Static OOH's Resilience Amid Digital Shift

In with the Old, in with the New: Static OOH Holds Strong Amid Digital Dominance

Static out-of-home (OOH) signage is one of the oldest, most iconic forms of advertising. While digital out-of-home (DOOH) is taking center stage, the demand for static OOH holds strong, accounting for nearly 70 per cent of today's available OOH market inventory. Despite the unique challenges both formats present for media owners, Broadsign recently embarked on a journey to better understand the state of static OOH.

Insights from Broadsign's State of Static OOH Report

Broadsign conducted a survey to uncover common obstacles and opportunities facing the OOH industry today and into the future, summarizing these findings in its State of Static OOH report. This deep dive provides insights and lays out a robust outlook for the year ahead, focusing on workflow efficiency, automation, data and analytics technology, and sustainability.

Abiding Appeal of Static OOH

The report revealed that more OOH networks with static inventory are actively integrating digitization into their core strategies. More than two-thirds of participants originated from hybrid companies offering advertisers a mix of static and digital inventory across networks ranging from a few hundred screens to thousands. The number of hybrid networks is only projected to grow, with nearly 43 per cent of survey respondents planning to digitize more existing static faces in the next few years.

Static OOH: A Tactical Alternative

Despite the growing interest in modernization, static OOH remains a tactical alternative for advertisers, thanks to long-term exposure, eye-catching large formats, and strategic placements. The report shows that 70 per cent of OOH networks with inventory digitization plans intend to convert less than a quarter of their existing static faces. Additionally, 78 per cent of respondents expect these digitization efforts to take two-to-five years.

Optimizing Operations

The results of the report indicate that the intricate processes that once defined the creation and deployment of static OOH campaigns are undergoing a transformative shift. While static OOH continues to succeed in the digital era, most survey participants expressed that OOH workflows remain more complex than necessary, hindering team productivity. Streamlining workflows to support the continued growth of static business is essential, with only 17 per cent of participants saying their teams operated efficiently, and nearly half seeing room for improvement.

Embracing Technology in Static OOH

Emerging technologies are bringing new opportunities to the static OOH market. Participants emphasized the importance of technology providing real-time insights, data, and analytics. A resounding 87 per cent believe incorporating more automation into their processes will benefit their businesses. Historical roadblocks in static OOH are being overcome with modern tracking methods and automated workflows, delivering efficiency, effectiveness, and value to every campaign.

Sustainability in Static OOH

Static OOH has faced criticism for its perceived lack of sustainability. However, the industry is increasingly challenging these stereotypes by implementing sustainable practices. With government restrictions around sustainability rising, nearly 64 per cent of survey participants have pledged to reduce their carbon footprints. Actions include using energy-efficient LEDs, recycled materials, and reusing or donating vinyl post-campaign.

The Future of Static OOH

Broadsign's report confirms that static will continue to play an essential role in the OOH market. Adapting to the times by automating tools and processes and reducing static OOH’s carbon footprint are crucial components for future success. As brands explore new creatives and multi-channel campaigns, media owners are eager to prove that traditional OOH advertising is anything but static.

Conclusion

The resilience of static OOH amid the digital era demonstrates its enduring appeal and strategic importance in outdoor media. For advertisers looking for reliable alternatives and media owners aiming to streamline operations and embrace sustainability, static OOH remains a valuable asset. This blend of tradition and innovation ensures static OOH's place in the advertising site landscape, reinforcing its role in effective billboard advertisement, managed by forward-thinking advertising companies and advertising agencies near me.