Maximizing DOOH Opportunities: Insights for Marketers 2024

Unlock the power of DOOH in 2024! Discover precision targeting, innovative storytelling, and sustainability trends for marketing success.

 

In the ever-evolving landscape of advertising, Digital Out-of-Home (DOOH) has emerged as a dynamic force, rebounding strongly after the challenges posed by the Covid-19 pandemic. According to the latest findings from IAB Compass, DOOH is set to constitute a staggering 75% of the Out-of-Home (OOH) advertising market by 2027. In this blog post, we delve into insights shared by members of IAB's DOOH group to uncover how marketers can maximize the opportunities within this burgeoning channel in 2024.

1. Precision Targeting in a Mass-Reach Environment

Julia Connaughton, Strategy Director for DAX Outdoor at Global, emphasizes the transformative impact of programmatic advertising on the outdoor market. Programmatic DOOH allows advertisers to combine precision targeting with the vast scale and visibility that outdoor advertising offers. The ability to adapt creative campaigns in near real-time, incorporating data triggers like location and weather, empowers marketers to focus their campaigns within a mass-reach environment.

2. New Methods of Storytelling

Matt Baker, OOH Director at the7stars, highlights the storytelling potential of full-motion DOOH screens. These screens serve as an ideal medium for narrative creation, priming social media engagement, and evoking deeper emotional responses. In 2024, attention and tech-fueled creativity are expected to be pivotal for marketing effectiveness, with DOOH screens becoming powerful assets in the marketing mix.

3. Enhanced Creative & Climate-Conscious Advertising

Lee Cutter, VP of Sales for the UK & Emerging Markets at Hivestack by Perion, anticipates a transformative era for DOOH. The influx of new partners, along with the adoption of AI optimization, enhanced creative activations, and climate-conscious advertising, is propelling innovation and sustainability within the space. DOOH is evolving into a more prominent and trusted channel within omnichannel strategies.

4. Expect Advancements in AI & AR

According to Alexei Moltchan, Director of Product Management at Verve Group, the expansive nature of DOOH provides ample room for innovation. Anticipating advancements in Artificial Intelligence (AI) and Augmented Reality (AR), Moltchan envisions the emergence of new digital ad formats, including holograms. As a result, everything beyond the walls of homes is poised to become an extensive ad network.

5. The Democratization of Ad Spend

Diederick Ubels, Managing Director EMEA at Sage+Archer \ Vistar Media, emphasizes how programmatic DOOH infrastructure has democratized the buying process. Brands, regardless of budget size, can experiment with DOOH, integrating data and dynamic creative seamlessly on a global scale. Digital brands are recognizing the channel's power, resulting in incremental ad spend.

6. A Dynamic Tool for Contextual Advertising

Sabarish Pilai, Global VP Programmatic at Lemma Media, sees programmatic DOOH as a transformative force amid evolving data landscapes. With predicted growth to 16% of UK OOH ad spend by 2027, DOOH's ascent goes beyond a trend. Pilai views it as a revolutionary synergy of first-party data, geospatial insights, and programmatic finesse—a dynamic tool for context-driven targeting and creative engagement.

Brands Making a Mark with Creative DOOH Campaigns

Megan Bogatzki, Head of Programmatic at Zoom Media, applauds ASICS and Mind for their impactful collaboration on World Mental Health Day. Their purpose-driven DOOH advertising sought to redefine a 'personal best' by encouraging people to focus on how exercise makes them feel, highlighting the positive impact such campaigns can have.

Nicole Lonsdale, Chief Client Officer at GroupM OOH, showcases the power of real-time DOOH personalization. The collaboration between GroupM OOH, DOOH.com, and Wavemaker personalized content on screens around baggage carousels by combining live train departure times with live flight arrival data.

Diu Hoang, Senior Marketing Manager EMEA at VIOOH, exemplifies the impact of precision-targeting and data integration in On Running's programmatic DOOH campaign. The campaign, promoting the launch of their UK store, delivered real-time, dynamic creatives to premium DOOH screens around Oxford Street, showcasing the convergence of technology, data, and location.

As the DOOH landscape continues to evolve, marketers have a plethora of exciting opportunities at their fingertips. Whether through precision targeting, innovative storytelling, or embracing advancements in technology, 2024 promises to be a year of continued growth and creativity within the DOOH advertising realm

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
• Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
• Affordable for all: We offer options that fit all budgets and types of businesses.
• Sales team at your service: Our passionate sales team is ready to help you achieve your goals.

Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at +1 365-635-5074 or email contact@bmoutdoor.com and let us be a part of the success of your next advertising campaign

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