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Home » Viewpoints » People, Places, Persuasion: Robin Hall

People, Places, Persuasion: Robin Hall

By M4G Bureau - July 31, 2015

Robin Hall, Managing Director, PSI Advertising, the UK, writes that partners are key when thinking about seeking out new insight, research and product development to create effective solutions


Out-of-Home (OOH) as we know it is undergoing a transformation. At Posterscope we believe that the industry must collaborate to ensure that it fulfils its potential.  The first point we have to address as an industry is audience metrics and adopting a consistent approach to evaluation.

Posterscope strives to be pioneering in planning and putting the audience first in everything we set out to achieve for our clients and the industry.
When thinking about audiences today we consider and understand that they have never before been more connected.  They are discovering and interacting at exponential rates. When putting the audience at the centre of your planning strategy the quality of the data you have to support that principle is imperative.

Around the globe there are over 20 audience metrics being used to provide a currency for measurement. Global clients are continually asking for consistency and better accountability. If we're to develop the capability of our medium and align it with the (rapidly rising) digital and mobile, we need to collaborate to deliver a consistent metric to demonstrate its comparable effectiveness.

Partners are key when thinking about seeking out new insight, research and product development to create effective solutions. At Posterscope we already have numerous partnerships in place that have enhanced our planning knowledge and understanding and therefore ensure we can provide clients with the best and most accurate planning approach to communicate with the target audience.

For example, in China we have partnered with GFK in order to layer audience data with location data to provide out-of-home GRPs. And this data-sharing is a trend we are adopting on a global basis so we get a true picture of where the consumers are in real time.

This gives us an unrivalled insight into who our audience is and where they are but we also need to understand what they're thinking and feeling. We have been conducting audience research via OCS, our proprietary global consumer survey, for 10 years to address these questions. We update the data on a continuous basis as consumers are changing all the time. We cover a wide range of subject topics relating to their preferences and habits with an ever-increasing focus on accessing content on smart phones, Wi-Fi usage and online activities when out of home. This data gives us insight into the changing habits of the consumer and their increasing use of technology in the OOH environment. OCS data and insight is used across every market to help make the case for OOH within the communication mix.

No longer is mobile'coming' - it's here. Whether it is part of work, rest or play - audiences are active like never before. Google Mobile Planet shows a 45% increase in mobile internet usage when out of the home. And Cisco's latest research shows that mobile data usage will outstrip fixed IP data, 4:1 by 2019 - demonstrating mobile is more than important than ever. Google's joint venture with Titan in the US is a statement of intent and a sign of things to come in our industry. They will be installing 12,000 digital screens with free super-fast Wi-Fi and a built in tablet capable of swapping huge amounts of data with consumers in the OOH environment. Titan's'Link' interactive systems will offer a point of transaction, broadcast awareness and coverage for advertisers, content delivery and a public service that will be embraced by the general population.  This is one example of how the landscape is changing, and our medium will need to move quickly to keep up.

So to summarise, I believe there is a significant opportunity for this great medium but in order to take advantage of this we need to be braver about working together across countries and within countries. Embrace the change, which is only going to quicken, as it provides a wonderfully versatile and dynamic platform for brands to engage with its consumers.

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