Kinetic UK’s Future of OOH Media Report

Adrian J Cotterill, Editor-in-Chief

Kinetic UK have just released their latest report on the future of out-of-home media. Some of the key predictions include…

  • The digitisation of OOH will have profound implications for the way the medium is planned and the nature of media strategies as real-time distribution technology enables brands to develop contextual and location-based campaigns. Kinetic expects to see a gradual shift from panel-based planning to out-come based planning. (Page 3)
  • Kinetic predicts that 35% of OOH spend with be on digital sites by 2020. (Page 5)
  • The biggest digital transformation will be seen in roadside/bus shelter 6 sheets – Kinetic predicts their numbers will leap from 102 sites in 2013 to 10,000 by 2020. Roadside 96s, 48s and rail sites will also see large-scale digitisation. (page 6)
  • In the fast growing retail OOH sector, Kinetic predicts the “next big thing” will be large format shop-front screen advertising. (Page 7)
  • Brand advertiser will begin to demand change to the massive bias towards London in terms of DOOH distribution (45% of all UK DOOH sites are in the capital – 90% of all roadside). Kinetic expects significant future growth in the regions, particularly Birmingham, Glasgow, Manchester and Leeds. (Page 8)

See the report here:

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