UK-based OOH agency Kinetic – working with the creative production group Grand Visual – has released its third annual Digital Out of Home handbook – described as a reference point for all those involved in the planning, creation and execution of advertising across screens in all environments in the UK’s digital OOH sector.
In some respects, it is an extended media kit that references the many OOH gone digital opportunities available in London and beyond – with the big focus on LED billboards but also references to other formats like Amscreen’s extensive retail network.
I like this piece for a bunch of reasons. There is a solid set of preambles about where the Digital OOH sector is at, and where it is going, as well as solid thinking and consumer research material that looks at what people in the UK think of digital. Notably, attitudes are very positive.
What I REALLY like, though, is the format used for the individual media properties on the media kit side of this handbook. The profiles do a great job of explaining the nuts and bolts of what a media property is all about, and how to effectively use it.
Here’s what the handbook does, for an example, with a JC Decaux-operated shopping mall network:
Kinetic first does an overview:
This popular format is now available at major malls and shopping centres across the country, engaging shoppers and families in a relaxed frame of mind. Sites are well located in areas of high footfall; shoppers typically spend over two hours in this environment. Combine with other shopping mall D6s products for optimum distribution.
It then goes into detail about the audience, programming approach and duration, cost and expansion plans.
Then it goes into terrific, very useful detail about how to make the most of the media opportunity…
This format normally comprises a five second spot rotated with other advertisers as part of a loop. This format is categorised as a MICRODWELL exposure.
• Be consumable in a few seconds from any point
in the piece
• Use motion intelligently to engage the viewer
• Incorporate ‘cue to view’ moments for key elements like
the call to action
• Be viewable at close quarters as well as from a distance
• Feature the brand or logo either throughout or at a ‘cue
to view’ moment
• Be updated throughout the day
• Be location specific
• Be delivered dynamically in an ‘as live’ manner over IP
Approval by media owner or site owner is generally required
Optimal Viewing Distance is 1m – 10m
I have never seen the term MICRODWELL used before, but I instantly get its meaning.
The technical details, including resolution, is all plotted out, and sample screenshots of creative are provided.
Media planners and creative people will do their best work when they have all the information they need at hand, and media networks have a far better shot at getting bookings and producing results for clients when this sort of material is all nicely laid out and readily available.
I have seen scores of media kits and they are all over the map in terms of what they show and explain. The Kinetic handbook is all nicely standardized and very easily grasped.
If you are in charge of developing media kits for your network, this is well worth downloading and studying.