The steadfast growth of urbanisation, access to broadband and technological innovation
increasingly promotes a better ecosystem for out-of-home (OOH) media. Now more than
ever before, OOH media continues to foster effective communication between consumer and
Basically, OOH encompasses advertising that is across both digital and static platforms. As the market for OOH media continues to undergo disruption from modern innovation and consumer behaviour – both of these forms of media are viable and power packed in the hands
of the right advertiser.
More communication goals are achieved, larger ad exposures become possible, and a higher market penetration is ensured – but only by constantly keeping abreast of OOH trends of course.
With even more organisations taking advantage of OOH media this year, here are some trends that might be useful to grow your business in 2019.
Digitisation and Interactivity
It’s no secret that the past couple of years have been great for OOH media;
specifically, digital OOH (DOOH) alternatives. Research done by global OOH behemoth
JCDecaux has also recently highlighted that the number of assets jumped close to 13% between
the years 2014-2019.
What you can expect are ad spaces that are increasingly responsive and flexible towards audiences. Such interactive billboards would present audiences with the unique experience of something personal, an engaging campaign based on their own consumption habits.
Ask any professional across the board and they will tell you that one of the key things in turning attention into consumer purchase decisions is always positive interactions; which is exactly why dynamic and digital screens are transitioning to address audience segments rather than just play ads.
For advertisers, digital billboards also offer the ability to integrate with additional interactive features like augmented reality screens, facial recognition and gamification.
Faster, Smarter Digital OOH Advertising
Remember the exhausting process of buying OOH ad space?
While programmatic buying has become standard for major digital players, OOH has been held back by inefficiencies like lack of planning data and manual proposal generation.
But this is changing as digital billboard owners embrace online marketplaces. While true programmatic may still be some time away - stakeholders are yet to agree on data standards - the buying process is becoming visibly faster and more transparent.
This is an important milestone when you consider that it is making the medium a more attractive proposition to purely digital buyers.
To be considered alongside digital options, outdoor advertising needs to be immediately accessible and transparent. This is being made possible by asset owner and ad-tech partnerships.
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 plus 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.
Specialist Digital Signage Networks on the Rise
Relating again to the factor of location-based data, specialist networks operate to
target ads in specific parts of a city or town to maximise impact.
This is done by having several networks air ad space to advertisers that are promoting a banking service, if there are several financial institutions around the area for example. The same thing applies for food capitals of the city, or fashion hub spots –so expect to see this trend make it big.
While classic billboards have depended on prominence and being in the perfect high footfall location, digital screens are more adept at being part of a network of sites that can be used to reach the same type of consumers at several places in their daily lives.
It's not just the regular lamppost screen networks. Just about every major shopping mall has a digital screen network that covers several floors, entrance locations, and even extend to their car parks.
With audience movement data, there are no limits to targeting a niche audience like gaming enthusiasts for example, on a network of screens near locations they frequently visit.
It’s no secret that the younger generation has shunned most traditional media channels. They read their news online and watch TV shows on demand.
On the other hand, as the rise of ad-blocking shows, they're not the biggest fans of online advertising either.
What they do love, though, is sharing great content.
Instagrammable OOH media gives advertisers a chance to get people to do most of the marketing for them simply by creating an experience or piece of art that excites and captivates audiences.
The term “Instagrammable” basically means a form of OOH that is engaging, creative, visually pleasing and has the potential of being shared and streamed. Shock value and individuality plays a huge role here.
Eventually, the most exciting aspect about leveraging OOH media is the increasing number of new features and technology you can utilise.
Any physical space can be turned into a media location and once you have consumer movement data, dynamic ad serving is just an online OOH marketplace away.
So, how will you choose to reach moving audiences this year?