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The Detail - Out of Home Advertising

 

It’s not possible to ignore these big billboards every time you’re traveling. They are placed intentionally with a bigger size to catch your eyeballs. The meaning is inside the words “Out of Home Advertising”. Ironically, inside the home, there are many mediums these advertising agencies use to gather attention like radio, television, and print media. But OOH, they have lesser. The limitation is the need for innovation. And the innovation leads to a better future and here in the fourth slice of our blog series “The Detail” we’ll discuss the future of OOH Advertising in correspondence with current times.

EYE FOR EYE

It’s the born-human nature of seeking and enjoying the clout, and it is being used like ‘sex and lust’ in the industry to catch the eye and the ROI. Just straightforwardly, people use the medium of Out of Home Advertising to be a way of brand building and be visible to a larger audience. Like in New York, Times Square is treated as a status symbol and one gets chills of prestige and pride if displayed over there. That’s the power of a billboard, as it can make you reach heights, but remember the sky is the limit. A weird predicament, if we were in the primitive age, everything would be ‘favor for a favor’ like in the barter system. And that’s the ‘Eye for an Eye’ when a brand uses the OOH or DOOH advertising via an advertising agency, they share for monetary and barter for their portfolios. Yes I Know, it was a damn weird one but it shares a 10% relevance or maybe 30%.

THE TRENDIEST

To predict the future of OOH, we need to know what are the trends still ‘in’ beside this rude pandemic. And the list goes like this:

●      Consistent increase in DOOH Advertising i.e Digital Out Of Home

●      Brands embracing the power of storytelling

●      AI integration within ads

●      Multi-channel integration

●      Outdoor Advertising becoming more creative

The constant bombardment of clickable advertisements irritates us to our spines, coz they literally don’t let us binge or listen, and the ‘hope and scope’ of outdoor advertising is coming back. Although OOH hasn’t been spared by digitalization too, due to the storytelling trend to be increased by many folds in this or coming years, it will see a hike. These lockdowns have made people frustrated. As soon as the situation starts easing,  they will move outside (like never before) to satisfy their ‘imprisoned soul’ due to the invisible enemy. Technologies with the likes of artificial intelligence, virtual reality, and augmented reality are being included in the ‘PHYGITAL STORES’, they are also shaping the future of outdoor advertising. 

By 2050, we are hoping that human intervention in most of daily’s will be minimalized and the tasks would be taken over by the robots. With ‘G’ technology in the network bandwidths, people can witness outdoor advertisements like shown in the movies with the help of ARs. The data-driven digitalization, if put at the core of OOH can unlock new possibilities, making it more efficient and effective.

CHANGE IS INEVITABLE & IT IS COMING……

In few words, OOH being the broad reach medium, possess some inherited benefits like - it cannot be ad-skipped and ad-blocked! The real world can be connected to the digital world by using data in the traditional advertising format. It will not only modernize and future-proof OOH, but will provide more effective and measurable solutions.

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