Universal trends in OOH – Location, Location, Location.

OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.

OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.

But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.

In the UK, location-based messages resonate even more with consumers, and this becomes even further pronounced amongst specific audiences. For instance, 90% of London fashion consumers (“Londoners who are passionate about shopping in store to buy fashion items”) are interested in location-based DOOH content. This type of insight helps to inform and plan successful OOH campaigns, such as Timberland’s recent campaign which ran across shopping malls and high streets in London. Based on the viewer’s location, suggestions were made to visit a local store or landmark, along with relevant statistics such as distance, number of steps required, and calories burned, whilst promoting the unique comfort of the new Sensorflex product.