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Global OOH / DOOH evolving Scenario creates some Memorable Campaigns in 2016-17

24, August, 2017

Bureau, New Delhi

Rapidly evolving OOH & DOOH market leads to innovations from agencies.

According to a new report by MAGNA Intelligence and Rapport, OOH advertising is a US$29 billion market, responsible for approximately 6% of the $500 billion global advertising spend. And if that's not enough, according to the same study, OOH's revenue is expected to grow by 3% to 4% per year in the next five years to reach US$33 billion by 2021.

MAGNA conducted surveys in 22 key markets including China, Argentina, Australia, Belgium, Canada, Denmark, France, Germany, India, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Philippines, Russia, Singapore, Spain, Thailand, United Kingdom and the United States.

The study revealed that OOH's market share will increase to 10% to 12% in some countries, compared with other media categories including Internet, TV, print and radio. The current OOH market share has remained stable in the last five years, hovering around 6% in general. Out-of-home advertising is the only offline media category to show consistent growth globally.

According to the latest study by Magna Intelligence and Rapport, and in some Asian markets, transit accounts for the vast majority of OOH ad units. Because of the exceptionally high commuter volumes, transit makes up 63 percent of Japan's and 72 percent of China's OOH share, for instance.

According to a joint report by Internet and Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB) Kantar, In December 2016, the total digital advertising expenses stood at $1.13 Bn (INR 7,300 Cr). As stated by the report, the growth has slumped slightly from 40% in 2015 to the current 33%. India's digital advertising expenses will likely reach $1.5 Bn (INR 9,700 Cr) by the end of 2017. With businesses especially in the ecommerce sector relying heavily on ads to acquire customers, the segment is expected to grow at a compound annual growth rate (CAGR) of 33%.

At present, digital advertising spend accounts for around 14% of overall advertising spend in the country.

This rapidly growing OOH market worldwide has created a highly competitive & yet innovative market scenario where in the media agencies have to continuously think of new & out of the box ways to convey the message to their audience. From traditional billboards to HD graphics on metro's, OOH campaigns have indeed come a long way. While some OOH campaigns aims to address the social & health issues like the domestic violence & smoking hazards the rest are simply aimed at targeting the audience's attention for that limited period of time to convey the "important" message.

Here are some of the excerpts of some of the best OOH campaigns from around the world that caught the audience's attention due to their straight, occasionally wacky & sometime innovative approach during the year of 2016-2017 :-

1. OBIE Awards, 2016

Agency - Jackson, Florida

The Outdoor Advertising Association of America gave out its 2016 OBIE Awards for the year's best out-of-home advertising in Boca Raton, Florida to Jackson Marketing Group in Greenville, S.C., won the Best Billboard Campaign.   The series featured photos of kids competing in prior editions of the tournament-in ads that nicely illustrated the drama of playing on a national stage (see the broken light in the ad ).

2. Burger King, 2016

Agency - BK

On Halloween 2016, Burger King location in Queens, New York, had a lock on best restaurant Halloween costume of 2016 after it dressed up as the ghost of McDonald's-covering itself in billowing white sheets and trolling its rival with a special sign that read: "Booooooo! Just kidding, we still flame grill our burgers. Happy Halloween." The stunt was limited to the single BK location at 92-85 Queens Blvd. But BK corporate is clearly involved, as the brand has posted a video.

3. Reebok, 2016 - Are You Fast Enough?

Agency- Animal, Stockholm

Back in February in Stockholm, Reebok put up an outdoor ad equipped with a built-in speed cam and tracking technology to measure pedestrians' pace in 2016. Anyone who ran past the ad faster than 17 kilometers per hour (about 10.5 miles per hour) unlocked a brand new pair of ZPump 2.0 shoes. "We really like the idea of taking a classic billboard and turning it into something disruptive and unique," said Markus Schramm, creative at ad agency Animal.

4. BD Tong- Early 2017 mouth-watering fried chicken ad in Korea by the food delivery company, BD Tong in Seoul's subway trains.

Tags :  MAGNA OOH BD Tong 2016 OBIE Awards Burger King Reebok Rapport Magna Intelligence China Argentina Australia Belgium Canada Denmark France Germany India Italy Japan Malaysia Mexico Netherlands Norway Philippines Russia Singapore Spain Thailand United Kingdom United States Internet TV print radio

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