Whether it is Tesco using digital billboards to direct supportive messaging to the UK Muslim community during Ramadan, or The Big Issue Group connecting street vendors with digital screens via geolocation, brands are increasingly using new technologies to create inspiring and contextually relevant out of home campaigns.
In 2024, we can expect brands to take this to the next level. OOH advertising will move faster than ever, with tech further enhancing classic OOH campaigns – fostering innovation and inspiring creatives to scale even greater heights.
While it is impossible to predict specific activations, here’s a glimpse into the key OOH trends we’re likely to see in 2024.
More effective OOH performance marketing
OOH already has a well established track record for brand building. But in 2024, new capabilities will bring performance marketing further into the spotlight, making the channel a key component of effective marketing strategy for both the long and the short term. Advancements in data-driven geotargeting, shadow-fencing and digital retargeting will further improve attribution accuracy and overall effectiveness.
In the coming year, sophisticated data insights will be particularly transformative for campaigns that are on the move themselves. Expect moving media networks to provide accurate real-time predicted visibility of displays down to the individual level. This information can then be cross-referenced with psychographic interests to enable retargeting of those most likely to convert – boosting performance potential.
Improved sustainability
While digital screens have proven themselves to be an indispensable element of integrated OOH campaigns, sustainability remains a key consideration (both in terms of the environment and brand budgets).
Sustainability will climb even further up the marketing agenda in 2024, with brands looking for new ways to improve long term feasibility and optimise their spend. So it will be in the best interests of the most innovative and forward-looking OOH providers to help brands achieve this.
Expect moving mobile networks to offer a blueprint for success. Strategies including automatically offsetting carbon and powering digital displays with renewable energy will enable brands to help the environment and reduce their CPM in the process.
Optimising moments in time
While we’re on the subject of mobile, coupling movement with creativity will allow brands to push the boundaries of OOH even further in the coming year. Access to sophisticated mobile advertising networks will inspire creatives to fulfil briefs in new ways, delivering ever more impactful campaigns through timely and contextually relevant activations.
Technology will enable mobile digital screens to switch messages while on the move, adapting to specific situations, surroundings and environmental factors. This can be harnessed to boost relevance, adapting activations to a live audience and generating the required interest to push them further down the sales funnel.
For example, ads for sports teams could be displayed on taxis when in close proximity to their home stadium, encouraging visitors to book a tour. Later, those who have seen the display ads and have also demonstrated an interest in sports through their digital activity could be retargeted with merchandise and relevant offers/deals from the club’s online store.
While time seems to move more quickly every year, it’s safe to expect the same from OOH advertising in 2024 (in every sense). Ever-more sophisticated data and technology will remove limitations by allowing brands to engage with specific target audiences in the most relevant way. Moving mobile networks will be central to driving this change, adding a valuable dimension to the OOH advertiser’s toolkit.
Artjom Jekimstev is founder and CEO of Drovo
