The Big Picture - September 2014 - (Page 20)
OUT of
BOUNDS
OBIE award winners from
2014 demonstrate OOH's
expansion into digital.
By Robin Donovan
With margins on some out-of-home media shrinking, are billboards, transit-shelter graphics, and other outdoor applications
still worth your while? With a growth in multi-platform jobs
(think digital signage coordinated with everything from staircase wraps and taxi-top signage to social media campaigns),
there are growing opportunities to turn that slim-pickings gig
into a healthier revenue driver.
According to the Global Entertainment and Media Outlook
2014-2018 by PwC (formerly PricewaterhouseCoopers), global
spending on physical out-of-home advertising will stagnate
until 2017, then begin to decline slightly, while digital out-ofhome options (DOOH) will increase steadily.
But why hasn't there already been significant growth?
For example, a 2013 PQ Media report found that the 7.4
percent increase in revenue for DOOH operators in 2012
was the smallest climb since the recession.
20
THE BIG PICTURE SEPTEMBER 2014
Reports blame weak global economies and, the PwC
report notes, difficulties in measuring outcomes: "One of
the major inhibitors of OOH advertising adoption has been
the lack of tools, compared with other types of advertising, to measure audience and campaign effectiveness."
As reporting improves, expect accelerated growth in this
sector. McKinsey & Co. predicts average annual increases,
globally, of 3.4 to 5.1 percent through 2016.
This year's OBIE awards reflect that. The Outdoor
Advertising Association of America's 42 winners represent a
mix of client types, from the city of Denver to Hostess, but in
nearly every category, there are DOOH options popping up all
over. And, increasingly, these ads are part of a multi-platform
campaign that reaches viewers on the street, at shopping
malls, and on smart devices - anywhere and everywhere they
might be. We've selected the top projects for your review.
Table of Contents for the Digital Edition of The Big Picture - September 2014
The Big Picture - September 2014
In This Issue
InSight
Wide Angle
UpFront
Graphics on the Go
Business + Management
Out of Bounds
Setting the Stage
SGIA Expo 2014
Forging a New Road Ahead
R+D
Explorer
The Big Picture - September 2014
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