Clear Channel has unveiled new research into out-of-home advertising which suggests only a third of marketing professionals are aware of the medium’s digital capabilities, according to a survey of more than 200 marketing professionals.
In Clear Channel UK’s Look Again report, ‘innovation’ was cited as one of the top buying considerations among marketers under pressure to find new ways to reach mass audiences as the ubiquity of mobile devices sees linear television audience figures dwindle. Among the innovative technologies dubbed most exciting to the marketers surveyed were environmentally friendly technology (70%), motion detection technology (67%), contactless technology (70%) and use of NFC/QR code technology (72%).
Sarah Speake, CMO at Clear Channel UK, commented: “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. 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.”
Aside from digital, the industry has invested heavily in audience planning, intelligent content and data platforms such as Clear Channel’s Play IQ. Yet the research findings would suggest that this news isn’t reaching marketers.
Speake concluded: “Today Clear Channel is transforming bus shelters into tweet-activated vending machines and ad-serving aeroplanes. There’s a wealth of sophistication available across the medium to tap into. It’s our job to shout louder and champion the new capabilities on offer to help our customers engage their audiences on a deeper and more meaningful level. Today marks the beginning of this journey to create the future of media, out-of-home.”