This post is sponsored by Broadsign.
The era of digital transformation is well underway, and we are seeing many businesses seeking to overcome any challenges that may come with it. Especially in out-of-home (OOH), the digital transformation promises significant revenue increases for businesses with a network that is digital-ready.
Is it worth the trouble?
According to the latest reports on global advertising revenue, OOH media continues to out-perform other traditional advertising formats, and is the only medium to have experienced consistent growth in ad sales over the past decade.
Asia, in particular, is a concentrated growth region for the outdoor industry: Asia Pacific is now the largest market for OOH, reaching almost $13 billion in sales in 2018. With a 7.8% increase in OOH spending year-on-year, APAC has the highest growth compared with the global figure of 5.6% – and it is largely thanks to the rise of digital.
The global digital out-of-home (DOOH) market is growing particularly quickly and is expected to reach $8.39 billion by 2023. In the APAC region, however, digital signage still makes up a fairly small proportion of the overall OOH space.
For most OOH media owners, the question is not if they should add digital to their networks, but when.
Understandably, many OOH operators are cautious about moving their assets over to digital, but the growth opportunity is huge. OOH media owners, who invest in the future and who are ready for the inevitable switch to digital, are setting themselves and their business up for success of a totally different kind.
The creative benefits of digital out-of-home are clear:
DOOH is brighter and more dynamic. It’s visually arresting, and capable of quite literally stopping audiences in their tracks.
Digital technology also opens up OOH to endless targeting capabilities, enabling advertisers to choose their audiences and have greater control over when and how their campaigns are executed.
As an OOH adtech provider, we are focused on creating a platform that enables brands, agencies and media owners to buy, sell and deliver OOH campaigns in the most efficient, reliable, and secure way possible. When it comes to streamlining DOOH operations into one, complication-free step, there is one clear solution – Broadsign Control.
How to gain full control over your DOOH campaigns
Globally, DOOH media owners are realising the value of having automated, data-driven digital signage software enabling advertisers to have full control of their DOOH campaigns and create their own rules. This automated digital signage software guarantees effective digital outdoor content distribution, playback, and proof of play reporting, to put advertisers’ minds at ease over campaign performance transparency.
Broadsign Control has bespoke solutions in functionality, allowing advertisers to target their campaigns by venue type, geography and audience. The platform offers the capability for full-motion video, which is proven to be more effective at driving an emotional response in audiences than static billboards, as well as dynamically generated content.
Brands can now connect DOOH displays with external data feeds and produce content that responds to ambient conditions such as the time of day, changes in weather, specific locations or events, clients’ sales data, social media, and even traffic flow. There has never been a time when outdoor advertising has been more interesting and contextually relevant to the audiences it reaches.
For too long, OOH advertising has been confined to a strict set of rules that naturally comes along with having a traditional static format-based medium. While static billboards will always have their place in the ecosystem, OOH media owners making the move to digital are opening up the industry to innovative campaigns like never before.
Automation in OOH
Even now, we’re seeing how automation in advertising – still in its early stages in the APAC region – is transforming the way the OOH media industry does business. Programmatic technology has put a fire behind OOH advertising, where programmatic transactions are automated by computers in response to external data triggers. It might sound complicated at first, but the end results are clear: programmatic DOOH is more efficient and a hundred times more flexible than traditional OOH, for both media owners and advertisers.
In Australia, a well-known personal computer brand recently ran a campaign promoting its new gaming PCs. The advertiser was looking to connect with audiences in proximity to key electronics retailers leading up to and during the busy post-Christmas/Boxing Day sales period. The media agency bought the campaign programmatically and the content only ran when the targeted audience was in front of the OOH digital screens.
Undoubtedly, for the first time in the history of OOH advertising, brands can have complete and total control over the execution of their campaigns. When it comes to DOOH media, I ask you: why keep playing by the same old rules, when the game itself is changing?
The writer is Remi Roques, general manager, Broadsign APAC.