Kinetic Releases 4th Edition Of Digital OOH Handbook
July 31, 2012 by Dave Haynes
Kinetic has released its 4th edition of its excellent UK Digital OOH Handbook, a comprehensive guide to all the different formats available and insights into each of them, as well as the sector as a whole.
The world’s largest planner and buyer of OOH media has co-produced the book with the production and creative technology company Grand Visual.
The book suggestst there were 35 new formats being sold this year and more than 3,700 new sites installed. “This continued investment contributed to the first quarter of 2012 being up 42% year on year.”
The UK-centric guide, says a release, “provides media agencies, creatives and clients with an overview of all available DOOH formats, with all the information needed to create appropriate copy – from technical guidelines to loop lengths and interactivity potential. The handbook gives an insight into every category of screen, from one-off locations to nationwide networks.”
Kinetic anticipates that by the end of 2012, spend will reach over £153m, an increase of 23% on 2011. If this level is achieved, DOOH will account for 16.5% of the overall OOH marketplace in the UK.
Significant investment has also gone into making digital OOH formats more interactive. The increased availability and demand for interactivity has led to this being a particular focus of the handbook this year. The Interactivity section covers a growing number of screens and networks that have the latest camera-based, touch or mobile interactive technologies permanently available, to be utilised by advertisers at any time. Thanks to continued investment by media owners into their respective portfolios, advertisers are able to satisfy their need to truly engage with their consumers.
“At Kinetic we have a duty to keep our clients and partners informed of the latest developments in DOOH so that they can maximise the potential of their advertising,” says Carolyn Nugent, Head of Digital at Kinetic. “We know from previous editions that the handbook converts a desire to create ground-breaking campaigns into a reality. The opportunities continue to evolve on the back of considerable media owner investment in sites and technology.”
You can get the guide online here …