Data insights driving greater creativity in digital outdoor

Creative luvvies might wince, but nearly all (96%) senior advertising professionals believe that data insights from digital out of home ads are fueling greater campaign creativity and enabling brands to engage with an even more defined audience.

While the DOOH sector suffered more than most during the pandemic as consumers were forced to stay at home, recent research revealed it is set to shake off the doom and gloom and bounce back to be worth $55bn by 2026.

And one of the key drivers of this growth will be the huge banks of data that are being built from current activity, according research carried out by AI enterprise SaaS platform Alfi among ad professionals across the UK, US, Canada, China, France, Germany, and the UAE.

When asked about the impact of different factors in fueling growth in the DOOH market, three-fifths (58%) of executives state the quality of the evaluation/measurement tools available is ‘very important’ (who was receptive to an advertisement, how it was received, and how it affects the behavior of an individual as they go about their daily lives). Additionally, 56% say this about the quality of data available to develop, implement and run campaigns.

Furthermore, 55% say the ability to deploy campaigns with ultimate flexibility and immediacy – by the day or even the hour (dayparting) – due to the detail OOH technology provides is also ‘very important’ in driving growth in the DOOH market. Alfi insists this increasing relevance creates new opportunities to connect on a more personal level with consumers and for brands to truly understand new and loyal customers.

Alfi interim chief executive Peter Bordes said: “The DOOH sector is setting itself apart from other forms of advertising with a new degree of flexibility, affordability, and immediate insight into valuable consumer behaviours.

“With AI and machine learning components, advertising and brand messaging can not only be personalised but scaled to meet the needs of a specific campaign or brand, while satisfying the consumer desire for new relevant content that can impact their lives.”

At the last count, there were just over 11,000 digital screens in the UK market, 51% more than in 2018. But while digital screens account for just 3% of UK sites, they pull in 48% of all outdoor revenues.

Brits now see 1.1 billion digital out-of-home ads over the course of a week, up 36% from just a year ago, according to research released last year.

At JCDecaux, digital sites account for 5% of its inventory but generate 25% of revenues; for Clear Channel digital is even more important, accounting for 60% of its revenues.