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Transforming the out of home sector

Contour Media’s Rabieh Adnan explains the effect technology is having on the Out of Home sector

The Out-of-Home (OOH) advertising sector has experienced several transformations due to technological advancements. Here are some effects of technology on the OOH sector:

Digitalisation and dynamic content: Traditional static billboards have been increasingly replaced by digital displays. This allows advertisers to change content remotely in real-time, providing more flexibility and enabling dynamic and targeted campaigns.

Data-driven advertising: Technology has enabled the collection and analysis of data, allowing advertisers to target specific demographics and adjust their messaging based on audience behaviour. This data-driven approach helps optimise ad placement and content for better engagement.

Programmatic advertising: Like online advertising, programmatic advertising is making its way into the OOH sector. This involves the automated buying and selling of ad space in real-time, allowing for more efficient and targeted campaigns.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF OOH?

The OOH advertising sector has been experiencing massive evolution driven largely by technology. The transition from static to digital has been a pivotal evolution in the OOH sector. This shift has allowed advertisers to be more creative and flexible in their campaigns. There’s a growing emphasis on sustainability in the OOH sector. The adoption of energy, efficient technologies and eco-friendly materials in traditional billboards.

Sustainability considerations: As environmental consciousness grows, the OOH industry has started to consider sustainability.

Digital displays, despite their energy consumption, can be more environmentally friendly than traditional print materials when considering factors like production and disposal.

AI and automation: Artificial intelligence is playing a role in optimising OOH campaigns. Machine learning algorithms can analyse data to predict optimal ad placements, timings and content, improving the overall efficiency of advertising strategies.

Adapting to consumer Trends: OOH has evolved to align with changing consumer preferences and behaviours. Campaigns are designed to resonate with the target audience, incorporating elements that reflect cultural trends, social issues, and lifestyle changes.

The evolution of OOH is likely to continue as technology advances further and consumer expectations evolve. The industry’s ability to adapt to these changes and embrace innovative approaches will be crucial for its continued growth and relevance in the advertising landscape.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

KABOOS’s captivating 3D Campaign at JBR and Bluewaters drew widespread attention by presenting breathtaking visuals. The campaign skillfully combined creative elements with innovative techniques, forming an immersive experience that went beyond the usual limits of traditional advertising. It successfully broke away from conventional approaches, providing viewers with a unique and unforgettable encounter, making a lasting impact on their perception of the brand.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients in the advertising industry are currently expressing a range of demands, often shaped by industry dynamics, market trends and target audience characteristics. There’s a growing emphasis on data-driven advertising strategies, where clients are seeking insights and analytics to inform their decision making processes.

Integrated marketing campaigns are gaining popularity, with clients looking for holistic approaches that incorporate various channels such as Out of Home (OOH), digital, social media and physical spaces. The aim is to create a cohesive brand presence across multiple platforms, ensuring that the marketing message reaches the target audience through diverse touch points.

In this dynamic landscape, staying informed about client preferences is crucial for advertisers and marketing professionals. Flexibility, creativity and the ability to adapt strategies based on client needs are becoming increasingly important. Clients are looking for strategic partners who can navigate the complexities of the advertising industry and deliver campaigns that not only align with their brand identity but also resonate effectively with their audiences.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

Integrating Out of Home advertising more effectively into the marketing mix involves strategic planning and coordination with other marketing channels. Here are some ways to enhance the integration of OOH into the overall marketing strategy:

Consistent branding:

Ensure that OOH campaigns align seamlessly with the brand’s overall identity and messaging used in other marketing channels. Consistent branding helps in reinforcing the brand image across different touchpoints.

Cross-channel messaging:

Coordinate the messaging across various channels, including digital, social media, and traditional media. Consistent and complementary messaging enhances brand recall and strengthens the overall marketing impact.

Data integration:

Leverage data analytics to integrate OOH campaigns with other marketing efforts. Use consumer data to identify optimal locations and times for OOH placements, aligning them with the broader marketing strategy.

Geotargeting and personalisation:

Implement geotargeting strategies to deliver personalised and relevant content in OOH campaigns. Align the geographical targeting with other digital channels to create a cohesive, personalised experience for the audience.

Mobile connectivity:

Create synergy between OOH and mobile platforms. Include QR codes, NFC tags or other mobile engagement elements in OOH creatives to seamlessly connect the offline and online experiences for consumers.

Event and sponsorship integration:

Integrate OOH with events or sponsorships that align with the brand. Ensure that the OOH messaging complements the activities and themes associated with the sponsored events, creating a holistic brand experience.

Timing and synchronisation:

Coordinate the timing of OOH campaigns with other marketing activities. For example, launch OOH campaigns concurrently with digital advertising or product launches to maximise impact and create a cohesive narrative.

Measurement and analytics:

Implement unified measurement metrics to assess the effectiveness of OOH alongside other channels. Use analytics to understand how OOH contributes to overall brand awareness, engagement and conversion.

Creative consistency:

Maintain consistency in creative elements, such as visuals and messaging, across different channels. This ensures a unified brand voice and facilitates a seamless transition for consumers moving between various touchpoints.

Incorporate technology:

Embrace technology to enhance the interactive elements of OOH. For example, augmented reality (AR) or QR code campaigns on billboards can connect consumers to online content, creating a more integrated brand experience.

Collaboration with agencies:

Foster collaboration between creative agencies, media planning teams and other stakeholders to ensure a cohesive approach to marketing across all channels, including OOH.

By implementing these strategies, marketers can integrate OOH seamlessly into the broader marketing mix, creating a more unified and impactful brand presence across multiple touchpoints.

WHAT IS THE LONG-TERM VISION FOR CONTOUR MEDIA?

Contour Media’s forward-looking vision encompasses a multifaceted approach that positions the company as a leading and indispensable entity within the continually evolving advertising landscape. The strategic outlook involves several key pillars:

Technological innovation:

Contour Media is committed to embracing and leveraging cutting-edge technologies within the advertising sphere. This includes staying abreast of advancements such as augmented reality, artificial intelligence, and data analytics to ensure that the company remains a pioneer in adopting innovative solutions that enhance the effectiveness of advertising campaigns.

Sustainability Practices:

Environmental responsibility is a core element of Contour Media’s vision. The company aims to integrate sustainable practices into its operations, emphasising eco-friendly choices in materials, production processes and energy consumption. This commitment aligns with the growing global emphasis on corporate social responsibility and sustainable business practices.

Community engagement:

Recognising the importance of building strong ties with the community, Contour Media places an emphasis on active engagement. This involves understanding and responding to the needs and values of the local and global communities in which the company operates. Community-centric initiatives not only contribute to positive social impact but also foster a favorable reputation for the brand.

Strategic initiatives:

Contour Media’s long-term vision involves a strategic and well-thought-out approach to its activities. This includes market analysis, trend forecasting, and an understanding of client needs.

By aligning its initiatives with broader industry trends and consumer behaviors, Contour Media aims to position itself as a strategic partner for clients, offering solutions that are not only effective in the short term but also adaptable to future shifts in the advertising landscape.

Remaining at the forefront of advancements:

The commitment to staying at the forefront of industry advancements underscores Contour Media’s dedication to being an industry leader. This involves continuous learning, adaptation to emerging technologies and a proactive approach to industry trends.

By doing so, the company ensures that its services remain innovative, relevant and ahead of the curve.

Fostering eco-friendly practices:

Beyond mere compliance with environmental regulations, Contour Media actively seeks ways to reduce its ecological footprint. This includes exploring sustainable sourcing, minimising waste and adopting practices that contribute positively to the environment. The company aims to be a role model for environmentally conscious business practices within the advertising sector.

Implementing strategic approaches:

The emphasis on strategic approaches involves a comprehensive understanding of market dynamics and a forward-thinking mindset. Contour Media is committed to employing data-driven strategies that optimise advertising efforts, ensuring that campaigns are not only creative but also strategically aligned with the goals of clients and responsive to market conditions.

In essence, Contour Media’s long-term vision is a well-rounded commitment to excellence, encompassing innovation, sustainability, community engagement and strategic acumen. By weaving these elements together, the company aims to establish itself as a dynamic and essential contributor to the future of the advertising industry

“Consistent and complementary messaging enhances brand recall and strengthens the overall marketing impact

By Rabieh Adnan, Managing Director at Contour Media