Outdoor advertising, better known as Out-of-home (OOH), keeps on evolving and 2020 promises smarter advertising, more storytelling and better integration.
Four big trends for outdoor media in 2020 include:
Audience Targeting
Outdoor advertising has always been a highly effective medium for targeting a specific audience. This is a trend that keeps on evolving and in 2020 it will become even easier to reach exactly who you want and when you want. Mobile locational data marketing gives way to personalized context and with improvements in real-time, it is allowing OOH to become hyper-targeted.
This could, for example, mean that a shopper can be targeted to receive offers based on location, time and even weather and that OOH media units can be personalized to their context.
Location data can also be used to determine ideal target markets, develop audience profiles, analyse audience patterns, and improve the efficiency of campaigns.
Digital Integration
OOH advertising is integrating increasingly with mobile, digital channels, social media and television and helping to fuel the growth of these mediums. There has been an increase in omnichannel campaigns to reach multiple audiences and this is very efficient as it ensures consistency across all mediums.
Omnichannel refers to a multi-channel approach that involves multiple mediums and is customer centred. This is a combination of physical and digital which is also called phygital – consumers want both a digital and physical brand experience.
Artificial Intelligence
The rise in the use of artificial intelligence in Ooh advertising means more insight and personalisation than ever before. AI is being used to analyse data sets and keeps on making better predictions and recommendations which enables better decision making.
New and better software such as facial recognition, sensors and other smart features also means net level interaction with target audiences and more engagement with technologies such as augmented and virtual reality.
Storytelling
Stories engage customers and even more so when there are creative out-of-the-box ideas involved. Stories need to have an aim, catch, and keep the audience’s attention, needs to evoke emotion, have a plot, have a satisfying ending, and deliver a valuable end-experience.
The conceptualisation of an impactful campaign is key to deliver a simple but meaningful message in a memorable way. Consumers receive information overload which is why storytelling can prompt a natural and emotional response that is memorable. Consumers are looking for more personal and intimate engagement through experiences that also involves human interaction.
