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Digital OOH Media Special

DOOH is Dynamic and Modern, but needs more Flexibility

20, April, 2016

Saif Sayed, allaboutoutdoor.com

"Benefits of the medium named by the most respondents included the potential for dynamic and modern advertising environments with exciting and versatile also scoring strongly."

Digital out-of-home is the most innovative, creative and flexible medium in the market today and is predicted to enjoy the biggest growth of all media in the next five years, according to a poll of British agencies and outdoor specialists.

DOOH is perceived as a tech-driven medium, closely aligned with online and mobile, according to the survey of around 200 executives from media agencies and the outdoor sector, conducted by a UK based media owner Ocean Outdoor.

Benefits of the medium named by the most respondents included the potential for dynamic and modern advertising environments with exciting and versatile also scoring strongly.

"The emotional index in our study shows how far digital out-of-home has moved from being a standard, passive medium to a channel which is modern, exciting and sophisticated, driving mobile and online," said Ocean marketing Group Director, Richard Malton.

"This shift in positioning is driven by technology like audience recognition, Wi-Fi and broadcast capability, which allows us to introduce even better targeting, interactions, creativity and results."

However, respondents to the survey also said that the cost of DOOH and the flexibility of media buying need to improve. Ocean suggests that automated media planning and trading systems could provide a partial solution.

"The introduction of new trading models is driving flexibility and value as never before," said Malton.

Tags :  DOOH UK International DOOH Ocean Outdoor Richard Malton