Out of home advertising to grow between 12-15% in 2019: Posterscope report

Out-of-home (OOH) advertising is expected to grow anywhere between 12% and 15% in 2019, says Dentsu Aegis Network’s OOH agency Posterscope India in a report.

The upcoming general elections, the cricket World Cup, and the Indian Premier league among other marquee events will be the main growth drivers for OOH advertising.

New categories of advertisers will come to the fore and dislodge some traditionally strong advertising categories. Newer infrastructure will also provide varied and interesting advertising options.

Here are some of the key developments that Posterscope believes will continue to drive OOH’s rapid evolution:

Data-driven OOH

Campaigns will be driven using data that go beyond demographics to online behaviour, card transactions, app usage and location analytics to decide where the OOH ads should appear.

ROI-led OOH

ROI will be the driving force in the next 12 months. Posterscope India expects to see boundaries in OOH being pushed through digitisation, automation, scientific planning tools, machine learning and cross-media collaborations to drive and achieve returns that are in line with other media offerings.

Growing digital OOH

With DOOH inventory increasing, advertisers can now unlock at scale its flexible capabilities by running creative bespoke to key triggers such as time, audience and weather.

Cluttered event calendar 2019

The year being a particularly busy one in terms of large-ticket events from sports, entertainment and even elections, the report believes there will be a surge of investments from a varied base of advertisers.

Smart cities

A new area of urban development is upon most major cities globally, and in India, this is coined under the ever-ambiguous term and scope of ‘Smart Cities’. The way in which technology will redefine everyday tasks, transport and logistics services is now becoming a reality.

Disruptive OOH

More than 90% of OOH consumers using their phone while out of home each week. In addition, we spend over two hours every day on social and messaging platforms sharing the things we stumble across and catch our eye in the OOH space. Now more than ever, disruptive innovations can deliver attention and engagement far beyond where it stands in the real-world through digital sharing.

Fabian Cowan, Director, Posterscope India, said, “In a fast paced ever changing out-of-home ecosystem, having informed intelligence of what are going to be the drivers of change is critical to our offerings and client associations.”

Haresh Nayak, Group MD, Posterscope, South Asia, added, “Our predictions are not only based on year-long research and a close watch on trends but also based on our understanding of how cities and consumers transform with advancements in technology, access to data, infrastructural developments and evolved travel patterns. 2019 is poised to be a very exciting year for OOH and our predictions depict that amply.”

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