1. THREE TOP OUT-OF-HOME TRENDS FOR 2015
In 2015 and beyond, marketers will be focused on the creation of even more intimate connections.
Savvy marketers need to anticipate what consumers seek, and deliver on that need.
[1] Boom in Digital Displays
To meet growing consumer demands for connectivity, there
will be a rise in the deployment of all forms of digital OOH,
from billboards to transit to place-based media such as screens
in doctor’s offices, health clubs, and in taxis.
A study by Nielsen and the Association for National Advertisers
(ANA) found spending on multi-screen advertisements, including
place-based media, TV, tablets, and smartphones, will more than
double over the next two years. Digital screens can be placed near
or at the point of purchase and will drive more sales because they
offer consumer spontaneity.
[2] Steady Increase in Ad Spending
Digital, mobile and Out-of-Home are the only advertising categories seeing sizable increases in spending right now.
Analysts project that spending for OOH will rise 5 percent next year, on top of the gains over the past few years.
There’s been a shift in where those additional Out-of-Home dollars are coming from. Years ago, the money flowing into OOH
was being pulled from newspaper budgets. But now, buyers say, that money is coming from other places like magazines,
radio, and even television.
| LAMAR ADVERTISING COMPANY | lamar.com
[3] Advances in OOH Measurement
Measurement is one of the industry’s biggest hopes for the future because it proves OOH can compete with other
media in terms of reach and return on investment. OOH ratings were a huge step forward and the industry needs to
continue to look at future enhancements. That process is already well underway, as the OOH industry examines
more sophisticated methodologies to offer media people better demographic information in the near future.
OOH can achieve even greater cut-through and relevancy to consumers by using enhanced planning, and good integration of
data sources. There is also still a huge amount of untapped potential when it comes to the convergence of mobile and OOH.
OOH is a proven and effective way to influence people on the path to purchase, and mobile will very quickly become the
bridge between OOH and retailers.
2015 OUT-OF-HOME TRENDS
FORECAST BY THE OUTDOOR ADVERTISING ASSOCIATION OF AMERICA
![THREE TOP OUT-OF-HOME TRENDS FOR 2015
In 2015 and beyond, marketers will be focused on the creation of even more intimate connections.
Savvy marketers need to anticipate what consumers seek, and deliver on that need.
[1] Boom in Digital Displays
To meet growing consumer demands for connectivity, there
will be a rise in the deployment of all forms of digital OOH,
from billboards to transit to place-based media such as screens
in doctor’s offices, health clubs, and in taxis.
A study by Nielsen and the Association for National Advertisers
(ANA) found spending on multi-screen advertisements, including
place-based media, TV, tablets, and smartphones, will more than
double over the next two years. Digital screens can be placed near
or at the point of purchase and will drive more sales because they
offer consumer spontaneity.
[2] Steady Increase in Ad Spending
Digital, mobile and Out-of-Home are the only advertising categories seeing sizable increases in spending right now.
Analysts project that spending for OOH will rise 5 percent next year, on top of the gains over the past few years.
There’s been a shift in where those additional Out-of-Home dollars are coming from. Years ago, the money flowing into OOH
was being pulled from newspaper budgets. But now, buyers say, that money is coming from other places like magazines,
radio, and even television.
| LAMAR ADVERTISING COMPANY | lamar.com
[3] Advances in OOH Measurement
Measurement is one of the industry’s biggest hopes for the future because it proves OOH can compete with other
media in terms of reach and return on investment. OOH ratings were a huge step forward and the industry needs to
continue to look at future enhancements. That process is already well underway, as the OOH industry examines
more sophisticated methodologies to offer media people better demographic information in the near future.
OOH can achieve even greater cut-through and relevancy to consumers by using enhanced planning, and good integration of
data sources. There is also still a huge amount of untapped potential when it comes to the convergence of mobile and OOH.
OOH is a proven and effective way to influence people on the path to purchase, and mobile will very quickly become the
bridge between OOH and retailers.
2015 OUT-OF-HOME TRENDS
FORECAST BY THE OUTDOOR ADVERTISING ASSOCIATION OF AMERICA](https://image.slidesharecdn.com/1bb3196e-3bc7-40c1-a3be-d843d12224ca-150428084905-conversion-gate02/85/OAAA-OOH-Trends_2015-Version-2-1-320.jpg)
