Mid-market companies should not ignore what the new OOH has to offer.
While some forms of traditional media have seen a slight decline in the face of digital, out-of-home (OOH) advertising, has continued to perform better over the last few years and with the modifications the industry is investing in, mid-market companies should consider keeping OOH advertising in their media plans as an effective way to reach their audience.
1 – Increased efficiency and effectiveness through software and automation
Advertisers and campaign planners will have a lot of choices for software and automation platforms as major outdoor owners will continue to adopt systems or put their own systems in place. The biggest effect that the implementation of software and automation have on the industry is that it will provide for increased efficiency, allowing planners and advertisers a method for decreasing their time-to-market and more time to focus on strategy.
2 – Better targeting and measurement through data
Data utilization continues to accelerate across the OOH industry. The costs associated with data have come down in recent years and the benefits it provides is more affordable for regional companies to take advantage of. Data is being pulled directly from carriers, 3rd party apps and data aggregators, then combined with first-party data. As part of the creative process, brands have begun to use location and audience-specific data built right into their content. Behavioral, location and demographic data allow for more precise audience targeting, while aggregation and attribution data provides more accurate reporting. The use of data by the OOH industry is changing from targeting as many people as possible to targeting as many people in specific audiences as possible.
3 – Mobile will be even more integrated as a data source and campaign vehicle
We are now in the smartphone era. With most internet users spending their media time on smartphones, OOH is now positioned as one of the best ways to take advantage of the mobile market. OOH can provide the highest rate of online activation per dollar of any offline media. Advertisers are building on this and have started using cross-channel campaigns with OOH placements and mobile ads, often tied to specific locations. This tactic enables campaigns to reach consumers across multiple forms of media.
At the same time, smartphones usage is opening the door for more accurate tracking and measurement data. GPS tracking and app data is providing higher levels of precise information for targeting while companies are launching mobile measurement systems that enable advertisers to measure the effectiveness of campaigns.
4 – Digital OOH will continue to grow
Recent years have seen a huge upswing in digital OOH investments and this digital presence is becoming available in a wider variety of options, from posters to billboards to transit to bus shelters. The combination of options and the data information opens the door for more engaging and personal content to more specific locations.
5 – Localization of messages and placements
Localized experiences will see a big surge in the coming years, driven by the combination of technology, new data and new opportunities. Each day we see new opportunities for OOH to hit tailored audiences and digital OOH is making it even easier to create more personal and engaging campaigns. It takes more effort but yields greater rewards.
The OOH industry continues to implement technologies that make a difference as to how effectively it can reach its audience. When used correctly and in conjunction with other media forms, regional companies will see a noticeable difference in the effectiveness of their campaigns. The best way to do this is by working with media experts who can help you navigate this new ground. With everything that’s changing in OOH, it’s important to remember that this is still an industry of making connections between brands and their audiences.