tenthavenue’s Kinetic has launched its 4th annual UK Digital Out of Home Handbook, a comprehensive overview of the digital OOH opportunities in the UK. This market has continued to grow from strength to strength in 2012. There are 35 new formats covered across more than 3,700 new sites.
Kinetic’s guide, produced in conjunction with production and creative technology company Grand Visual, provides media agencies, creatives and clients with an overview of all available DOOH formats, with all the information needed to create appropriate copy – from technical guidelines to loop lengths and interactivity potential. The handbook gives an insight into every category of screen, from one-off locations to nationwide networks.
Kinetic anticipates that by the end of 2012, spend will reach over £153m, an increase of 23% on 2011. If this level is achieved, DOOH will account for 16-17% of the OOH marketplace in the UK.
Significant recent investment has gone into making digital OOH formats more interactive. The increased availability and demand for campaign activation is becoming an increasing feature of the UK market. Thanks to continued investment by media owners into their respective portfolios, advertisers are able to satisfy their need to truly engage with their consumers. Kinetic provides the insight and perspective to truly understand the value of digital OOH in the UK.