What OOH innovation has excited you the most over the past 12 months and why?
The advancement of programmatic Digital Out-of-Home (DOOH) has been the most exciting innovation for me. The ability to dynamically change content in real time based on factors like weather, audience demographics, or even traffic flow has transformed the way brands can engage with their audiences. This flexibility allows advertisers to be more creative, agile, and relevant in their messaging, maximising
impact and ROI.
In your opinion, what makes OOH remain one of the most effective traditional forms of advertising?
OOH’s enduring effectiveness lies in its ability to reach audiences in their natural environments, where they are more receptive to advertising. Unlike digital ads that can be easily skipped or ignored, OOH commands attention in public spaces. Additionally, the physical nature of OOH makes it a tangible reminder of a brand, reinforcing its presence in the consumer’s mind.
Can you comment on how digital technologies have enhanced measurement capabilities over the past year?
The integration of digital technologies into OOH has led to a significant improvement in measurement capabilities. By leveraging data analytics and tracking tools, advertisers can now gain valuable insights into audience engagement, demographics, and campaign effectiveness. This data-driven approach is essential for maximising ROI and making informed decisions.
In your opinion, how can OOH perform at every stage of the marketing funnel?
OOH’s versatility makes it a valuable tool for marketers at all stages of the funnel. It can generate awareness through its broad reach, drive consideration through targeted messaging, and encourage conversions through interactive elements and clear calls to action. By effectively utilising OOH at each stage, brands can maximise their ROI and achieve their marketing objectives.
Are audience analytics and programmatic DOOH changing the advertising landscape?
Absolutely. Audience analytics and programmatic DOOH are transforming the advertising landscape by providing advertisers with unprecedented levels of precision and efficiency. By understanding their target audience in real-time, brands can tailor their OOH campaigns to deliver the right message at the right time, maximising ROI.
Is AI having a marked difference within the OOH space in terms of creative and operational efficiencies?
AI is revolutionising OOH by enabling dynamic creative optimisation (DCO), which allows ads to adapt in real-time based on factors like weather or traffic. This enhances the relevance and effectiveness of campaigns Additionally, AI-powered analytics provide valuable insights into campaign performance, helping brands make data-driven decisions.
What is your take on the state of the attention economy and what does OOH have to offer in this landscape?
The attention economy has made it increasingly challenging for brands to reach consumers. OOH offers a unique solution by providing a captive audience in high-traffic locations. By leveraging the latest technologies, such as interactive elements and digital displays, OOH can create engaging experiences that capture attention and drive recall. Its non-intrusive nature and strategic placement ensure that ads are seen by the right people at the right time.
Is sustainability still a critical issue within the OOH industry and how should it be addressed?
Sustainability is a top priority for the OOH industry. Brands and consumers are increasingly demanding environmentally responsible advertising solutions. To address this, the industry must focus on using sustainable materials, reducing energy consumption, and implementing recycling programs. Embracing renewable energy sources is another crucial step towards a greener future for OOH.
Is OOH undergoing a creative renaissance against stereotypes and visual clutter? If not, does it need one?
While OOH has made significant progress in terms of creativity, there is still a need to address visual clutter and avoid stereotypes. By focusing on minimalist designs, using high-quality visuals, and incorporating interactive elements, the industry can create more impactful and memorable campaigns that stand out from
the crowd.
What have been the top demands from brands and clients in 2024?
Brands are demanding more from OOH in 2024. They want campaigns that are data-driven, flexible, and creative. Measurable results and a strong focus on ROI are essential. Additionally, brands are seeking more personalised experiences and sustainable solutions that align with their values.
Which OOH campaign (apart from ones that you’ve been involved in) has caught your attention the most in 2024?
A particularly impressive OOH campaign this year was Van Cleef’s use of dynamic creative optimisation (DCO) to personalise ads based on real-time factors like weather and traffic. This allowed the brand to deliver highly relevant messages that resonated with audiences and drove engagement.
By Wissam Traboulsi, CEO, BSA
