. The rest, as they say, is history.
FEPE, the worldwide association of outdoor advertising companies, has joined forces with APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux to develop the first standardised industry approach to measuring digital out-of-home (OOH) audiences.
This unique industry collaboration comes in response to the continued global growth of digital outdoor advertising, estimated at 23% annually between 2007-2014, with further growth of 21% predicted in 2015.
The project will be presented at the forthcoming FEPE Congress, to be held in Budapest in June 2015, by two of the world’s leading experts in outdoor audience measurement: Urs Zeier, of Clear Channel Outdoor and Neil Eddleston of JCDecaux. They will talk about the project’s origins, aims, timelines and international scope. They will also be showing the specially designed virtual environment that is being created for the project and explaining how this will be combined with eye-tracking to provide advertisers with robust benchmarks to evaluate digital OOH alongside classic OOH in the globally accepted Outdoor media planning systems. Continue reading →
I spoke with Rodolfo Saccoman, CEO of AdMobilize, the company that recently launched a platform designed to raise the accountability of out-of-home campaigns to the level of online ‘pay-per-click’ advertising.
It is often forgotten that Google became the giant it is now largely due to the fact that it created an advertising system that went beyond the obscure ‘impressions’, directly to the ‘cost-per-interaction’ (pay-per-click) and ‘cost-per-transaction’ model. Online advertising suddenly started to make sense and became truly accountable, leaving the CPM model in the dust.
I have always supported the efforts to bring digital out-of-home advertising to the AdWords-type standard of accountability. Much of my work at BroadSign was dedicated to building the cost-per-interaction ROI mechanisms in the digital signage software.
NU: Why did you decide to create the AdBeacon? What specific problem does it solve?
RS: The AdBeacon® is a patent-pending product that provides a turnkey solution to a major problem: the lack of intelligent ROI metrics for offline advertising.
AdMobilize was founded for the purpose of bringing online-type accountability and insight to the world of out-of-home advertising. We believe our team has the ability to anticipate systemic bottlenecks 2-3 years ahead of their time and then come up with intuitive products that solve those problems.
The AdBeacon and AdDashboard® suite of products allow OOH and DOOH operators, advertising agencies, billboard manufacturers, and brands to determine how efficiently their ad dollars are being spent. Furthermore, our proprietary algorithms provide ways to target ads and measure their performance in real-time. These tools can be integrated with content management systems (CMS, aka digital signage software), and their data can be fed into demand-side platforms (DSPs) and data management platforms (DMPs). Continue reading →
DPAA Member Profile: media mea LLC – manufacturer of digital signs.
By Nurlan Urazbaev, commissioned by the DPAA.
Modern digital signs are much more than just a screen and software that runs content on it. A sign must also fit into the venue’s interior (or exterior), be user-friendly and safe to the people around it. It must also be protected against vandalism and other hazards.
Media mea’s expertise lies exactly in this field. The young, fast-growing company is specializing in manufacturing cutting edge digital signs, which are a combination of displays, software, enclosures and peripherals.
Media mea’s products meet the most stringent durability requirements. However, what differentiates them from competition is the quality of design. The company customizes the enclosures to fit the aesthetics of any environment, brand or color scheme.
Media mea’s products range from commercial touch screens of various sizes to all possible configurations of interactive indoor and outdoor displays designed as totems or kiosks. The company also designs taxi roof top screens, transparent displays, tablets, interactive tables, interactive LED floors, LED billboards and video walls.
Based in Columbia, SC, Media mea serves major international markets directly and via distributors, and has offices in the US, UK, Middle East and Asia. Continue reading →
The UK is the most innovative market in terms of creativity, technology, research and application of digital out-of-home advertising. That’s why we at Pikasso were very enthusiastic to host a conference with Mike Baker, a recognized expert in the Out-Of-Home field, with more than 25 years of experience in the sector. Mr. Baker had served as CEO of the Outdoor Media Centre, the UK’s promotional body for out of home advertising for four years.
The event, ‘Breakfast With Mike Baker’, took place in Beirut on the 21st of April and in Amman the following day, both at Four Seasons Hotel.
The topic of the presentation was ‘The Key Dynamics of the UK OOH Market’, and those attended included executives from advertiser clients, creative and media agencies. .
Mike attributed the success of the OOH sector in the UK to heavy investment by the media owners and confidence in the medium across a wide variety of categories.
According to Nielsen, 49 of the top 50 UK’s biggest advertisers used outdoor in 2014, and multinationals such as Coca-Cola, Samsung, Warner Bros, American Express, KFC and Diageo spent a quarter or more of their budgets on OOH. Continue reading →
Ahead of the OAAA-TAB National Convention + Expo in San Diego, which will take place on May 11-13, I spoke with one of the featured speakers, Mark Boidman, about the state of the DOOH industry.
Mark Boidman is a Managing Director at independent investment banking firm Peter J. Solomon Company (PJSC). He is widely recognized as a leading OOH Media and Digital Signage M&A advisor.
NU: What are the latest trends in media and how do they affect digital out-of-home advertising?
MB: The biggest trend is mobile advertising, and we’re certainly seeing an explosion in both mobile and online video. Both of those developments are going to help the digital OOH industry. A lot of that relates to DOOH being the bridge between the digital and physical worlds. We also see beacons as being a big trend in ad tech. Gimbal, for example, where I serve on the Advisory Board, is now deploying its beacon solution as a way to engage mobile users and also as a method of attribution and showing that DOOH works.
NU: What role does digital out-of-home media play in the overall media landscape?
MB: Unfortunately DOOH advertising is not a major segment of the media spend yet. That’s part of the problem and also the reason why we spend time in this industry. We believe in it, and we see it as something that should be a lot bigger. OOH advertising, depending on where your data comes from, is somewhere between a $7 and $7.5 billion industry, and digital OOH is a subset of that, call it $2.5-$3 billion in the US, depending on the source.
Being a small component of the overall $170-$180 billion US advertising spend, DOOH doesn’t play a large enough role in the media landscape. But our view is that over time, with technology being a friend to the industry and with other, traditional media channels continuing to fall out of favor, digital OOH should benefit from those trends and grow its share of the market. Continue reading →
The first time I heard of Vengo was a few weeks ago, following an announcement from the DPAA (Digital Place-Based Advertising Association), and I was surprised to learn about a new type of an interactive kiosk.
Vengo’s wall-mounted vending machines occupy only two square feet of surface and they are just six inches deep. A touchscreen advertises the products that are inside and is also used to perform a credit card purchase. Vengos can dispense tech items such as headphones and chargers, as well as gum, mouthwash, cologne and other ‘convenience’ goods, and they can hold 7-10 days’ worth of product.
The compact size of the sleek high-tech machines allows Vengo to bring the ‘corner store’ to where you are – office buildings, bars, doctor’s offices and even taxi cabs.
Miami Beach, Florida: AdMobilize®, an Internet of Things technology company that quantifies the physical world, has launched “AdBeacon®”, the world’s first “Plug and Measure” analytics platform for OOH & DOOH. A patent pending platform marries advanced object-detection software with easy to install hardware allowing operators and agencies to understand campaign performance in real time.