The Future of OOH Advertising
With the introduction of digital, a whole new world of advertising possibilities opened up. With consumers glued to smartphone screens and spending more time online than ever before, it makes complete sense that digital advertising was a game changer. Many would say that with this introduction of a new and exciting platform, traditional media would fall to the wayside and perhaps even use the phrase “advertising is dead”. The truth couldn’t be farther from it. Digital advertising has simply opened up the doors for other forms of advertising to reinvent themselves. Some far better than others, and in South Africa, much of traditional advertising remains strong. One of these traditional mediums that is certainly evolving and changing along with the times is outdoor advertising.
What is OOH advertising?
Out of home or OOH advertising can be described as any and all advertising we encounter when out of our homes. It is a mass-market form of advertising, reaching a large number of people, that can be segmented based on the type of audience you wish to target. There are many different types of OOH including:
- Point of Sale
- Building Wraps
- Transit Wraps
- And many more!
Why is OOH different from any other traditional advertising platforms?
The way we spend our time at home has definitely changed. Instead of watching broadcasted television we prefer to stream on our devices. We skip over adverts with one click. We listen to our own downloaded music or play a podcast instead of tuning in to the radio. We can now choose whether we look at most advertising as a whole. This is where OOH differs. While our in-home advertising experience can be muted, skipped and ignored – as soon as we leave the house OOH advertising starts to catch our eyes.
You cannot ignore it – it demands to be seen. You can’t turn the page on a billboard in the sky, and in fact – the sheer size of these creations often make us want to look at them. When you are out of your home, you are conditioned to take in as much stimulus as you can – absorbing everything around you to gather information and make decisions. When we walk past a giant billboard on a busy street, we take note of it as a point of reference. When we get stuck in traffic on a bare road we use each and every day – such as a highway, we can’t miss the advertising right in front of us. When we are out of our homes, we also retain information better than when we are at home – allowing the message to stay in our minds for longer periods of time.
How is the industry changing?
OOH advertising is evolving with the changing times. This change is not only evident in the design or placement, but also in the function the advertising.
Creating a Customer-Centric Experience
OOH advertising is becoming a far more personalised and customer-centric experience. The segmentation of an audience down into “hyper-targets” or extremely specific messaging. This creative and personalised method is driven by data and insight and translates into a more impactful experience a consumer will remember.
Location is everything with OOH advertising, and now more than ever, you can pick the right location down to a tee. With innovations and developments in the OOH world, your location can be narrowed down to catch your audience at the perfect point of decision making. Correct placement of your OOH is also incredibly important. We’ll highlight our Iconic Johnny Walker Building Wrap and Alice Lane Large Digital Screen as testaments to how powerful the right location and placement is.
Largely, OOH advertising is developing thanks to technology, and our digital interactions are changing.
What role does digital play in OOH advertising?
The digital age along with new technology provides a whole new way to speak to your consumers. This technology has inevitably bridged the gap between traditional and digital advertising – and the results are electrifying.
Measuring effectiveness through data
OOH advertising can even use technology to collect data – this then has the capability to inform the effectiveness of campaigns. For example, data collection technology could help brands target their content on OOH advertising based on time, location, and even weather conditions. This way, brands can speak to the perfect audience at the perfect time, which again speaks to a consumer-centric marketing approach. It helps a brand collect non-personal information about the audience at that time, and provide them with personalised adverts just for them
Creating interaction and engagement
There is no better way to excite and engage your audience than by involving them directly in your advertising. OOH advertising technology allows brands to interact with consumers in many different ways- creating a lasting experience. For example:
- Advertising that you can touch, move and manipulate
- Billboards that you can interact with using your Smartphone like this Netflix twitter campaign
- Installations that automatically respond to your movement such as the facial recognition billboard for domestic violence awareness
- Activations that pose challenges to audiences such as Rebok’s speed challenge
The possibilities for OOH advertising in the future are endless – which is why we should continue to push the boundaries of what is possible. Is your brand pushing boundaries and making its mark?