OOH growth to ride on technological advances

MUMBAI: From pasteless posters, energy-saving bulbs, digital billboards to the fast-improving audience measurement techniques, the out-of-home (OOH) industry is poised to be the most vibrant industry in the next decade.

Speakers at the session entitled "It‘s Drive Time for OOH" were unanimous with regard to the potential of OOH. They also agreed that the category‘s continued strength owes to the explosive technological advancement, digital outdoor media proliferation and fragmentation of other mass media.

In his presentation, OOH veteran and UK‘s Outdoor Advertising Industry Advisor Dennis Sullivan defined OOH as the most powerful mode of communication. "It‘s the most creative medium because since it doesn‘t target a specific audience – in fact, it targets everyone – it can easily evoke emotions, and make you smile and sometimes cry."

Sullivan also mentioned that globally OOH has $35 billion share in advertising, and added that some of the principal factors driving the growth of OOH are as follows: change in lifestyle; ownership consolidation (car has become the new lounge for families, and TV audience has declined); investment; audience measurement, etc.

"60 per cent of the world will live in cities by 2030 and this augurs well for the OOH industry since OOH is definitely an out-and-out urban medium of communication," said Sullivan.

To give an Indian dimension to the forum agenda, Future Media CEO Partho Dasgupta discussed the changing face of the Indian consumer. "The Indian consumer is changing in his/her attitude to the market. For example, the number of financially independent women is increasing, and in tune with urbanization, we have now a credit society from the traditional savings society."

"The media is also rising, and this is exemplified by the fact that almost very month a new channel is launching. Moreover, the growth of modern trade is influencing the Indian consumer, and this has led to the proliferation of screens in particular and OOH in general," explained Dasgupta.

Lehman Brothers SVP David Dorfman, who is also a successful OOH practitioner, touched on the digital media in the OOH advertising industry. According to Dorfman, "Digital technology is impacting ‘outdoor.‘ And since outdoor is local, people are more receptive when it comes to OOH advertising."

To explain the power of OOH, Dorfman said that it offers ‘face-to-face‘ impact (airport advertising, mall displays, transit and kiosks, etc.) and maintained that digital advertising will change the way people perceive outdoor advertising.

Latest Reads

MIPCOM 2016 sets new records

CANNES: Record attendances at MIPJunior and MIPCOM, more World Premiere TV and International Screenings than ever, a remarkable Japan Country of Honour programme, a Personality of the Year, Shonda Rhimes, who packed delegates into her keynote interview and a tour de force opening keynote from Sony...

Specials Event Coverage Mipcom
BidSlate offers film buyers, content-owners negotiation platform

What if filmmakers didn’t have to rely solely on film markets and sales agents to sell content? And international film buyers had continuous access to a 24/7 international marketplace populated by an ever-growing catalog of content?

Specials Event Coverage Mipcom
Two popular BMX content creators join XTreme video multi-platform network

XTreme Video, the leading Multi-Platform Network (MPN) for extreme athletes and creators with over 200 million views each month and more than 50 million social followers, today announced the addition of two of YouTube’s top BMX creators, KinkBMX and Boqer123, to the XTreme Video network. Heading...

Specials Event Coverage Mipcom
INsight-Flare to produce reality competition 'The Line'

INsight TV has commissioned yet another new original format in Ultra HD, partnering with Flare Media to produce the reality competition The Line.

Specials Event Coverage Mipcom
FremantleMedia brings 'Familiar Taste' to MIPCOM

FremantleMedia is bringing a brand new title to MIPCOM 2016, which promises to leave viewers feeling warm inside. Familiar Taste sees well-known faces thanking those people who have had a major impact on their lives by sharing with them a surprise meal they have cooked themselves.

Specials Event Coverage Mipcom
MIPCOM: Beta Film delivers interactive TV-event 'The Verdict' throughout Europe

The interactive TV-event The Verdict continues its roll-out throughout Europe and will be simultaneously broadcast in six countries with additional territories to follow. The MOOVIE production by Oliver Berben (“Shades of Guilt”, “Hotel Adlon – A Family Saga”) will be screened in Germany, Austria,...

Specials Event Coverage Mipcom
'Inside the Masters of Dirt' on INsight TV to have non-scripted reality series in ultra-HD

INsight TV has commissioned a new, non-scripted reality series Inside the Masters of Dirt with XTreme Video, which follows the crew that produces the popular freestyle motocross arena show of the same name. Featuring fearless leaders in extreme motorsports, XTreme Video will be the first to present...

Specials Event Coverage Mipcom
MIPCOM: Cyber Group Studios signs deals with broadcasters, digital platforms

On the heels of MIPCOM Junior, Paris-based producer and distributor Cyber Group Studios continues to establish a strong presence worldwide by signing new agreements with buyers including major broadcasters and digital platforms for more than ten series of its catalogue. Deals cover players such as...

Specials Event Coverage Mipcom
Bloomberg Media Distribution signs Hollywood Reporter, Billboard, El Financiero, STAT as partners

Bloomberg Media Distribution today announced a partnership with a raft of premium publishers to provide business, technology, entertainment, music, lifestyle and health news to global audiences. Launched at MIPCOM, Bloomberg Media Distribution will distribute The Hollywood Reporter, Billboard, El...

Specials Event Coverage Mipcom

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories