What next for the media industry? 2018 revealed for OOH

In the second of two specials for MediaTel Newsline, our experts review what has been a striking year for media and advertising — and offer their predictions for the coming year.

Stephen Whyte, CEO at Posterscope, offers his view on mobile and OOH for 2018.

Out-of-home’s reach combined with data, technology and new physical infrastructure will usher in a new era of efficiency and effectiveness for advertisers in 2018. We’ll see 50% of the medium’s revenue come from digital OOH, and, more importantly, digital alone will be able to reach 50% of the population.

This more frictionless connection across digital OOH products will see an increasing application of dynamic content and ad-serving to optimise creative delivery; messaging that reflects more closely what audiences are thinking, feeling and doing at specific moments, in specific places. We’ll also start to see the full delivery of automated booking across the industry, albeit at varied pace.

Media owners will introduce an incredible line-up of new offerings which will support more convergence with other digital media, principally mobile, resulting in better media campaigns and better experiences for consumers, and the obvious symbiotic relationship between mobile and OOH will become more of a reality.

Accessibility of mobile location data, greater collaboration with location-based mobile media owners, and the ability of OOH planning systems to seamlessly ingest and process this data, will enable more holistic, integrated and effective activation across both channels.

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