OOH advertising (out-of-home advertising) is one of the fastest-growing and interactive forms of advertising around.
When done correctly, out-of-home advertising is accepted more than any other type of advertising due to its advancements. It is not only a selling tool but a way for advertisers to interact with their clients.
With powerful software and innovative technology, combined with creativity and intuition, OOH has become quite a force to be reckoned with, and we are thrilled to continue to see growth and advancement in our medium.
Not only is OOH advertising predicted to see even more growth year after year, here are a few trends to keep an eye out for in the coming year:
1. LCD SCREENS WILL REPLACE PRINTED BILLBOARDS
The main factor in this is the development in LCD/LED display industry. Over the last 10 year the prices have been dropping significantly while the quality has been going up. In a recent study they predict that digital out-of-home inventory will grow by 40% between 2015 and 2020.
2. INTERACTIVE AND ENGAGING BRAND COMMUNICATION
Creative and engaging campaigns allow audiences not only to observe but to interact, be entertained and build relationships with brands in real life. Creating a positive memorable impression for audiences through such interaction helps brands get closer to their consumer.
3. SMART CITIES
If you live in major cities then you’ve probably seen smart digital billboards. OOH is becoming a staple of any city. As this trend continues advertiser have to adapt and make content that actually fits this relatively new medium. We believe that this will be a combination of a digital assistant and programmatic advertisements.
4. DYNAMIC MESSAGING
Dynamic, data-led OOH campaigns allow brands to offer highly relevant messaging, contextualised to audience, time and place. With the high accessibility and effectiveness of dynamically targeted campaigns.
5. OOH + Mobile Advertising
Targeting OOH ads to the right location is one of the most important execution factors. There is another channel that has also been gravitating to location-based executions – mobile advertising. There are now hundreds of case studies proving that OOH along side mobile advertising results in better campaign results especially for increasing online activity.
Geofencing involves targeting consumers based on location-based data, which means that those who leave the area after in close proximity of the ad would be able to view the ad on their mobile phones too.
The practice is now becoming mainstream with many outdoor advertising providers now offering an additional mobile geofencing layer to make their outdoor advertising packages more attractive.