“Out-of-home advertising is in a hockey stick growth phase, and we’re about to see it explode with innovation,” said GALE President & CEO Brad Simms at a recent Advertising Week panel on the future of out-of-home (OOH). Simms further explained that the way we think about and use OOH is changing, and it’s becoming more important than ever to incorporate it into our advertising strategy.
One of the biggest challenges facing out-of-home advertising is the need to evolve people's perceptions of it. For too long, OOH has been seen as a static medium, when in reality it is anything but. With the advent of digital technology, OOH is now more dynamic and flexible than ever before. As such, it is becoming increasingly important for agencies to find new and innovative ways to utilize this medium. In a world where consumers are bombarded with advertising messages from all sides, it can be difficult for brands to break through the clutter. OOH provides a unique opportunity to reach consumers in a tangible, interactive way.
OOH can be used throughout the entire funnel, from awareness to purchase. And as media becomes more and more experiential, we need to change the way we think about and use it. OOH creativity has to make sense and be strategic. Technology is allowing us to get closer to culture, and OOH is a great way to push culture forward. It’s a converged medium powered by technology.
By leveraging the power of creativity and innovation, OOH campaigns can forge a powerful connection with consumers that goes beyond the traditional one-way communication of most advertising channels. OOH is also uniquely suited to driving awareness and consideration throughout the entire marketing funnel. From unforgettable brand experiences to targeted messaging at key touchpoints, OOH provides an unparalleled platform for engaging with consumers in the real world. As brands continue to look for new ways to break through the clutter and connect with consumers on a deeper level, OOH will continue to play a critical role in the ever-evolving landscape of marketing communications.
Another way to drive innovation in the OOH space is by bringing media and creative together. Too often, these two elements are siloed off from each other. However, when they are working in unison, they can create truly experiential campaigns that engage audiences on a deeper level.
By taking these steps, the OOH industry can begin to overcome its branding challenge and become more relevant than ever before. So let’s start thinking about OOH not as another medium, but as a way to create unforgettable experiences that drive people to take action.