Momentum builds for OOH
Following a strong performance for OOH in the first half of 2018, the market has experienced a further boost in Q3, resulting in 5% growth for Q1-3 2018 when compared to the same period in 2017. The improvement in the market has been driven by growing investment from existing OOH advertisers as well as new entrants to the medium.
We have seen some erosion in classic 48 Sheet and 6 Sheet inventory levels this year, mainly resulting from property development and conversion to digital displays. However, the investment in Classic OOH has remained steadfast throughout 2018, and on a par with 2017 levels. A testament to the strength of the medium in its traditional form. Notably, Digital OOH has been a star performer in 2018, doubling its market share and now representing 18% of all OOH display compared to 9% in Q1-3 2017.
Retail retains top position and Netflix goes big on OOH
Retail remains the top category on OOH for 2018 YTD with a 15.9% share of voice. Investment from the category has increased by 17.2% in Q1-3 2018 when compared to the same period in 2017. OOH’s top advertiser Diageo has grown it’s display value by 25.4% this year and represents a 7.8% share of the OOH market. A new entrant to the market, Netflix has embraced OOH with several heavy bursts of campaign activity to promote its series. The display value for Netflix has placed the brand in 10th position for 2018 YTD, with 28% of the value attributed to Digital OOH formats. The Glider launch places Translink in the top 5 OOH advertisers this quarter with a 3.2% share of voice. Danske Bank and Jet2 both contributed to the strong advertiser performance appearing in the top 10 advertisers YTD.
The OOH creative evolution
The exponential growth in Digital OOH over the past 2 years has given rise to a creative evolution within the industry. No longer are advertisers and agencies creating assets solely for the printed poster, but for a range of static, subtle motion and full motion OOH opportunities. Over 80% of the top 50 OOH advertisers in Northern Ireland are now employing digital formats within their campaign activity – compared to 62% in Q1-3 2017. Furthermore, Digital OOH has enabled brands to think much more creatively about the use of OOH as a platform for delivering dynamic, trigger-activated and contextually specific messages. The scope of creativity can only broaden as technology improves and the coverage of Digital OOH increases.