Adscreen Networks are growing: Peter Livesey

Peter Livesey, Managing Director, Esprit Digital, made a presentation on the “UK Adscreen Networks: Lessons learned from the last 10 years. He focused attention on the emerging platforms which have been effective in communicating out-of-home messages of brands.

Livesey said that “the Digital Escalator Panels, Terminal Walkways, Escape Lounge, Way finding pods and LED Roadside Billboards, Digital Posters are the most successful display formats used by the brands.

The various new formats that have been added to this category include glass-free 3D application, augmented reality, multi-view capacity and textured touch.

While talking about flexibility of the screens and the nature of DOOH which is changing, Livesey underlined the following key factors:

• Impact

• Immediacy

• Targets the precise audience

• Interactivity

• Accountability

• Audience Measurement

The future of screens seems to be very optimistic as Livesey mentions, “It is going to be bigger, brighter, cheaper and cost–effective. As the screen prices are falling with increased economies of scale, the industry is getting more players and major competition between the majors is expected. In the US the DOOH revenue increased by 79% last year which shows a steady growth of the market.