Keeping An EYE On The Future At #FEPE

Geny Caloisi

I met Gerry Thorley, Chief Executive Officer, EYE Group, at #FEPE’s dinner, and he was as engaging over dinner as in his presentation where he spoke about the future of Out-of-Home and the future direction of EYE globally.

Thorley said: “The future growth of Out-of-Home will be linked with new communications platforms that combine with the medium’s natural strengths to create modern, flexible offerings. The most exciting offerings will be ones which suit consumers in lifestyle locations relevant to advertisers who need to communicate with them.”

As an Out-of-Home media owners, EYE has been very pro-active internationally and he said the company is seeing significant development overseas. He highlighted that growth of the medium is likely to come through greater international cohesion which shares best practice, learnings and new technology across wider markets.

“Sharing learnings about new media technology has been key to EYE’s development. Our digital offering has evolved considerably since our first four units were installed in Sydney in 2004. We now have over 600 units across four different countries and we’re constantly looking for the next emergent platform to incorporate into our portfolio. The media landscape is changing at an ever increasing speed and it’s essential for the future growth of the medium that operators keep on top of these developments.”

Agreeing with several of the presenters at #FEPE , Thorley pointed out that is not about what screen, how big or how bright it is, but rather about how you can best reach the consumer. How the OOH audience interacts with the environment and media around them.

“EYE’s Eye Tracking study has now been rolled out in four markets across three of EYE’s different products, EYE Shop, Study and Fly. Learnings from the studies help us, our business partners and, of course, advertisers directly understand how Shoppers, Students and Flyers interact with their media environments. Next we’ll be using Neuro Imaging to go even deeper and capture sub-conscious responses to our media environments,” concluded Thorley.

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