digital handbook

Kinetic’s third annual Digital Out of Home handbook has again been produced in conjunction with digital production company Grand Visual, this time as an ebook as well as hard copy. This edition includes 27 new formats, with an additional nine 'coming soon'.

Advertisers’ use of digital OOH has evolved significantly, with greater and more engaging use of dynamic content and interactivity delivering both relevant and creative messaging. The growth of digital sites has largely been dependent on location; the vast majority are in enclosed environments such as rail and tube, shopping malls, airports and within retailers. Critical factors influencing the potential for engaging consumers with interactive screen experiences include dwell-time and technology capability. Strong potential exists in these locations, some roadside and other destination environments.

Exciting formats such as JCDecaux’s Euston-based e-motion screens (employing full motion digital technology in a surround environment) and Clear Channel’s portable Create Interactive screens (latest-technology, multi-touch and motion sensitive, capable of gesture perception, face detection, colour recognition and augmented reality) clearly demonstrate the evolving opportunities that digital is presenting to Out of Home, enhancing the value and contribution of existing panels into a more flexible and engaging space.
 
Many clients are embracing the drive to a more interactive experience out of the home. We showcase some of the recent and successful campaigns from Ford, Lynx, Nike, IBM and many others throughout the handbook, which has become the definitive guide for understanding the parameters, opportunities and creative dynamics of all things digital Out of Home.

Please browse the UK Digital Out of Home Handbook here .