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The Power of OOH 2018
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THE POWER OF OOH
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THE MARKET LANDSCAPE
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TOP OOH INVESTMENT CATEGORIES
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THE STRENGTHS OF OOH
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THE GROWTH OF DIGI TAL OOH
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MULT I -CHANNEL ACT IVI TY
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WHICH FORMAT IS RIGHT FOR MY BRAND?
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I T ’S ALL IN THE CONTEXT
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DESIGN CONSIDERAT IONS
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T H E P O W E R O F O O H - 2 0 1 8
THE MARKET LANDSCAPE
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70% 60% 50% 40% 30% 20% 10% 0%
800 600 400 200 0
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W H I L E O U T O F H OM E ( O O H ) I S ON E O F T H E MO S T T R A D I T I ON A L FO R MS O F A D V E R T I S I N G , I T I S B Y NO M E A N S O U T O F TO U CH . I N FAC T, T H I S CH A N N E L CO N T I N U E S TO G R OW E X PO N E N T I A L LY, W I T H U K A D U LT S S P E N D I N G A N AV E R AG E O F 3 H O U R S A N D 2 8 M I N U T E S E N G AG I N G W I T H O O H FO R MAT S E V E R Y DAY.
A large part of this success is thanks to the rise of digital OOH, which has seen a continued media owner investment of around 20% and now comprises around half of the total industry revenue. Not only that, but with a 6% increase in vehicle traffic and a 14% increase in pedestrian volume, the number of consumers encountering OOH ads for a prolonged amount of time is rapidly increasing.
All OOH revenue (UK,£m)
DOOH revenue (UK,£m)
DOOH share revenue
HOW THE UK PUBL I C RESPONDS TO OOH ADS : 9% take brand action. 66% of smartphone actions are direct to brand. 57% are new or lapsed customers. There is a 17% uplift in campaign success when compared to those not exposed to OOH.
Out of home is an industry staple, attracting a consistent share of successful brands’ budgets over the long-term.
WARC’s >Page 1 Page 2-3 Page 4-5 Page 6-7 Page 8-9 Page 10-11 Page 12-13 Page 14-15 Page 16-17 Page 18-19 Page 20-21 Page 22
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