DATA AND THE FUTURE OF MOBILE AND OOH
With continuous growth in the number of people globally using mobile for day-to-day functions, this growing bank of mobile data provides an analysis tool for brands to take advantage of targeting their audiences with outdoor and mobile advertising campaigns (Compedium, Out-of Home & Mobile, WallDecaux, MMA, 2019 – section 5). “Insight shows in this two-screen world, OOH can supercharge the effects of Social Media” (Mike Follett, the Managing Director of Lumen Research). Brands are becoming aware of this, as functions specifically to attract smartphone interaction are increasingly added to panels; starting from QR codes and Wi-Fi, to hashtags with imagery displayed specifically with the intention to be uploaded on social media channels; and digital innovation, such as Augmented Reality, shown via smartphones. It is clear that brands are establishing a connection with their customers through cross-media campaigns as “OOH activates towards social media more strongly than other media” (Compedium, Out-of Home & Mobile, WallDecaux, MMA, 2019 – section 6, page 50).