Why the marketing specialists increased their advertising OOH budget in 2022?
Further to the effectiveness drop in digital advertising, the brands have bet on OOH advertising in 2022. According to Out of Home Advertising Association of America (OAAA), the revenue for out of home advertising has increased 17,6% in USA when compared to 2021. This increase will be higher during the current year. Innovation, creativity, segmentation, flexibility and control are the competitive advantages offered by this media in front of the other channels.
Although it is right that in the last decade the digital marketing channels have become the quickest and most innovative way to advertise, the effectiveness of the internet ads is decreasing. This drop obeys to multiple factors such as the excessive push in SEO, the oversaturation of messages to catch the users’ attention, or the lack of trust of the consumer to ads in social media. This has caused a change of behavior in the advertisement investment favoring OOH and DOOH, which allows from generation of dynamic advertisement to the launching of other interactive formats which allow the brands to exchange with their audience in a more customized way.
“OOH allows the announcers to reach their target public in any consumption situation because it intercepts the consumer wherever he is, without any kind of barrier. To the multiple options offered by the media about kind of supports, we have to add the great variety of disruptive elements that reinforces communication, and extremely powerful measuring tools.” says Fabrizio Luna, Woldcom’s Managing Director for Europe. “In this way, the technology of our tool, LMS (Latcom Media Services), allows our customers the absolute control of their campaigns from the brief generation to the achievement of reports. One of the main advantages of this solution is the possibility to generate the best OOH media plan, because the service tools allow the optimization according to the customers’ goals. Thanks to LMS it is not only possible to improve the campaign planning and execution, as well as have with detailed reports in terms of ROI and reach.
Evolution of the media does not stop. The possibilities given by OOH are infinite and include classic billboards and MUPIs, LED screens with interactive advertising, murals, facilities in cinemas or airports and billboards in buses with smart devices that change in real time, and taking into account multiple factors such as climatology or the demographic group you wish to impact.
And if there is something that makes this option even more attractive for planners is the evolution that offers this media in measurement systems, given the availability of trustable tools including digital integration with promotional codes, QRs and landings. The metrics achieved from OOH allow quantifiable results, that could only be obtained in online campaigns. This giant data ecosystem, also allows the advertisers to create more customized campaigns and to hyper segment according to very specific audiences.
OOH – and more specifically DOOH – is now able to provide brands with the confidence and the data to support successful media planning, giving them the ability to reach the consumers with relevant messages and to achieve a precise measurement of the results. To the channel omnipresence, with a wide variety of outdoor and indoor assets, it is added the accuracy of the results, the feedback from the audiences and the measurement in real time. Therefore, 2022 is the year when the brands double down to communicate in OOH.
