March 16, 2015

OOH and the Internet of Things

By Stephen Freitas
OAAA
The Internet of
Things (IoT) refers
to an evolving ecosystem of everyday
products that sync
with each other.
Lightbulbs and garden sprinklers can
work in concert.
The magic is currently controlled by a
growing number of apps that connect
dumb objects to the web to automate
processes or manage them remotely.
Individual devices work within custombuilt protocols to deliver unrelated
services. But by building all of these
devices across a shared and standardized framework, open-source controls
will enable machine-to-machine (M2M)
interaction. Once these devices can
bypass human control, they will communicate autonomously using a shared language. This will allow your car to notify
your home upon approach to adjust the
thermostat, turn on the lights, and warm
the oven.
Simplifying the routines of life is the
promise of the IoT. But thats just the beginning. A connected planet will not only
change the way people live their lives,
it will change the way they understand
brands.
With more than 65 percent of the US
population carrying smartphones,
mobile technology has become the
easy way for people to interact with the
world around them. Mobile devices also
impact the way brands engage with
consumers who are on the go, impatient, and get bored easily if content isnt
relevant or entertaining.
An extension of smartphones are wearables. The early versions of these items
may have been considered an eyesore,

but they now resemble

statement pieces of
status. Current devices
generally serve a single
function, while wirelessly
and automatically syncing with mobile devices
and computers. Functions
include a pedometer or
a heart rate monitor, but
these items will evolve
into multifunctional
devices that can receive
and transmit information
complementing other
technologies. Ultimately,
the information gleaned
from the wearable devices
could provide behavioral
details to inform advertising messaging.
This constant connection is changing
peoples habits, and out of home (OOH)
advertising is uniquely poised to become
a cornerstone of this new way of life. As
a ubiquitous conduit that surrounds and
immerses people away from home, OOH
is viewed by many as the backbone of
the Smart Cities movement.
Municipalities are beginning to see more
dimensions to the traditionally linear
role of the medium with new amenities
and revenue streams. New York City
recently announced plans to convert
outdated payphones into a municipal
Wi-Fi network funded by OOH advertising. The network would be the fastest
and largest free municipal Wi-Fi network
in the world, and the project will be
fully funded by OOH ads. New York will
undoubtedly become a model for future
urban Wi-Fi expansion across the nation
and abroad. When the intelligent and
intuitive nature of a connected web is
linked to the physical world, it will allow
people to positively impact cities and
make them better places to live.
This connectivity has also created more

data, generating zettabytes of information each day. When paired with the
precise latitudes and longitudes of OOH
inventory, whether digital or traditional,
this data can be used to augment OOH
planning, allowing advertisers to tap into
real-time and hugely scaled data sources and react instantly to the smallest
changes in consumer behavior to deliver
increased value for every campaign.
More than any other innovation on the
technological horizon, driverless cars
may open up the greatest opportunities
for the OOH industry. The quantity of
data these vehicles will collect is likely to
have a considerable impact on an advertisers ability to target consumers.
Google is leading the way when it comes
to fully road-ready cars. The company
has already addressed common safety
concerns, having tested its prototypes
on over 1,000,000 miles of public roads
without any accidents. Even more astounding is that the vehicles are already
certified as road legal in five states.
This shift will have a huge impact on
(Continued on page 2)

Outdoor Advertising Association of America 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566

Februar y 7, 2011

P a g e 2Page 2

March 16, 2015

Internet of Things (cont.)

OOH advertising. Drivers will no longer
need to keep their eyes fixed on the
road. Their attention could easily be
pulled towards smart devices, tuning out
the world outside the car. To minimize
this outcome, the OOH industry will need
to find new ways to capture the attention of passing commuters. OOH ads will
need to be relevant, highly engaging or
entertaining, and useful.
We are on the cusp of remarkable innovations that may have even dazzled
Jules Verne. Technology and life evolves
whether we like it or not. For an industry
to remain relevant, it must evolve. Here
are some ways the OOH industry continues to change to keep pace with trends.
Actions are faster. Todays world moves
at an ever quickening pace. Every industry must find ways to increase the speed
at which it conducts business. At a time
when people search online for what they
want the moment they want it, every
business must be equally as responsive.
The OOH industry continues to invest
in digital technology so that it can react
quickly to meet advertiser needs. The
OOH business is developing systems to
transmit data in real-time and harness
big data to extract insights about consumers and their behavior.

Screens are agnostic. Consumers crave

immediacy when seeking information,
but the screen through which content is
delivered isnt as important. The same
content can be shared through a television or computer screen in the home,
a mobile device, a digital billboard, or
a place-based video screen in almost
identical form.
The neutralization of screens means
traditional media silos will continue
to blur and agencies will approach
the placement of digital content and
advertising holistically. The OOH industry
understands this shift and is adjusting
business principles to compete in the
agnostic screen ecosystem.

It was the great American industrialist

Andrew Carnegie who said, Do your
duty and a little more and the future
will take care of itself. Everyone in the
OOH business has a duty to consider the
distant horizon, adapt along the journey,
and embrace the opportunities that are
presented. The rest will take care of
itself.
OAAA would like to thank the following
individuals for their insightful contributions to this article: Ian Dallimore, Lamar
Advertising Company; Dave Etherington,
Titan; Josh Kruter, Clear Channel Outdoor; Andy Sriubas, OUTFRONT Media.

Traffic Report

Processes are simpler. Fast is only part

of the equation for success. People also
expect technology to make life simpler.
The OOH industry is achieving this by
establishing ways to make the medium
easier to plan, buy, and measure. Dynamic trading platforms and automated
content delivery protocols are a few ways
OOH will simplify business processes.
Activations are consistent. The linkage
of mobile media with OOH advertising
must be strategic and not employed as
a stunt. OOH and mobile are an ideal
media mix, and any OOH campaign can
include a mobile component to provide
additional consumer engagement. That
doesnt mean using technology for
technologys sake. Mobile engagements
should link directly to the broader brand
and campaign goals.

Using billboards, law enforcement and the Indiana attorney general

launched an anti-human trafficking campaign on March 11. Messages
will appear in English and Spanish on 35 digital billiards statewide
through April 6. Shown here in Indianapolis (from left) are Brett Beshore,
Clear Channel Outdoor; US Rep. Susan Brooks (R-IN); and Chris Iverson,
Lamar Advertising Company.

Outdoor Advertising Association of America 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566