This became even more apparent as digital advertising, powered by its robust ecosystem of data, insights, and measurement, became the new, shiny object for marketers. (Just don’t be surprised when you see a mass migration of agency folks making the leap client-side!). It is no secret that digital out of home (DOOH) advertising is quickly becoming one of the fastest growing, technically advanced, and most interactive advertising formats out there right now. The lack of measurement capabilities, whether in terms of identifying target audiences or, more simply, measuring success, quickly began to decrease demand and, ultimately, undervalue the OOH channel. The visibility, large real estate and creative opportunities of OOH are appealing for leading brands. This is a game changer -- and just one of many reasons why OOH is having a breakthrough moment. Out-Of-Home (OOH) advertising is one such market anticipated to witness a decline in growth over the future years In the wake of the coronavirus (COVID-19) pandemic sweeping the world, several markets are being adversely affected due to the repercussions on the operating profits of the companies. You cannot have anyone else be the expert.". However, there are a few industries that truly stand to win with outdoor advertising , including: Advertising cannabis-related brands or products, regardless of media, is highly regulated. We forecast that the UK OOH … Building on the success of OOH That being said, 84 percent of marketing budgets for cannabis brands are already being spent on billboards and other OOH ads, so unless restrictions loosen up anytime soon, we expect this trend to continue. What are the major trends in advertising today? Ad View. If that’s what you see, then you’re likely still living in the OOH advertising days of yore. There are a lot of factors that brands and their agencies must keep in mind as they decide to play and compete in the OOH space. The process for buying out-of-home space was — and still is to a certain extent — largely decentralized and complex. Even those skills are making their way back in-house, too. Tools like Google Street View give you instant access to a street-level perspective for pretty much anywhere in the world. ... December 9, 2020; OOH TODAY - Outdoor Advertising Industry Insights - Advertisement - Subscribe; Ad View. We believe that giving marketers more hands-on knowledge about the effectiveness and success of their OOH advertising efforts will not only drive demand up but also open marketers’ eyes to the new possibilities emerging each day in the OOH space. Beyond the established strength of rapid broadcast coverage, the growing penetration of the medium in the urban environment has resulted in an ability to offer more … Here’s the good news: as new tools and platforms emerge, like AdQuick’s very own solutions, marketers and agencies can now become OOH experts and build smarter, more effective OOH ad campaigns that drive real results. Out of home advertising expenditure in the United Kingdom (UK) 2011-2021 Outdoor advertising expenditure in France 2008-2015 Italy: estimated audience of OOH advertising 2017, by … P. J. Solomon’s SQAD analysis and Amplifi’s Proprietary Estimates highlight that CPM’s for OOH can be as low as a $5 average, whereas video channels generally charge six to ten times that amount. In the marketing world, what was once considered “old” is now new again. According to Magna, global OOH spend grew 4.6% in 2018. Because practically any physical space — even those with a digital component — can be transformed into an OOH ad unit. That’s why we’ve concocted these trends below to give you something fresh and new to think about. Heatmaps help uncover this information in visual ways and can even provide a time lapse perspective on when most consumers will engage with your OOH placements. In fact, it’s our belief that growing automation in the OOH space will drive down and regulate costs so much that SMBs and independent businesses will finally have an opportunity to dabble in OOH advertising — beyond those smaller, local market ad units that their budgets could once only afford. In the past, pricing could shift based on seasonality, supply and demand, or whether or not sales was hitting its goals. Therefore, anyone with access to the right tools and data can now glean actionable insights about the effectiveness of any outdoor ad placement in any market -- a win for both advertisers and agencies alike! The future of out of home (OOH) advertising methods is on the horizon, and digital LED billboard trucks are on the front line for some pretty amazing features. More big brands (and tech brands) using OOH media is certainly one of our predicted 2019 trends… Here are a few trends that point to why we’re so optimistic about OOH’s future and convinced that 2020 will be the definitive “year of OOH advertising.”. So, why waste valuable marketing dollars on expensive, far-reaching digital ad campaigns that may or may not actually reach your desired target audience, when you can strategically place OOH ads, at far less of a cost, in the places where you know your target customers are? But more importantly, because OOH advertising is undergoing a true revolution today. Not that we’re advocating for you to stop relying heavily on your data scientists — because they are true geniuses — but as the OOH channel becomes more sophisticated, more data-driven, and more actionable, new tools and platforms will emerge that allow brands and advertisers themselves to become the subject matter experts of their own OOH advertising campaigns. That’s our goal, and we’re sticking to it! Anyone reading this already knows that digital advertising costs continue to increase year after year after year. Thanks to software inspired by digital advertising's look-a-like audiences and built upon the wealth of data and insights we’ve now got at our fingertips, it’s easier than ever to know which OOH media and which neighborhoods will help you to reach, engage, and drive action from your target customers in unfamiliar markets. There are a lot of factors at play making digital advertising — especially paid social — less of the one-trick pony it once used to be. This is the reason why we firmly believe that 2020 will be the “Year of OOH!”. The work already being done industry-wide to give OOH advertising its long overdue renaissance will only further make it a viable contender for valuable marketing budgets. The truth is, whether you believe in the in-house model or not, there are pros and cons to both sides of the coin. Many tech companies have unique offers that don’t necessarily apply to the general population. So, why waste valuable marketing dollars on expensive, far-reaching digital ad campaigns that may or may not reach your desired target audience? Latest innovations in technology have broadened the scope of … The direct result of this has been its unique power to improve the performance of a brand’s marketing efforts across pretty much all channels, especially digital. Fast-forward to the present day, where OOH now drives conversion rates rivaling its more digital, performance-based counterparts. Don’t call a media company; call the building’s landlord to broker a deal. As brands have sought to cut costs and drive efficiencies in everything they do, they’ve learned that sometimes it’s just easier for them to eliminate the “middleman” altogether. And while these may just be a few of our gut instincts, we are pretty certain, given how much this channel has evolved over the last few years, that there will be many other unique twists and turns that pop up as the coming year unfolds. We’ve already talked about what goes into the cost of a billboard as well as what goes into that media buying process. I'd make a very strong case that anything that generates data, you need to own as a business. Savvy tech marketers know that winning in advertising is really a question of relevance: putting the right message in front of the right customer at the right time. For years, advertisers believed that in order to run effective OOH advertising campaigns, you or your agency had to either be physically present in that location or have substantial local market knowledge to drive real value out of those placements. This kind of engagement is especially important for new, digital-native brands trying to make a name for themselves in the marketplace. 81 percent said they have engaged with or taken action on an OOH ad’s message in some way, 42 percent search for the brand on their phone, 33 percent take advantage of promoted coupons or discounts, 32 percent go to a brand’s website to learn more, 46 percent of people searched for the brand online, 40 percent interacted with the brand on Facebook. For this reason, out-of-home has become a powerful way for brands — tech companies, obviously, being the poster child — to augment their other cross-channel marketing strategies. 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