Over the last two years, consumer behaviour has evolved in ways that no one could have predicted—adapting to new parts of day-to-day life, such as hybrid working methods, changes in how we shop online and consume digital media, and fluctuations in both indoor and outdoor advertising trends.
Audiences are becoming wary of the constant bombardment of digital advertising methods competing for their attention. This has spurred the need for innovative and relevant strategies as the world emerges from isolation and Out Of Home Advertising Advertising makes its comeback.
Discover how OOH Advertising Trends for 2022 will unfold.
Embracing Digital Advertising
Digital out-of-home advertising (DOOH) has gained popularity in recent years, and for good reason. The digital transition of out-of-home advertising will continue to accelerate in 2022. Digital advertising provides more flexibility by allowing you to start and stop campaigns with the click of a button, as well as providing dynamic content in real-time.
Digital billboards are considerably easier to transport to different sites. And, with digital displays, various adverts may be broadcast on the same screen throughout the day. This increases the profitability and earning potential for billboards, allowing advertisers to assign multiple time slots to different display ads.
An Increased Focus On Data And Key Performance Indicators
Given the world’s unpredictability in recent years, 2022 will be a year for OOH advertisers to concentrate more on collecting and analysing data. As a result, the ability to provide real-time figures on Key Performance Indicators will be a critical component of a successful business strategy.
With better real-time data, companies will be equipped with precise information to target a particular audience and demographic with both conventional and digital out-of-home advertising methods, ensuring that they do not spend part of the advertising budget on an audience they are not attempting to reach, and instead secure a solid Return On Investment.
Taking Responsibility For Environmental Sustainability
All indicators suggest that environmental consciousness and sustainability are more prominent in the minds of individuals and businesses now than they were before the pandemic. As a result, brands will continue to explore methods to decrease waste, rethink their manufacturing processes, and be more transparent about how their business decisions will impact communities.
Modern technologies offer ways to improve the way billboards are designed and manufactured using materials that are more environmentally friendly and to utilise products that reduce the carbon footprints in various industries.
In the OOH advertising sector, eco-friendly power generation solutions are constantly emerging. Technologies exist that enable the Harnessing solar power technology to meet the electricity needs of a digital building or even the power needs of a building where a billboard is placed. Going forward, brands need to focus their efforts towards environmental responsibility in every aspect of business and industry.
Creating A Compelling Narrative
When it comes to successful marketing campaigns, brands have long understood the importance of a great narrative. In other cases, though, they are so focused on delivering a single message that they fail to see the need of creating a history to go along with it.
With the constant influx of new brands entering the market, businesses will need to focus more on conveying a compelling narrative via their advertising in 2022. Telling a story that excites and creates a buzz surrounding advertising campaigns is the best way to drive audience engagement and word of mouth.
Outdoor advertising will have great potential for storytelling in advertising campaigns; if brands only present a portion of the storyline at a time, viewers are left wanting to know what happens next.