Gail Chiasson, North American Editor
For the third year in a row, a packed room of industry influencers listened to an opening keynote at The DailyDOOH Media Summit held May 17, 2016, as part of London Digital Signage Week, stress the importance of industry collaboration.
“Let’s start thinking of embracing digital, keep investing in technology, and collaborating,” Sarah Speake, chief marketing officer, Clear Channel UK, told attendees.
Collaboration is a word we’ve heard repeated by previous keynote speakers at this event; Exterion Media’s Shaun Gregory last year and Ocean Group’s Tim Bleakley the year before and it was actually a theme of events throughout the week – indeed it was the raison d’être of the Programmatic Buying and Marketplace Workshop which took place a day later on May 18, 2016, Ed.
Speake had the formidable task of forecasting the future of the industry to open Tuesday’s Summit, where she noted that digital has reached 55% of all out-of-home across the UK. She also pulled out several interesting figures, many from Outsmart, that noted when a campaign is digital, there is two-thirds higher brand awareness, a 14% higher increase in advertising response and a 17% increase in brand consideration.
“So we have good figures with which to attract advertisers,” said Speake. “Further, with a combination of classic (ie. static) and digital OOH, there’s a 31% increase in spontaneous brand awareness; a 61% increase in average brand perception; and a 61% increase in campaign message takeout.”
A combination of flexible buying; disruptive and dynamic content; interactivity and innovation should help the industry get better and grow, she said. These, along with a combination of reach, targeting, mobile, measurement, and messaging to help people’s environment, will all play a part.
Clear Channel, Speake said, is itself “on a roadmap to become more and more digital.”
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