moving minds
Kinetic's insights into consumer behaviour and lifestyles and analysis of the effect of communicating in Out of Home environments.
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The Future of Out of Home Media in the Netherlands - industry, consumers and technology to 2020
January 19, 2012
The Out of Home industry in the Netherlands has seen significant investment in recent years. This, in combination with the embracing of new technologies by consumers, provides huge opportunity for advertisers.
In the report we address the questions resulting from these developments, such as:
What will change in coming years exactly?
Is the industry ready for this change?
How will the industry adapt to potential future challenges?
Our Dutch findings include:
• Digital Out of Home /place based screens will become more important. We expect serious investments towards 2020 now the first big deployments have been announced.
• The newly launched OOH audience measurement will have significant effect on how we plan and buy OOH media.
• We expect great things from technologies such as RFID. We believe this will become available for media applications when other applications have first realized massive adoption. Paying, accesses, identification purposes will pave the way and make sure all mobiles have the technology imbedded.
• We believe in synergy between internet, mobile and OOH advertising.
Please download the report here.
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