May 14th, 2010  The UK not only has more CCTV cameras per capita of population but also seems to have more billboards and roadsigns than any other country. This is probably not true but a stroll down any street in Britain and you might be forgiven for thinking this is the case. And as digital technology continues to change 'ye olde broadcasting and publishing' media, it's also having a profound effect on what insiders call 'out of home' or OOH media. In layman's terms; messaging in public places.

I'm fascinated by public signage; from advertising posters and illuminated bus sides through to street furniture barking instructions from our local councils. Some of the public service warning signs amuse me, while others make me feel deeply uneasy. One of my favourites is the motorway sign reminding drivers that falling asleep at the wheel can really ruin your day. It's a pearl of wisdom that can be useful wherever you are but if you are driving at 70 mph and struggling to stay awake with a combination of Red Bull and German techno, you're unlikely to pay much attention to a sensible blue sign peeping out from the verge.

Some public information signs are much better at grabbing our attention and consequently changing our behaviours. I remember being genuinely alarmed when I saw one of Wandsworth Council's high-tech information boards warning of problems in central London.

It took me a few seconds to realise that an ill-considered abbreviation had turned a minor inconvenience into a hellish nightmare... 

They were, of course, warning of congestion caused by a demonstration and not as implied, an orgy of destruction orchestrated by Lucifer.

This kind of electronic information service is becoming increasingly prevalent and provides a clue as to how the 'out of home' media sector will evolve. Already, we're seeing warning signs that instantly alert drivers if they are exceeding the speed limit. Research suggests that they are more effective at getting people to slow down than speed cameras, which let you know about your motoring offense with a crappy letter and a fine some days later.

What's more, they have the capability of providing near-live data to illustrate the volume and distribution of drivers who are breaking the rules. 

Interactivity, accountability and engagement have been buzz words for other media for years, now they are beginning to feature outdoors. In the world of advertising, there was a time not so long ago when the baggy-trousered funkateers in digital media had mocked 48 sheets and adshells for being benign and unaccountable. In the past, I've certainly been frustrated by the inexact and inflexible nature of this channel but have continued to include 'OOH' in my campaigns.

Using imaging and networking technologies, some media owners are now putting more "Ooh!" into OOH. CBS, who have have the largest share of sites in the UK, have been pioneering the use of video formats and remotely updated content to create more dynamic and engaging campaigns.
In key stations within London's Underground system, LCD projectors now project video commercials across the rail tracks and journeys on escalators are spiced up with animated adverts cascading down digital screens.


This type of innovation has been a long time coming and the much heralded evolution from paper and paste is often underwhelming and surprisingly lo-fi. But technology is only a small component in the new great outdoors. It's worth pointing out  that the future success of companies like CBS is largely dependent on strong partnerships with advertisers and skillful negotiations with site landlords rather than ground-breaking kit. 

There's certainly a plethora of elaborate and exotic OOH projects currently underway. As a good-natured skeptic, I'm inclined to suggest that some of them are little more than research initiatives or merely publicity gimmicks to excite media agencies. For example, 'face recognition software to assess the emotions of passers-by'. Wallace and Gromit's breakfast machine looks positively sensible and reliable in comparison. Other innovations are genuinely adding value, such as touch-sensitive screens.

Methods used to plan and assess OOH are also becoming more sophisticated and in the UK a new study from the OOH research specialist, Postar, is helping to taking the sector up a gear. 

But in the US, where the OOH market is more dynamic due to more open trading practices, the variety of formats and networks is huge. In particular, out-of-home video comes in many, many different flavours (flavors). A recent study from Nielsen has tracked the reach of video DOOH and the results are difficult for marketeers to ignore.

My view is that OOH is only just coming of age. Scope for growth and improvement in the UK is huge but there are a number of immediate and major hurdles to clear. On a micro-level, many planners and creatives are still working out what works outdoors. Art directors, faced with a unique mix of opportunities and limitations of new formats, are currently prone to rely on spectacular movement, rather than brilliant design. Similarities with animated gif banner ads on early websites are easy to see. Furthermore, even the best new OOH formats are in many ways neither "fish nor fowl";  lacking the audio of full video advertising and the return path of more interactive formats with 'click-thru' capabilities.  

One important next step for OOH will surely be to provide greater connectivity with consumers. Nearly a decade ago, media owners first experimented with delivering supplementary content and response channels using Bluetooth links to mobile phones. I recently discussed these trials with a former industry exec, who diplomatically described them as being [sic] "not quite as successful as we'd hoped". Not surprising, I suppose. Bluetooth was the wrong tech at the wrong time. What's on the horizon, then?

Well, it becomes a little easier to imagine exactly how OOH can become more powerful, when you consider advances in data mapping techniques and funky new geo-specific tools like Flook ; which rely on a combination of connections and data sources. When the feedback loop is perfected, true dialogue with consumers will be possible. And, crucially, it will be highly informed dialogue that is pertinent to both their attitudes and their location... or where they're at and also where they are. And, as more people now connect to the internet when they're mobile, OOH is surely one of the most effective media to drive traffic to sites.

In a way, a more fundamental challenge for OOH businesses is to remind media agencies about the impact and emotional power of the medium. During my agency days, my first ever outdoor campaign was for Eagle Star, the insurance company now part of Zurich. I remember sharing the client's thrill at seeing majesty and scale of the 48s and 96s billboards. At that time, the medium carried real kudos but over the years, other more fashionable, but often less effective channels have turned the heads of fickle marketing directors. I think each new OOH format or service or study provides a great opportunity to reiterate the unique value of communications in public places.

The big question is, will established OOH firms be upstaged by more progressive newcomers? In light of their latest patent application, it's reasonable to assume that The Mighty Google aim play a key role in the next chapter of the billboard story, albeit with a virtual twist. Any which way, this is unquestionably one of the most dynamic and interesting sectors of the media industry.

However, the UK market is also fraught with some major commercial challenges which I alluded to earlier. Minimum guarantees set out in the contracts between media companies and site owners mean that during difficult economic times it's possible for the media folks to actually lose money on less popular sites. Furthermore, arcane trading conventions and complex 'commission systems' prevalent for decades have attracted the attention of the Office Of Fair Trading. The conclusions of an initial three month study will be published in December 2010 and whatever the findings, it's inevitable that fundamental changes will need to be made to the business of outdoor.

Finally, on a personal level, while enthusiastic about the evolution of out-of-home advertising, I'm a little apprehensive about how civic signage might change. It's unnerving to think how statutory bodies might use 'DOOH2.0'.  The notion of networked road signs that identify my car, remind me that my Road Tax is due and then encourage me to pay with my iPhone is more unsettling than a friendly reminder to get more sleep.