Bad? Are Signs Good or

ArabAd - - CONTENTS - Philip Issa:

From bill­boards to dig­i­tal boards, from bus wraps to kiosks, from highways to city streets, from air­ports to shop­ping malls, from dawn ‘til dusk - dy­namic con­tent is al­ways in view and crav­ing for our at­ten­tion.

The global out­door ad­ver­tis­ing mar­ket is ex­pand­ing at a fast pace and is ex­pected to con­tinue see­ing sta­ble growth in com­par­i­son with other me­dia. Con­sid­er­ing rapid change in the ad­ver­tis­ing in­dus­try, OOH’S in­no­va­tions in the dig­i­tal sphere has helped it hold its own in an in­creas­ingly di­verse and crowded mar­ket.

In Lebanon, out-of-home ad­ver­tis­ing has a large share of the over­all mar­ket, since there are less strict ur­ban reg­u­la­tions and large in­ven­to­ries in com­par­i­son with other mar­kets in the re­gion. The OOH in­dus­try evolved more rapidly than ex­pected in Lebanon de­spite the coun­try’s shaky eco­nomic sta­tus. July/au­gust 2016

Philip Issa,

The pres­ence and reach of OOH con­tin­ues to grow, as the pop­u­la­tion – and the amount of time peo­ple spend out-of-home – in­creases, whilst sub­stan­tial fi­nan­cial investment in prod­ucts also ac­cel­er­ates.

An­other mat­ter to con­sider is the lower cost pro­duc­tion re­quired for dig­i­tal screens, which is ev­i­dent from the sig­nif­i­cant in­crease of screens this year in Lebanon. In the near fu­ture, I be­lieve more tech­nol­ogy will be in­tro­duced thereby in­creas­ing en­gage­ment rang­ing from the in­te­gra­tion of data with mo­bile car­ri­ers to tar­get mi­cro-spe­cific seg­ments on the move.

These changes will lead to a more di­verse range of choices com­bined with fierce ri­valry amongst OOH play­ers in or­der to win more mar­ket share. The bat­tle is no longer just be­tween OOH com­pa­nies, in­stead these are com­pet­ing with other medi­ums too, mainly TV sta­tions.

The bat­tle is no longer just be­tween OOH com­pa­nies, in­stead these are com­pet­ing with other medi­ums too, mainly TV sta­tions.

While the OOH in­dus­try is grow­ing, it is also facing in­creased pres­sure to demon­strate ac­count­abil­ity, as both mar­keters and agen­cies be­come ever­more de­mand­ing on the ef­fi­ciency and ROI of OOH. Around two or three years ago, Ip­sos in­tro­duced their OOH re­search tool but for un­known rea­sons, it never saw the light of day. The OOH in­dus­try is seiz­ing more than 20 per­cent from the to­tal ad spend­ing and OOH own­ers can eas­ily af­ford to con­duct such re­search.

With the in­va­sion of new TV trends and dig­i­tal chaos, OOH still re­mains some­how ‘the clas­sic’ and ef­fi­cient tool to reach con­sumers on-the-go. The ad­ver­tis­ing in­dus­try in Lebanon un­der­stands the im­por­tance of OOH and there still is room for im­prove­ments. Lebanon should in­vest in more or­gan­ised net­works, find and fix dam­aged out­door sites and im­prove on a struc­tured com­mer­cial ap­proach to the mar­ket.

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