2017 has been a great year for the out-of-home (OOH) sector, with advertisers seeing more creative opportunities and accessibility, new and innovative marketing ideas and better access to data. Trend predictions for the next few years include greater investment in digital OOH advertising, multi-layered campaigns involving mobile, and more.
Increase in OOH ad spending
OOH is set to be among the biggest contributors to the predicted growth in ad spending after TV and digital, with a growth forecast of 4% in 2018. Advertising campaigns from tech companies like Apple and Twitter have contributed significantly – the advantage that OOH and digital signage have over internet advertising is the avoidance of ad blockers.
The convergence of OOH and mobile brings multi-layered digital advertising campaigns. Research from https://specialreports.oaaa.org/newresources/ Nielson shows that OOH ads are bringing about more activity online (Facebook, Twitter, etc.,) than any other medium. Outdoor advertisements are using mobile technologies such as NFC, QR and AR to push brands and sales.
Digital Signage, aside from its obvious functional purpose, is designed to add to the appeal of a space and enhance the customer’s experience. Virtual Reality (VR) is becoming more prominent, as is Augmented Reality (AR), which brings an exciting new challenge to the OOH industry. AR is already being used in OOH advertising, and brands such as Ikea and Adobe are looking at ways to incorporate VR into their customer experience.
Accessibility to OOH for small businesses
Digital signage will be even easier for small businesses to book, it’s predicted. The current methods of arranging advertising space through trading partners is moving aside for new solutions offered by tech companies on the internet. Purchasing ad space on a smaller scale with a few clicks will bring OOH within the reach of smaller, local organisations.
Data feeds to inform the message
With recent advances in the way data feeds can fine-tune their targeting, companies have been looking at how they can identify and reach out to their customers in various different ways. One example was how a Guinness campaign used data from Twitter and Instagram to help find the optimum locations to find its target audience. Creative director of Maxus, Jen Smith, thinks that once the feeds and capabilities are fully understood, it would be possible to inform the message itself – a possible industry-changing development.