What’s the Future of Out-of-Home Advertising?
Out-of-Home Advertising has come a long way. In America, there are over 300,000 billboards alone, and alternative methods of reaching the public outside their homes are in hot pursuit. Solutions like “Digital Urban Furniture” and wrapped vehicles are growing in number every day.
What does the future hold for the big, wild world of OOH advertising? Let’s take a look.
Digital Out-Of-Home Becomes the Norm
It wasn’t all that long ago that digital billboards and ads were an anomaly; just the sight of one was enough to garner notice. Today, with over 1.25 million place-based video screens in the U.S. alone, digital marketers are now just “marketers.” Digital advertising is becoming commonplace not only in major urban areas among transit lines and shopping districts, but in smaller cities and towns as LED lighting and signage is becoming more attainable and affordable.
Hyper-Targeting is on the Rise
With the implementation of digital comes the increased ability to target an audience. Many of today’s digital signage solutions are Wi-Fi enabled, allowing marketers to target specific content based on a viewer’s previous locations (served through cell phone GPS data), and even past online purchases. Real time targeting abilities has led even some heavily traditional industries like automotive to seek out opportunities in Digital OOH.
Waiting Will Become Engaging
In out-of-home locations where killing time is an unavoidable part of the experience – restaurants, bars, health clubs – look for digital advertising vehicles to become commonplace. MediaCaddy, creator of a captive digital out-of-home media network, utilizes functional bar caddies to stream a mix of localized and infoactive content to consumers while they wait. Cross-branding through stationary advertising vehicles like these provides valuable POS opportunities for both in-house marketers and larger network advertisers, reducing the cost of the vehicles themselves. Look to see more businesses taking marketing into their own hands, in-house.
Interactivity in OOH Will Increase
Thanks to advances in digital, today’s out-of-home ads are more interactive than ever. Consider burger chain Johnny Rockets, who’ve incorporated jukebox functionality in their ordering kiosks, and national chain Taco Time, who use digital touchscreens to educate consumers on the menu while they wait in line to order. Bus stops are becoming playgrounds for advertising creatives and tabletop advertising vehicles charge phones while people eat. The best examples (like British Airway’s #LookUp campaign from 2014) have the opportunity to both enlighten and go viral.
Out-of-Home Becomes Direct Response
Imagine a world in which everyone used their phones to pay for everything and cash became obsolete. Cardless payments and services like “Tweet to Pay” are on the rise and integrated digital OOH placements may soon begin collecting for services through scannable barcodes and QR codes. It’s no longer enough for advertisers to be at the point of sale; now they need to be the point of sale.
Digital Makes OOH More Nimble
Smart sensor digital ads are taking off, and totally dynamic content based on real-time data is in the near future. Content geared towards the specific weather conditions, latest sports scores, or even integrated into a kitchen’s inventory system to suggest special menu items are on the horizon. Additionally, big brands are already testing their mettle with ‘beacons’ that sync a consumer’s phone with sales and ads while they’re physically shopping in retail locations. The future is here.
Look for More White-Label Content Channels
The growth of brands like Buzzfeed prove the effectiveness of white-label advertising channels and with marketers churning out new content as fast as they can, many are turning to white-label providers for help. Among digital, white-label media providers are a cost-effective way to produce fast, fresh content without having to do it all in-house. Additionally, well-produced white-label content can be seamlessly transitioned from medium to medium and to different markets around the country and the world.
Out-of-Home Advertising is changing, growing, and becoming the primary way many advertisers reach their audiences. Comprehensive digital campaigns that include everything from online ads to mobile apps to tabletop streaming content are the wave of the future.
Want to find out more about how dynamic, point-of-sale advertising can get your business a better ROI on advertising dollars? MediaCaddy’s OOH solutions boast some of the longest dwell times in the industry, and they’re available in select cities around the U.S. today. Contact our team today to find out how DOOH can help you land customers and grow your business for only pennies per impression.