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Less than a third of marketers aware of 'new levels of digital sophistication' offered by OOH advertising

Less than a third of marketers are aware that out of home (OOH) advertising offers contactless technology, motion detection, and QR and NFC integration, according to research which suggests the sector must do more to educate marketers on emerging technology.

The ‘Look Again’ report from Clear Channel UK, a survey of more than 200 marketing professional, revealed that ‘innovation’ was the top buying consideration among marketers looking to find new ways to reach mass audiences.

“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,” remarked Sarah Speake, chief marketing officer at Clear Channel UK.

“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.”

Of those surveyed NFC/QR technology was dubbed as the ‘most exciting’ new technology by 72 per cent of respondents, followed by environmentally friendly technology (70 per cent), contactless technology (70 per cent) and motion detection technology (67 per cent).

“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,” Speake added.

Aside from digital the out of home industry has also invested heavily in audience planning, intelligent content and data platforms such as Clear Channel’s Play IQ.