Russ Curry, Ministry of New Media
Sarah Speake, Chief Marketing Officer, Clear Channel UK, keynoted the third annual DailyDOOH Media Summit held at BAFTA on May 17, 2016 and opened with a repeat of her message from 2015 encouraging the industry to continue to collaborate and calling for the industry to work together as a whole to grow the medium.
“I don’t think that advertisers really give a s**t about which media owner owns which piece of real estate – what they are really interested in is how we collectively can provide the right environment and the right audiences irrespective of who owns which piece of estate”.
She quoted Outsmart’s research which shows that digital has reached 55% of all out-of-home revenues across the UK in 2015, compared to 31% the previous year. And 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 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.”
This year she ended up with a new rallying cry “Let’s embrace digital as the new normal – as Out of Home 2.0 – whilst not forgetting our classic networks. Let’s keep on innovating, investing in technology and testing creative boundaries to produce stunning content. And lets keep on collaborating and fly the flag for OOH and reaching the variable audiences that other media struggle to reach”.
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