As we have already entered the New Year, it’s important to take a look at the different Out of Home media trends. That happened in 2021. It was the turbulence of the new normal or the lack of focus on the usual marketing strategy. 2021, was a year to remember for many marketers. However, it also provided them with valuable insight that can be used to improve their efforts in the New Year.
The rapid emergence and evolution of new media trends can be a great example of how the landscape has changed. In 2020, the OOH advertising industry was hit hard by the new normal, but in 2021, it started to recover. This year, we’ll take a look at the top five out-of-home media trends that will be happening in 2022. Today, most marketing and advertising are done digitally. A continuous stream of ads hitting your social media profiles, television streaming platforms, and video game consoles. However, the usual form of out-of-home advertising, known as OOH, remains one of the most effective ways. Every small and large business needs to reach its customers.
Due to the increasing number of digital out-of-home advertising campaigns, the industry is expected to continue growing. This form of marketing allows businesses to experiment and increase their creativity.
It’s not just about Billboards
While billboards are commonly used for OOH advertising, the medium is much wider and can include different ad formats. For instance, outdoor advertising can be used for different types of products and services. It includes transport wraps, murals, and street furniture. With the right combination of creativity and technology, OOH can help boost a company's chances of reaching its target customers at multiple touch points.
OOH goes way beyond Brand Advertising
In the past, out-of-home advertising was mainly used for brand marketing. It was usually focused on driving a direct response to a potential customer's actions after they had left the area. However, it can also be used offline-to-offline, as viewers can take action on their mobile devices.
A study showed that out-of-home advertising is the most effective method of driving online activity. As it delivered 4x more online activity than traditional media such as television, radio, and print. This makes it an important part of any marketing mix.
Accessible and Affordable
Despite its reputation as being expensive, out-of-home advertising can be a steal compared to other forms of media. The average cost of an OOH ad is around £5, which is less than the cost of billboards. The location of the advertisement is also important, as it figures out the prices that are charged.
It’s also possible to find high-value ad placements in popular locations with the right technology and data. For instance, if you want to reach out to a specific demographic group in a certain geographical area. You can easily find out where the best locations for your advertisement are located. In the past, buyers had to establish a strong relationship with the media owners to get the best possible price.
OOH growth will maximize optimization tools, Forward
Most US advertisers prefer to hand-select and approve each ad placement in their out-of-home media plans. This means that direct buys continue to make the most of their total spending. While programmatic can be used to target and select individual placements, it is better suited for energetic or flexible campaigns.
By buying through a programmatic exchange, advertisers can shift their budgets without penalty and reach their goals more effectively. With the rapid emergence and evolution of technology, the ability to customize creative messaging and target audiences based on their locations is becoming more important.
By reducing the amount of work involved in the buying process. A programmatic OOH can help advertisers reach their goals more effectively. Although it's not expected to run faster than direct buying, it can still be used for different opportunities. Despite its nascent nature, all signs point to the increasing number of advertisers. Who will adopt programmatic in the year ahead?
Advertisers will get new opportunities with OOH and DOOH
The partnership between digital video and out-of-home (OOH) has created an opportunity for marketers. To reach a wider audience by combining their video strategies with that of traditional media. Through the combination of these two channels, advertisers can drive consumers to their desired products. And services by making them aware of their brand. In-home activation can also help them connect with their audience. By allowing them to take a second action, such as signing up for a service or visiting a website.
As we look ahead, we can expect to see marketers adopt new capabilities that will allow them to measure and improve the effectiveness of their campaigns.
Easy to Adapt and Execute
In the past, it took a lot of time to get an OOH campaign started and executed. Today, with the rise of programmatic digital media, the process is shorter and more efficient. Some platforms even offer a faster turnaround time for static OOH.
Advertisers can now manage their ads in real-time, and they can change, pause, and resume them at any time.
OOH is Auto Data-Driven
One of the most powerful features of the new OOH world is that it allows advertisers to target audiences exactly. They can use data to identify the ideal units for each campaign, and they can also build lookalike audiences using first-party data. Mobile and foot traffic data can also help advertisers understand the exact locations of their customers.
Through the use of OOH ad units, companies can reach their target audiences in areas where they have the best chance of seeing and driving action.
OOH can attribute to Driven Strategy
It is often included attribution in advertising programs. It can be used to inform and improve creative and media strategy. For instance, recently ran three campaigns for a retailer that featured various strategies.
An independent study alongside each campaign is to analyze the various aspects of their lift. The results of the study revealed that the different strategies had varying lift outcomes. The first campaign led to the most number of new customers, while the second and third campaigns delivered the most effective results.
Today, interactive and dynamic content delivery is more common. With this type of technology, a user can set a trigger for content to be delivered to a specific audience. For instance, if the weather conditions are right, a user can set a trigger for the content to be played on an out-of-home screen.
The ability to interact with interactive content has a huge impact on the world of out-of-home advertising. It allows users to control the content on the screen through different mechanisms, such as social media, mobile apps, and interactive games.