Arran Javed, head of OOH trading, MediaCom UK believes that the way in which OOH is bought and used creatively has shifted into digital.
He explained: “Digital played a massive role in this year’s awards, from tech innovations through to being the bread and butter of client’s campaigns. The shift in how OOH is being bought and utilised creatively is clearly apparent this year, with that shift being digital."
The nominations for the use of digital technologies are: AFG Europe, Momentum Worldwide, Crucial FX and Craft Worldwide, Black Swan, Clear Channel UK, Exterion Media (UK) Limited, Framestore, Havas Media for Hyundai Motor UK, Havas Media for AXA Insurance, Havas Media Group, Kinetic WorldWide UK, the7stars and DOOH.COM, Primesight, Adcity and Innocean UK, Orb Screen, Rothco and Talon Outdoor, OMD UK, Grand Visual and Ambient UK.
Chairman Dino Burbidge, director of technology and innovation, WCRS, said: "We had everything from paper-and-paste to augmented reality, all under the banner of OOH. It's great to see the canvas we have to play with is so wide. If there was one trend I really want to see next year it's context.
"Creatives need to engage in the physical nature of OOH more, play with it and craft unique messages that are as unique as the locations."
Another category that really got the judges talking was multi-platform campaign.
Rik Moore, head of strategy, Havas Media said: “That proved to be a 'group of death' with several high standard entries. What makes it particularly hard is that sheer variety of creativity and innovation on show, which means, as judges, we have to be really clear and aligned on the criteria we're using. Even then, it's very hard to compare like for like.
The nominees for this category are: CreativeRace, Exterion Media (UK) Limited, Goodstuff Communications, Talon Outdoor and Exterion Media, Primesight and Disney UK and Talon Outdoor, OMD UK and 4creative.
KBH On-Train Media’s managing director, Ian Reynolds, judge and sponsor for the awards, has said that reaching out to the creative industry is crucial. “Every OOH campaign will live and die by how good the creative is at the end of the day and there are plenty of examples where it is great," he said.
“The way that The Drum does the individual category segments is good and useful, as it means different sectors are thinking about their work differently. Various sectors try and go about executing their OOH in different ways and it's really interesting to see how they do that differently.”
A full list of the nominations can be found here.
OOH continues to be one of the most effective forms of advertising, which aims to deliver impressive results for brands and agencies. Tickets for the ceremony, Thursday 23 November, Emirates Stadium, London, can be purchased online.
The awards are sponsored by KBH On-Train Media, Tint, The Drum’s RAR and The Drum Network.