OOH predictions 2020: Growth, premium product and trust

Josh McDonnell
By Josh McDonnell | 20 December 2019

AdNews asked leaders of the Out Of Home sector to share their thoughts on 2020:

oOh!media CEO Brendon Cook:

My prediction is that the Out of Home format in Australia is going to grow its market share at a faster rate than all other mediums, as a result of OOH being increasingly seen as a primary format and recognition of the results it can deliver in terms of ROI. There is clearly momentum building in Out of Home, which is capitalising on audience reach as other areas fragment, as well as ever more creative content, plus sophisticated data techniques that deliver demonstrable results.

QMS CEO John O’Neill:

Now more than ever, quality is king. The growth of premium digital billboard inventory will continue into 2020 as clients are now understanding the proven impact and efficacy of digital and the importance of quality over quantity. This thirst from clients will see us continue to invest significantly in the development of quality, high impact large format digital assets.

OMA CEO Charmaine Moldrich:

In 2020 will see clients looking for long-term brand building rather than a heavy focus on short-term gains. Research shows that spending 60% of a marketing budget on brand advertising and 40% on sales activation advertising is optimal, and Out of Home is the perfect platform to do both. Source: Binet and Field ‘The Long and Short of it’.

Val Morgan Outdoor MD Paul Butler:

The significant investments in digital outdoor screen technology and ad-serving platforms over the past few years has evolved the Outdoor sector to become an even more important channel for advertisers to utilise. Outdoors’s unique ability to build brands and drive performance at scale positions the sector well for continued growth in 2020. Why? OOH delivers unparalleled mass audience reach to connect brands with active and engaged consumers, moments before purchase and in brand-safe environments. DOOH providers in particular have developed a stronger understanding of audiences through the use of 1st and 3rd party data in 2019 to inform campaign planning and creative optimisation. Effectiveness and efficiency will continue to steer conversations for marketers, media buyers and owners-alike. It’s likely the industry will experience a merging of online and offline buying platforms offering speed to market and ease of transaction through automating buying functions. And with trust and transparency both hot topics in 2019, we’ll no doubt see a growing expectation for measurability and verified campaign delivery in 2020.

Shopper Media Group COO Ed Couche:

Verification will continue to progress in all its different forms, becoming the norm for OOH campaigns rather than the exception, which will drive greater trust to the format. Location based data - be it spend, demographic or psychographic - will play a bigger part in generating insights and informing decisions to capture an audience - specifically in smaller formats where ROI is easier to measure. Programmatic campaigns will increase in both number and value in 2020; however there is still a way to go to untangle the lines of Sales Side Platforms (SSP), trading platforms and Demand Side Platforms (DSP) before programmatic can deliver double digit revenue share. Without doubt, Digital OOH will continue to be the engine room that drives growth in the OOH category both in real and percentage terms.

QMS CMO Sara Lappage:

2020 will see the penny drop for clients on utilising digital OOH to it its fullest capabilities. Whilst dynamic use of digital creative is not new, usage is still extremely low given the technology platforms available and ease of implementation. We know our client’s campaigns are more memorable when creative is relevant, timely and tailored.

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