Teaching OOH tech
Innovation is one of the leading buying considerations of UK marketers under pressure to find new ways to reach mass audiences, according to Clear Channel UK’s Look Again research. And among the tech dubbed most exciting are environmentally friendly technology (70% of respondents), motion detection (67%), contactless tech (70%) and of NFC/QR code technology (72%).
However, marketers aren’t up to speed on the tech capabilities of out-of-home, with fewer than one-third of Look Again respondents aware that OOH offers contactless technology, motion detection, QR and NFC integration or facial recognition technology.
“We are at the point where many marketing professionals’ perceptions are at odds with the new levels of digital sophistication available across the OOH medium,” says Sarah Speake, CMO at Clear Channel UK, commented. “In the UK, millions of pounds worth of investment in digital over the last few years has created a medium that is capable of delivering broadcast reach, measurability and brand fame at a national and regional level. It’s no coincidence that some of the world’s top brands are already taking advantage. It’s now paramount that we educate the masses on the new digital opportunities available as well as reiterating the strengths of our traditional formats.”