3 Effective Out of Home Advertising Trends in USA 2020
Out of Home advertising trends have changed drastically in the past few years. From the simple billboards alongside the streets to dynamic Digital OOH ads, the advertising landscape has transformed. We have witnessed changes regarding the mediums that advertisers use and also the creative technology that is involved.
The out-of-home advertising statistics show an expected increase of 8.5% in marketing spend in the current year. As businesses reopen after the lock down, they need to work on their brand recall in the target audience’s minds. And for that, they need to understand the importance of OOH and the latest trends that will define an excellent outdoor marketing strategy.
Out of Home Advertising Trends to Follow in 2020
In this article, we will discuss the out of home advertising trends of 2020 that will help you achieve the top of the mind recall amongst your customers.
Programmatic Digital Out Of Home (DOOH)
Gone are the days when you had to negotiate for outdoor advertising manually. Now, marketers set their conditions, and the ads are automatically bought and delivered as soon as those conditions are fulfilled.
We are confident that pDOOH is the future and the biggest of all the Out of Home advertising trends that are taking over in 2020.
DOOH started over about ten years ago when there was no great buzz around social media like we have today. Creative campaigns over the DOOH wowed the audiences, creating a substantial impact. It has continued to impress the audience since then.
There are many benefits of DOOH in itself. You can stream ads on a gigantic screen without an option to skip the ad. People will eventually see the ads as ad blockers aren’t available on these platforms, and the audience doesn’t control them.
Moreover, with creativity enhanced through technology, you can provide a memorable experience to your audience.
DOOH has advanced in many ways since its initiation. As technology has always been known for automation, how could it stop at digital ads only? Programmatic DOOH or pDOOH emerged as a new way for marketers to simplify their ad buying and selling procedures.
Programmatic DOOH or pDOOH is more like placing ads on Facebook or Google. The method is somewhat different; however, the automation is there.
Integration Among all Channels
Along with programming and personalization, integration of all communication is another crucial part of Out of Home advertising trends.
Anything in the world, if it lacks consistency, gets forgotten. The same is with marketing communication. It has to have consistency across all platforms to ensure the delivery of a unified message in the consumer’s mind.
Marketers have known this fact for long; however, integration across all platforms was never as efficient as today. Advertisers can pair DOOH with creative strategies in social media marketing, conveying the same message in real-time.
Think about it this way; you pass by a digital screen that starts showing an ad for the dress you had been looking for. You would immediately take out your phone and connect with the digital ad to buy the product.
You can also reach their social media platform to buy the dress instantly with the same offer you just saw on the ad.
Imagine marketing your event through the same integrated channel that will take the audience from the OOH ad to your social media. Not only will they have an option to buy the ticket, but they will also follow and subscribe to you for future updates about the event. Using integration, you will improve your mobile marketing along with outdoor ads’ ROI simultaneously.
Personalization Becomes The New Key
The age of customization is becoming older. The emerging Out of Home advertising trends clearly show that customers now look for personalization.
Imagine passing by a digital screen in a business suit and getting an ad for matching dress shoes. That is the kind of personalization that customers expect as the digital advancement climbs new heights every passing day.
Brands like McDonald’s are already using this technology in their OOH advertising ideas. If an adult passes by their digital screens, they get an ad, maybe for a BigMac. However, when a child walks by the same screen, an ad for Happy Meal shows up.
Innovative personalization has further enabled out-of-home advertising to increase conversions and make the process interactive and fun. Marketers are looking forward to creating new avenues for selling their products in services through such strategies.
You can also market your event to different audience sets and achieve increased response through personalized DOOH.
With digitally-enabled ads becoming a norm in out of the house advertising trends, advertisers need to be more inventive to stand out. And that can not be achieved without personalization anymore.
Marketers who want to excel in personalized out of home ads also need to research and design ads based on behavioral data rather than guesswork.
We can summarize the digital out of home advertising trends of 2020 in three words: Programming, Personalization, and Integration. Firstly, marketers need to automate their buying, selling, and delivery of outdoor ads. Secondly, they need to personalize ads according to their target audience’s individual needs. And lastly, integration is what will create a smarter customer journey for the customers that will also result in better ROI and accountability.