Summary
Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. This oversimplifies the complex nature of OOH. This article shows how to apply econometric modelling to ascribe outcomes of out-of-home investment and identifies key elements that need consideration when these models are used. It highlights how to avoid common mistakes and the role played by creative in the effectiveness of outdoor campaigns.

Summary
Measurement and understanding of Out of Home audiences has improved markedly in recent years, helping the medium in its defence against the rise of the internet and mobile media. US$31.2 billion will be spent on Out of Home advertising worldwide in 2011, according to ZenithOptimedia (April 2011) – 6.7% of major media adspend globally. Ten years previously, spending was almost exactly half of this total and its share was under 5.4%; but twenty years before, its share had been 6.4%. So Out of Home advertising has succeeded in re-gaining its share of the market in the face of fierce competition and is expected to at least maintain this share over the next two years. In reality, it is probably larger and more significant than the official statistics suggest, as many of the newer forms of out of home advertising are simply not captured. As well as roadside panels and public transport networks; out of home encompasses advertising on ashtrays, beer mats, mugs, sandwich boards, balloons, airships, floors, doors, litter bins, bus shelters, supermarket trolleys, milk cartons, the backs of supermarket receipts and even virtual panels within video games2.

Summary
Different Asian markets are at different levels of development in terms of out-of-home media. Some, such as Singapore, Hong Kong, Korea and Japan are already highly developed, India and China are huge and Malaysia, the Phillippines, Thailand and Indonesia are rapidly developing and will catch up in a few years. The biggest driver of change has been the deployment of better techniques and technology, especially in India and digital OOH, led by China is spreading rapidly.

Summary
A discussion of current trends in outdoor advertising in the UK - one of the more mature markets for the channel. Rising smartphone ownership is leading to more and more billboards being equipped with NFC or RFID transmitter/receivers, making outdoor ads more interactive than before. Digital billboards are also increasing in number. "Smart posters" able to recognise consumers by sex, age and mood could also be deployed in the medium term. Posters will also become more integrated with social media. Research indicates that consumers will be happy to interact with billboards to get access to promotional offers. But challenges remain over measuring effectiveness.

Summary
The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measurable and flexible. Kinetic's Future of Out of Home project focuses on how change can be clearly and successfully implemented by the industry, but also outlines how client, consumer and commercial needs will test the resolve and the creativity of the industry as it adapts to change. The third part of the report warns that the full potential of Digital OOH will only be unlocked if digital technology is used and traded in a way that adds significant value to the consumer experience and to the level of engagement delivered to advertisers. Possibilities for this development can come from the changing requirements of advertisers as fragmentation continues, with the imminent 2012 Olympics offering obvious landmarks for outdoor investment. Real-time planning will become available through networked sites and social media integration.

Summary
A summary of consumers' everyday lives in the Philippines and how they interact with different media from Kinetic's "Moving World Asia". The themes include urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Filipinos spend more time at home than the other surveyed nations, but when out of the home, shopping is a major activity and the population is remarkably young - more than half the population is under 25 years old. Included are several charts representing the trends.

Summary
A summary of consumers' everyday lives in Malaysia and how they interact with different media from Kinetic's "Moving World Asia". The themes include Malaysia's increasing urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Malaysians spend more time out of the home than any of the other surveyed nations, driving is the main mode of commuting and receives over 23 million international visitors a year. Included are several charts representing the trends.

Summary
A summary of consumers' everyday lives in Hong Kong and how they interact with different media from Kinetic's "Moving World Asia". The themes include Hong Kong's total urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Hong Kong's residents are some of the most connected and oldest in the surveyed nations, and has a 184% mobile penetration. Included are several charts representing the trends.

Summary
A summary of consumers' everyday lives in Thailand and how they interact with different media from Kinetic's "Moving World Asia". The themes include urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Thai consumers spend more time at home during the week than most of the rest of the surveyed nations. However, they spend significantly more than average out of the home at weekends, with big retail destinations are a growing force. Included are several charts representing the trends.

Summary
A summary of consumers' everyday lives in Singapore and how they interact with different media from Kinetic's "Moving World Asia". The themes include its total urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Singaporeans is home to a high population of skilled immigrants and is well known for its shopping and food. The city has good transport infrastructure, meaning they are willing to commute for extended periods. Included are several charts representing the trends.