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Yearbook Jan 2019

OOH trends and hopes for 2019 First, I say compliments to the New Year and we are grateful for life. The cynic in me never understood all the excitement that comes with a temporal shift. The year 2018 was a dramatic year though; it deserves an Oscar for its performance. Despite the ‘technical’ recession, we saw some massive investments from clients and we even got to see the goddess herself, Beyoncé. Titillations out the way, 2019 promises to be an incredibly exciting year and I anticipate, plot devices from Game of Thrones. Consolidation This has been a perennial trend. “Big fish eat little fish” and the global giants have an insatiable appetite. In the UK, Global has made significant moves to acquire one third of the market. In Asia Pacific, JCDecaux and Ooh! Media have made some critical acquisitions making the market as competitive as a game of 30 seconds in Fourways. In China, online ecommerce giant Alibaba has acquired a significant stake in China’s leading OOH media owner. Please take a second to let this sink in, a digital business acquiring a stake in an outdoor business. Meanwhile in the west, Netflix acquired a number of premium OOH assets from Regency Outdoor. I spy with my little eye that there will be more consolidation in 2019, some of which creates room for some serious innovation and accelerated learnings. I do hope some of these help bring down the price of data in South Africa, yes I needed to vent a little, give me a break. My hopes are that this consolidation leads to more breakthrough innovations in terms of technology and collaborations of expertise. Data, data, data (“I cannot make bricks without clay”) Data-driven marketing is a pre-requisite if businesses are to futureproof themselves and get better returns on their investment. Yes, that includes out-of-home advertising but for this to happen efficiently, data is required. I believe that 2019 will see more data-led OOH campaigns than ever before, with over 35% of campaigns using data that go Copy suplied by posterscope beyond demographics to decide where OOH ads appear. It goes without saying that data-led campaigns drive better results, and technology solutions with the ability to ingest multiple data sets are the future, I mean the present for better ROI in 2019. I hope that marketers are making out of home placement decisions using more than just age gates and gender but more sophisticated data like where credit card purchases of a particular category have been happening… food for thought. My hopes are that brands will start demanding more data from their media strategists so that all campaigns can be data led, to minimise wastage and to drive more relevance. Dynamic DOOH, Duh At this point in South Africa I am certain even an intern can tell you that Digital OOH (DOOH) is growing at a rapid rate, so clients have to use location-centric ads to improve efficiencies, noting and recall. Dynamic DOOH has to be the new norm if clients want to stretch their investments and get more bang for their Randelas. Research is showing that this method improves awareness by 18%, creative recall by 53% and brand perceptions by 11%. These figures are higher than Eskom’s antecedent increase. Therefore, the industry has to make this the new norm so that they can improve the campaigns’ visual attention and to help clients to create deeper connections with their audience. We have seen clients like Strongbow and Heineken make use of dynamic digital OOH to amazing effect. My hopes are that we will see more contextually relevant messaging from brands in 2019, not just generic campaign messaging because not every environment is the same. Location intelligence I describe location intelligence as the process of using location data to make informed business decisions. The truth is, there is plenty of data out there describing people’s actions in locations, but often these data sets sit as separate


Yearbook Jan 2019
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