OOH Industry Snapshot by Habib Wehbe, CEO, Hypermedia

What effect will technology have on the OOH market?
One of the most exciting aspects about technology and the reach of OOH is the ability to better target specific sub groups. For example, thanks to facial recognition, digital mall signages can now match ads to the appropriate gender and age. This can greatly affect the successful reach for brands, while also connecting interested parties to products and brands. There is also more versatility and flexibility with a digital screen in terms of content; you can upload a new ad much quicker and incorporate several ads on the same OOH outlet. And while static displays still carry a high success rate, digital media in malls and other spaces really stand out above the crowd with captivating and eye-catching displays.

How will the way OOH is planned and bought change in the coming years?
The onset of digital media has already provided a more versatile platform for companies to showcase their ads, whether it is timed ads or specifically targeted ads for people on the move. Additionally, with the increasing rise of online shopping, there are more avenues to communicate with shoppers on the move and engage them to interact with a brand or make a purchase.
Planning for OOH spaces now includes looking at different segments of shoppers and their habits when they are out and about, with a more in-depth ability to plan for specific sub targets. The new metrics mean that planning for OOH has become more fluid in that we need to constantly assess the trends of target markets and make necessary adjustments, but this also helps us be much more successful in connecting brands to people.

What changes in OOH legislation would you like to see?
We would like to see a more unified approach across different entities and bodies. Having a centralised and established set of guidelines concerning all OOH media will ensure that brands will retain their integrity and value, while also eliminating redundancies and avoiding overlaps. Ultimately, a common framework for all OOH media will give the signages a regulated and uniform presence throughout the city. This will in turn reduce the clutter and help brands maintain a more professional presence while communicating with their target markets.