Smart cities can be huge for OOH with the right partnerships
Opinion
Kinetic’s head of planning explains how smart city OOH advertising will not only shape the urban landscape of the future, but also offer dynamic, measurable and multichannel opportunities for advertisers.
The term “Smart Cities” has somewhat fallen out of favour in recent years. This is partly because emerging tech, such as generative AI, has hogged the headlines, but also because smarter cities have become the norm as technology enhances connectivity in urban areas.
If you live, work, or visit London, there’s a good chance you are familiar with the Elizabeth Line. The latest edition to the London transport network runs across the capital, adding around 100km of track and 10 new stations.
For out-of-home (OOH) advertising geeks, the opening of the Elizabeth Line also represented the largest single introduction of new OOH sites in one day for a generation, with 329 panels brought to the market.
What sets these panels apart from much of the rest of the network is that they have been purpose-built into the architecture of new stations. This is not just about aesthetics — it is an acknowledgement of the crucial role that OOH plays in urban transportation.
Most people who see OOH advertising on their daily commute are unaware that it provides valuable revenue to network operators and funds vital infrastructure such as bus shelters. In fact, for every £1 spent on OOH, 50p goes back into the local community.
Harnessing data and connectivity for targeted campaigns
The integration of OOH advertising into smart cities goes beyond physical panels. Today, digital screens are connected to sophisticated data sources. These data sources enable advertisers to glean valuable insights into the behaviour and preferences of city residents and visitors.
Leveraging this data, OOH advertisers can deliver highly targeted and personalised ads based on factors such as location, demographics, and real-time context.
A pioneering study called Moments of Truth by JCDecaux and Clear Channel demonstrated that consumer brain response is 18% higher when viewing contextually relevant content in digital OOH campaigns, which in turn leads to a 17% increase in consumers’ spontaneous advertising recall.
Importantly, as online advertising faces challenges with personal data access, targeted OOH ads remain anonymised and compliant with privacy regulations.
Data-driven campaign planning
Smart cities provide granular real-time data on a huge array of things like traffic conditions, weather events, and public transportation.
OOH advertisers can use this information to dynamically adjust their ad content and messaging, aligning with the immediate context.
Displaying weather-specific ads, promoting nearby events, or providing relevant transportation information can significantly enhance campaign relevance and effectiveness.
Multichannel integration for enhanced brand visibility
Smart city integration enables seamless synchronicity between OOH advertising and other digital channels.
Advertisers can create cohesive campaigns that span OOH displays, mobile devices, social media platforms, and other digital touchpoints. This multichannel approach enhances brand visibility and delivers a consistent message to consumers as they navigate the smart city environment.
Again, there are practical benefits for brands here. A study by On Device research looked at audiences exposed to the social element of a campaign, those exposed only to full motion DOOH, and those exposed to both elements to see the overall effect in achieving campaign objectives.
By adding full motion DOOH to a social campaign, the effectiveness across the purchase funnel increased by an average of 23%.
Measurement and analytics for optimal performance
Smart city infrastructure facilitates robust measurement and analytics for OOH advertising.
Advertisers can access data on ad impressions, viewer demographics, engagement metrics, and conversion rates. This wealth of information empowers advertisers to measure the effectiveness of their OOH campaigns, optimise targeting strategies, and make data-driven decisions for future initiatives.
Collaboration is the key to success in smart city OOH advertising
The successful integration of OOH advertising with smart cities requires collaboration between local authorities, infrastructure providers, and advertisers.
Partnerships can lead to innovative approaches in OOH advertising, leveraging shared resources, infrastructure, and data to deliver more impactful campaigns.
Collaborative initiatives ensure that OOH ads align with the city’s overall vision, enhancing the urban environment and contributing to a positive urban experience.
Smart city integration presents an array of exciting opportunities for OOH advertising — making smart panels even smarter as technology and data continually improve.
By harnessing data and technological advancements in urban environments, advertisers can create targeted, contextually relevant, and engaging campaigns that foster stronger connections between brands and consumers.
As cities continue to evolve, smart-city OOH advertising will undoubtedly play a pivotal role in shaping the urban landscape of the future. OOH will be the greatest and most effective way to amplify your brand, so make use of the channel when planning.
Lucy Cutter is head of planning at out-of-home specialist agency Kinetic.