By James Price, SVP, OUTFRONT Media. Up until roughly 2010 to 2012, OOH stayed basically the same as it was at its inception, painted, paper or vinyl substrate on a board, in plain view. In the second decade of the century, the application of new technology was introduced to the medium and, digital signage (DOOH) was born. […]
Clear Channel has announced a new advertising contract with Sainsbury’s in a deal that will see it upgrade up to 350 of its advertising screens to digital. The partnership renewal will see the out of home media owner continue to sell the advertising space outside Sainsbury’s stores nationwide and take responsibility for their cleaning and maintenance. […]
With Samsung and LG joining Sony, Panasonic, Hisense, TCL and Sharp in announcing high dynamic range (HDR) TVs, it is fairly clear that there is strong momentum behind this, the next major upgrade to screen technology. HDR vastly increases the colour gamut to 1024 shades of each colour, enabling the display of hues that couldn’t be reproduced on-screen before. […]
What are some of the key elements necessary to creating an immersive experience for a target audience using digital signage technologies? […]
Not too long ago, there were some doubts raised about the continued relevancy of “traditional” media like OOH, print and radio in the face of increasing pressure from “new media” like digital and mobile. However all detractors have been proved wrong. Outdoor advertising has had a strong 2015 due to political stability and a general optimistic attitude in the market. […]
Out-of-home (OOH) is one of the four key pillars of the advertising market. Given the superfluous budgets brands allocate for visibility through this avenue, there is a thriving market sustaining these spends. This has created a complex supply chain which is quite fragmented in India. […]
Programmatic media buying, placement and optimisation for DOOH (Digital Out of Home) is still in its infancy in South Africa and Africa, however it is cited as the next trigger to impact on Out of Home's growth, and contribute to the evolution of the communication industry. […]
Despite the impressive innovation on display at CES this year, one underlying question remained unclear: Which of the wiz-bang technologies can actually be applied to the out of home (OOH) advertising business? Without question, the OOH industry will transform, as will the overall ad business. […]
OOH out-paces all other media in driving consumer's mobile action;with consumers reporting purchases, searching, and brand related social media activity within 30 minutes of exposure to OOH, 22% of the time. […]
51 percent of marketing executives expect the Internet of Things (IoT) “to revolutionize marketing by 2020,” according to a study by the Economist Intelligence Unit. In Phase 1, marketers will seek to improve peoples’ lives by collecting data about product use and then introducing services that fulfill unmet needs. In Phase 2, marketers will attempt to open this system to advertisers. […]
The television advertising market was flat in 2015 but digital, outdoor and cinema all enjoyed double-digit growth, according to new figures. Standard Media Index, which measures bookings made by media agencies but not bookings from direct advertisers, said that agency bookings across all media were up 4.46 per cent for the year despite a soft December. […]
Modelers prior to 2010 had a very good reason not to include OOH into their media mix models: There were no audience ratings. Modelers could correct for but could not directly account for out of home’s impact on an advertiser’s goals. The result, predictably, were that models could not recommend out of home. […]
As society has grown ever more technology-driven and cashless, public touchscreens are now virtually inescapable. Whether it’s an interactive digital sign, directory, checkout terminal, an ATM screen or subway ticket dispenser, it’s difficult to navigate daily life without touching a communal screen. […]
Fears of a backlash from campaigners on both sides of the abortion debate have prompted two of Ireland's leading outdoor advertisers to decline to run billboard ads for radio station Newstalk. […]
In a move expected to make outdoor advertising both more contextual and relevant, the deal will see existing phone boxes on high streets replaced with 'state-of-the-art' kiosks integrated with daylight-visible digital screens, allowing advertisers to deliver and optimise campaigns in real-time. […]
