Trends in Out-Of-Home Advertising
Due to the amount of time we've been forced to spend indoors over the last three years, people have grown tired of staring at displays and have developed a case of digital fatigue.
As a result, out-of-home advertising will continue to grow in popularity among businesses until 2022, owing to consumer digital fatigue and improved real-time data that allows marketers to monitor OOH campaign efficacy better. Out-of-Home (OOH) advertising encompasses digital and static panels carrying advertising across every urban outdoor environment. Continuous innovation within the medium allows OOH to meet a broader range of communication goals. The industry's DOOH segment is rapidly expanding. As the revolution that has swept other fields of advertising and marketing to new heights reaches the OOH industry, the industry is expected to proliferate. Connected Customers As the number of communication channels expands, from online to video on demand to social media, audiences become increasingly fragmented. The growing number of devices competing for our attention is harming individual reach and brand communications effectiveness. OOH remains a significant medium to which viewers are exposed daily. It can reach out to them as they get closer to the checkout counter when they are more responsive and less distracted by other forms of media. According to "Out and About...Under the Influence," Route, Out-of-Home has a higher percent reach than other major media. Customers on the Move As the world becomes increasingly urbanized, OOH is becoming a prominent medium for more people. Out-of-home advertising (OOH) is becoming a more crucial medium for marketers to reach a big audience quickly and reliably as people spend more time outside of their homes and offices. With the support of emerging targeting technology in OOH, brands can communicate relevant messaging to relevant audiences more engagingly and contextually. Out-of-home advertising allows brands to communicate directly with customers in a more effective and accountable manner, resulting in a higher return on investment, whether it's to improve broad awareness or to target specific demographics. New Out-Of-Home Technologies OOH reached the vanguard of innovation in the media by providing inventive, effective, and accountable brand communication. Push the limits of outdoor advertising to create a medium that is engaging, accountable, and relevant to everyday urban life. During the Covid-19 global pandemic in 2020, there was a massive increase in the use of DOOH, which increased the need for publishers to improve their digital transformation strategies and explore creative and inventive ways to sustain ad spending during these unusual circumstances. Technological advancements have improved every essential step of Out-of-Home (OOH), digital out-of-home (DOOH), and programmatic digital OOH (PDOOH) advertising, bringing automation, innovation, transparency, and accountability to all levels. Technology is changing everything from how OOH is planned to how viewers are targeted and how the total impact of ads is measured. Traditional out-of-home advertising has evolved; it has embraced and excelled in the digital transition era. As we enter another year, it is a medium that anyone in the advertising industry should be keeping an eye on as it continues to expand and adapt to shifting customer behaviors.
Shane Limbaga
Shane LimbagaMarketing Management Student from Pamantasan ng Lungsod ng Valenzuela and Marketing Intern at ONGO Smart Advertising
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