Trends In The OOH Advertising Industry For 2022
Although out-of-home advertising is one of the oldest kinds of advertising, current technological advancements and increased customer awareness necessitates a reevaluation of advertising methods. While traditional OOH models are encountering issues, analysts believe that out-of-home advertising is regaining popularity because people are tired of being bombarded with adverts on their mobile phones.
Because today's consumers are far sharper and more aware than those of 30 years ago, simply repeating a message to the ordinary person is no longer a feasible technique for maximizing return on investment. To keep the spirit of advertising alive in 2022, advertisers will need to combine technology and customer preference into their advertising models, in addition to superb website design, Google SEO, and content production. Outdoor advertising has grown at an 11 percent annual growth rate (CAGR) over the last five years, according to a recent KPMG analysis. If current trends continue, the advertising industry will continue to rise in 2022. By incorporating innovative concepts, smart advertisers may take advantage of the trend and boost their return on investment. Outdoor advertising, like many other businesses, is being impacted by the digital marketing trend. Consumers are already accustomed to viewing 4K quality advertisements, thus this digital sphere trend is by demand. Digital technology, when used correctly, can help outdoor marketing since it uses 4K quality to improve high resolution and brilliant, vivid graphics that can keep users' attention for extended periods. Because digital advertising and massive digital billboards are considerably easier and more convenient to relocate, they will continue to grow in popularity in the coming year. The capacity to show many digital outdoor adverts on a single screen demonstrates the cost dynamics. Recent research suggests that digital outdoor advertising contributes to almost 30% of OOH revenues worldwide. Under these circumstances, advertisers who continue to reinvent themselves will likely succeed in subsequent years. Brands are embracing the power of storytelling, The human mind is designed to latch on to facts and opinions that are narrated in the form of a story. The storytelling improves retention and helps consumers recall events. According to experts, this storytelling trend will be witnessed a lot more in 2022. Using this strategy, outdoor advertising is embracing the concept by designing ads that only tell a part of the story, which makes the audience wait for the next ad in the storyline. Brands must pay close attention to generating creative out-of-the-box ideas for storytelling. This will improve engagement with the adverts. The latest technological advancements have increased the scope of outdoor advertising locations, notably digital advertisements. Advertisers are deploying smaller advertisements in crowded public venues including airports, waiting areas, public transportation, and playgrounds instead of enormous billboards. Because they may be utilized to show advertisements, blank walls have emerged as a viable alternative to traditional billboard advertising. Outdoor advertising will be integrated with social media and television by 2022. Other mediums that use motion capability in digital out-of-home advertising and scalable content will benefit from the integration. The multi-channel integration is vital in ensuring that the message is consistent and cohesive across all mediums. It means that the brand's TV commercials will be consistent with their DOOH initiatives, resulting in a clear platform for businesses to communicate with their audiences. Managers will need to take a data-driven approach to advertise this year. Companies can utilize data science to laser-target their intended demographics to maximize marketing costs. Beacons, radio beams, and the Internet, like digital marketing technology, can be utilized to analyze the pattern of engagement for outdoor advertisements. Managers will eventually need to come up with creative ways to leverage "big data" to streamline outdoor advertising models. In recent years, businesses have begun to see the value of having an in-house team that can coordinate marketing activities across all media. Many large firms have begun to invest in retaining in-house teams that may help them save money and boost efficiency rather than relying on a third party to supply an advertising solution. Brands must understand that authentic and genuine exposure is the only way to do long-term business. As such, transparency will be the key to success in 2022. Purpose-driven advertising will be the norm in the future since advertisers will either adapt or suffer the repercussions if they do not. Similarly, firms will be more cautious when it comes to outdoor advertising because authenticity will earn the audience's confidence and help advertisers gain more business.
Shane Limbaga
Shane LimbagaMarketing Management Student from Pamantasan ng Lungsod ng Valenzuela and Marketing Intern at ONGO Smart Advertising
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