• DOOH is perceived as a tech-driven medium, closely aligned with online and mobile. It is also described as the most innovative, creative and flexible medium in the market.
• Executives differentiate DOOH from its competitors as being more sophisticated, exciting and inspiring
Digital out of home also scored higher than any other media channel for offering dynamic (83%), exciting (69%) modern (82%) and versatile (67%) advertising environments.
| TV | DOOH | Radio | OOH | Press | VOD | Cinema | Mobile | Magazine | Online | |
| Exciting | 40% | 69% | 2% | 29% | 4% | 17% | 45% | 29% | 3% | 37% |
| Glamorous | 45% | 42% | 0% | 16% | 5% | 2% | 56% | 2% | 49% | 4% |
| Passive | 34% | 16% | 54% | 47% | 40% | 9% | 9% | 10% | 28% | 7% |
| Modern | 18% | 82% | 1% | 9% | 1% | 68% | 5% | 69% | 2% | 63% |
| Versatile | 19% | 67% | 22% | 27% | 18% | 37% | 9% | 53% | 6% | 61% |
| Sophisticated | 25% | 55% | 2% | 11% | 11% | 27% | 25% | 31% | 28% | 43% |
| Reliable | 74% | 20% | 47% | 52% | 55% | 9% | 19% | 8% | 38% | 9% |
| Powerful | 80% | 56% | 7% | 57% | 16% | 5% | 53% | 8% | 9% | 9% |
| Inspiring | 50% | 52% | 8% | 34% | 9% | 12% | 47% | 11% | 23% | 18% |
| Dynamic | 23% | 83% | 7% | 13% | 3% | 50% | 12% | 62% | 2% | 67% |
“The emotional index in our study shows how far digital out of home has moved from the being a standard, passive medium to a channel that is modern, exciting and sophisticated, driving mobile and online,” said Ocean marketing group director, Richard Malton.
“This shift in positioning is driven by technology such as audience recognition, wifi and broadcast capability, which allows us to introduce even better targeting, interactions, creativity and results. The introduction of new trading models is also driving flexibility and value as never before.”
The study allows Ocean to create three specific media clusters:
• Classic - radio, press and static out of home
• Influential - TV, magazines and cinemaCost and flexibility were two issues highlighted by survey respondents as issues to be addressed.
“DOOH needs to educate and prove to the industry it is audience, content and cost driven. Automated planning and trading environments such as Signature’s The Loop is a significant step towards achieving the necessary transparency and flexibility.”
For more information, go to www.oceanoutdoor.com.
