Emerging OOH Advertising Trends for 2024 Success

What is Out-of-Home (OOH) Advertising?

Out-of-home (OOH) advertising is a paid media channel designed to reach people outside their homes. It’s one of the longest-standing advertising mediums, evolving from illustrated posters to modern roadside billboards. Today, you’ll find OOH in various formats across the world, from spectaculars in New York's Times Square to digital out-of-home (DOOH) screens in gyms, grocery stores, and even more local places along a consumer's daily routine.

Why OOH Advertising Stands Out

One of the key strengths of OOH advertising is its timeless and trusted appeal. Unlike other advertising types, OOH brings a brand’s story to life in the physical world, weaving its message into consumers' everyday lives. This is why OOH continues to grow, and why it’s exciting to see more brands, agencies, and media owners explore its full potential.

OOH Advertising 101

OOH advertising is highly effective: 80% of consumers research a brand after seeing an OOH ad, while 69% make a purchase triggered by one. This form of advertising offers brands higher visibility with non-skippable, 24/7 exposure. Whether it's on a billboard in a major city or signage in a subway station, OOH presents a bold, creative canvas rooted in data.

Traditional vs. Digital OOH (DOOH) Advertising

While traditional OOH has been a cornerstone of advertising, DOOH has introduced new levels of flexibility and interactivity. DOOH offers dynamic and video content, tailored messages based on audience data, and the ability to adjust in real-time, giving brands more control over who sees their ads and when.

Benefits of DOOH

• Higher Brand Exposure: 88% of adults notice OOH ads, and programmatic DOOH allows brands to appear in high-visibility areas.

• Precise Audience Targeting: Using first- and third-party data, advertisers can target consumers based on behaviors, location, and even retarget them on mobile.

• Quick Launches & Real-time Optimization: Programmatic DOOH campaigns can be adapted or launched within a day.

• Trusted Metrics: Like other digital channels, DOOH offers metrics such as brand health, foot traffic, and even online engagement.

Key OOH Trends in 2024

Personalization & Targeting

Brands are now using data to engage with consumers in the real world. For example, Travel Texas used DOOH to target millennials and Gen X travelers, resulting in a 176% lift in travel intent.

Immersive Experiences

Today’s OOH ads create interactive experiences. Pepsi's DOOH campaign used QR codes to drive sales of their new product line, leading to a significant uptick in consumer engagement.

Creative Enhancements

Marketers are pushing the boundaries with 2D/3D effects and dynamic creatives. For instance, the NBA used DOOH ads that featured real-time game scores and live tweets, increasing intent to tune into games by 25%.

Weather Targeting

Brands like Rain-X use weather-based marketing strategies in DOOH. Their weather-triggered campaign resulted in consumers being 6x more likely to visit a store after exposure to the ads.

OOH: An Essential Part of the Media Mix

With consumer attention increasingly hard to capture, adding channels like DOOH to your marketing strategy has become essential. DOOH extends a brand’s presence across the physical and digital worlds, creating consistent touchpoints across multiple platforms like TV, social media, and OOH.

The Superpower of OOH: Building Genuine Connections

At its core, OOH advertising is about creating meaningful connections. It integrates seamlessly into daily life, never interrupting, but existing alongside people’s daily journeys. Whether you’re a brand or an advertising agency, investing in OOH means investing in connections that matter.