2016 has truly shown how dynamic an ecosystem the digital advertising industry is.

There have been highs and lows, but it has certainly been memorable. In a series of features reflecting on the past year and looking ahead to what we can expect in 2017, ExchangeWire invite over 100 thought leaders from across the industry to share their views. In the latest installment of the series, experts deliver their predictions for the 2017 outlook for digital OOH.

Treating mobile as an extension of OOH

“Out-of-home advertising is typically perceived as a format that is difficult to measure, especially when we’re now able to accurately quantify and evaluate the performance of key marketing channels. Despite this, OOH still has considerable value – not only is it effective in raising brand awareness, but recent studies demonstrate OOH drives sales and increases engagement on mobile. For this reason, we can’t deny its clearly untapped potential. As marketing technology continues to evolve, we can combine hyper-accurate location technology with mobile, enabling marketers to not only measure – but also proactively increase engagement. Treating mobile as an extension of OOH, rather than a separate channel, enables advertisers to target consumers in new ways based on their real world behaviour and create meaningful conversations wherever they go. Location data takes advantage of a growing arsenal of connected devices that gives us the ability to combine real world and digital activity in a powerful new way. Over the next year, the perception that OOH is a strictly ‘traditional’ and static format will change as we harness the power of location technology to create compelling interactions between brands and consumers. Mobile will also enable advertisers to continue the conversation with the consumer after OOH exposure and measure its impact on brand awareness, intent and ROI.”

Charlie Smith, MD UK, Blis

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