Every month, OAAA’s editorial team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry. This month, we sat down with Promo Drone‘s Strategy and Growth Executive Charlotte L. Goldsberry, who discussed what excites her about OOH right now, her message for brands that haven’t bought OOH before, and what’s next for the industry.
Read Charlotte’s Q&A in The Drum.
What excites you about OOH right now?
The future of DOOH, in my opinion, is most exciting for several reasons. While this medium has a long history and continues to be explosive, innovation and technological advances will take brands as well as communities to a new level. Incorporating features such as augmented reality and sensors will enhance the overall viewer experience and provide new opportunities for creativity in advertising. For example:
- Fan, audience citizen engagement and thus interaction can reach new levels as new DOOH technologies enter the market. Imagine a QR code floating in front of you as you walk into a stadium or artist info presented at a concert. There is untapped potential to unlock.
- The ability to mesmerize and delight audiences can further be enhanced by dynamic content to enable advertisers to create more engagement and relevant campaigns that can adapt to a variety of audiences and situations.
There is also an important component and civic responsibility as it relates to public safety. With new advances, communities can be more informed and positioned to act in a timely manner.
With new advancements in data and analytics, advertisers can measure the effectiveness of their campaigns in real time. This allows for better optimization of content, targeting strategies, and overall campaign performance.
Innovation and creativity are the heart of OOH. The dynamic nature of digital screens allows advertisers to experiment with creative concepts and push the boundaries of traditional advertising. This encourages a culture of innovation and creativity within the industry.
There are untapped opportunities right now with cutting-edge technology coming to fruition. The DOOH market is experiencing significant growth, driven by the increasing adoption of digital screens and now aerial screens in various public spaces and event venues. As more traditional advertising channels shift towards digital, the DOOH industry is poised for further expansion.
What message do you have for brands that haven’t bought OOH before?
Overall, the DOOH advertising industry’s excitement lies in its ability to leverage technology, deliver targeted and dynamic content, provide measurable results, and create immersive and memorable brand experiences. Here are a few things advertisers should know about DOOH:
- Targeted Advertising: DOOH enables more precise targeting based on factors like location, time of day, and audience demographics. Advertisers can deliver personalized messages to specific audiences, increasing the effectiveness of their campaigns, synchronized with social media campaigns or mobile apps to enhance the overall brand experience.
- Immersive Experiences: DOOH provides opportunities to create immersive and memorable experiences for viewers. Interactive displays, creative use of visuals, and innovative technologies contribute to making advertising campaigns more memorable and impactful.
- Global Reach: DOOH has the potential for global reach, making it an attractive option for advertisers looking to target audiences across different regions. This scalability allows brands to maintain consistency while tailoring content to local preferences.
- Environmental Benefits: This aligns with the growing trend of sustainability in business practices.
What’s the next big thing for OOH?
Predicting the future in any industry is challenging, but several trends and innovations suggest the potential directions and advancements are unlimited! Some examples of the next big things in out of home advertising to watch:
- Innovative Display Technologies: Advancements in display technologies, such as aerial high-resolution messaging, transparent screens, holographic displays, and flexible screens, could revolutionize the visual impact of OOH advertising, creating more attention-grabbing and aesthetically pleasing displays.
- Collaboration with Social Media Platforms: OOH campaigns may increasingly integrate with popular social media platforms, encouraging user-generated content, hashtags, and interactive elements that bridge the gap between the physical and digital realms.
- Integration with Mobile Devices: OOH advertising is likely to integrate more seamlessly with mobile devices. Technologies such as NFC (Near Field Communication) and QR codes can bridge the gap between the physical and digital worlds, allowing viewers to interact with OOH content using their smartphones.
- Artificial Intelligence (AI) and Data Analytics: AI can play a significant role in OOH advertising by analyzing data to understand audience behavior, optimize content delivery, and provide personalized experiences. This can lead to more effective and targeted campaigns.
- Dynamic Content and Personalization: Continued advancements in technology will enable OOH advertising to deliver more dynamic and personalized content. Advertisers can use real-time data to customize messages based on factors like location, weather, and audience demographics.
- Sustainability and Green Initiatives: As environmental consciousness grows, there is a potential shift toward more sustainable practices in OOH advertising. This could involve the use of eco-friendly materials, energy-efficient displays, and campaigns focused on environmental responsibility.
The key here is that the future of OOH advertising will likely be shaped by a combination of technological advancements, changing consumer behaviors, and industry innovations. The successful implementation of these trends will depend on the ability of advertisers and technology providers to adapt and create compelling, relevant, and responsible campaigns.
Published: February 26, 2024