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