Asia is an important region for retailers due to its diversity, size and prosperity. Household income (HHI) and high net worth individuals (uHNWI) in the region will increase over the next five years, and Asian consumers are expected to dominate global consumption over the next decade.
Exam
Marketers have a constant demand for proof. Advanced evidence in the form of audience data, traffic data, psychological/behavioral data and buyer graphs. It can also include neural influence scores, traffic counts, population, demographics, reach, and frequency. Proven experience in campaign testing (physical, digital and programmatic), research, case studies and campaign analysis is also essential.
If there is no trust or innovation in the OOH “proof”, there is a risk that the investment will be reduced or withdrawn. This reduces the strength of OOH and the growth potential of the industry.
OOH is measurable, so continued investment in research, data, and reporting with validated, validated, current, and relevant data will help OOH survive in future media plans. Industry collaboration to create standardized platforms is equally important, as the Outdoor Media Association MOVE provides industry-approved standards to aid in the planning process. It will also create more trust and acceptance among traders inside and outside the region.
Speed
The world of media buying is rapidly moving towards self-service, with growing demand for faster access and interaction with media owners. Speed influences media investment through speed to market, speed of response, or access through technology to expedite operations.
We are in the era of self-service. Technology fuels this expectation. Media that don't embrace will be left behind.
OOH media must open and automate access to inventory, access to services, access to specifications, and access to long-term planning. This will remove complexity, improve self-service, and help integrate OOH into the plan.
Cooperate
From the use of print technologies, digital signage technology, data creation, use of public spaces or device innovation. Everyone contributes to OOH media outside of just places and locations.
The innovation in manufacturing is Dole Sunshine, which creates screen-printed posters using ink made from real fruit waste. Anamorphic 3D displays including KLCC Junction by Big Tree [email protected] in Kuala Lumpur, Bourke St Mall by oOh! In Melbourne and Ten Square in Singapore, Landmark of Good creates flagship campaigns to promote the brand. Continued innovation, including AR, VR, and 2D enhancements, will grow the APAC OOH industry and improve customer outcomes.
Innovation in applying data to inform creators must keep pace with OOH, especially since research has shown it to be at least 19% more efficient. Continued innovation in this area is essential and will continue in the future.
Innovation in hardware and infrastructure has a lasting impact. You can see it in the sustainable materials, more efficient use of energy (JCD), versatile/reusable leather labels (Oh!) and the implementation of Breath® by Clear Channel Singapore Pte Ltd, which will be greatly improved in traditional bus shelters. . air quality
targeting
Consumers are becoming more proactive when making purchasing decisions. Brands find themselves under pressure to achieve target results and demonstrate their commitment to DEI – Diversity, Equity, Inclusion, Environmental, Social, Governance and Sustainability Practices. Gen Z is showing an increased preference for buying from sustainable brands, but this is an increase for most generations.
At the WOO conference, Omnicom Media Group announced a partnership showcasing the Asia-Pacific region as an industry leader in "targeted" media. He said: "A better understanding of emissions is just the start of the post-measurement journey - our goal is to reduce and improve these emissions. As a sustainable media platform, we seek to do our part to protect the media industry of the future." - Paul Shepherd, CIO of Annalect and President of OMG APAC
Also in December 2022, World Out of Home announced the industry's first global sustainability task force, led by WOO Board Member Catherine A. Robertson.
The physical expression of intention with OOH is growing at a rapid pace. Living walls - the use of living plants on posters that eliminate 10 kg of carbon dioxide per square meter per year. Eco Paint - a paint that purifies the air and turns pollutants into salt particles. Evolution Poster - Spa Urban Vision has introduced the Eating Pollution Signage. Green roofs - bus stops that increase biodiversity, help restore nature, absorb rainwater and help purify city heat and air.
For the OOH media industry, if independent measurement, attribution and verification (proof) does not continue to adapt and progress, leverage technology to create self-service, easy scheduling and get to market fast (pace), and constantly push the boundaries. OOH is truly committed to empowering (Innovation) and positively impacting public spaces, the environment, and people's lives (Goal). OOH as a medium has a high risk of mismatch.
Melanie Lindquist is the Managing Director for Asia-Pacific at Talon Outdoor.
