10/01/2012

PosterscopeTrends Report

2012

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EYES ON expansion across more media is resulting in greater accountability in delivering audience metrics

A movement from Proof of Posting to Proof of Performance

trendA New Era In Accountability

Measurementbetter

VAIs

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Context is King

New contextually aware technologies are allowing advertisers to not only collect, but also predict and optimize messaging by gender, mood and gesture

OOH is providing a new level of accountability, efficiency and insight into ROI

trendContext is King: Kraft Facial Recognition

trendThe success or failure of commercial engagement is underpinned by provision of relevant information rather than pure branding

Expansion of digital networks has finally provided OOH consideration as a viable content channel with its flexibility in messaging and capacity for scale

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Content & Scale

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Fast Moving Smart World

The adoption and capabilities of new digital gadgets enables people to move more freely with a single device, and in turn has expedited the conversion to a more digital OOH media landscape

As the connector to mobile lifestyles OOH is moving from Opportunity To See to Opportunity To Connect as a metric for success

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O-Commerce

 NFC-enabled mobile handsets are projected to increase the penetration of O-commerce with over 700 million handsets predicted to be in market by 2016

OOH Platforms are moving beyond an interface for triggering purchase consideration, to actually facilitating the transaction converting OOH to POS

trendO-Commerce: Tesco

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Out of Home Space

New applications of AR enable advertisers to engage in a variety of environments with or without OOH infrastructure as its base

An intelligently planned AR campaign that fits in to peoples’ lives making things more convenient or more fun can convert an out of home space into a user experience expanding OOH beyond recognizable boundaries

trendOut of Home Space: Disney AR

trendOut of Home Space: Airwalk

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Playtime

Games are the second-most popular internet activity after social networks, ahead of email

Brands are embracing venues offering dwell time as ideal spaces for deploying gaming to engage consumers OOH at moments of relevance with time to spare

http://www.youtube.com/watch?v=kEDMIwHLRyg

trendPlaytime: Disney Cruises

trendPlaytime: Courtyard by Marriott

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Spring Time

OWS - Signage and technology are being used to spread the word and engage a public locally and globally, occupying space and share of mind

Connected OOH media provides the opportunity for brands to not only speak to their audience, but also allows their audience to speak back, actively occupying space and mind

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A Greener Space A Better World

The OOH advertising industry is taking a number of steps to reduce its carbon footprint

New and innovative ways are emerging for brands to effectively recycle OOH materials into alternative solutions in line with brand initiatives or charitable associations

trendA Greener Space: Billboard Vinyl Recycling

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Hyperlocal Buzz

Hyperlocal is the buzzword of the day with the increasing popularity of 4 Square, Groupon Now, Facebook Places, Google search and other localized social media providing a low cost per target, customized promotions, and the potential to deliver more effective ROI

OOH is building further momentum as the ambassador for developing local connections

trendHyperlocal Buzz: McDonalds Interactive

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Acculturation of Society

Ethnic minorities now represent $2.5 trillion in buying power growing on pace with rising populations

Traditional demographics no longer suffice. Specialist teams are becoming integral to understanding the multicultural media landscape and acculturation of various segments, which affects the way a brand communicates and connects with these audiences