Lindsay Rapacchi, Research and Insight Director at Clear Channel Outdoor, in his session on “Outdoor’s Secret Superpower” at the WOO Global Congress in Hong Kong emphasised OOH advertising's strongest attribute: broadcast reach. He observed that many media professionals don't fully understand why reach is crucial. Over the past year, he says that he conducted informal research with over 100 media professionals, including planners and clients, to discover their reasons for valuing reach. The top responses were identified to be priming people, increasing awareness, driving brand fame, and selling more advertising. However, Lindsay believes the most critical reason was missed: brands with smaller market shares have fewer, less loyal buyers.

Leveraging Light Category Buyers

Illustrating this with the UK washing powder industry, where Persil leads with a 22% market share, Lindsay emphasised that a brand's success, like Persil's in the washing powder industry, is primarily due to its high market penetration, not loyalty. Market penetration, attracting more buyers, is believed to drive growth, rather than solely focusing on loyalty.

Lindsay highlights the importance of understanding buyer distribution curves, where most buyers fall into the light category, purchasing infrequently. He argued for a strategy targeting this large segment of light buyers rather than solely focusing on heavy buyers, as traditional approaches tend to do.

He criticised the neglect of light category buyers in media plans, which often prioritise niche audiences. He suggested integrating light category buyers into media planning to unlock OOH advertising's full potential, as different channels reach varying numbers of these buyers. By prioritising reach to attract more light buyers, brands can achieve significant growth. Lindsay's call to focus on light category buyers offers a fresh perspective on brand growth strategies and the importance of understanding market dynamics beyond loyalty.

The winning duo

Discussing a UK study involving over 40,000 consumers and 250,000 brand interactions, he revealed that OOH and TV were found to be the most effective pairing, increasing productivity by a factor of four. However, he cautioned against relying solely on this combination, emphasising the importance of using a variety of media channels. He highlighted the need for brands to align their customer base with the broader market, using OOH to reach underrepresented demographics. For example, brands should not over-target older consumers at the expense of younger ones.

Refining the Recipe of Reach

In his strategy presentation, Lindsay outlined a holistic approach to media planning, emphasising the importance of reach in OOH advertising. He rejected a highly targeted approach, asserting that OOH's strength lies in its ability to reach a broad audience. Lindsay's strategy begins with a focus on programmatic digital OOH, leveraging mobile data to target specific audience segments that over-index for the brand. Integrating with other media channels, including radio and addressable TV, further expand reach and reinforce brand messaging.

Lindsay applied the "duplication of purchase" law, targeting competitors' customers who are more likely to overlap with the brand's customer base.

He advocated for a dynamic media plan that adapts to different consumer behaviours and contexts, exemplified by programmatic ads tailored to specific weather conditions and time slots.

Lindsay underscored the importance of balancing reach with targeted messaging, leveraging empirical evidence and consumer behaviour insights to optimise brand growth. He emphasised the foundational role of broadcast reach in OOH advertising while integrating insights from the duplication of purchase law and category entry points to refine and enhance media planning strategies.

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In a captivating session at the WOO Global Congress in Hong Kong, Dino Burbidge, Innovation Consultant and CEO of Dinova, took the centre-stage to share his insights on the ever-evolving landscape of OOH advertising. Known for his unique approach to blending technology, creativity, and business acumen, Dino presented an engaging overview of the current state, upcoming trends, and futuristic possibilities in the OOH industry.

Setting the Scene: The Hype Curve

Dino kicked off his talk by introducing the concept of the Gartner Hype Curve, a model that maps out the journey of emerging technologies. The curve starts with an "innovation trigger," ascends to the "peak of inflated expectations," plunges into the "trough of disillusionment," rises up the "slope of enlightenment," and finally reaches the "plateau of productivity." He noted that many current technologies, such as generative AI and post-quantum cryptography, are riding high on this curve, while others like NFTs and Blockchain have experienced varying degrees of hype and disillusionment.

The Now: Technologies at the Plateau of Productivity

Focusing on technologies that have already reached the plateau of productivity, Dino highlighted four key examples:

1. Roblox: With 71 million daily users and six million active at any given moment, Roblox is a significant platform for brands targeting younger demographics. Dino emphasised its role as a quasi-metaverse where brands can create immersive experiences and even leverage programmatic video advertising through virtual billboards.
2. Sense of Smell in Gaming: Introducing a unique sensory dimension, technologies like the "Scent for Games" box can emit specific smells based on in-game events, enhancing the immersive experience for players. This innovation could be extended to various environments, including shopping malls and advertising spaces.
3. Runway ML's Motion Brush: This AI tool allows for subtle animation within static images, enabling advertisers to create dynamic yet refined visual campaigns. By highlighting and animating specific areas of an image, brands can add a layer of engagement to their otherwise static content.
4. Location-Based Loyalty Programmes: Technologies like FOBI enable brands to integrate loyalty programmes into digital wallets, triggering rewards based on proximity to certain locations. This creates opportunities for personalized and location-specific marketing campaigns, driving customer engagement and data collection.

The Next: Emerging Technologies and Trends

Looking ahead, Dino identified several technologies poised to impact the OOH industry:

1. Gaussian Splatting: A breakthrough in 3D rendering, Gaussian Splatting involves creating scenes using "splats" in the air, which are computationally efficient and enable real-time rendering on low-power devices. This could revolutionise how 3D content is displayed in advertising.
2. Apple Vision Pro: At $3,500, this augmented reality device demonstrates Apple's prowess in locking 3D scenes into real-world environments. Dino posed intriguing questions about the implications for advertising, where virtual billboards could compete with physical ones for viewer attention.
3. OpenAI's Multi-Modal Models: As AI models evolve to handle text, video, code, and music, the potential for AI-generated content in advertising grows. Dino advised caution, recommending human oversight to ensure quality and relevance in AI-generated campaigns.
4. Business Process Outsourcing via Video: Highlighting a novel approach, some companies are outsourcing customer service to remote operators via video calls. This could extend to personalised interactions in retail and advertising settings, offering 24/7 customer engagement.

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The Wondrous Future: Pioneering Innovations

Concluding his session, Burbidge delved into futuristic concepts that could redefine OOH advertising:

1. ChatDev: Utilising AI to autonomously develop software, this experiment demonstrates the potential for AI-driven project management and development. In the future, similar technologies could streamline the creation of advertising content and strategies.
2. Wearable Screens: Inspired by the BMW car with colour-changing paint, personal screens integrated into clothing or accessories could display dynamic content based on the wearer's location and context, turning individuals into mobile advertising platforms.
3. Adversarial Pixels: Addressing the ethical concerns of AI training, Dino discussed the idea of poisoning AI models with misleading data to protect proprietary content. This highlights the importance of safeguarding creative assets in an AI-dominated future.
4. Robot Snails: A quirky yet practical innovation, these soft robotics can clean and maintain advertising displays, ensuring they remain pristine and engaging.

Dino's presentation at the WOO Global Congress was a thought-provoking journey through the current realities, emerging trends, and speculative future of OOH advertising. His insights underscored the dynamic nature of the industry and the endless possibilities that lie ahead.

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In a compelling panel discussion titled "Measuring the World: The Pace Quickens" at the WOO Global Congress in Hong Kong with Media4Growth as its media partner, industry leaders from various countries shared their insights on the complexities and advancements in third-party data measurement. The panel, moderated by Gideon Adey, CEO of Gurooh, had as panel speakers Denise Turner, Chief Executive of ROUTE; Pawan Bansal, Chairman Indian Outdoor Advertising Association (IOAA); Mats Rönne, Chairman of the Outdoor Committee, Outdoor Impact, Sweden; and Charles Perry-Okeden, Independent Chair, Outdoor Media Association (OMA) and MOVE, Australia.

The session kicked off with an introduction to the panelists and their respective backgrounds. Denise Turner, who heads ROUTE, an out-of-home audience measurement service in the UK, emphasised upon the intricacies involved in the metrics’ operations. Despite her extensive experience in agencies, publishing, and marketing, she acknowledged the unique challenges in measuring OOH audiences. She highlighted ROUTE's commitment to expanding coverage to Northern Ireland, reflecting her dedication to comprehensive data collection.

Pawan Bansal provided a glimpse into India's vast and diverse market. He laid emphasis on the importance of scalable and affordable models to measure the 1.4 billion audience more definitively. He also highlighted the use of mobile data as a starting point, noting the complexities of ensuring data reliability and representativeness.

Mats Rönne from Sweden shared insights into the country's long-standing tradition of public data availability. He emphasised the importance of transparency and the need to measure people rather than devices. Rönne highlighted Sweden's robust system that integrates various data sources to ensure accuracy and reliability in audience measurement.

Charles Perry-Okeden provided an in-depth look at Australia's MOVE 2.0, a revolutionary advancement in audience measurement. MOVE 2.0, developed over five years, integrates over 100 data sources, creating a sophisticated activity-based model. This model tracks individuals' travel behaviour and calibrates the data with numerous datasets to provide a comprehensive view of audience movements. Charles stressed upon the importance of making complex data accessible and trustworthy, a sentiment echoed by other panelists.

Challenges and Innovations in Data Measurement

The discussion delved into the challenges of integrating multiple data sources. Denise pointed out that layering data correctly is crucial to avoid destabilising the entire measurement system. Transparency and rigorous evaluation of data sets are vital to maintaining the integrity of the measurement process.

Pawan explained India's method of cleaning mobile data to ensure it accurately represents the population. By dividing India into millions of hexagons, they track mobile movements to create a reliable panel. This meticulous process highlights the challenges of using mobile data as a primary source.

Role of Sensor Data‍

Sensor data was another critical topic discussed. Denise spoke about ROUTE's ongoing tests with various sensors to enhance volume counts and make data more contemporary. The sensors' ability to provide real-time data could revolutionise audience measurement, although the variability in sensor performance necessitates thorough testing and validation.

Charles discussed how MOVE 2.0 uses sensor data to calibrate volume counts and temporal profiles in environments like malls and airports. This integration helps create a more granular and accurate picture of audience behaviour.

Concluding Thoughts

The panel concluded with a consensus on the importance of transparency, trust, and collaboration in the evolving landscape of audience measurement. By incorporating diverse data sources and ensuring rigorous validation processes, the industry can provide reliable and actionable insights for media owners and advertisers alike.

As the world becomes increasingly data-driven, discussions like these underscore the necessity of continuous innovation and adaptation in audience measurement methodologies. The pace is indeed quickening, and the industry's leaders are at the forefront, navigating the complexities to deliver precise and trustworthy data.

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The 63rd World Out of Home Organization (WOO) Annual Congress took place in Hong Kong from June 5-7, drawing a record number of 500 participants from 47 countries.

The Thursday morning congress began with Dr. Bernard Chan Pak Li, Under Secretary for Commerce at the Hong Kong Government, welcoming over 500 delegates.

Tom Goddard, President of the World Out of Home, delivered a passionate speech, portraying Hong Kong as a dynamic global stage. He introduced the day's theme, "Growing the OOH Sector," with great enthusiasm that resonated throughout the venue. Goddard sparked excitement by discussing the critical growth factors driving the industry forward, from the essential use of measurement data to the importance of sustainability, automation, collaboration, and networking. He highlighted the industry's breakthrough in surpassing the 5% market share threshold (reaching 5.2%) and questioned whether this signifies sustained growth for OOH. Goddard emphasised the urgency of embracing sustainability and spotlighted Ad Net Zero as a model of responsible media practices. Tom highlighted Abu Dhabi's Multiply Group acquiring BackLite Media, along with Viola Communications and Media 24/7, to build a strong media presence in the UAE. He also thanked Omar Fayed and Jawad Hassan for their support of the World Out of Home Organisation.
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He also emphasised the potential of retail media and urged stakeholders to seize emerging opportunities. The climax of Goddard's address was when he praised the value of global collaboration within the World Out of Home channel, highlighting the strength in unity and the diverse representation of the over 500 delegates from 42 countries.

Here are our key takeaways from the event:

1. Integration with Online Media

WOO President Tom Goddard suggested viewing online media as a companion rather than a competitor, noting that "all the DOOH solutions are on the DSPs planners are used to using daily."

2. Growth of PrDOOH:

Programmatic Digital Out of Home (PrDOOH) is projected to reach 30% of DOOH bookings over the next 18 months. Benjamin Milne highlighted the need for "more data and measurement and simplification through automation to activate bookings."
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3. Embracing Programmatic Strategy:

Each OOH company should develop a programmatic strategy to secure a larger share of the omnichannel market. Sylvain Le Borgne from JCDecaux emphasised, "The specialists were used to OOH. Now we have a new generation of buyers used to online digital, and we need to use their language."
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4. OOH Ad Spend and Automation:

According to the WOO Index, Out-Of-Home (OOH) ad spending reached $41.9 billion in 2023. However, Annie Rickard pointed out that "everyone believes OOH does not get enough share; automating the medium everywhere will help.

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‍5. Free Regulation DOOH Ad Zones in Seoul:

Daewon Kim from Seoul discussed the creation of three "Free Regulation DOOH Ad Zones," which involve dozens of OOH companies rolling out cutting-edge digital screens to transform districts into iconic places to visit. This model is suggested for replication in every major city.

6. Retail Media's Hidden Power:

The congress highlighted the secret superpower of retail media in the outdoor advertising space.
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7. Sustainability:

A new WOO website has been dedicated to this critical subject underscored the urgency of sustainability in the OOH industry. We had the pleasure of hearing from Four speakers on Sustainability at the World Out of Home Organization's Global Congress - on the theme of "The Clock is Ticking"
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Additional Insights:

- Sylvain Le Borgne from JCDecaux discussed the importance of data in the OOH space and confirmed the industry is on the right path to implement data tools and solutions across every step of the campaign.
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- Michael Provenzano from Vistar highlighted the increased activity of cross-border buying in DOOH, which allows brands to activate multiple markets simultaneously via programmatic means.
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- Emma Hegg from Platform Strategy led a panel with Benjamin Milne, Gavin Lee, and Annie Rickard, emphasising the need for automation across all OOH, not just digital. She noted that manual interactions between clients, buyers, and media owners increase the potential for issues and decrease the desirability of investing in the media.
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- Chris Ngan from The Trade Desk showcased how incorporating DOOH into an omnichannel strategy consistently improves digital performance by increasing click-through rates (CTR) and lowering cost per acquisition (CPA).
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- Lindsay Rapacchi from Clear Channel demonstrated how increasing market penetration leads to higher market share and more loyal brand buyers by building reach among light category buyers and leveraging category entry points in consumers' minds.
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The congress was not just an event but a revolution for the OOH industry. Its deep dive into automation, intertwining with online media, and paving the way for sustainable practices promised a dawn of innovation and progress. These two days were insightful and transformative, sparking inspiration within us all.

And adding to the excitement, the news that we'll meet again in Mexico next year to continue this journey was the perfect conclusion.

Our sincerest gratitude extends to Tom Goddard, Anna Maria Pisano, Richard Saturley, Mark Flys, and the entire World Out of Home Organization team. Your dedication crafted an event that wasn't just brilliant and flawless but a beacon of inspiration and community. These events are beyond valuable; they are transformative. You all are indeed the architects of change in our industry.
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🌏 We're setting sail to Hong Kong!

We proudly announce our sponsorship at the prestigious World Out of Home Organization Hong Kong Congress in June 2024. As we navigate the evolving landscape of out-of-home advertising, this event represents an incredible opportunity to engage with global Out-of-Home leaders, share ideas, and showcase our commitment to advancing the industry.We look forward to discovering and shaping the evolving landscape of Out-of-Home media, connecting with industry leaders, innovators, and critical stakeholders shaping the future of out-of-home advertising.

Why Asia this time? The region is a massive global economic force with China vying with the US for biggest economy (and biggest national OOH market) and many of the developments we're seeing in Asia will become the reality for the industry in the rest of the world too, notably the growth of digital OOH and the use of Artificial Intelligence (A!).

At this year's Annual Congress we will look to cover many of the themes impacting on OOH including:

• The impact of AI on many aspects of our businesses
• Sustainability – still the Elephant in the Boardroom, for some
• The growing importance of Retail Media
• Audience Measurement evolution – still front and centre as an issue for OOH
• Making OOH easier to buy with AdTech and how we tap into the omnichannel dollars

These are the forces shaping the global media market in 2024 and beyond and all of them pose formidable challenges for OOH. Retail media, in particular the exponential growth of retailer websites from the likes of Amazon and Walmart, may seem a world away from OOH but it's a phenomenon we have to find a way of competing against and potentially complementing; just as we did, for decades, with television.

All of these will be explored in depth in Hong Kong via a stellar line-up of speakers and panellists from all sides of the media industry and the planet

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We are excited to announce our recent collaboration with CFI Financial Group on their campaign along Sheikh Zayed Road in Dubai.

The campaign's objective was to boost awareness of their trading platforms and services. We recommend using the high-impact advertising spaces at The Dubai Jawhara, located right next to the Museum of the Future and Digital Icons. These essential locations have screens near Downtown Dubai and Um Seqquim Road, and they have been selected for their unparalleled visibility to High-net-worth-individuals (HNWIs) and ability to effectively capture the attention of the brands' target demographic, reaching millions of passers-by.

Thank you to Leen Daoud for her continued support and trust in our company, and we look forward to collaborating with you on future campaigns.

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Great things happen when technology and Out-of-Home unite!

Prime Video & Amazon Studios's - Citadel Interactive DOOH campaign on our Dubai Festival City network has been shortlisted for the MMA Global Smarties MENA Awards 2024 in the Digital Out-of-Home (DOOH) category.

The campaign utilised advanced hand detection and gesture recognition technology to track and identify hand movements in real-time dynamically. This feature allowed the campaign artwork to seamlessly transform, resulting in an immersive and interactive experience that delighted visitors.

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Royal Caribbean Group, in partnership with BackLite Media, has launched a mesmerising campaign that captures the essence of luxury travel and redefines how brands connect with their audiences in iconic locations. 

Hosted across BackLite Media's extensive network of screens in Dubai, Abu Dhabi, and Roxy Cinemas, this campaign is more than just a visual delight—it's a strategic masterpiece designed to reach niche audiences and create a lasting impression.

Brought to life with stunning artwork created in-house by BackLite Studios, Royal Caribbean Group's latest campaign on The Dubai Gateway, 100+ screens across The Luxury Domination at The Galleria Al Maryah Island, and Roxy Cinemas shines through reaching niche audiences.The campaign's reach is as impressive as its visuals. 

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What sets this campaign apart is its ability to effectively target niche audiences. Rather than casting a wide net, it hones in on travellers and enthusiasts who appreciate the finer things in life. By leveraging BackLite Media's strategic placements and audience insights, Royal Caribbean Group ensures its message reaches those most likely to respond positively.

The success of this campaign is a testament to the collaborative efforts of Royal Caribbean Group and BackLite Media. By combining creativity, data-driven strategies, and a deep understanding of their target audience, they've created a campaign that captures attention and drives engagement and conversions.

As the campaign continues to sail across screens in Dubai, Abu Dhabi, and Roxy Cinemas, it leaves a lasting impression on viewers—a reminder that luxury travel is not just a dream but a tangible reality waiting to be explored.

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This week, the OAAA released compelling findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising, showcasing its unparalleled ability to engage consumers. The study found a staggering 73% of consumers view DOOH ads favorably. Most notably, consumers ranked DOOH as the medium that would most drive them to take action, as 76% of recent DOOH ad viewers noted they had taken action because of a DOOH ad.
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“Digital out of home not only captures consumers’ attention but also drives meaningful actions making it an indispensable tool for marketers seeking to engage and influence consumers,” said Anna Bager, President & CEO, OAAA. “Marketers are increasingly seeing the value of DOOH, and it is reflected in the growth DOOH is seeing. In fact, one-third of all OOH spend in 2023 was directed to DOOH and it is projected to grow another 10% this year alone. These survey results underscore the power of DOOH, which should keep it in the forefront of the marketing mix.”

Consumers Prefer and Take Action From DOOH
The study found that DOOH has emerged as the favored and most motivating medium for advertising when compared to competitive media, particularly among younger generations and urban dwellers, as well as those utilizing transit.

“Our findings show DOOH is a highly effective advertising medium that can be both striking and shareable,” says John Gerzema, CEO of The Harris Poll. “DOOH’s ability to drive consumers to take action is apparent, but when DOOH ad concepts are executed well, it can have a second life on social platforms as shareable content.”

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An overwhelming 73% of consumers expressed a favorable view of DOOH ads, significantly surpassing other forms of ad media, such as television/video (50%), social media (48%), online (37%), audio (32%), and print (31%). In addition, the study found that 80% of consumers are likely to take action after seeing DOOH ad content they deem entertaining (creative, clever, or humorous) or visually appealing (vibrant or bold). Similarly, 71% reported a likelihood to share DOOH ads that feature their favorite products or brands.

Notably, DOOH demonstrated its potency in driving consumer action, with 76% of respondents indicating that DOOH ads had recently prompted them to take action. The most frequent actions generated by DOOH ads included: watching video programming (38%), restaurant visitation (36%), in-store purchasing (30%), word-of-mouth conversations (30%), and store visitation (29%).

Furthermore, the study illuminated the symbiotic relationship between DOOH and mobile. It found that an astounding 74% of mobile device users reported taking action on their mobile devices following recent exposure to DOOH ads, with actions ranging from online searches about advertisers (44%) to direct visits to advertiser websites (38%) and social media platforms (30%).

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DOOH Increases Store Traffic and Impacts Purchasing Decisions
As businesses seek innovative ways to stand out in a competitive marketplace, The Harris Poll study found that directional DOOH advertising offers a clear pathway to increased foot traffic, heightened brand visibility, enhanced customer engagement, and increased sales.
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The study found that 30% of consumers have recently noticed such ads providing directions to businesses, and a significant 51% of those who noticed directional DOOH ads subsequently visited the advertised business. More strikingly, of those who visited the business after noticing a directional DOOH ad, an overwhelming 93% completed a purchase, highlighting the tangible business outcomes generated by DOOH ads.

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An Overwhelming Majority of Consumers Find Contextual DOOH Useful
The study uncovered that dynamic ad content featuring product deals or offers, such as those tailored to current weather conditions or time-specific discounts, are instrumental in capturing consumer attention and spurring action.
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A remarkable 86% of consumers rate ads with special deals on groceries as useful, while 84% of consumers deem the same for ads featuring special deals at restaurants. Weather-responsive advertising also emerges as a game-changer, with 81% of respondents finding ads with product offers related to current weather conditions, like temperature or precipitation, highly relevant and useful.
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Furthermore, time-sensitive promotions resonate strongly with consumers, with 80% rating ads featuring time-specific offers on food menus and beverages, or special deals on clothing, shoes, or accessories, as useful.

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“Dynamic DOOH advertising represents a paradigm shift in the way brands connect with consumers, offering unparalleled flexibility and relevance,” said Bager. “By delivering hyper-targeted contextual messaging that aligns with consumers’ interests and needs, advertisers can create immersive experiences that resonate deeply and drive tangible results, all while leveraging the power of location to enhance engagement and deliver messages in precisely the right place at the right time.”

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