WHAT EFFECT IS TECHNOLOGY HAVING ON THE OOH SECTOR?
Technology has been having a significant impact on the Out of Home (OOH) advertising sector, and it is likely that these trends will continue evolving in the years to come.
Some of the technological advancements we’ve witnessed in the OOH sector include:
(1) The digitalisation of static billboards to display dynamic content that allows changing messages quickly and even target specific audiences based on time of day or location, (2) the efficient use of data and analytics (such as real-time traffic data, demographic data and location data) to optimise campaigns, (3) programmatic advertising for better targeting, (4) augmented reality and interactive OOH campaigns, (5) mobile integration like geo-fencing for more targeted and cohesive advertising strategies, (6) better measurement tools to assess ROI more accurately, and (7) sustainability in terms of having more energy-efficient and environmentally-friendly advertising mediums.
WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF DOOH?
Digital Out of Home (DOOH) advertising has been an evolving and dynamic sector within the broader OOH advertising landscape.
Through the technological developments and trends listed above, DOOH has been experiencing significant growth and transformation in becoming more dynamic, data-driven and interactive.
Most importantly, this sector has also been adapting to the changing expectations of both advertisers and consumers.
HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?
SeaWorld’s opening was the recent OOH campaign that really caught my eye for two reasons: (1) their dynamic media mix, and (2) their creative execution of the artwork.
They did a great job at advertising through radio channels, LED digital bridge banners, a special execution on a hoarding on Sheikh Zayed Road (SZR) with a beautiful night-time exposure that gave the effect of water reflecting on it, the augmented reality and interactive digital screen in JBR, and 21 consecutive unipoles on SZR.
Other recent campaigns that caught my eye include Etisalat’s Special Execution on 21 SZR unipoles with 84 cutouts and 42 red spotlights and Standard Chartered Bank’s hoarding with its LED lights and cutouts.
WHAT ARE CLIENTS ASKING YOU FOR?
Clients’ needs will always be based on their campaign objectives as well as receiving the best value in terms of quality and service.
Moreover, as technological trends continue to evolve, clients are seeking more creative solutions through the digitalisation and innovative display of OOH mediums, along with proper measurement tools to evaluate the success of their campaign and assess ROI more accurately.
HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?
Integrating OOH more effectively into the marketing mix requires a strategic approach that aligns OOH campaigns with overall marketing objectives.
There are several strategies to help OOH become a more integrated and impactful part of clients’ marketing efforts, such as: clear marketing objectives, audience segmentation, message consistency, cross-channel synergy, geotargeting and geofencing, data-driven insights, creative innovation, real-time adjustments and proper measurement tools.
-By Paul Abouchacra, Managing Director, StarzMedia & Media Mix
