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INNOVATION ON DISPLAYOOH & THESOCIAL MEDIAECOSYSTEM
OOH IS AT THE CENTER OF THESOCIAL MEDIA ECOSYSTEMSocial media uses web-based and mobile interactivity to create,exchange, and broadcast user-generated content. Social mediaengages consumers with interactive content, entertainment, andtransactions - anytime, anywhere.As media platforms converge, mobile connectivity skyrockets, andout of home digital options proliferate, OOH advertising is emergingas a key media option to accelerate and amplify social media andmobile marketing campaigns.Consumers spend more than 70 percent of their waking hoursoutside of the home. OOH advertising’s unique ability to surroundand immerse on-the-go consumers with a wide array of engagingadvertising formats makes it the perfect strategic complement tosocial and digital media in an integrated advertising plan.OOH advertising accelerates and amplifies digital, social,and mobile marketing campaigns, because it drives:Website trafficOnline and mobile searchSocial media engagementDownloads and uploads of contentShopping and transactions
OOH IS NETWORKEDOOH advertising is at a transformational point in its history. Manybulletins and posters are now digital and interactive, displayingreal-time web, social, and mobile messaging. Street-level kiosks,bus shelters, and shopping mall displays are often video monitorsand interactive touch screens. Smartphones are now the mobile linkto OOH search, social media, downloads and transactions, and caneven act as credit cards. And emerging technologies like locationspecific targeting and augmented reality are beginning to transformthe opportunities OOH advertising provides.What is driving OOH convergence?Digitized OOHOOH displays are quickly transforming to digital,networked inventory.There are currently over 4,000 digital billboards andover 1 million digital screens in the US, with manymore being rolled out over the next few years.Mobile ConnectivityThere are over 330 million mobile phones in theUS, with more than half being high speed 3G and4G smartphones.Using smartphones, 26 percent of all 18-34 yearold’s search the web every day, 26 percent shopdaily and 19 percent download apps at least oncea week.Explosion in Social MediaAmericans spend more time on social networksthan on any other type of website.US social media usage grew 37 percent in 2012,and almost one-third of all social media usage isnow mobile.Consumer AdoptionConsumers are eagerly adopting OOH digital andmobile transaction technologies.36 percent of all smartphone users made a mobilepayment in 2012.
CONSUMERS WANTNETWORKED OOHConsumers are eager toengage and interact withOOH advertising usingsmartphones, touch screens,and other interactivetechnologies. With streetlevel OOH displays forexample, consumers aremost interested in receivingoffers, comparing prices,accessing web and socialmedia sites, downloadingcontent like songs and apps,sharing content with friends,interacting for fun andentertainment, and directlypurchasing products.Reasons for Consumer Interaction:OUT OF HOME DISPLAYS85%GETTING LOCATION INFO/DIRECTIONS84%COMPARING PRICES77%ACCESSING WEB/SOCIAL MEDIA PAGES76%DOWNLOADING APPS69%INTERACTING JUST FOR FUN67%SHARING CONTENT WITH SOMEONE59%BUYING SOMETHING DIRECTLY57%CHECKING IN52%DOWNLOADING OFFERSSource: Posterscope, 2012
INTEGRATING OOH WITHDIGITAL, SOCIAL & MOBILEADVERTISINGCONTENTCOMMERCEMOBILITYSOCIALOOH advertising leverages the convergence of content, mobility,social media, and commerce to reach and engage consumersaway from home, where other forms of advertising just can’t go.OOH is an essential medium to keep digital, social, and mobileadvertising campaigns frontand center with on-the-goconsumers, while offeringunique benefits. Only OOHcan deliver:Location-Specific TargetingOOH can target mobileconsumers with contentand promotions based onlocation, closest to the pointof purchase. Frominteractive Times Squarespectaculars and streetlevel touchscreens toFoursquare check-in’s at alocal restaurant, OOH canreach and engageconsumers exactly whenand where they are readyto interact and buy.Time Sensitive EngagementOOH can deliver customized, real-time messaging by day-part andcan alter the message multiple times a day with a single click.Advertising can be automatically altered using other triggers, likeweather forecasts, temperature, location, and even trending keywords. This keeps messages timely and relevant, and increasestwo-way engagement.
OOH CONVERGENCEOut of home is interactive, connected, experiential, and strategic. When integrated with today’sdigital, social, and mobile advertising, OOH helps advertisers take their message further.VIDEO STREAMINGREAL-TIME FACEBOOK and TWITTER MESSAGINGCONTENT DOWNLOADS and TRANSACTIONSusing SMS texts, QR codes, and near-field communications (NFC)INTERACTIVE SCREENSat kiosks, bus shelters, shopping malls,airports, movie theaters, and other hightraffic locations
1850 M Street, N.W., Suite 1040Washington, D.C. 20036202.833.5566www.oaaa.org 2013, Outdoor Advertising Association of America, Inc. All rights reserved.
As media platforms converge, mobile connectivity skyrockets, and out of home digital options proliferate, OOH advertising is emerging as a key media option to accelerate and amplify social media and mobile marketing
