87 Marketing Trends found for Media / Out-of-home

... collect mobile device data or images to identify specific individuals in the target audience, while also indentifying specific vehicles and/or drivers.

Moreover, microphones could collect conversations revealing audience reaction to the ads, while proximity sensors show how close people get to the billboards and  eye-tracking sensors determine whether passers-by are looking at the ads and for how long.

At the same time image recognition techniques and mobile data could be used to create a more accurately focused profile of the audience.

Commented New York Senator Charles Schumer earlier this year: "They have huge amounts of information on you. "Who knows what they could use it for? It’s something straight out of a scary movie."

Read the original unabridged capaignliveco.uk article.
 

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... $2.1 trillion in 2019.

However, this growth actually reflects a general slowdown, according to McKinsey's study of consumer and adspending data in every global media and entertainment sector.

The report predicts that digital advertising, video games and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7%, 8.1% and 7.8% respectively through to 2019.

Spending on cinema will expand at a projected 5.4% compound annual growth rate, followed by TV advertising at 5.0%.

McKinsey also posits that while today’s stronger segments will continue to be strong over the next five years, they will probably grow more slowly.

Read the orignal unabridged McKinsey.com report.

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... media agencies and site owners.

According to the UK's marketing body for the industry, Outsmart (previously known as the Outdoor Media Centre) the 10-digit code allocator, named 'Space', will reduce the number of human input hours formerly devoted to OOH ad trading and planning.

Says Alan Brydon, Outsmart's ceo: “Instead of humans having to do hours [of work], machines can talk to each other and do the same work more quickly”.  

“In any business, if you can get the functional stuff out of the way, your talented people can spend more time doing what is important – having good ideas and working with customers to get better solutions.”

Another innovation announced this month is from Ocean Outdoor, which is gearing up to launch another trading system, The Loop Live, in 2016. This enables brands to buy OOH advertising by the number of ‘impacts’. Advertisers will be able to decide on the audience, time and locations and, using that data, Ocean’s system will optimise the campaign across screens.

The Outsmart system will be rolled-out to twenty double-sided digital screens in twelve locations in Birmingham's city centre, providing full-motion, real-time ad placements. They are also fitted with cameras and NFC [Near Field Communication] technology. The trading system will also be available for other Ocean Outdoor sites known as The Grid, which consists of eight digital screens in six cities.

Read the original unabridged MarketingWeek.com article.

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... digital displays.

Outfront Media, formerly known as CBS Outdoor, reports that its billboard business in the US has returned to growth, edging up 0.3% in the year's third quarter, thanks to stronger demand from national and local advertisers, as well as improved results in key markets such as New York and Los Angeles.

The company’s US organic revenue rose 2.8%, driven by nearly 9% growth in its transit business. However, international organic revenue was down 0.3% for the period.

According to Clear Channel Outdoor Holdings chief financial officer Rich Bressler: “We think this is particularly relevant for national advertisers as they think about getting the highest return on their advertising spending”.

Continues Bressler: “This is an important time period for national advertisers as they think about their 2016 budget allocation, and as we believe that our team is driving meaningful progress with large national partners, that should position us well for next year”.

Read the original unabridged WSJ.com article.

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... a warm soup or beverage, although the system doesn't rely on local search data.

However, although the ads can't target specific individuals, the system is likely to rely on aggregated data from local searches via mobile devices and desktops to trigger the ads.

According to one report, the billboards might rely on wireless signals from mobile devices which activate targeted ads. However, if the passing audience isn't the right one to receive a specific ad, the technology then opts not to serve that ad. 

A Google spokesman denies, however, that the system relies on search data: "The trial doesn't currently rely on data from wireless signals", insisting that "this is just an experiment with some media agencies in the UK. No product is currently in development".

Read the original unabridged MediaPost.com article.

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... what's not.

The partnership could have big potential for brands and sponsors who want to build apps for engaging audiences and performers before, during or after an event.

Enthuses AGT International ceo Mati Kochavi: "This exciting new venture is centred on the consumer experience, creating a true social IoT.

WME/IMG, founded in April 2009, after the merger of the William Morris Agency and the Endeavor Agency, represents artists across all media platforms, among them films, TV, music, theatre, digital and publishing. 

Details about the joint venture are still in the works (it won't be rolled out until sometime next year) but the companies envisage brands and sponsors using so-called Deep Web social analytics and platform-agnostic technology to engage with fans and consumers about events.

Hypothetically, this could allow event sports-stadium attendees using a custom app to see which queues for the toilets or concessions are the shortest. It could also allow bands to see where and when in a concert the energy drags. It could enable designers to gauge which fashion lines created most excitement, or an audience to learn how models feel while walking down a runway.

Read the original unabridged AdWeek.com article.

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... the highest number of media-spend dollars hanging in the balance since 2012.

The Morgan Stanley analysis notes that only $700m of the billings currently at stake goes to agencies — an amount the banker deems “unnerving but surmountable.”

According to the report, the majority of advertising dollars shelled-out by marketers go to media owners, while only a meagre 3% is spent on agency fees and commissions.

There are several reasons why marketers are re-evaluating their agencies right now, among them a desire to reduce costs - often by slashing agency fees or consolidating the number of agency partners with whom marketers work. Another key factor in agency cutbacks is clients' drive to adapt to an evolving digital landscape.

There is also the perennial and thorny issue as to the transparency of agencies’ practices and compensation, particularly concerns about alleged rebates from media owners. However, Morgan Stanley doubts that this issue is a significant driver behind the current raft of media reviews.

Read the orignal unabridged WSJ.com article.

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... innovation and creativity.

Mr Newman believes that media agencies, creative agencies and brands are starting to recognise digital outdoor opportunities for everything from data-driven dynamic campaigns to date/time sensitive marketing.

In turn, this client/agency recognition triggers extraordinary experiential campaigns via digital billboards.

Enthuses Newman: "It's almost as if a perfect storm has been created to finally empower brands to communicate and broadcast campaigns outdoor with the same level of relevance that has become so commonplace online."

"Yet with all of the signs, momentum and opportunity being created we are still absolutely scraping the surface of what can and will be achieved by DOOH [digital out-of-home] advertising in driving forward the outdoor advertising industry in its battle against TV.

Newman concludes: "Going from £66m in spend in 2008 to £214m in 2013 isn’t bad; but real challenges still remain if DOOH is to become ubiquitous across the industry and be the principal part of the outdoor plan for every brief – not just the ones who want to do something that little bit special."

Read the original unabridged TheDrum.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... 50% of all US ad budgets by 2016.

The underlying rationale is that screens are now everywhere - in aircraft, offices, cafes, bus stops, storefronts, taxis, elevators ... ad infinitum!

Because audiences are able to view lots of screens in lots of different places, successful campaigns must, of necessity, be ubiquitous.

Moreover, smartphone and tablet screens enable digital placed-based ads to target consumers in appropriate locations.

The rapid rise in marketing via these screens - dubbed digital out of home [DOOH] or digital place-based advertising - comes as no surprise to those following the mushrooming growth of mobile advertising.

These hard facts suggest that digital placed-based advertising is not a phenomenon in itself but a natural extension of any mobile campaign.

Read the original unabridged AdWeek.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.