What’s in when it comes to outdoor advertising?
According to new research, “out-of-home sector” advertising “must do more to educate marketers on emerging technology due to low levels of awareness.”
That’s the uptake from a new Clear Channel UK report which highlights the vital role that the out-of-home (OOH) advertising industry must play in promoting its digital capabilities.
Why? “Less than a third of marketing professionals said they were aware that the medium offered contactless technology; motion detection; QR and NFC integration or facial recognition technology,” says Clear Channel UK.
The “Look Again” report said ‘innovation’ was at the top of buying considerations among marketers under pressure to find new ways to reach mass audiences. Outdoor advertisers increasingly find themselves competing against mobile devices for audience engagement.
“Among the innovative technologies dubbed most exciting to the marketers surveyed were environmentally friendly technology (70 percent), motion detection technology (67 percent), contactless technology (70 percent) and use of NFC/QR code technology (72 percent),” according to the company.
Sarah Speake, CMO at Clear Channel UK, is optimistic that the data will help guide marketers down a more proficient path.
“It’s now paramount that we educate the masses on the new digital opportunities available as well as reiterating the strengths of our traditional formats,” Speake said following the report’s publication.