The work already being done industry-wide to give OOH advertising its long overdue renaissance will only further make it a viable contender for valuable marketing budgets. Based on Nielsen’s 2019 OOH Advertising Report, it was found that 90 percent of U.S. residents 16 and older recalled seeing some form of out-of-home advertising over the past month. It’s only a matter of time until brands in other industries catch on. Agencies, for example, bring an outside, unfiltered, and diverse array of perspectives to the table that many internal teams might fail to see on their own. And as more physical spaces become OOH ad units and more (civilian) owners become media owners, the addressable market for outdoor advertising will grow exponentially. This kind of engagement is especially important for new, digital-native brands trying to make a name for themselves in the marketplace. Programmatic buying of OOH media is now commonplace. As Christian Vollerslev, President of Porterscope USA so aptly puts it: “Remarkably, OOH inventory is still priced much lower than it’s worth. And as more OOH media buying becomes automated, pricing will stabilize across the board, thus making it possible for smaller brands to play and compete in a space that was once dominated by big brands and their media agencies. 2017 saw big OOH advertising campaigns from tech giants like Apple, Snapchat and Twitter. But this also means that the OOH media landscape will no longer be a two-way conversation between media companies and brands — or their respective media agencies. But a shift is taking place, and it’s certainly moving more in the in-house direction. Here’s the good news: as new tools and platforms emerge, like AdQuick’s very own solutions, marketers and agencies can now become OOH experts and build smarter, more effective OOH ad campaigns that drive real results. Do you see any other OOH advertising trends that will come true in 2020 that few people talk about? Today, two major shifts are happening within the outdoor advertising industry that are challenging the status quo: This is essentially flipping the rules of engagement for OOH media buying on its head. As a result, it also means that anyone can become a media owner, too. Practically any physical space can be transformed into an OOH ad these days: from bus shelters to digital signage and building murals to car wraps (and everything else in between). However, there are a few industries that truly stand to win with outdoor advertising , including: Advertising cannabis-related brands or products, regardless of media, is highly regulated. This has helped OOH quickly emerge as the leading channel for driving online searches, sparking positive word-of-mouth, and boosting mobile brand engagement for direct-to-consumer brands. With COVID-19 affecting every industry, advertising in all its forms has felt the effects of this global pandemic and with limited consumer travel and movement, out-of-home (OOH) advertising is one channel that has been hit particularly hard. In-house teams, on the other hand, can typically react more quickly and also tap into a business’s resources more effectively, even though they can sometimes have trouble scaling quickly (or at all) to meet increasing demand. Sure, those billboards are still very much a big part of the channel. Our goal here is to help you see OOH in a new way. They know who their target customers are just as much as they know where they live and work. And when you consider that OOH is still one of the most cost-effective marketing channels available to brands today, these added performance benefits really start to pack a hefty punch. 81 percent said they have engaged with or taken action on an OOH ad’s message in some way, 42 percent search for the brand on their phone, 33 percent take advantage of promoted coupons or discounts, 32 percent go to a brand’s website to learn more, 46 percent of people searched for the brand online, 40 percent interacted with the brand on Facebook. Not to mention, as more and more brands are crowding the space every day, it’s becoming harder for their messages to break through and remain sticky. There’s a ton of great insights to be gleaned in the rest of this post. Therefore, anyone with access to the right tools and data can now glean actionable insights about the effectiveness of any outdoor ad placement in any market -- a win for both advertisers and agencies alike! Branded Content. At the same time, the consumer audio market is exploding with more listening options than ever. More big brands (and tech brands) using OOH media is certainly one of our predicted 2019 trends… 2. Out of home advertising expenditure in the United Kingdom (UK) 2011-2021 Outdoor advertising expenditure in France 2008-2015 Italy: estimated audience of OOH advertising 2017, by … Now, to make this truly crystallize industry-wide, brands and advertisers must stop thinking about OOH through the lens of its “glory days” and, instead, approach it as a canvas for endless possibilities. While … All in all, as both prices and competition continue to increase in the digital space, especially for paid social, and the effectiveness of digital as the primary driver of customer acquisition begins to lose ground, marketers will have no choice but to shake up their media mix to see results. Now, you can strategically place OOH ads, at far less of a cost, in the places where you know your target customers are? For years, marketers had no clue how to measure the effectiveness or value of OOH ad campaigns. Reaches 91% of the DMA A18+ population weekly (908.9 MM impressions) Over 3,200 displays covering 12 counties; The DFW Metroplex is one of the top ranking DMAs in the U.S. for the Hispanic and African American audiences; DFW is the largest airport in the state, 2nd largest in the U.S. and 3rd largest in the world; Digital Impact In these cases, many brands have relied heavily on their data scientists or data analytics teams to make sense of the space and help identify the impact of OOH advertising campaigns on revenue. Think of how many brands are competing for the same budgets. And given that there are some pretty steep restrictions for advertising cannabis-related brands or products, via both traditional and digital channels, OOH stands to win as more states bring cannabis goods to market. Large brands have made a lot of progress recently towards building in-house agencies, managing everything from creative development to media buying. Thanks to software inspired by digital advertising's look-a-like audiences and built upon the wealth of data and insights we’ve now got at our fingertips, it’s easier than ever to know which OOH media and which neighborhoods will help you to reach, engage, and drive action from your target customers in unfamiliar markets. The U.S. cannabis market is expected to reach over $52 billion by 2025, creating an advertising opportunity upwards of $3 billion — of which $300+ million (or roughly 10 percent) will be allocated to OOH advertising. Dynamic opportunities like this are helping drive channel growth, as OOH ad spend rose 1.2% last year compared to 2016, accounting for $7.7 billion, according to the Outdoor Advertising Association of America (OAAA). It might seem counterintuitive to say that tech brands, those that have traditionally relied on digital-everything to promote their products and services, are now harnessing the power of out-of-home advertising to drive meaningful ROI. If that’s what you see, then you’re likely still living in the OOH advertising days of yore. Fortunately, the wealth of data we now have at our fingertips makes it easy to know what OOH media placements will allow you to reach, engage, and drive action from your target consumers. So, why waste valuable marketing dollars on expensive, far-reaching digital ad campaigns that may or may not reach your desired target audience? Communication skills. This is exactly what many tech companies have done recently. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. Building on the success of OOH When it is done correctly and thoughtfully, the public accepts digital DOOH more so than other media formats due to the positive … Video Advertising. Out of Home Impact. They just aren’t new trends, nor will change your perceptions of OOH in a big way. Unfortunately, many advertisers still (wrongly) believe that OOH can’t be measured today. There are new players challenging established brands, and out-of-home (OOH) networks are expanding digital signage as fast as they can. – It states revenue increasing factors followed by global characteristics and facts of Out-of-Home (OOH) Advertising industry. Let’s start by taking a walk down memory (or what’s left of it) lane. It is no secret that digital out of home (DOOH) advertising is quickly becoming one of the fastest growing, technically advanced, and most interactive advertising formats out there right now. This is a perfect case of the “fear of the unknown.”. This doesn’t mean we’ve rendered media planners obsolete, however. It’s so much more than that -- and it’s continuing to evolve at an increasingly rapid pace. And as the channel grows, it will not only continue to drive increased demand from big brands to SMBs alike but also spark newfound innovation in the OOH channel as a whole, making it more powerful and impactful as a tool in an advertiser’s toolkit than ever before. It’s that time of year again for making predictions. Because practically any physical space — even those with a digital component — can be transformed into an OOH ad unit. Once you get first-hand experience at seeing how out-of-home can truly augment, transform, and improve both the effectiveness and relevance of your cross-channel marketing and media strategies, we’re pretty certain you’ll never let OOH advertising become an afterthought again. But more importantly, because OOH advertising is undergoing a true revolution today. The last few years have seen a drastic shift in the marketing … The simple fact that those ideas have been rinsed and repeated several times already tell us, loud and clear, that it’s old news. It’s time to retire the belief that OOH simply means “static billboard along a highway.”. As opposed to digital, mobile, radio, or TV ads, which can either feel intrusive or be seen as punctuating the customer experience, OOH ads, on the other hand, can blend in seamlessly or even enhance the surrounding environment. A definition. The digital advertising space is predominantly controlled by a few, yet powerful key players: Google, Facebook, Amazon, and Apple. Marketers have rapidly adopted and benefited from DOOH as a new way to reach consumers. This will inevitably force brands and advertisers to think twice about how they go about determining which marketing tactics and channels they’ll use for customer acquisition in the future. This is probably the most important trend to note for the year ahead. We’ve already spent a lot of time discussing what goes into the cost of a billboard or really any out-of-home media for that matter. A recent KPMG report has highlighted that OOH advertising has witnessed close to 11 per cent compounded annual growth rate (CAGR) over the past five years, expanding from INR 2,000 crore in … the continued adoption of real-time bidding (RTB) for buying OOH media programmatically. Even so, these tools give you plenty to work with as a starting point. 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