You’d think that when the pandemic drove people to stay at home, a marketing channel called out-of-home would become a thing of the past. According to one survey, the quarantine period resulted in a roughly 30% decline in OOH spending in 2020. However, as we continue through the year 2021, the OOH industry has made substantial changes to engage with homebound customers via digital channels.
Any visual advertising media found outside of your home is referred to as out-of-home advertising (OOH). Billboards, indoor and outdoor signs, ads on street furniture such as bus shelters or benches, in transit locations, such as airports or train stations, and place-based ad media such as those found at a movie theater or stadium are some examples of OOH advertising.
It may seem unusual that out-of-home advertising is becoming more valued and significant today, given that it is one of the oldest and most durable forms of advertising.
So what’s the deal with OOH advertising, and why do marketers continue to go crazy for it?
One major factor is that out-of-home is becoming more digital. Almost all the growth in the field is driven by the new capabilities and increased effectiveness of the industry refresh. Brighter colors, movement, and convenience are all advantages of digital out-of-home media (DOOH). Replacing physical media is time consuming and labor intensive where digital out-of-home can load multiple advertisements, or even numerous pictures for one advertisement, onto a system all at once. In addition, it can cycle through the ads at whatever frequency the owner desires.
Media buyers are lined up in numbers to get a piece of the action. DOOH is rising at a rate of 16 percent each year, which is boosting the overall OOH sector. There is definitely a lot of value in adding OOH advertising into your martech stack and this value is only increasing.
THE FUTURE OF OOH
PROGRAMMATIC
Purchasing OOH ad inventory was a time-consuming and labor-intensive process, but now, thanks to innovation and digitization, the process is reduced to minutes.
This means that ads can be more adaptable and more likely to engage with consumers’ current surroundings and conditions. For example, you can adjust creative based on factors like the weather.
Programmatic buying has made more inventory available, while developments in location- and identity-based attribution have made OOH more appealing to advertisers who demand data-driven strategies.
Programmatic digital out-of-home advertising, which automates ad transactions and distribution in the same way that most web advertising does, is growing more popular. This means that out-of-home advertising is finally being connected to the demand-side systems that internet marketers use worldwide. It could indicate that DOOH is on the verge of expanding even further.
While traditional billboards and signage remain a staple of the channel, newer digital screens provide marketers with a platform to showcase information in the form of video and advertisements, better meeting people’s diverse expectations to be entertained, informed, and engaged.
DYNAMIC CONTENT
Dynamic and interactive content delivery is more popular today, but it is projected to become even more widely used in the near future. External data, such as weather, traffic, sports, and nearly anything else, can trigger dynamic content. Select content can be played on an out-of-home screen if certain conditions are met. It’s a nice touch that boosts the impact of DOOH advertising even further. Interactive content allows users to control or change the content on the screen by interacting with it via a touchscreen, mobile app, social media, or other means.
THE VALUE OF OOH
OPPORTUNITY FOR CREATIVITY
When thinking of an OOH ad, the first and most obvious benefit that comes to mind is its larger-than-life nature and limitless creative potential. Brands can use their creativity to develop something out of this world to get people to stop and observe their magnificence. Brands can use a show-stopping advertisement to break through the noise and successfully deliver their message to a large audience, creating an immersive experience for consumers.
PERSONALIZATION
Brands are trying to capture consumers’ attention by providing content that creates a more robust connection through more personalized messages. When it comes to personalization, OOH has a lot of advantages. Its unique ability to evoke an emotional response, generate brand loyalty, and raise brand awareness are all important attributes that have assisted brands in their transition from minor to major brands.
LOCALIZATION
According to research, 77% of customers prefer to see ads that are relevant to their location. It has always been critical to advertise where your target audience is located. Improvements in technology allow advertisers to target specific demographics and modify ad messaging in real-time to create dynamic ads that best suit their demographics. Hyperlocal OOH advertising is becoming increasingly popular. Advertisers are now concentrating their efforts on specific geographic areas, employing demographic data to guarantee that their message reaches the target audience.
CONCLUSION
To get the best of both worlds, advertisers are now mixing OOH and digital advertising in their media mix. With the help of technical improvements, OOH has come a long way in terms of delivering messages, targeting relevant locations, and measuring reach and impressions. Using OOH in an integrated media plan greatly enhances a campaign with its capacity to reach consumers wherever they are and promote engagement. There’s no wonder why OOH is one of the most popular forms of advertising media.