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Research conducted by Outsmart the trade body for the Out of home (OOH) advertising industry and PWC, reveals a promising start to 2024. OOH revenues for the first quarter of the year have totalled £292m, marking a significant increase of 16.4% compared to the same period last year. This substantial rise underscores a period of robust growth for the industry.
According to PwC figures, both Digital out of home (DOOH) and Classic OOH have seen impressive gains. DOOH revenue grew by 22.8%, while classic OOH experienced a 6.2% increase. Notably, DOOH’s share of the total revenue increased from 61% to 65% year-on-year, highlighting the growing preference for digital formats within the industry.
This trend is reinforced by the double-digit growth in OOH revenue during the first half of the year, marking it as the strongest H1 to date. According to figures from PwC, Q2 revenue increased by 17% year-on-year, reaching £355m. This growth was driven primarily by digital, which expanded at twice the rate of classic formats, with increases of 21% and 11%, respectively. In terms of revenue, this was the highest Q2 performance ever recorded since monitoring began.
The impact of DOOH
The surge in DOOH revenue is not just a numerical increase, but a reflection of the medium’s growing effectiveness and impact. Studies include our neuroscience research, which proved that full motion digital displays are 2.5 times more impactful than static content. DOOH delivers an experience that incorporates TV’s traditional brand building, whilst delivering the impact of online advertising. It helps to build brand equity and create strong emotional associations for brands.
Evolving DOOH technologies: DeepScreen®
Continuous technological advances drive the evolution of DOOH. An example of a significant leap forward for the global OOH industry was the introduction of 3D DeepScreen®. This uses a technique called anamorphosis or forced perspective which mathematically warps imagery so that, when viewed from a specific vantage point, the illusion of 3D depth is created on flat surfaces. The innovation has already delivered impressive client results, with over 250 campaigns launched on our sites.
Recent research has shown a 17% increase in creative appeal with DeepScreen®, compared to standard full motion advertising. In addition, 33% of clients described these campaigns as more innovative and 34% of viewers said they would make an effort to see the 3D ads again. These statistics highlight the effectiveness of DeepScreen® technology, especially in an age where ad avoidance is commonplace.
DeepScreen® Alive: 3D in real time
DeepScreen® Alive adds an extra element of interactivity, allowing the screen to react to different inputs. This means that the consumer experience can be tailored each time the ad plays out, offering brands bespoke opportunities for creative expression. To date, we have run multiple DeepScreen® Alive campaigns, and all of them have used the technology in unique ways.
The technology is categorised into four key products: Alive Data, Alive Play, Alive 4D, and Alive Collect. Learn more here.
Our team at Ocean regularly introduces new technologies to the market, in order to keep delivering memorable experiences that create long term relationships and brand advocates.
Sources
Outsmart and PWC, 2024
Neuroinsight, 2022
Rocket League - Samsung UK - @ Piccadilly Lights
Rocket League - Samsung UK - @ Piccadilly Lights
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