WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?
In recent years, technology has had a profound impact on the Out of Home (OOH) advertising sector, transforming the way advertisers engage with their target audiences and creating new opportunities for innovation and efficiency.
One of the most notable effects of technology on the OOH sector is the advent of digitalisation.
Digital billboards and displays have replaced traditional static billboards, allowing for dynamic and interactive content delivery. Advertisers can create eye-catching, real-time, and contextually relevant campaigns that capture the attention of viewers.
Data-driven targeting is another significant effect. Technology enables the collection and analysis of vast amounts of data, including location data and audience demographics.
This data-driven approach empowers advertisers to tailor their OOH campaigns with pinpoint precision, ensuring that their messages reach the right people in the right places at the right times.
As a result, OOH advertising has become more personalised and effective.
Programmatic advertising has brought automation and efficiency to OOH ad space buying and selling. Marketers can leverage programmatic technology to optimise their campaigns, reduce costs and improve campaign targeting.
It streamlines the entire process, providing advertisers with more control and flexibility.
In terms of measurement and analytics, technology has revolutionised our ability to assess the effectiveness of OOH advertising.
Advertisers can now track key performance metrics, such as foot traffic and engagement rates, with greater accuracy.
This data-driven approach ensures that OOH campaigns can be continually optimised for maximum impact.
WHAT ARE CLIENTS ASKING YOU FOR?
Clients are increasingly interested in the ability to measure the impact of their outdoor campaigns.
They request comprehensive analytics and reporting to understand key performance metrics, such as foot traffic, engagement rates, and the return on investment (ROI) of their advertising efforts.
Campaign Middle East will be hosting its monthly Breakfast Briefing on the Out of Home industry on 10th November at the Grand Plaza Mövenpick, Media City, Dubai. To find out more click here.
IN WHAT WAYS CAN OUT OF HOME (OOH) ADVERTISING BE MORE EFFECTIVELY INCORPORATED INTO THE OVERALL MARKETING STRATEGY?
Out of Home (OOH) advertising can be better integrated into the marketing mix by employing data-driven targeting, synchronizing with other channels, utilising real-time content updates, increasing creative capacity.
Additionally, aligning OOH campaigns with digital and social media efforts, measuring and analysing results, and promoting interactivity all contribute to enhanced integration.
GIVEN THE REGION’S DIVERSE EXPATRIATE POPULATION, HOW WOULD YOU APPROACH TARGETING DIFFERENT CULTURAL SEGMENTS EFFECTIVELY IN OUTDOOR ADVERTISING CAMPAIGNS?
In the UAE’s diverse expatriate landscape, I would employ a highly tailored approach.
This involves comprehensive market research, segmentation, bilingual content, cultural sensitivity and engagement with local and community events to resonate with each cultural segment effectively.
WHAT ARE THE KEY METRICS OR KPIS YOU WOULD USE TO ASSESS THE SUCCESS OF AN OUTDOOR ADVERTISING CAMPAIGN IN THE UAE?
I would consider several key performance indicators (KPIs) to gauge the success of an outdoor advertising campaign in the UAE.
These include foot traffic data, audience engagement metrics, conversion rates, and brand awareness measurements.
Additionally, tracking website visits, social media interactions and specific campaign objectives would provide valuable insights into the campaign’s impact and effectiveness.
WHAT IS THE LONG-TERM VISION FOR HILLS ADVERTISING?
The long-term vision of Hills Advertising is built upon several key pillars that align with our commitment to growth, innovation and creating lasting impact in this dynamic and diverse market.
First and foremost, we are committed to being at the forefront of technological innovation within the industry, We strive to make our advertising campaigns not only memorable but also deeply immersive and impactful.
Client relationships are central to our long-term success.
We envision ourselves as trusted partners for our clients, delivering exceptional customer service and transparent, data-driven results.
By offering value-added services and continuously refining our offerings, we aim to be the go-to choice for businesses looking to reach their target audiences effectively in the UAE.
Expansion remains a critical component of our vision. We plan to expand our reach strategically across the region, targeting high-traffic areas and collaborating with local partners to increase our presence.
This growth will ensure that we continue to deliver impactful outdoor advertising solutions to a broader audience.
By Sami Al Mufleh, Founder and CEO, Hills Advertising
