Kinetic, the world’s largest Out of Home (OOH) media planning and buying agency, alongside Grand Visual, an award-winning production and creative technology firm, has launched the fourth edition of its UK Digital Out of Home (DOOH) Handbook. The guide offers comprehensive insights into the UK’s growing DOOH market, serving media agencies, creatives, and clients with the information needed to navigate this fast-evolving landscape.
The Digital Out of Home sector has seen significant growth in 2012, with 35 new formats introduced and more than 3,700 new sites installed. This surge in investment has resulted in a 42% year-on-year increase in the first quarter of 2012 alone, underscoring the rapid expansion of DOOH.
The handbook, developed by Kinetic in partnership with Grand Visual, provides a detailed overview of available formats, offering essential guidelines on technical specifications, copy creation, and interactivity. Covering everything from one-off locations to nationwide digital networks, it acts as a vital resource for advertisers aiming to maximise their impact across the DOOH space.
Kinetic predicts that by the end of 2012, DOOH spending will exceed £153 million, marking a 23% increase from 2011. If achieved, this would account for 16.5% of the UK’s overall OOH market, demonstrating the growing influence of digital formats in the advertising ecosystem.
A key focus of this year’s handbook is the growing emphasis on interactive DOOH formats. With advancements in camera-based, touch, and mobile technologies, advertisers now have more opportunities to engage consumers through interactive campaigns. This investment by media owners has opened new creative possibilities for brands seeking to connect with audiences in more dynamic ways.
Carolyn Nugent, Kinetic’s Head of Digital, emphasized the importance of keeping clients and partners updated on the latest developments: “At Kinetic, we have a duty to keep our clients and partners informed of the latest DOOH advancements so they can maximise their advertising potential. The handbook plays a pivotal role in turning creative ambitions into reality, especially with the continuous evolution of media sites and technology.”
Neil Morris, Founder and Managing Director of Grand Visual, highlighted the growing opportunities for creative agencies: “It is crucial for creative teams to understand the potential of digital Out of Home. We continue to work closely with the industry to offer flexible content and innovative solutions.”
With this latest edition, Kinetic and Grand Visual aim to empower advertisers with the tools and knowledge to fully leverage the potential of the UK’s rapidly expanding DOOH market.
