OOH is not just a medium; it’s a dynamic platform for creative expression, providing advertisers with a tangible and enduring presence in the physical world. Industries such as retail, tourism, entertainment, automotive and F&B find OOH indispensable, employing it to drive foot traffic, promote products and build brand recognition.
Incorporating digital elements into OOH has revolutionised the industry, providing precise metrics for return on investment (ROI). Advertisers can now measure pedestrian traffic, dwell time and interactions with ad content.
This data-driven analysis aligns perfectly with the expectations of modern clients, allowing for informed decisions and enhanced campaign performance.
Research from Kantar shows that consumers prefer channels that ‘cause the least interruption to their lives’, and consumer engagement stands out as a key motivator for brands choosing OOH advertising.
In Kantar’s report, consumers preferred media channels to receive advertising through are entirely in-person rather than online. It’s no surprise that OOH and DOOH were in the top five channels identified – OOH creates an environment conducive to positive interactions, driving social media sharing, user-generated content and increased brand mentions.
OOH advertisements, both traditional and digital, spark conversations, engaging consumers in meaningful ways.
RIDING THE DOOH WAVE IN MENA
While the MENA region has recognised the importance of Digital Out of Home (DOOH), its growth has been gradual but steady. The increasing infrastructure for DOOH is expected to enable the market to plan and execute campaigns more efficiently.
This growth is promising, indicating a future where digital capabilities in OOH advertising will significantly enhance campaign strategies and make room for campaign optimisation, measurement and endless creative possibilities.
GLOBAL ASPIRATIONS OF REGIONAL BRANDS
Regional brands are increasingly realising the potential of international OOH advertising as a dynamic and impactful channel. By leveraging advanced technologies in planning, measurement, and creative capabilities, these brands can craft more effective and efficient campaigns.
These technological tools enable the creation and deployment of engaging and personalised campaigns in the OOH space on a global scale.
PROGRAMMATIC DOOH: ENHANCING PRECISION AND EFFICIENCY
Programmatic DOOH has gained traction, leveraging multiple Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs) worldwide. Talon utilises these platforms, both proprietary and in partnership, to optimise campaigns for regional clients with specific targeting needs.
This strategy allows advertisers to maximise reach and impact, even with constrained budgets.
BRAND BUILDING ON THE GLOBAL STAGE
Predominantly, the primary objective remains brand building and increasing brand awareness. Brand Lift Studies (BLS) are now a standard requirement, providing insights into campaign impact and audience reception against brand metrics and showcasing OOH’s impact within the marketing mix.
This approach helps in shaping future strategies and proves campaign effectiveness, showing that OOH campaigns resonate with the target audience.
UNLEASHING CREATIVITY FOR IMPACT
The growing interest in OOH advertising on the international stage is driven by continuous advancements in creative capabilities and the increase in effectiveness creative campaigns can generate.
Our data shows campaigns with strong creative effectiveness drive 5.8 times stronger uplifts in brand consideration and are 2.8 times more effective at driving purchase intent compared with low-performing creatives (Talon Benchmarks).
This reinforces our narrative of how imperative creative effectiveness is in OOH as a low dwell time media channel.
The OOH scene in MENA is evolving into a canvas for creativity and impact with the introduction of 3D, AI and AR opportunities, akin to what is already seen in mature international markets.
This evolution promises exciting opportunities for advertisers seeking to captivate audiences with innovative and impactful campaigns.
THERE’S NEVER BEEN A BETTER TIME TO THINK OUTSIDE…
OOH advertising continues to evolve, with audience-first targeting and programmatic OOH evolving its ability to shift metrics along the whole brand funnel whilst preserving its wide reach and brand fame-generating tactics.
The MENA region, recognising the potential of OOH in the global arena, is witnessing a steady integration of digital elements and leveraging advanced technologies to create powerful and engaging campaigns.
With data-driven insights and a focus on creativity, OOH is set to play an even more central role in the marketing mix in 2024, both locally and globally
By Mansour Wehbe, client director at Talon MENA
