Gone are the days of removing an old billboard and fixing a new one. Digital out-of-home (DOOH) advertising is becoming increasingly popular, given the ease with which content can be changed, and with recent advancements in technology, DOOH is set to transform the face of outdoor advertising. Digital displays are rapidly replacing traditional print advertising in many places – from railway stations to airports, shopping malls, restaurants, and even your neighborhood bus stations.
In this post, we look at top trends that have the potential to make DOOH advertising more impactful in 2018.
- Proliferation of Digital Screens: The cost of producing LCD and LED display screens today is significantly lower than in the past, and has led to a proliferation of digital screens across high footfall areas.
- Convergence of Mobile and DOOH: As access to the online world becomes increasingly dominated by mobile devices, the integration of DOOH with Mobile will see brands driving highly relevant, impactful and engaging communications with their audiences in 2018. In fact, a recent report by Neilson cites that OOH are capable of driving more online activity per ad spend than any other offline medium, by connecting to social media and mobile technologies like Augmented Reality (AR) and QR codes. For example, Ocean’s NHS Blood Donation campaign used innovative AR technology to link consumers’ smartphones with digital displays, and thereby encourage the public to offer a virtual blood donation via an iphone.
The Screen at New Street, Birmingham3. Data-driven Campaigns: Driven by data, DOOH advertising will have the ability to target the right audience at the right place and time, for increased effectiveness. For example, a recent campaign by Guinness used data from Instagram and Twitter to identify audiences with a passion for sports, pubs and Guinness, and served out their ads in locations where these individuals congregate. The availability of data also makes it for possible for advertisers to measure the effectiveness of campaigns. For example, mobile location data can be used to link DOOH ads with in-store sales.
4. Immersive Experiences: DOOH ads will make the most of technologies such as Augmented Reality (AR), and higher-resolution displays to create immersive, interactive ads that enhance consumer experiences and enable them to engage with content on a deeper level.
The future is looking bright for the DOOH industry, and we’re excited to see what 2018 has in store! Watch this space as we bring to you the latest from the out-of-home advertising world.