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Out of home (OOH), advertising is one of the oldest medium through which businesses keep consumers updated about their products and services. However, the rise of alternative mediums like social media is shaking OOH advertising. As such, new trends are emerging, which will define the sector going forward.

OOH advertising

What are the new trends in Out-of-home advertising?

Digital outdoor advertising is the most significant trend in OOH advertising. Interestingly, digital out of home (DOOH) is coming up as a lifesaver for the OOH industry. According to a study done in the UK, the likelihood of the target audience seeing DOOH ads is twice that of static Out-of-home advertising ads. Further, the study noted that the impact of DOOH ads is two-and-a-half times more than static OOH ads.

For this reason, many businesses are adopting DOOH at a very high rate. According to figures made public by Out of Home Advertising Association of America (OAAA),Out-of-home advertising advertising revenue expanded by 7.7% y-o-y in Q2 2019. As a result, the industry gained 7% of the advertising industry for half-year 2019. Interestingly, OAAA noted that DOOH contributed about 37% of the total revenue for the quarter.

Further, OAAA explained that the growing interest in digital OOH ads helped outdoor advertising to be the only traditional advertising medium to experience growth. Notably, eMarketer data confirms this assertion. According to eMarketer, out of home advertising grew by 1.2% in 2018, compared to 1.0% for TV advertising. The only traditional ad medium that grew faster than OOH was radio. Advertising mediums like newspapers and magazine contracted by 6.7% and 6.0% respectively.  

Advertisers will have to focus on Stay-at-Home Ad options

The use of OOH and billboards will most likely experience more decline in the coming weeks, given the growing number of cases of infection in the United States. Businesses that dearly need to get the word out about their enterprise will have to embrace new-age advertising to stay in business. This means more customers will abandon billboard advertising to adopt indoor ads; a strategy which brands trying to avoid the cut-throat cost of sign advertising have happily been using to market themselves in recent times.

The New York Times aptly described the effect of the pandemic on outdoor advertising as a ‘seismic shock’. Even Coca-Cola is among the companies that have limited their ad campaigns during the coronavirus crisis, the New York Times report says. Long story cut short; a lot of companies are hitting the brakes on billboard ads and other forms of OOH advertising and are also pulling back until the coast clears.

OOH Ads

Another growing trend in OOH advertising is the rise of automation. Traditionally, procuring the services of Out-of-home advertising providers was a cumbersome process. Notably, most of the negotiations and processes around the medium were manually done, making it hard for everyone. Nonetheless, most of the processes have been automated. Notably, there integrated strategies based on the location where stakeholders use automated platforms to interact. With electronic platforms, advertising agencies can deliver their services in real-time.

To make Out-of-home advertising ad campaigns more effective, advertisers are integrating mobile phones. Notably, there are case studies that confirm the effectiveness of pairing mobile advertising with OOH media. It enables advertisers to achieve highly targeted results. The technique utilizes geofencing to target consumers and to allow precise targeting of OOH ads. As such, an increasing number of providers are adding mobile geofencing as an extra package to make OOH ad campaigns more attractive.

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