{"id":19202,"date":"2014-07-16T00:00:00","date_gmt":"2014-07-15T22:00:00","guid":{"rendered":"https:\/\/jetline.pl\/the-new-face-of-ooh-five-outdoor-trends-according-to-media-life-experts-part-2\/"},"modified":"2014-07-16T00:00:00","modified_gmt":"2014-07-15T22:00:00","slug":"the-new-face-of-ooh-five-outdoor-trends-according-to-media-life-experts-part-2","status":"publish","type":"post","link":"https:\/\/jetline.pl\/en\/the-new-face-of-ooh-five-outdoor-trends-according-to-media-life-experts-part-2\/","title":{"rendered":"The New Face of OOH. Five Outdoor Trends According to Media Life Experts (Part 2)"},"content":{"rendered":"<div>\n<p><span style=\"color: #993300;\"><strong>In the next article from the series \"The new out of home,\" Media Life magazine editors discuss five trends they believe will soon emerge in outdoor advertising.<\/strong><\/span><\/p>\n<p><span style=\"color: #993300;\"><strong>CREATIVE QUALITY<\/strong><\/span><\/p>\n<\/div>\n<div>\n<p>Outdoor advertising is very often simply ugly. In the United States, this problem is just as common as it is here. Ugliness doesn't help outdoor advertising win the hearts of Clients and Consumers. \"In my opinion, one of the biggest problems with outdoor advertising is the quality of the creative,\" says Brian Shembeda, senior vice president and creative director at Leo Burnett USA.   <\/p>\n<p>\"While having the potential to entertain people as effectively as TV or online advertising, outdoor is too often reduced to a large product photo, logo, and slogan.\"<\/p>\n<\/div>\n<p>However, this is changing and will change even more significantly in the coming years. Improving the quality of outdoor creative will be one of the main trends in the industry. After all, outdoor advertising is a visual medium, perhaps the most visual of all \u2013 it lacks editorial content, and the message primarily impacts the viewer through imagery. Its effectiveness lies in its ability to attract the attention of pedestrians, drivers, and passengers.<br \/>\nTherefore, outdoor advertising must be attractive.   <\/p>\n<p>Technology and the creative thinking of advertising creators\u2014advertising agencies\u2014as well as the growing demands from Clients can help. The latter are noticing what is effective in outdoor advertising and want equally effective and creative solutions in their campaigns. <\/p>\n<p><strong style=\"color: #993300;\">AUTOMATION OF THE PURCHASE PROCESS<\/strong><\/p>\n<p>Currently, most media are bought in an automated way, while buying outdoor advertising is still a \"manually controlled\" process. Automating the purchase of this medium would simplify buying outdoor and would translate into higher advertising spending. <\/p>\n<p><a href=\"https:\/\/jetline.pl\/wp-content\/uploads\/2014\/07\/22.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-905\" src=\"https:\/\/jetline.pl\/wp-content\/uploads\/2014\/07\/22-822x1024.jpg\" alt=\"Microsoft Word - The new out of home_kor.docx\" width=\"822\" height=\"1024\"><\/a><\/p>\n<p><span style=\"color: #993300;\"><b>INCREASE IN ADVERTISING EXPENDITURE<\/b><\/span><\/p>\n<p>Since 2002, outdoor advertising's share of the advertising pie in the United States has doubled. This reflects not only the investments of outdoor companies but also outdoor advertising's ability to attract budgets previously allocated to other media. Analysts expect a further increase in outdoor advertising's share of total advertising spending in the USA. So far, this has primarily come at the expense of print media, mainly newspapers. However, media planners also note a shift of budgets to outdoor from TV and local media. \"People are spending more and more time outdoors, which gives them more opportunities to interact with outdoor advertising. This will deepen further as other media become more fragmented and reaching a specific audience becomes increasingly difficult,\" says Kelli Sumwalt, VP of Media at Laughlin Constable advertising agency.       <\/p>\n<p><span style=\"color: #993300;\"><strong>BETTER INTEGRATION WITH MOBILE ADVERTISING<\/strong><\/span><\/p>\n<p>Thanks to smartphones, tablets, and other mobile devices, we are increasingly online. Therefore, all media are moving towards mobile. In a few years, every campaign on outdoor advertising carriers will include a reference to mobile advertising. Due to privacy protection, billboards will not send messages via Bluetooth, as they have done so far. People will be encouraged to use functions and applications available via smartphone or tablet in a non-invasive way, for example, by scanning a poster and being able to get a discount on a given product this way.    <\/p>\n<p><a href=\"https:\/\/jetline.pl\/wp-content\/uploads\/2014\/07\/33.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-907\" src=\"https:\/\/jetline.pl\/wp-content\/uploads\/2014\/07\/33-815x1024.jpg\" alt=\"Microsoft Word - The new out of home_kor.docx\" width=\"815\" height=\"1024\"><\/a><\/p>\n<p><span style=\"color: #993300;\"><strong>IMPROVED RESEARCH METHODS<\/strong><\/span><\/p>\n<p>Media planners and media buyers have long demanded outdoor advertising research.<br \/>\nClients want to know what benefits they gain from allocating budgets to this medium.<\/p>\n<p>Although outdoor advertising research in the USA has improved in recent years (TAB Out of Home Ratings), there is still much to be done in the States as well.<\/p>\n<p>However, research has a great future. As seen in the example of the American market, data from outdoor measurements have contributed to greater competitiveness and an increase in advertising spending. <\/p>\n<p>However, the barrier is the cost of access to this research \u2013 not all media specialists and advertisers use it due to the necessity of incurring additional \u2013 high \u2013 costs.<\/p>\n<p>Translating this experience to the Polish market, this is valuable guidance for the Outdoor Research Institute established in Poland last year.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the next article from the series \"The new out of home,\" Media Life magazine editors discuss five trends they believe will soon emerge in outdoor advertising.<\/p>\n","protected":false},"author":17,"featured_media":17803,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[604],"tags":[596,610,594,606],"class_list":["post-19202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ooh-around-the-world","tag-creation","tag-marketing-en","tag-outdoor-en","tag-outdoor-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The New Face of OOH. 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Five Outdoor Trends According to Media Life Experts (Part 2) - Jet Line\" \/>\n<meta property=\"og:description\" content=\"In the next article from the series &quot;The new out of home,&quot; Media Life magazine editors discuss five trends they believe will soon emerge in outdoor advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jetline.pl\/en\/the-new-face-of-ooh-five-outdoor-trends-according-to-media-life-experts-part-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Jet Line\" \/>\n<meta property=\"article:published_time\" content=\"2014-07-15T22:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jetline.pl\/wp-content\/uploads\/2014\/07\/The-new-out-of-home_kor-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2008\" \/>\n\t<meta property=\"og:image:height\" content=\"1387\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Micha\u0142 Ciundziewicki\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Micha\u0142 Ciundziewicki\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jetline.pl\\\/en\\\/the-new-face-of-ooh-five-outdoor-trends-according-to-media-life-experts-part-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jetline.pl\\\/en\\\/the-new-face-of-ooh-five-outdoor-trends-according-to-media-life-experts-part-2\\\/\"},\"author\":{\"name\":\"Micha\u0142 Ciundziewicki\",\"@id\":\"https:\\\/\\\/jetline.pl\\\/en\\\/#\\\/schema\\\/person\\\/8928c2406a8800798001b8e09d8c7867\"},\"headline\":\"The New Face of OOH. 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