Craig Page-Lee, managing director Posterscope, shares his views on what he reckons will be the out-of-home trends in 2013.
In the out of home sector we will see the formation of smaller networked-agencies with teams structured to client's specific needs and the bringing together best-in-class per project. There will be an increased movement of key marketing heads into agency lead roles and vice versa.
Every campaign will now have a digital component to it and in many cases it will lead the communications platform.
We will see many specialist media agencies partnering with specialist creative agencies offering through the line integrated communications solutions to clients.
The key challenge in 2013 for both agencies and media alike will be EFFECTIVE MEASUREMENT, which provides an accurate ROI measure across highly integrated campaigns.
'Mass-customisation' will continue to grow and move brands from appealing to all, to making the consumer feel that the brand is speaking directly to them.
Consumers will continue to have even more power to influence brand success, or failure, than ever before.
We will also see a continued increase in 'open-source' consumer participation that ultimately shapes and defines the behaviour of a brand, product or service.
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