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THE MEDIA NOV_2018 - TMOL

OOH TECH Advances in technology changing the OOH advertising game With out of home advertising, it’s no longer about just having digital screens. Advances in technology have created a new world of digital possibilities. By MICHAEL BRATT. From geo-location capabilities and voice-activated functions to virtual reality, holograms, facial recognition abilities and the incorporation of mobile and social media into out of home campaigns, the OOH advertising game has significantly shifted. Technology has created closer, more personalised connections with consumers, and boosted return on investment for clients by amplifying a campaign’s visibility. There are three main areas where tech is playing an evolving role. Firstly, the proliferation of digital screens and their higher quality and increased capabilities; secondly, the rapid incorporation of mobile and social media into OOH campaigns, and thirdly, activations where innovative tech offerings and solutions are displayed and/or enhance the experience. The most important emerging tech Vaughan Berry, director at Provantage Media Group (PMG), identifies three major tech developments in the OOH space that have impacted the sector. These are the reduction in price and the significant increase in the quality of large format outdoor LED panels, the reliability of data transfer and the reduction in the cost to transmit large files and images directly to screens, and satellite tracking and crowd sourcing of traffic patterns, which is enabling industry players to obtain rich audience data on people exposed to OOH media. PMG is currently working on the extension of digital place-based networks into high value niche audiences. Livia Brown, regional manager for Posterscope SA, identifies the introduction of the Outdoor Measurement Council’s (OMC) ROAD research currency as having had a significant impact in the sector. This tech, provided by Spanish firm Cuende Infometrics, has allowed for more comprehensive feedback for clients about the effectiveness of their campaigns. She also sees “the use of dynamic creative being introduced and the increased focus on mobile and the integration with OOH and location data” as a game changers for OOH advertising. Posterscope’s location intelligence mission One of the most exciting projects happening in South Africa is Posterscope’s focus on location intelligence. Posterscope SA managing director, Donald Mokgale, explains that tech such as dynamic creative and location intelligence data are enabling the industry to plan OOH in a smarter and more targeted way, eliminating as much wastage as possible. “We essentially have more info than ever before on where we should be targeting and dynamic creative lets us display targeted messaging that might be different for each location,” he says. The agency uses a tool called LivePoster to execute dynamic creative and this year did the first South African example of this type of campaign for a client. Through LivePoster, the agency is able to serve multiple creative messages across multiple digital OOH screens seamlessly and in real time. Tech-charged activations An element increasingly being incorporated into OOH advertising are activations. These events not only bring consumers closer to brands, allowing for data gathering for clients, but also can be a platform to showcase innovative technological solutions. At JCDecaux’s recent second annual Conversations event, offerings from the OOH giant’s Blue Creative Solutions division were showcased. These included projection advertising, digital displays, holographic boards, and virtual reality headsets. The innovative tech offerings are also on full display in some of the recent campaigns that JCDecaux has run. The Samsung Ultra Music Festival, which targeted young, affluent and influential consumers, incorporated LED signage, an LED media wall, and an LED tunnel entrance. Social media also played a big part in The Media | wagthedog.co.za P 19 Vaughan Berry


THE MEDIA NOV_2018 - TMOL
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