From traditional billboards and transit ads in the past to 3D billboards, digital out-of-home(DOOH) ads, out-of-home(OOH) advertising has come a long way. It opens up innovative ways for brands to reach a wide audience in the global marketplace. A medium, once considered to be fit for more localised advertisement has been prioritised by brands in the digital era also. Global OOH ad spend grew at 10.1 % in 2022 and was expected to increase by 7.2% in 2023, as per a report published by world advertising research centre (WARC). Countries like the USA, UK, China, Australia and Brazil are believed to be one of the most mature OOH markets in the world. As consumers have become more connected with rapid digitisation, brands have embraced practical and efficient OOH advertising strategies and channel like mobile billboards. So what’s store for the sector?
Say hello to digital
OOH advertising with digital signage popularly known as digital out-of-home (DOOH) advertising has attracted a huge amount of money in recent years. It is considered a premium medium compared with TV or social media platforms which can uplift a brand’s image, especially for those who are coming across as luxury or premium. The relatively newer medium is believed to be versatile and comes in every size and style. It is believed that customers seem to respond well to these ads in general.
Interaction is the key
In the digital era, when interactive media seems to be dominating the industry, customers also want to interact with the brand. If they can’t find interaction outside, smartphones provide them the option to consume their preferred content. It becomes challenging for the agencies to bring them out of their mobile screens and promote brands. A simple addition of a QR code can get their job done. However, the scope to be interactive in OOH, especially DOOH is vast. It is understood to make customers feel included and potentially surges sales too.
Ads on the go
Advertising on trucks and cars is nothing new, but they are still considered one of the most effective ways to surge brand reach. The truck or car with displays can be used for delivery, marketing and other purposes. Vehicle owners can earn extra money from using their asset for advertising. On the other hand, customers also have no option to avoid these moving advertisements. So, it brings a win for all parties involved. Importantly, these moving billboards can enhance the brand’s reach in suburban areas.
PDOOH
Programmatic DOOH is expected to channelise the full potential of OOH. It offers access to larger digital screens instead of smaller screens. It is believed to be transparent and has 100% viewable inventory with perfect location data. By PDOOH, ads can be targeted based on weather, time of day or consumer type.