2019 OOH Advertising Media Trends
In this hi-tech and digitized world, a period of twelve months has already begun to its own path of shimmering achievements. Let us take a look at trends that proceed forward in the world of sparkling and mind gleaming out-of-home which revolutionize day by day with its new ideas and facts that have quite amazing results of success, although this great industry plays an important role in the economy and liveability of cities.
As tradesperson and media planner know, hover on the immortally-prior technologies and innovations mean future-proofing your business and creating a feasible operation built for success. This is accurately how the out-of-home industry has counseled to grow at a time when screens and digitization monopolize and always on for delivering messages 24 hours a day, seven days a week. It is ubiquitous, innovative, entertaining, and effective; in every corner of professional and personal lives and invites people to look up and engage with their surroundings and communities.
Data and technology will continue to drive changes in OOH, just as it is with other media channels. Everything has gone digital- TV, radio, news all delivered through our devices. Most of people like to read the newspaper for day to day updates but only when they have time unless all highlights intakes are accessible anywhere at any time.
Equivalently, digitized media assets prompt the OOH industry to great heights. They don’t undergo issues like ad-blocking, and the persists rigidly rooted in the daily lives of millions of viewers. It only unveiled when the potential viewer is outside for working, shopping, attending events or commuting peeps, and with great availability of advertisement modules, people’s behavior as consumers or buyers becoming more trackable.
As looking for the forward, Out of Home advertising medium is big, bold, and audacious and it would become one of the great paths of profits and gains, whosoever has great experience and spend a great time in the OOH industry knows the great difference between the previous time and today’s era, which increase efficiency, effectiveness and connectivity while minimizing inappropriate creative and wasted impressions.
Here are some trends which Edge1 Outdoor Media Management Software seeing in the outdoor advertising industry.
1. Planning and streamlining OOH buying
According to the generalize report of this year, the OOH is growing by 3% in 2019, meanwhile outdoor is being revolutionized to digitization, most of the growth is directly led to the digitized module of advertising in numbers that is 17%. OOH remains a mass reach medium, reaching at least half of all consumers in most markets and as much as 90% in some.
This means, as the media becomes more sophisticated, there’s a lot of room for advancement. There’s a potential for increases in reach and creative capabilities, leading toward a streamlining of the planning and buying.
Now, buyers and sellers are started to discover and generate rich data plans with hi-tech platforms that speed up your OOH buying process. With the revolutionization, the manual procedure of identity, evaluating and recommending plans with spreadsheets is changing to technological and programmatic buying which is managed effectively and efficiently through these automated platforms.
Automated platforms would speed-up your processes which is several times faster and improves work quality with error-free operations. Automating useless processes means that your employees will no longer have to deal with them. Meaning, they’ll be able to focus on work that creates more sales (and makes more money) for your advertising business. These platforms can mine audience intelligence with OOH media for greater precision in location-based targeting.
Moreover, the mobile data is enhancing more frequent and extensive, when OOH mobile combines with DOOH, it creates audience-targeting opportunities that we’ve never seen before in OOH. OOH/DOOH is largely unaffected by the erosion of audiences through the continued proliferation of media channels. It remains a mass reach medium, reaching at least half of all consumers in most markets and as much as 90% in some. As digitization continues to take over, gain better abilities to compare, analyze and select in a fraction of the time the once manual system required. These tactical capabilities are gassed-up with audience profiles, location data, and vast inventory.
2. Optimization of OOH Creative
The purpose of OOH creative becomes more meaningful and influential than ever. Technology fundamentally changing the capability of out-of-home as a channel which is the next leap in tech capability. Capability, that must be united with the flexibility of inventory buying, to bring to life dynamic creative, and enable the path to see digital out of home inventory positioned alongside other digital impressions (desktop, mobile, connected TV) in the same buy-side interface. From when DOOH offers new proficiency for more personalized messaging, based on mobile device data, delivering relevant content to specific demographics in real-time is becoming table stakes. For brands, they now have a choice whether to post a static, interactive or targeted message. Outdoor Advertising has always been a strong medium. Now it is a more connected, optimized and measured medium than ever before.
Creative deliberation with the door from broadcast to narrowcast. The reach to the well defined potential audience at the right time is aggressively greater than any other medium. We are moving from the old strategy of asking “what is the broadest reach?” to a new one, where we ask, “what has the RIGHT reach with the least amount of waste?”
Advertisers began to truly capitalize on OOH placement technologies, and it has largely been possible thanks to the expansion and education around DOOH capabilities. With the rise of live streaming and the democratization of contextual messaging, brands have been ever more successful in creating unique, flexible and responsive campaigns. Campaigns that react to the market in real-time, provide consumers with useful content and thus help brands build genuine connections and two-way conversations with their audience. The growing implementation of these technologies has emphasized OOH’s impact, its continued overperformance and the medium’s competitiveness in the age of data.
Forbearing the context and environment of advertising are now markers for a creative design that is flexible and interactive. Creative that seamlessly engages an audience, rather than advertising to them, is the new norm. It’s becoming the most effective way to reach coveted audiences.
3. Digital Ad Spend as a Compliment to OOH
OOH is proven to lift viewer reach and recall when combined with other media channels, so the ad spend is gaining a larger stake in media plans. DOOH advertising ability to engage on-the-go consumers makes it a powerful stand-alone medium and a strategic complement to other media. When OOH is combined with other advertising, it extends reach, amplifies a campaign, and drives consumers to engage with brands online and in-store. Over the course of a month, seven out of 10 people say they have seen a DOOH ad, and 70 percent say OOH is likely to influence a purchase. Like other media audiences, the OOH audience is measured by independent auditors.
Between content-blocking technology, viewability, and “bot” impressions, media planners and advertisers are looking to solve this real problem. Because OOH exists in the real world, it’s an effective way to amplify digital, social, and mobile media plans.
There is evidence that OOH and targeted mobile display ads are especially effective at driving consumer actions. As a result, brands are recognizing the powerful combination of integrating the two media channels to deliver hyperlocal, geo-targeted ads.
4. Experiential Marketing
In the great international markets, advertisements are nearly indistinguishable from the city sights. The result is a surround sound effect, woven into the fabric of everyday life. Exposure to advertising has climbed to thousands of ads per day. It comes as no surprise that experiential marketing is gaining popularity as a key component of media plans.
Experiential marketing promises 1:1, human-to-human engagement by bringing the message down to eye-level. While it focuses on strengthening the bond between brand and consumer through immersing consumers in a memorable experience. It’s tactile and, when done well, establishes a connection.
Thanks to technology, anything can be an advertisement and aspiring to attract more consideration and diversity to the medium, much of it has become digital and dynamic. The utilization of creative technology has aroused this shift away from the ‘look at me’ effect, and towards engagement with audiences in a way that feels more intuitive and intelligent, and delivers a unique marketing experience. A finely tuned activation requires careful alignment of many factors. Attention to location, timing, interaction, and novelty will craft an experience that resonates long after it is over.
The social engagement metrics behind these programs are now more easily trackable and provide proof of success and ROI. That smartphone in our hand not only becomes a beacon of influence through social media, but it is also a data point that can be repurposed for a future remarketing and outreach following an experiential activation.
This appetite to break through the disarrangement and enact clear connections, as advertiser or individual. Due to ubiquitous pieces of information, the world is timid and feeling a message through experience the noise and makes the brand story much more tangible to work with the latest technological advancements. Its recognition allows initial tracking to binaural audio and live sensor systems, our knowledge of technology allows us to achieve the seemingly impossible.
5. Smart OOH/DOOH for Smart cities
Today’s smart cities integrate information and communication technology with physical devices that are connected to the network. This manages the city, improves efficiency, allows for 24/7 monitoring and enables direct interaction with the community and city infrastructure, making the lives of residents safer, happier, and more efficient. All these new media are becoming part of one large functional, interactive landscape that provides useful information on goods and services to the public.
Smart cities share an urban development vision to integrate municipal information and communication technologies with the Internet of Things (IoT) solutions, allowing different devices to share data so they can function autonomously. The ongoing avalanche of technology transformation has resulted in big changes to nearly every aspect of city living. This list includes how visitors and residents communicate, consume, connect, and work and most of it has come at a relatively low-cost to the users of such technology. The basic economics are driving cities to invest in ambitious smart city initiatives. Although possible, it may be difficult to tap into the full potential of connected infrastructure until digital OOH is more widely dispersed. Digitized assets can have the effect of improving operating efficiencies and reducing costs. Smart devices continue to feed the information loop, too. They constantly provide audience behavior analysis that filters through the smart infrastructure. In turn, it then provides more contextually relevant messaging to the viewer.
Smart city assets that include public kiosks and traditional OOH assets provide cities with an infrastructure that offers compelling applications for city functions. The aim of each smart city initiative is to connect people to mission-critical information, which in turn helps to enhance the quality of city living. Via, tapping into the enormous opportunities that technology provides an integrating Out of Home advertising with mobile, social, online and experiential channels, we can connect advertisers with audiences using an integrated approach with a clear purpose. This will continue to explore smart audience opportunities that meet strict privacy compliance regulations and provide value for councils, citizens, and advertisers alike.
To know more
- Phone+91 (011) 22412700
Subscribe to our newsletter
We understand you’re busy. But you still want to be informed. Join our community of more than 60,000 subscribers to stay up to date with the latest out-of-home media advertising trends and happenings in Edge1.