THEFUTURE OFOOH

• THERE ISN’T ANY.

THEEND

First, a disclaimer;

“We tend to overestimate the near future whilst vastly underestimating the distant future time and time again……”

(Ray Kurzweil, futurist)

Index– Media landscape – Formats / Players– Media planning / buying– Architecture– Environment / Climate Change– Technology

• Digital OOH• Alternative paper technologies (Eink / Magink etc)• Direct Interactivity (via touch etc)• Active Interactivity via devices• Passive interaction via sensors (RFID etc)

– Convergence (mobiles / internet / ooh)

Media Landscape• Standard formats – Quality will continue to increase,

quantity likely to decrease as more converted to digital formats

• Consolidation will continue and digital OOH media owners will start to be consumed by major players (e.g. Vision Media Group & CCB)

• Content giants (Fox / NBC etc) and Media Giants from the online discipline will start to make inroads into OOH initially by partnerships with existing media owners but eventually they will control the networks (Yahoo & Clearchannel in digital malls, NBC & ??? in the states etc)

Media planning / buying• Online planning systems already developed and will

become more popular with agency & specialist planners

• Google will start selling OOH via an online trading system

• There will be pressure for OOH Specialist knowledge to be merged into media agencies in this new world (in a similar way to what happened with online) as trading is more likely to be cross media environments with fewer points of contact

Architecture• Increasingly OOH media placements are being

considered at the 1st stages of planning new buildings and structures (e.g. Terminal 5, the O2)

• this will continue and be expanded to town level (the city of the future) driven by digital formats which allow public / business information to be placed as well as additional revenue from advertising

Environment / Climate Change• The use of illumination in OOH will be examined with the

result that all lighting will be changed to run on LED’s in a similar way to councils changing all traffic lights and other council lighting to LED (which cuts consumption to 20% of previous consumption)

• Alternatives to Glue which allow the paper used in OOH to be recycled will be developed (much like dry posting on the UG) and become common place with the added dimension of being able to facilllitate much quicker posting and shorter campaign periods

• Digital OOH could be under scrutiny and forced to examine its own power consumption

Digital OOH• Continued growth• 2008/9 will be about growth of existing networks as

opposed to increasing the breadth of new environments• New digital technologies will be developed which

facilitate better viewing in daylight• LED resolutions will decrease becoming

indistinguishable from Plasma / LCD screens eventually• IMPORTANT NOTE - Digital didn’t kill Newspapers and

Books and it wont eradicate billboards entirely either (especially in the short term)

Alternative paper technologies

• Eink / Magink & other technologies will be refined and become viable alternatives to screens

• Amazons Kindle reader is an early indication of this

Direct Interactivity via touch

• Haptic Interfaces will replace the keyboard and mouse and become as natural to us as using the former consequently they will be integrated into some digital OOH solutions to allow interactivity.

• The Iphone demonstrates how natural these are to use.

Active Interactivity via devices• As our handheld devices become more advanced then people will be more hungry for content for

these devices and be more reliant on these devices to control their world

• In the short term this means Bluetooth will maintain its popularity HOWEVER in the long term there will be no need for local transmission of data consequently no need for technology embedded in OOH to facilitate this

• WiMax / WiBro and their offspring will enable live video broadcasting to devices on demand as well as facillitating a link to the internets successor (the GRID)

• There will be no difference between the content availabile and the distribution method in or out of the home on desktop or handheld we will be able to access all the same information in the same format. OOH will eventually just become a signpost to what you can get with the technology being contained in more stable hubs and broadcast wirelessley.

• Microprojectors (already integrated into a Motorola phone – video available somewhere) eradicate the worry of screen size

• mCommerce obviously will become reality and we will be paying for everything with this 1 handheld device. With the integration of a payment method in OOH formats this could turn every OOH format into a store front (touch poster, buy book, book delivered electronically to handheld device (or posted to home))

Passive interaction via sensors• We will begin to carry more and more electronic sensors

such as RFID tags on our person (even embedded into people – club in Barcelona with VIP access by microchip emplanted in wearers arm)

• These sensors will be used to tailor the content delivered to us whilst OOH (with our permission of course – much like Amazon or Itunes recommend) – these sensors will know what we purchased what we like to watch etc etc

• Imagine a street of digital formats which when I walk down it shows me the latest computer games, Rock music releases and Horror Films but this all changes for someone else.

Convergence• OOH can be highly geographically targetted• New devices / sensors will allow targetting of individuals for highly

personalised messages • Online systems can facilitate the placement of highly targetted

personalised advertising• Classified advertising will come to outdoor

• The online experience is becoming more and more personalised and people will begin to appreciate and expect this from other media channels

• Example already in existence – LOCAMODA & FACEBOOK

The Future Now

• Future city sketch vs Moscow City (new build city being built now) – the future is coming!

Future cityconcepts

Moscow city development (REAL)

THEREAL END