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Emerging prominence of digital out-of-home advertising on the agenda for digital convergence conference speaker Richard Simkins of Posterscope

By Angela Haggerty | Reporter

March 4, 2013 | 5 min read

Advertisers will continue to utilise video-on-demand, social and out-of-home advertising in place of the traditional TV medium and brands must consider how valuable digital OOH can be to them, according to Posterscope's convergence business director, Richard Simkins.

Simkins will speak at the digital convergence conference in March

Simkins spoke to The Drum ahead of the 2013 digital convergence conference in London, where he will be speaking on the establishment of DOOH in its own right and what it means for brands.

"Our DOOH campaigns are now regularly integrating with other media ecosystems, particularly social and mobile, and emerging technology platforms now allow consumers to interact with DOOH in increasingly more complex, yet intuitive ways," Simkins explained. "Advertisers will continue to move away from using traditional TV as the default medium to generate scale and fame, and will use ever more intelligent combinations of VOD, social and OOH to encourage their audience to talk about, experience and interact with their brands.

"After all, brands only ever exist in the minds of their audience, and these channels will help build different brand experiences and attributes in new way."

Posterscope is the world's largest OOH communications agency and Simkins delivers OOH strategy with regard to the use of data, cross-media integration and innovation. He has achieved two emerging technology awards from the festival of media awards for campaigns he has delivered.

"While we are learning about how people consume multiple digital platforms and channels, we are only starting to understand how this multichannel consumption affects transmedia storytelling, and the resulting changes in consumer behaviour," he continued. "We are always trying to understand what effect tradition and digital out-of-home campaigns have had on the effectiveness of other digital channels, and vice versa, but the rate of change in this space is now so fast that we are always struggling to keep up with consumer behaviour."

Simkins predicts 2013 will see progression in the approach towards video media: "We will start to consider all screen media as being part of the same family, rather than differentiating between different types of video media. We are already working with some clients in this way optimising campaigns that will work across VOD, cinema, DOOH and even Vine."

This year's digital convergence conference will take place at Ironmongers' Hall in London on 19 March. The event will look at the latest news and analysis in digital convergence and features a number of experts providing advice to industry, including Andy Mihalop of Moneysupermarket.com, Juliet Warkentin of Stylistpick.com, Simon Wilkinson of Dr. Martens and Richard Jacobs of Real and Smooth Radio.

"While we always hear about the convergence of digital media channels, technologies and consumer behaviours, this is a great opportunity for experts in each field to come together to discuss the key issues facing their individual channels and the resulting collective opportunities," added Simkins. "The conference's whole will definitely be greater than the sum of its parts - I'm expecting that delegates and participants will leave the day much better equipped to navigate the converging and emerging digital channels, and understand how they are all interconnected."

The conference invites client-side organisations to take part and participants should be directors, heads or managers in the industry. To book your place or find out more about the conference, visit the digital convergence conference website.

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