29 Jan TOP 5 OOH ADVERTISING TRENDS FOR 2018
OOH Advertising is the latest buzzword in the marketing industry. It stands for Out of Home advertising. And it means just that: advertising that takes place when someone is outside of their home.
In home advertising includes anything seen on your TV, flyers in your newspaper, or even what you view online. Alternatively, OOH advertising includes what you are exposed to via transit, billboards, or storefronts. To understand more about this topic, here are the top X OOH advertising trends of 2018.
1.Increased Ad Revenue
Advertising continues to evolve. And as it becomes more creative, more money is spent on it. OOH advertising may seem like a bygone way of marketing, but it has actually done a really good job of transforming.
Billboards have turned digital. The use of audio is now a feature. Technology has found its place. As advertising companies track changes in spending, they are able to change the way they function. And companies are thankful for this. Because of this adaptability, OOH advertising will grow in 2018. As a result, more traditional methods of advertising, such as print or TV, will most likely decline. OOH advertising is able to look to the future, and because of this, will continue to be a place to invest in.
2. Increase in Public Transportation
There has been a resurgence when it comes to city living. While the dream of adulthood was living in the suburbs and long commutes to the office, younger professionals recognize the value of paying more to live closer to work. This not only saves money on transportation, but it also saves time. As a result, public transportation is seeing record growth, and with it more OOH advertising.
Bike share programs are popping up in most major cities, and with them, a new way to advertise. Many of these bikes have places on their wheels or handles for advertising space.
Rideshare programs like Uber is another revenue stream. Uber drivers don’t make a lot of money per hour, but because it is their own vehicle, they can take on advertising and increase their revenue this way.
And don’t forget traditional public transportation like the bus or metro. OOH advertising is alive and well in these modes.
3. An Immersive Feeling
OOH advertising needs to shake people up. This is because most people usually have a smartphone in hand or earbuds in. As a result, context around them is lost. OOH advertising that is just words or pictures on billboards, doesn’t work anymore. Instead, it needs to immerse people in an experience. Thus, forcing someone to be aware of what is being advertised.
Examples of immersive OOH advertising include using an app to augment reality. Companies like UK’s Ribena, which sells soft drinks, created an app that allows consumers to interact with both their phone and their drink.
Smart companies, then, are able to pair their OOH advertising strategy with the prevalence of smart phones. More and more companies are replacing traditional loyalty cards with smart phone apps. This leads to both less clutter in a wallet, and the ability to increase advertising. Once an app is installed, it can notify consumers about special promotions or provide coupons.
4. Small Businesses have a place
Large scale advertising campaigns still exist, but there is also a space for smaller, boutique campaigns. Thanks to demographic mapping, specialty stores can target specific neighbourhoods for their unique needs. OOH advertising works well here, as a lot of small businesses depend on walk-ins for their revenue streams.
Small businesses can advertise special promotions or deals in an attempt to lure people off the street. Specially situated stores, near parks or walkways, can use their locale to boost their numbers.
More and more small businesses are finding that there is strength in numbers. Cafes and bookstores are pairing up. Produce stores and bakeries are often found together. Proximity means that it is easier to advertise specials or connections, often for half the price.
5. Guerilla Marketing
Younger generations distrust advertising. Nobody wants to feel like they are targeted or are being sold to. Smart companies are aware of this and turn to alternative means of OOH advertising. Guerilla marketing combines the trend of DIY with advertising.
Examples of guerilla marketing include well-placed stickers or chalk drawings on the ground. A lot of this OOH advertising is done cheaply and on a small scale, but because it targets a specific group of people, can have huge returns. If you’re unaware of how prevalent guerilla marketing is, next time you’re stopped in traffic, take a look at the back of a street sign. Chances are there is a homemade sticker advertising a local business or service.