Marketers blind to OOH revolution

The digital revolution may mean the humble billboard has come a long way in recent years, but most marketers are still unaware that out of home (OOH) – as it is known today – offers contactless technology, motion detection, and QR and NFC integration.
That is the key finding of the ‘Look Again’ report, carried out by Clear Channel UK, which shows many marketers’ perceptions are at odds with the new levels of digital sophistication available across the medium.
The industry has also invested heavily in audience planning, intelligent content and data platforms such as Clear Channel’s Play IQ yet fewer than a third of marketers are aware of the medium’s digital credentials.
Clear Channel chief marketing officer Sarah Speake claimed: “In the UK, millions of pounds’ worth of investment in digital over the last few years has created a medium that is capable of delivering broadcast reach, measurability and brand fame at a national and regional level.
“It’s no coincidence that some of the world’s top brands are already taking advantage. It’s now paramount that we educate the masses on the new digital opportunities available as well as reiterating the strengths of our traditional formats.”
Of those surveyed NFC/QR technology was dubbed as the most exciting new technology by 72% of respondents, followed by environmentally friendly technology (70%), contactless technology (70%) and motion detection technology (67%).
“There’s a wealth of sophistication available across the medium to tap into. It’s our job to shout louder and champion the new capabilities on offer to help our customers engage their audiences on a deeper and more meaningful level,” Speake added.