A growing market for Inizio 2016 has been outdoor advertising. We have the great privilege to work, both strategically and operationally, with some of the most open-minded companies such as Visual Art, Wallstreet, Adcity Media and Jernhusen Media. From our experience we see that the industry of outdoor advertising continues to grow. If we were to draw a key trend for 2017, we would state that investments in outdoor advertising will exceed those in the daily press during the first half of the year.
Inizio has the great privilege to work, both strategically and operationally, with some of the most open-minded companies such as Visual Art, Wallstreet, Adcity Media and Jernhusen Media. From our experience we see that the industry of outdoor advertising continues to grow. If we were to draw a key trend for 2017, we would state that investments in outdoor advertising will exceed those in the daily press during the first half of the year.
Additionally, using all the insight and knowledge that we have acquired over the years, we would pinpoint five main trends for 2017:
1. Reallocation of outdoor budget
Previously smaller players such as Wallstreet and Visual Art are increasing its sales at a faster rate than the international ’dragons’. The emergence of new digital surfaces (see point 2) create additional opportunities for new and smaller players to grow.
2. Continuous digitization
More and more areas are digitized at the same time as new areas are created. Visual Arts expansion of their digital surfaces and JCDecaux introduction of the new surface Digisize are just a few examples of this particular trend. A not so unrealistic question for Wallstreet could be: when will we see a bus with a digital surface?
3. Programmatic trading takes place also for outdoor advertising
Already, Visual Art launched automatic buying for their surfaces. And the trend is likely to continue with other actors
4. Sales on target
Most of it is measurable. And with this comes increased opportunities to specialize campaign approach even with outdoor advertising. In 2017, it guaranteed new, exciting insight tools that provides outdoor companies greater opportunities to follow their audience.
5. The mobile and out-of-home advertising
There are blank spots in the insight map that will be filled in, in the near future. How mobile competes and complements the outdoor advertising is one of the key aspects. And with a better understanding and increased mobile use (read: mobile payments) will campaign approach where mobile and outdoor complement each other real.
Below is a quick and brief overview of our offerings to actors in the outdoor industry:
Campaign Measurement – a follow-up to the completed outdoor campaign. We simply ask if you noticed the campaign and what the viewers’ attitudes are towards it. The value of information grows when we compare this data with all the hundreds of other campaign measurements we have done within the industry.
Study – we involve the advertiser / agency and put up comparable campaigns where the aim is to deepen the knowledge on things like how different formats perform, if there are regional differences, how the various series works among many other indicators that help us understand behaviors and attitudes in more detail.
Multimedia – We study the impact of multi-channel campaigns, what effects does the individual channels have and what are the effects of the campaigns using combined channels.
Sales Modelling – a broader approach in which we engage media investments for sale floor-traffic or other relevant KPI. This arrangement provides answers to the real impact that different media channels has on certain KPIs, which requires sophisticated statistical models, industry knowledge and real experience.
For more information and details about Inizio and outdoor advertising, please contact Magnus Klockare Rossby magnus@inizio.se