PosterScope Publishes Guide To Convergent Out-of-Home
With different kinds of media and advertising technology overlapping to an ever-greater degree, it can all be a bit much for advertisers to handle. To help clarify one segment of this complex and evolving landscape, PosterScope has produced a “Guide to Convergent Out-of-Home,” which surveys the new capabilities in digital out-of-home media and advertising.
Reviewing some of the factors driving convergence in out-of-home media, PosterScope notes that 4G networks are expanding rapidly, while 48% of U.S. consumers are expected to own a smartphone by the end of 2012. At the same time, there are some 1.25 million digital out-of-home screens available for ad messages in the U.S., most of them now remotely accessible. On the e-commerce front, 23% of Americans say they are “very willing” to use their mobile phone as a digital wallet, and eBay expects mobile purchases to reach $7 billion this year.
Indeed, one of the biggest factors driving out-of-home convergence is the rise of mobile, which PosterScope notes allows users to interact with DOOH signage in a variety of ways, including uploading and downloading content (e.g., sharing pictures or getting coupons) and controlling the video content shown on screens.
Overall some 17% of smartphone apps are out-of-home-related, according to PosterScope, and in the U.K., out-of-home came second only to TV as the main driver of mobile search activity across a range of categories including travel, insurance, and automobiles. And 34% of consumers have performed a mobile search after seeing something on a billboard.
Needless to say, mobile can be a powerful influence on consumption behavior: 27% of U.S. consumers have changed their mind about an in-store purchase decision as a result of information gathered on a smartphone, and 45% of U.S. mothers who own smartphones have used them for price comparison. 42% of U.S. consumers use smartphone or Web apps in the grocery store, and 26.5% will have used a mobile coupon by the end of 2012, according to data from eMarketer cited by PosterScope. Of course, mobile technologies also allow precise measurement of the impact of DOOH advertising by tracking interaction.
Advances in projection technology are also allowing advertisers to turn any surface into an eye-catching DOOH display, including new 3D projections. However novelty for novelty’s sake isn’t an effective strategy, PosterScope warns, as these stunts may fall flat unless they use a highly visible building with a large audience of passersby.
Also this week, a separate study from ABI Research on “Alternative Positioning Technologies” delved into the rise of mobile technologies including GPS, Bluetooth, WiFi, and other cellular location technologies, which ABI predicts will each be installed on over one billion devices in 2017, with direct revenues of over $8 billion.
ABI senior analyst Patrick Connolly explained: “Increasingly, tablet, camera, and portable gaming vendors are using location to differentiate and support additional services and revenue models… Ultimately the volumes are in cellular handsets where hybrids of GPS, Wi-Fi, Bluetooth, MEMs, NFC, etc. will provide increasing levels of accuracy and ubiquity indoors and out, creating the perfect platform for LBS, location analytics, and hyperlocal advertising.”