Consumers are spending more and more time out of their homes working, shopping, and playing. According to the Outdoor Advertising Association of America (OAAA), as much as 70 per cent of their waking hours are spent away from home. To reach this increasingly transient population, marketers and advertising are increasingly turning to out-of-home (OOH) media. To better handle that demand and offer better campaigns, the OOH industry is in the midst of a dramatic shift to digital technology, enabling advertisers to create campaigns that are highly targeted, interactive, and offer intelligent content based on an ever-growing mountain of actionable data.
消费者花在工作、购物和娱乐上的时间越来越多。根据美国户外广告协会(OAAA)提供的数据，人们70%醒着的时间都是在外面度过的。为了接触这些日益流动的人群，营销人员和广告也越来越多地转向户外媒体。为了更好地应对这种需求并提供优质的广告，OOH行业正处于向数字技术的戏剧性转变中，这使得广告商能够创建具有高度针对性、交互性的广告，并基于不断增长的大量可操作数据提供智能内容。
In this age of personal video recorders (PVRs), dwindling newspaper subscriptions, increased use of public transportation, and heavy reliance on mobile devices, OOH and digital out-of-home (DOOH) are becoming an important part of the media mix. Digital screens and signs are capable of influencing destination decisions, educating people on the launch of new products and services, and providing viewers with valuable information relevant to their surroundings without being able to change the channel.
在这个数据爆发式增长的时代，报纸订阅的减少，公共交通的增加，以及对移动设备的严重依赖，OOH和DOOH（Digital Out of Home/户外数字标牌）正在成为媒体组合的重要组成部分。数字屏幕和标识能够影响目的地的决定，教育人们如何推出新产品和新服务，在不改变渠道的情况下为观众提供与周围环境相关的宝贵信息。
It is an exciting time for the industry, as it is catching the attention of companies like Amazon, Google, Microsoft, and Netflix. Despite the rosy outlook, however, there are some challenges and growing pains that need to be overcome.
对于这个行业来说，这是一个激动人心的时刻，因为它吸引了亚马逊，谷歌，微软和Netflix等公司的关注。尽管前景乐观，但仍有一些挑战和成长的痛苦需要克服。
Plenty of growth and opportunity
成长和机会
The DOOH industry, with its wide range of deployments, diverse venues, and multiple formats continues to enjoy unprecedented growth. There are an estimated 10,000-plus networks across North America playing tens of millions of spots daily. The category has expanded from billboards and bus shelters to include small format units in transportation hubs, malls, stores, hotels, casinos, and anywhere people pass or gather.
DOOH行业拥有广泛的涉及领域，多样化的场地和多种形式用来继续实现前所未有的增长。北美洲估计有超过10,000个网络每天播放数千万个节目。该类别已从广告牌和公共汽车候车亭扩展到交通枢纽、商场、酒店、赌场以及人们路过或聚集的任何场所。
Initially, these were static analogue signs; however, they have now become interactive with the capability of responding to people walking by or as they pass in their vehicles. As stated by Alan High in his article, “Revenue Road Map for DOOH Deployments,” estimated advertising revenues in 2017 were more than $2 billion, with a sustained eight to 10 per cent annual growth rate forecast over the next five years.
最初，这些是静态广告标识，然而，它们现在变得具有互动性，而且具备了对行人或过往车辆作出反应的能力。这一行业正在急剧发展，正如Alan High在他的文章《DOOH部署的收入发展之路》所述，2017年的广告收入估计超过20亿美元，预计未来五年的年增长率将持续8％至10％。
The global DOOH market is expected to get bigger at a compound annual growth rate of 12.6 per cent from 2017 to 2023, reports Allied Market Research. It also predicts the market will reach more than $8 billion within the next five years.
据联合市场研究(Allied market Research)报告称，全球DOOH市场预计将从2017年到2023年以12.6％的复合年增长率增长。该公司还预测，未来五年，这个市场的规模将超过80亿美元。
The billboard segment held the highest market share in 2016 and will continue to grow by 12.8 per cent from 2017 to 2023. Europe will continue to hold the highest market share at 32.7 per cent, because of the high demand for digital signage across multiple verticals.
2016年，广告牌行业占据了最高的市场份额，从2017年到2023年，该行业将继续增长12.8%。由于多个垂直行业对数字标牌的需求量大，所以欧洲将继续保持32.7%的最高市场份额。
That said, sign industry professionals must ask themselves: how can they capitalize on this spectacular demand, while at the same time satisfy their buyers’ demands of immediacy, relevancy, simplicity, transparency, and most importantly, return on investment (ROI)?
也就是说，标识行业的专业人士必须思考:他们如何利用这一惊人的需求，又能同时满足买家对即时性、相关性、简洁性、透明度，以及最重要的投资回报(ROI)的要求?
Getting the most out of DOOH
充分利用DOOH
Digital inherently solves the issue of immediacy. It is possible to create, schedule, and display content in a fraction of the time of traditional OOH. It is also becoming almost commonplace for digital locations to house multiple versions of content and use various triggers to determine which content to play. Understanding those and the contributing factors that lead someone to react to an ad in the desirtriggers ed manner is the key to relevance.
标牌的数字化本质上解决了即时性问题。它可以在传统OOH的一小部分时间内创建、编辑和显示内容。对于已经数字化的场所来说，播放不同内容的广告也变得越来越简单。人们也越来越喜欢看到在大街上有很多数字标牌，只要了解其中的原因，你就掌握了关键要素。
If one is to believe content is ‘king’ then it must follow that context is ‘queen.’ If it is possible to be aware of not only how many people are in front of a particular screen, but also who they are and why they are there, better decisions can be made on what content to present. The industry is also seeing more and more networks who are adding non-advertising content to their screens as a means of creating some context and giving viewers more reason to look. News feeds, weather, traffic, events, and live-streaming are all good examples. Social media feeds give viewers a chance to participate in the process by posting their feedback or taking part in an activity.
数字标牌的内容很重要，但是你不知道站在标牌前的是多大年龄，哪个行业的人，所以你无法判断受众的喜好是什么。业界也看到越来越多的商家将非广告内容添加到他们的屏幕上，作为附加的一些上下文让观众有更多理由去看。新闻提要、天气、交通、活动和直播都是很好的例子。通过让人们用社交媒体发布反馈或参与活动，让更多的观众有参与此过程的机会。
Buying DOOH, data, and the lack of standards.
DOOH的购买和数据推送缺乏标准
Simplicity is proving to be more difficult to master as the process becomes increasingly complex. It is true content management systems (CMS) and media management platforms are becoming more sophisticated and automated. This is not enough, however. Buyers want to buy DOOH in a manner similar to how online media is purchased. General circulation used to be the currency of OOH, but DOOH buyers want to purchase targeted impressions. This has led to programmatic buying becoming the most talked about trend in DOOH in the last six to 12 months.
事实证明，随着流程变得越来越复杂，操作系统越来越难以掌握。内容管理系统（CMS）和媒体管理平台正变得越来越复杂和自动化。买家希望以类似于购买在线媒体的方式购买DOOH，同时也能让DOOH更有客户群的针对性，这就导致一直以来卖家与买家因为各种复杂的原因达不到统一，所以DOOH的购买方式成为过去6到12个月内最受关注的问题。
It is certainly a wonderful goal to make DOOH easier to buy, more targeted, more immediate, and much more flexible. Being able to buy based on budget, audience characteristics, actual views, time, number of plays, and more, instead of just buying a percentage of the general population is attractive. In fact, being able to buy it directly for a lower cost makes it very attractive.
让DOOH更容易购买、更有针对性、更直接、更灵活，这无疑是一个很棒的目标。能够根据预算、观众特点、实际观看次数、时间、广告数量等因素进行购买，而不仅是指针对一部分人群进行购买。这种新型的购买方式很有吸引力，但如果DOOH的价格能够相应的再降低一点对买家来说就两全其美了。
Programmatic is not without its issues, however, as OOH and DOOH have always been a mass media. The opportunity is to communicate with many, not with one. The programmatic systems developed for other media have been focused on clicks by individuals who fit a particular profile or are searching for a particular product or service. As these people are online, the inventory is unlimited. DOOH operates on a fixed capacity and is still measured by total audience, even if it is broken down into profiles.
然而，标牌的程序并不是不存在问题的，因为DOOH的信息覆盖面广，观看人数多且流动性大，所以它产生的契机就在于他能够同时被多人看到并传递信息，这种大众化特征是我们必须要注意到的。其他的数字媒介都是以个人为目标，在这个大数据的年代，想知道个人信息与喜好变得异常简单，但是DOOH每天都要播放固定的内容，即使大屏幕有多个侧面在根本上也是不起作用的，如何利用单一的内容去吸引很多人的关注成为当下亟待解决的问题。
There have also been concerns about the data collected and how it is used as the basis of targeting, not the least of which is privacy. Finally, and perhaps most difficult, is the lack of standards and the sheer number of variations in the inventory making it difficult to easily push content across multiple networks. In order for this to be fully accepted, the industry needs to provide advertisers the transparency they are demanding on the data validity.
收集的数据如何利用也是一个令人担忧的问题，其中涉及到最重要的问题是隐私。因为在这个新兴的行业中暂时没有固定的标准去衡量是否越界，内容中存在的大量差异使得本来轻松推送内容变得困难，为了缓解其中的困难，买家需要向DOOH提供商提供他们在数据有效性要求的透明度。
As a first step, many DOOH providers are considering hosting their own private exchanges to give customers all the demographic targeting they desire, along with fixed formats and standards, as well as flexibility in scheduling all while not ceding control of their inventory to a third party.
第一步，许多DOOH提供商正在考虑托管自己的私有交换平台，以满足客户的所有需求，同时提供固定的格式和标准，以及在安排时间方面的灵活性，同时不用将对内容的控制权拱手让给第三方。
Where the fun really kicks in
寻找有趣的制胜点
Expanding the digital network to mobile devices through the use of retaking, beacons, or even QR codes is empowering advertisers to get the benefits of one-to-many and also one-to-one. Technology that allows advertisers to track cell phone data to determine whether a viewer is a new impression or a return visitor, along with how long they stay in front of the sign, also helps to refine the message. Camera technology helps the operator count people who actually looked at the ad as opposed to those who just walked by. These technologies do not record anything other than the count. There have been many great examples of the content itself directing viewers to a particular micro site where the interaction is personal, which is the best of both worlds.
通过使用导向标识、信号标识和二维码，将人们的注意力从数字网络转移到移动设备，使广告商能够获得一对多和一对一的优势，也就是说当人们看到数码标牌上的内容时，可以通过扫码进入网站等形式进入互动。广告业主可以通过分析手机数据来判断浏览者是新客户还是老客户，以及他们在标牌前停留的时间。这种技术也有助于改进广告信息。摄像头可以帮助运营商统计那些真正看过广告的人，这些技术只记录计数。内容本身有许多很好的吸引点，将观众引导到一个特定的手机网站，在这个网站上，互动变得更加有隐私性，这是一个对双方来讲完美的解决方式。
The return
回报
The final consideration is how to deliver on ROI? DOOH has become relevant and responsive, leveraging technology to make it easier than ever to buy, but is it more valuable? Again, the answer lies in data and analytic. The fact it is possible to determine exactly where and when a particular ad plays or is posted provides part of the answer. Further, the ability to tailor the creative to be most relevant given the immediate circumstances around the location takes it to another level. Finally, having the power to merge the playback and point of sale (POS) data together in a single dashboard can show whether the campaign worked or not. POS data is not always readily available, but certainly is for in-store networks, at least to the advertiser. It is not always about the money though.
最后的考虑因素是如何实现投资回报率？ DOOH已经变得具有相关性和响应性，利用技术使其比以往更容易购买，但它能否变得更有价值呢?答案在于数据和分析。事实上，我们有可能确定一个特定的广告在哪里、什么时候播放或发布。此外，考虑到周边的即时环境，将广告是创意吸引转变为最与客户直接相关的内容吸引，这种技术就又比先前提高了一个层次，最后，能够将回报和销售点数据(POS)合并到一个买家状态一览表中，可以显示广告系列是否有效。但销售点数据并不总是那么容易可以获取。
It is also important to consider return on objective (ROO) in those cases when it is something other than sales lift. For example, many retailers launch campaigns aimed at increasing the sign-up rate for a loyalty program, as this can be measured as well.
The sign has always been the most effective tool for communicating with each other. The advent of digital has made them even more so. All indications show the industry will continue to enjoy excellent growth as capabilities continue to expand and costs continue to decrease.
在这些情况下，考虑目标回报率(ROO)也很重要，例如，许多零售商发起了旨在提高注册率的活动。标识一直是彼此沟通的最有效工具,数字的出现使他们更加如此。所有迹象都表明，随着能力的不断扩大和成本的持续下降，该行业将继续保持良好的增长势头。
