How Can Investing in Outdoor Advertising Improve the Impact of Your Brand?

Key takeaways:

• About outdoor advertising  
• Recent trends in the industry
• Key recent developments in the sector

What is outdoor advertising?

Outdoor advertising refers to conveying promotional content to customers via different outdoor media designs. This involves digital billboards, street furniture hoardings, transit advertising, and others. The billboard advertising segment is anticipated to hold an absolute revenue growth of $8,036 million by 2032.

Dynamic and interactive billboards allow advertisers to make creative content and grab the audience’s attention. Dynamic outdoor advertising campaigns now include attractive graphics, dynamic videos, animation, and other engaging content. The shift towards more interactive content has helped brands make a long-lasting impression on consumers and communicate their message effectively, which is increasing the popularity of the outdoor advertising sector.

The transition from conventional static billboards to digital out-of-home advertising has fueled the industry's growth. Digital billboards provide flexibility to advertisers as they can change and update content at any time. Outdoor advertising has adopted new formats like 3D display, holographic projection, and interactive installations. These innovative formats grab viewers’ attention and deliver memorable experiences to them.

How are technological advancements building the future of outdoor advertising?

In the past few years, outdoor advertising has evolved tremendously, and new technologies have been integrated in this domain. Some of these paradigm shifts are discussed below:

Integration of mobile and social media:

Outdoor advertising can also use social media and mobile devices to build personalized and interactive customer experiences. Location-based advertising, social media hashtags, and QR codes allow customers to engage with the online content of the advertisement, extending the campaign's reach. QR codes can assist advertisers in performance tracking by calculating the number of clicks, scans, and chats. 

The dynamic potential of Metaverse:

Metaverse has emerged as a feasible and flexible perspective in outdoor advertising. It offers unlimited interactive opportunities to advertisers. Programmatic channels can be used in the virtual world for media planning and buying. Also, it offers the flexibility to carry the campaigns across the real and virtual worlds. 

The advent of 5G technology:

The advent of 5G technology had a positive impact on outdoor advertising. Advertisers can design dynamic and attractive ads with interactive features and high-quality video by using fast speed and enhanced connectivity of 5G. This will optimize the reach of businesses with the effectiveness of advertising. 

Role of Augmented Reality:

Brands are identifying the dynamic potential of augmented reality to develop memorable and engaging experiences for their consumers. AR technology offers a customized advertising experience based on individual demographics and preferences. Brands can offer selective AR content that can reach specific audience groups through data insights. This level of customization optimizes the possibilities of conversion and improves relevance. 

A step towards sustainability:

Consumers are shifting towards eco-friendly brands and products that support sustainability. One of the strategies advertisers are implementing is the use of environmentally friendly materials for billboards. Conventional vinyl billboards are replaced with recyclable fabric, paper, and disposable materials. This strategy not only minimizes the carbon footprint of advertising but also displays a clear intention of sustainability. 

How are recent trends optimizing the competency of the industry?

Top entities in the global outdoor advertising industry are adopting advanced growth strategies to sustain the highly competitive industry. The strategies include collaborations, acquisitions, mergers, and novel product launches which help frontrunners as well as new entrants to make informed business decisions. For instance, Darabase has introduced a property inventory platform, ‘darabase.io’, specially designed for outdoor AR advertising. The platform allows property owners to enroll their PDRs (Property Digital Rights), make rules regarding their digital content, and earn extra income via AR advertising. 

Furthermore, Neuron Forge, an expert in Demand Side Platforms, joined forces with OMG Mena (Omnicom Media Group MENA) to initiate a new era in outdoor advertising. This collaboration will utilize the DSP capabilities of Neuron, enabling OMG Mena to book, arrange, and examine advertising campaigns. With this collaboration on board, Neuron and OMG Mena are cultivating high audience engagement and optimizing digitalization in outdoor advertising. 

Recently, Thomas Cook India also used mixed reality to design a replica of an outdoor signage fixed in Mumbai. To highlight its campaign’s theme, the brand has designed a three-dimensional creative that displays a stunning view of Glacier Express of Switzerland. Such innovative steps are expected to help the industry in India to rise at a noteworthy CAGR of 7.5% during the forecast period of 2023 to 2032. Simultaneously, Australia is expected to gain a second position by the year 2032.

To conclude, advanced technologies like 5G, virtual reality, augmented reality, and metaverse are revolutionizing the outdoor advertising industry. Moreover, localized and contextual targeting will offer new avenues to the industry in the upcoming era. 

To gain detailed insights into investment opportunities in the outdoor advertising sector, contact our experts today!  

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