2013 saw an 8% increase in out of home advertising (OOH) in comparison with 2012, according to a new study by OOH planning agency Kinetic.
Brands spent almost €86 million on out of home formats over the course of the year. The Drinks sector, covering both alcoholic and non-alcoholic brands, was the second most active category in 2013, with major campaigns from brands including Guinness, Coca-Cola and 7Up.
According to Simon Durham, Managing Director, Kinetic, the ‘Share a Coke’ campaign from Coca-Cola was a “standout” campaign, not just in terms of spend, but also in effectiveness. “The ‘Share-a-Coke’ campaign was one of the best uses of OOH in 2013,” he explains.
“Our research shows that the use of innovation, particularly the scrolling Adshel bus shelters and Metropoles, which displayed the various names available on the bottles, was particularly creative and effective. This campaign was the most liked, and had the highest level of promoted recall in any sector in 2013.”
The Entertainment and Media sector saw the largest increase in OOH spend by sector, accounting for one fifth of all OOH advertising last year (€17.2 million).
In terms of successful OOH formats, Kinetic said that while large billboards have seen a ‘return to favour’, 6-sheets were the ‘real winner’ in 2013, ‘particularly formats targeting the path to purchase’.
On the year ahead, Durham says: “We have seen a positive start to 2014, and would expect a modest growth of 2-3% over the first quarter. 2014 is set to be an exciting year for Out of Home. Big movie launches, the roll-out of 4G in the telecoms sector and of course the World Cup will also encourage spend in the sector.”
© 2014 - Checkout Magazine by Stephen Wynne-Jones
