Street smarts

Data and tech are changing out-of-home, creating unlimited possibilities for creativity and innovation.

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Technology is helping to transform the out-of-home industry – but it’s what the mediacos are doing with the tech that is really making an impact.

Data and technology are continuing to change the out-of-home industry but while beacons, mobile and real-time messaging have upped the game, creativity and innovation are also flourishing across traditional and street-level executions. Standard transit shelters have undergone eye-popping transformations to become a giant coffeemaker, a massive gift-wrapped package and the Eiffel Tower.

When you add tech to OOH executions, the variations are virtually unlimited ranging from digital messages that change according to weather, time or event and taxis outfitted with customizable interactive tablets to projection media teamed with SMS, sound and interactivity.

Studies have shown time and again that out of home is one of the most efficient and cost-effective advertising mediums – particularly when it comes to driving consumer purchases. The most recent RealityMine TouchPoints Study from TouchPoints Canada looked at 20 product categories and found that nearly two-thirds of purchases were made within 30 minutes of OOH exposure. The categories seemingly most influenced by OOH include beer and alcohol at 84% of purchases made within a half hour of exposure. Cosmetics and beauty/personal care purchases were notable at 70% and 63% respectively.

OOH also generates more online activations for each dollar spent compared to broadcast and print media, according to the 2017 OOH Online Activation Survey from the Outdoor Advertising Association of America (OAAA) and The Nielsen Company.

With unlimited creative opportunities and proven performance, it’s no surprise that out of home is experiencing a renaissance.

Read on to find out what two of the country’s leading OOH companies have been creating for brands and what innovations are next for the industry.