Digital Out of Home Advertising (DOOH) has been rapidly growing in recent years, and its popularity shows no sign of slowing down. The ability to deliver dynamic, targeted messages to consumers on large, high-quality screens in public spaces is revolutionizing the advertising industry.
According to Statista, ad spending in the DOOH Advertising market is projected to reach US$17.54bn in 2023 with an annual growth rate (CAGR 2023-2027) of 6.53%, resulting in a projected market volume of US$22.59bn by 2027.
(Image source: statista.com)
Here are three emerging DOOH trends to watch out for:
Seamless Omnichannel Experience
One of the biggest trends we will see in 2023 is the integration of DOOH with other marketing channels to create a seamless omnichannel experience.
By incorporating DOOH into their overall marketing strategy, businesses can reach their target audience at multiple touchpoints and create a cohesive brand message across all channels. This can be achieved through the use of data to target specific demographics and locations, as well as through the use of technologies such as mobile devices and social media to enhance the user experience.
(Image source: digitalavmagazine.com)
For example, a clothing brand could use DOOH screens in a shopping mall to display dynamic content that showcases its latest collection. By using advanced analytics and artificial intelligence, the brand could target the screens to display content that is relevant to the demographics and interests of the people in the mall at that time.
At the same time, the brand could use mobile devices to enhance the user experience by offering personalized recommendations based on the user’s preferences and location. This could be achieved through the use of an app or a mobile website that the user can access while in the mall.
Additionally, the brand could use social media to further engage with its target audience. For example, it could create a hashtag for the campaign and encourage users to share photos of themselves wearing the brand’s clothes on social media. The brand could then display these user-generated content on the DOOH screens in the mall, creating a sense of community and social proof.
By using multiple touchpoints to create a cohesive brand message, the clothing brand can create a seamless omnichannel experience that engages its target audience at every stage of the customer journey. This approach can increase brand awareness, drive engagement and ultimately lead to more sales and a better return on investment (ROI).
Another trend we will see in 2023 is the use of data to open new creative avenues. With the help of advanced analytics and artificial intelligence, businesses can gain insights into their target audience’s behavior, interests and preferences. This information can be used to create personalized and dynamic campaigns that resonate with the target audience and drive engagement. This can include the use of interactive features, such as gamification, as well as the integration of social media and user-generated content.
For instance, a DOOH campaign for a fashion brand could analyze data on the age, gender and fashion preferences of the audience in a particular location. By understanding the audience’s preferences, the brand could use the data to create personalized content that resonates with the audience. This could include displaying different outfits or accessories on the screens based on the audience’s preferences, or incorporating user-generated content that features people wearing the brand’s clothes.
Moreover, the DOOH campaign could use location-based data to create more relevant and engaging content. For example, if the screens are located in a shopping mall, the campaign could display different messages and promotions based on the stores nearby or the time of day. This could include promoting discounts on the brand’s products when the nearby stores are closed or displaying messaging that encourages shoppers to visit the brand’s store within the mall.
(Image source: ldsk.io)
By leveraging advanced analytics in DOOH, brands can create more personalized and engaging campaigns that resonate with their target audience. This not only increases the effectiveness of the campaign but also enhances the overall user experience, leading to increased brand awareness, engagement and sales.
Using Latest Measurement Techniques
Brands will be applying the latest measurement techniques to gain insights into how their DOOH campaigns are performing and optimize results accordingly. This includes the use of real-time data to measure the effectiveness of campaigns and make changes in real-time, as well as the use of machine learning algorithms to identify trends and patterns in user behavior.
By using these techniques, businesses can identify areas for improvement and optimize their campaigns to drive better results.
A DOOH campaign could display a call-to-action that encourages the audience to visit a nearby physical store or restaurant. The campaign could then use mobile location data to track how many people who saw the ad actually visited the physical store within a specified timeframe.
By using mobile location data, the brand can accurately measure the impact of the DOOH campaign on foot traffic and determine the ROI of the campaign. This data can also be used to optimize the campaign in real-time by adjusting the messaging, creative, or location of the screens to better target the audience and drive more foot traffic.
Another way to use the latest measurement techniques in DOOH is by leveraging data on audience engagement to measure the effectiveness of the campaign. This could include measuring the number of people who engage with the screens, the duration of their attention and their reactions to the content displayed. By analyzing this data, brands can determine which content resonates best with their audience and optimize the campaign accordingly.
Furthermore, the latest measurement techniques in DOOH can also include using sensors and cameras to gather data on the audience, such as demographics and behavior patterns. This data can be used to create more targeted and personalized campaigns that resonate with the audience.
In conclusion, DOOH advertising is evolving rapidly, and these trends are just a few examples of the exciting developments that are taking place. As technology continues to advance, we can expect to see even more innovative and engaging DOOH campaigns in the future that drive better results and increase ROI.
Get Started with Programmatic DOOH Today
With The Neuron, your campaigns can be created and run via single-click processes on a dashboard that’s easy to use and navigate. You can then use the platform to track your campaign and view in-depth analytics so you can adjust and optimize in real-time.
It couldn’t be easier to get started with programmatic DOOH. Start now!