We're delighted to present a guest blog post from Youth Marketing Strategy media partner Clear Channel. Read on for reasons why 'Out of Home' advertising is more relevant than ever before:
Media is changing. That’s not exactly news; media is always changing. Right now this change is faster than ever and it is being driven by the demands of a new breed of consumer – one who is more mobile, tech-savvy and demanding of advertisers than ever before. If the recent rise of ad-blocking tells us anything, it’s that today’s consumer isn’t interested in irrelevant advertising and is becoming increasingly adept at screening it out.
Smart advertisers are evolving with this change. They recognise the increasing value of seamless, personalised advertising experiences that reach and resonate with customers at scale. Enter Out of Home.
It might seem ironic that the world’s oldest advertising medium is seeing a resurgence thanks to the newest technologies - but, to us, it’s not surprising. Out of Home (OOH) has been around for a long time, and has seen, and survived, a lot of change in the media landscape. While the power of traditional OOH like classic paper formats continue to deliver incredible reach across the UK, the rise of digital has allowed the industry to thrive as other media fragments. OOH is growing steadily as consumers spend more time out of home and it remains the ultimate ubiquitous media; you can’t change the channel and you can’t turn the page – you can’t ignore 72 metres of digital creativity like Storm Cromination London.
Digital Out of Home adds another layer of opportunity for advertisers – the dynamism of a data-driven digital campaign allows for real-time copy updates based on anything from location, to time of day, to weather, to pollen count. That means contextual advertising that is relevant to the consumer. A flood relief appeal that appears when it starts to rain, live football scores, real-time local travel updates - even a poster that continuously rebuilds itself according to the reactions of passers-by.
And let’s not forget the opportunity to interact with brands in the real world: OOH creates advertising experiences that consumers remember and value. Receiving a packet of crisps dispensed by a digital Gary Lineker, being able to make a contactless donation with a tap on a window, snapping an on-screen selfie which is then turned into front page news or even taking a virtual tour of the famous Abbey Road studios.
The power of OOH comes from its ability to reach people at scale with advertising that is contextual and, more importantly, meaningful to the public. Media, and the needs of consumers, are evolving at pace – and Out of Home continues to adapt and innovate to meet these changing needs.