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[2009 trends] Special events to spur outdoor advertising

16 Jan 2009

Outdoor advertising should still see positive growth in 2009, along with multi-messaging, a more tactical use, improved research and planning tools, LSM integration and integrated campaigns - all spurred on by the increase in special events.

[2009 trends] Special events to spur outdoor advertising

Growth of digital outdoor: this will increase the opportunities of multi-messaging as part of the outdoor landscape. The extent of the growth could, however, possibly be slower than anticipated, due to the economic climate.
Rediscovery: advertisers will "re-discover" outdoor advertising as a very effective communication platform. The amount of time spent outdoors, especially in increasing traffic congestion, offers a very good opportunity to advertisers to entertain, inform and drive consumer behaviour.
Tactical use of outdoor advertising: more advertisers are using outdoor tactically to communicate specific elements of an overall campaign message, as well as targeting specific locations as a landmark positions.
Better research and planning tools: specifically for the outdoor industry, these will provide industry-accepted justification for the outdoor media investment.
Change in the outdoor landscape: due to changing legislation and by-laws that govern outdoor advertising, the number of new site locations and the size of these will be severely affected. This will see an increased use of street furniture.
Increase in special events: 2009 will see many special events, including the National Elections, the Confederations Cup and the buildup to 2010. These high profile events will influence how advertisers use the outdoor platform. There will also be more public campaigns ahead of the national and local elections.
LSM integration: with the further integration of traditional LSM 8 -10 outdoor formats into LSM 6-8 areas, what you have come to expect in Sandton you will now also see in Soweto.
Integrated campaigns: the use of outdoor formats to compliment other digital formats. Outdoor re-enforces mobile phone marketing, radio and television.
Domination by stronger brands: stronger brands will continue to invest in and dominate affordable outdoor formats.