Everybody is outside....
On June 15th, Rapport, in conjunction with Magna Global, will publish the first 'Global Economic Review' of the OOH landscape. I'll post a link when published, in the meantime here is my 'Foreword', to the publication as a teaser!
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As the holistic media industry continues to explode with new ‘buzz words’, terminology and acronyms, it’s hard to pen a foreword to any piece, without losing the individuality of the media one is speaking of. After all, we universally seem to claim the same data driven audience accuracy, lifestyle tracking, minimized wastage, impact and ROI drive. We all claim to do these things more efficiently, with better technology, bigger data sets and more knowledge of those we target.
Not to criticize any individual sector, we are part of this evolution and genuinely of the belief, that the future will be media planning that genuinely integrates all channels. Not just in a strategic planning sense, but in an optimized delivery model that caps frequency media wide, and takes into account a truly combined delivery that capitalizes metrics and data across all touch points, from broadcast delivery to one-on-one communications.
However, the out-of-home (OOH) media space is positioned to take advantage of these evolutions beyond any other. Predominantly, as by default, it is where the audience spends a growing majority of its time. It is also where they use the devices and gadgets we are claiming are such an accurate targeting, lifestyle and interactive tool.
Over the following pages you’ll see an array of information that demonstrates what we always knew, the population at large in any given country, spends an increasing amount of time, ‘out of the home’, each passing year, up to 80% of awake hours. We’ll also aim to demonstrate the synergy that exists between OOH and the evolving sectors of mobile, search and social, all of which deliver a huge percentage of their benefits in the OOH environment, allowing for integrated, lifestyle-enhancing campaigns.
The ultimate aim of this report is to challenge a response to almost any brief, which does not incorporate an OOH element in some way shape or form. With the explosive growth of digital-out-of-home (DOOH), the diversified lifestyle touch points it reaches, and the veritable mountain of mobile driven audience data that allows us to accurately and real-time track an audience, be relevant and personal in a media message and accountable in delivery, OOH is set to continue the incredible growth it is now seeing on a global level.
Many of the insights and data points in this report are extracted from the brand new MAGNA/RAPPORT Study on the Global State of OOH Media. I would like to thank Vincent Létang and his team of analysts in New York as well as the many Rapport and Mediabrands colleagues who contributed to the study, from 20+ markets.