Has the pandemic fundamentally changed OOH?
If we go back to 2020 I would say yes, the pandemic changed OOH, but 2021 proved that OOH will always be the strongest platform to create awareness and the pandemic proved it. Even the online retailers needed outdoor advertising to create brand awareness.
Where should OOH sit in the marketing funnel?
There are several benefits as to why advertisers should leverage OOH. It’s the strongest branding platform; it’s an impactful way to drive a creative message; and it’s one of the last remaining unavoidable advertising tactics. The reality is OOH advertising is one of the strongest ways to drive top-of-the-funnel brand awareness. If your placements get strong traffic and the message you have developed is unique and has appealing creative, OOH advertising will improve your brand’s perception and create awareness.
What role should technology play in OOH?
Digital out-of-home is the new trend and is no longer standing by and being just a follower or a passenger. It will change the face of outdoor advertising and its future More and more of the OOH trades will go programmatic, following the development of more advanced markets where programmatic OOH is becoming a norm.
By developing hyper-targeting, real-time OOH trading and OOH will become more intelligent.
