Billups provides an article to Medium with their thoughts on how the Out of Home industry is trending as we look at 2018 and beyond. In particular, they address through the question of “Why is OOH succeeding where others are failing?”, citing Magna Global forecasting a 3% increase for OOH in 2018 and MyersBizNet increasing that forecast to 5.5%.
They provide five trends to watch in 2018 that will impact the OOH industry.
1 – Software & automation are increasing efficiency and effectiveness
Advertisers and campaign planners will have a wealth of choices for software and automation platforms in 2018 as several investments and developments projects begin to see the first stages of maturity. By mid-2018, five major outdoor owners will have their own automation software integration.
2 – Data is being used for greater targeting & measurement precision
Data utilization is going to rapidly accelerate across the industry in 2018. The prices of data have lowered in recent years, lowering the entry bar to the point where small and medium companies can afford the advantages it provides. The utilization of data by our industry is driving a shift from targeting as many people as possible to targeting as many members of specific audiences as possible.
3 – Mobile will be even more integrated as a data source and campaign vehicle
OOH is positioned as one of the best ways to take advantage of the mobile market. A Nielsen study at the end of 2017 showed that OOH provides the highest rate of online activation per dollar of any offline media.
4 – DOOH will continue to grow as a major force in OOH
In 2018, DOOH will, for the first time, be able to reach 50% of Americans, and is expected to account for 18% of the total OOH spend. That increased presence also comes with a much larger diversity of media options, from posters to billboards to transit to bus shelters.
5 – Localization, contextual messages and utility placements are on the rise
Localized experiences will surge in 2018, driven by the combination of new technology, new data and new opportunities to take advantage of them. Public utilities, like bike/car sharing kiosks or WiFi hotspots, are creating additional locations for OOH to hit tailored audiences.
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