"In a world of connected devices, we expect the rise of socially-driven content to be a significant development in the OOH space."
Our wide-ranging partnerships are allowing us to supply world-class content to consumers from a world-class digital estate.
The need to provide engaging, inspirational moments to monetise certain formats is driving the appetite for compelling content. There are increasing opportunities for advertisers to create and broadcast bespoke content, to promote their brands in a creative way.
The Out-of-Home (OOH) industry couldn’t have thought to play in the content space five years ago; however, now there is a massive opportunity for OOH here.
User-Generated Content (UGC), in particular, is a significant trend that has neatly coincided with the rise of Digital Out-of-Home (DOOH). Web content is increasingly dominated by UGC, according to Mary Meeker’s 2015 Internet Trends Report.
Pinterest pin creation is up 75%, Twitch video broadcasts are up 83%, Wattpad stories are up 140% and Airbnb reviews are up 140% year-over-year. Brands in Europe are trailing behind those in the US when it comes to leveraging UCG; the first ones to really start experimenting will take the lead.
In a world of connected devices, we expect the rise of socially-driven content to be a significant development in the OOH space. Coca-Cola, for example, is running an OOH digital push for its #ChooseHappiness campaign using Twitter to display mentions of the hashtag. The campaign is running across 300 digital sites in London, including on the London Underground for the rest of the year.
In light of this growing trend, we recently partnered with social media aggregator TINT to help brands to create socially-driven branded content experiences and publish them across the Exterion network in moments. With an agnostic approach, the new partnership will provide consumers with a new way to access all the social media channels they use on a daily basis whilst they’re out and about.
The consumer will curate content going forward. What you see on social media will be up on screens because that’s the content consumers care about; it’s what’s trending in real-time that’s important.
We may even reach a point where screens become interactive and consumers choose what they see - the next iteration of platforms, such as Facebook, Twitter, Snapchat, and Periscope. Then it will be about OOH media owners giving clients the opportunity to integrate and deliver the best of social commentary into templated formats.
Brands are recognising the disparate way they’ve been creating content across multiple platforms online. You might have a YouTube execution over here and a social media feed over there, and it’s the integration of those into a singular template for DOOH that is really exciting.
You don’t necessarily have to create a huge amount of original content because in most cases it already exists. Brands just need to understand how to surface and optimise it.
We are committed to digital innovation and are bringing new technologies from around the world into our media network. We don’t believe all the expertise has to lie within our building – we’re growing our partner network to be able to execute today’s ideas tomorrow.
Looking ahead, we’ll partner with businesses that enable us to add experiences to our assets. We’ll look at sound and image recognition, as well as iBeacon, Google Eddystone and payment providers, and what each of these can do to enhance our OOH offering.
By Shaun Gregory, CEO, Exterion Media