Out-of-home advertising is evolving, and it’s time for companies to be aware of the shift. OOH has virtually limitless space, and its portability means that it can break through in unexpected places. Here are six reasons why OOH is evolving.
1. Use of Digital Billboards
The use of digital billboards has been on the rise for the past 15 years. They require no electricity and are highly interactive, and are estimated to reach 7 billion dollars by as early as 2020. Digital billboards can be remotely updated and offer four times the brightness of a conventional billboard, and they provide dynamic content. The potential here is limitless; companies can update adverts in real-time, change URLs and add interactive functions such as access to coupons or games. Also, with a digital billboard, the company can target customers based on their vehicle’s license plate. The future of OOH is changing and growing.
2 Interactive Ads
Companies have adopted interactive ads across the globe to promote their products and are becoming an effective medium to reach new audiences. They can be found in many places, from New York City subways to the London underground. In the future, people are bound to see more of them on digital billboards and mobile devices. They offer a way for customers to engage with companies via their smartphones. Smartphone users can be directed to sites that provide coupons or games that are fun and enhance the brand image of the company being advertised. Potential customers who love games and discounts will find it easy to attract interactive ads easily. The company can act on what they know about their customers and tailor advertising strategies with interactive ads. Not to mention, interactive ads are fun and entertaining to watch.
3. Changing Scenery
The “Changing Scenery” phenomenon of OOH advertising takes advantage of people’s tendency to glance at their surroundings. Depending on what they see, they’re more likely to get engaged and form a positive opinion about the ad. This method works exceptionally well in highly-trafficked areas such as airports, subways, and stations where customers are more likely to look at the ads for more extended periods. Businesses can target specific audiences by placing ads in areas with large numbers of their target group. This is one of the methods that can be used to target specific audiences rather than just a broad demographic. Advertising companies have been taking advantage of this craze and have used it to come up with effective advertising strategies.
4. Interactive Flat Panel Displays
In recent years, flat-panel displays have been increasingly incorporated into billboards, as well as into other forms of media. They offer better viewing for a large number of people and increased interactivity. They can be used for interactive advertising such as video ads, virtual reality experiences, and applications that promote shops or restaurants. Companies can now put ads on them through apps or ways that the users may want to interact with the advertising (such as unlocking a door to a shop). 3D LED displays to replace static billboards due to their ability to attract attention in an increasingly mobile world. People are more likely to interact with a 3D LED billboard than a static billboard. These displays can reflect light and create an illusion of depth, giving them a sense of volume and making them more appealing than flat panels. These displays can be placed anywhere, even in public spaces such as shopping malls or retail stores, with their immersive capabilities.
5. Continuous Advertising
Continuous advertising means that digital billboards are online 24 hours a day, seven days a week. This continuous movement makes ads more noticeable, like a TV or radio. The digital billboards are programmed with content that the business owner wants to promote, and they can change in real-time to show different information. Businesses can use this technology to advertise new products or sales or run their adverts at particular times of the day or week to target customers based on their schedule.
6. Wearable Technology
OOH advertising has taken advantage of wearable technology such as smartwatches and glasses. The application of wearable tech like this can connect customers with specific companies. For example, if a customer is shopping at a store wearing a smartwatch wearing a specific brand, the retailer can change their adverts to offer discounts in that store. The future of OOH advertising is bright.
Outdoor advertising will continue to evolve as brands and their marketing agencies learn to use the space. Large, visible formats are more in demand than ever, and their digital media counterparts will continue to grow as well. The developing technology will also enable marketers to expand their options and enhance the effectiveness of their campaigns across a wide range of mediums, including mobile.