Digital out-of-home advertising campaigns that neglect to take advantage of DOOH’s unique qualities are wasting some $2.3 billion per year, according to a new study from Clear Channel Outdoor,
which looked at DOOH campaigns to see how many of them are leveraging features like motion, interactivity, and the ability to deliver content in real time.
The CCO study found that three out of
four campaigns using DOOH assets don’t make use of the medium’s unique features, essentially treating DOOH displays like a fancy version of static signage. With the global DOOH advertising
marketplace valued at around $3 billion by Kinetic in 2011, CCO reckons that equals $2.3 billion of wasted opportunities (possibly more, considering the industry’s growth).
Whatever
failures there may be on the creative side, on the consumer side DOOH is definitely perceived as forward-looking. A survey of 1,000 shoppers and rail commuters conducted in France and Belgium by Clear
Channel International found that 79% think of DOOH advertising as modern, 69% as innovative, 67% as appealing, and 63% as entertaining. 70% of respondents said DOOH stands out from other forms of
outdoor advertising.
DOOH stands to benefit from some other media technology trends as well, with clear possibilities for integration with mobile and social media. Earlier this year Accenture
released a report on DOOH growth opportunities around the world, in which Kerry Bianchi, Accenture’s managing director and global lead for media management, predicted that “the continued
growth in social media, improved network power, 4G, and the increased sophistication of smartphones means that the convergence of media on the move is inevitable.”