The opportunities for blending creative and performance have paved the way for unprecedented levels of innovation in digital out-of-home. Here are three trends to look out for in 2023.
Out-of-home (OOH) advertising is a burgeoning media sector. Driven forward by unprecedented levels of innovation in the shape of digital out-of-home (DOOH), it blends the excitement of new creative potential with the reassurance provided by robust campaign measurement and optimization.
To help brands fully appreciate the strong potential of OOH advertising, The Drum has partnered with Vistar Media to create a new report offering the inside track on all that’s happening in the sector.
The analysis includes identifying the key trends that are making OOH so effective in terms of capturing audience attention and driving real impact for advertisers.
Three big opportunities for advertisers are prominent right now:
- Taking advantage of developments in omnichannel integrations
- Using data to open new creative avenues
- Applying the latest measurement techniques to gain insights about how your OOH campaigns are performing, and optimize results accordingly
Seamless omnichannel integration
As technology evolves, brands and agencies are leaning into sophisticated plans for implementing programmatic DOOH. By looking closely at consumer movement pattens via advanced data solutions, they can activate DOOH in the right place and right time to engage their target audiences.
Then, by pairing DOOH with mobile media and other digital extensions, brands have a unique opportunity to re-engage consumers exposed to the DOOH campaign on their mobile devices. This allows advertisers to amplify campaign impact or drive customers towards a more specific call-to-action, ensuring that messaging remains top-of-mind and actionable throughout a consumer’s busy day.
And, as DOOH joins the omnichannel mix, marketers have the knowledge that its integration is straightforward due to consistent targeting and measurement methodologies across media.
Data-driven creative canvas
A mass medium that is big, bold and timely, DOOH presents the perfect canvas for marketers to deploy ever-changing creative based on contextually relevant situations, or to use data-informed messaging.
Whether that’s detailing the nearest store location, sharing live sports scores, or even providing localized sales and promotions that may change on the fly, brands are starting to lean into the true dynamic capabilities that now exist in OOH.
Advanced measurement solutions
When it comes to advertising, every dollar counts. A once hard-to-measure medium, OOH – and its advancements – allows brands to holistically measure their campaigns in new ways. Advanced measurement solutions are available to provide an understanding of a total campaign’s impact, and to prove success across the entire funnel, including brand health, foot traffic, online conversion and sales lift.
And, with the entrance of programmatic technology, marketers can readily understand performance of their entire DOOH campaign at scale across all venue types and media owners, rather than receiving unique reporting from each publisher and trying to compare apples to oranges.
And, while this scale is increasingly important in DOOH, it’s also apparent that flexibility and adaptability have emerged as key strengths of the medium. Manual booking processes have been replaced with the ability to upload assets electronically, and advertisers can schedule, optimize or pause campaigns in just minutes based on real-world circumstances and results.
These evolving trends show clearly that OOH lives at the cutting edge of media due to its sophisticated adoption of new technologies, insights and creative approaches.
DOOH presents the perfect canvas for marketers.
December 15, 2022
