The cynic in me says that it’s all down to the Office of Fair Trading (a non-ministerial government department established by the Fair Trading Act 1973 and often referred to by its abbreviation OFT) review of the outdoor advertising market but we seem to have been seeing a lot more useful information from the likes of Kinetic recently.
Recent publications have included:-
Apart from one terribly shameless plug by far the most useful publication is their ‘Ten Rules for Digital OOH‘ and whilst it doesn’t contain that much new it’s well worth repeating…
- Consider your environment, length of exposure, and time of day, and make copy relevant to it
- Creative should be consumable at a glance
- Basic animated copy attracts more attention than static ads or full video copy
- Consider content sponsorship or dynamic and “as live” copy to further engage audience
- Combine digital OOH with mobile mechanisms for interaction and added accountability
- Consider the inclusion of interactive technologies e.g. gesture recognition, multi-touch or augmented reality to move communication from passive to active
- Buy smart: day-part and day-specific campaigns can reduce entry cost
- Where possible, combine digital OOH with standard OOH for maximum reach and cost efficiency
- Shameless plug for one of their own JVs
- Accountability: ensure compliance/playout guarantees are in place
Do ‘download in full here‘ and commit to memory!