Static banners are passé.
Why do you think Digital Out-of-Home (DOOH) made up for 28.3 percent of all the Out-of-Home (OOH) ads in 2019? And why do you think that number is predicted to cross the 38 percent mark by 2023?
Those paper/plastic billboards lack an engagement factor that the end-consumers now not only demand but also need for their attention trade-off.
Recognizingseamlessopportunities in the DOOH model, many big brands are already betting big. And 2020 expects to see plenty of progressive changes in this segment that will get even the small and medium-sized brands to jump in the bandwagon.
In that context, here are five DOOH advertising trends for 2020:
- Location-Driven Personalization
Out-of-Home ads are all about location. Business owners can easily leverage the site to effectively target the right audience.
However, personalization remains a distant thought for the advertisers.
Many of them still treat DOOH as a generic broadcast.
This will change in 2020 and beyond. Brands will personalize their creative per the uniqueness of their display’s location. And this will translate into much improved ROI.
- More Focus on Creativity
DOOH is much more than just broadcasting a simple message.
The digital medium provides opportunities to make it more immersive through unique creative pieces.
Up until now, advertisers have focused less on how their DOOH ads look, strike a conversation, and drive results. They have prioritized more on just getting the message out – undermining the “how” part.
But as we move forward and the competition among advertisers grows, the creativity of the ad would have the most attention.
Brands will have no choice but to make their ads more unique and interesting to stand-out the crowd.
- Omni-Channel Adoption of DOOH
Treating DOOH ads singularly – in the framework of at-large marketing – doesn’t bring as much return as one hopes for.
These outdoor ads must be deeply integrated with the message and marketing creative of the brand on other channels.
This is essential to create an immersive and consistent experience for the target audience, which is needed to engage them in rewarding conversations.
In 2020, more brands will streamline their DOOH efforts with other ends of their marketing strategy. And this will enable them to capture consumers’ attention better and drive conversion much easier.
- Digital Taxi Top Ads Will Get Popular
There are many different types and formats of DOOH ads – from phoneboxes to billboards to bus shelters.
While they will all collectively see a growth in demand, digital taxi top ads will leave the rest behind. Or, so the market pundits believe.
Taxi-top DOOH ads are already popular. And courtesy of the top solution providers who bring higher flexibility in the playbacks, personalization, and targeting, they are quite effective.
They have a higher reach. They are ideal for location-based real-time personalization. And, most importantly, they are a cost-effective option.
- Advancement in Technology
DOOH segment still has a long way to go.
Advertisers still fail to properly personalize their playbacks and message. The flow of data still hits many roadblocks. A/B testing is still a pain. And real-time ad management is quite inconvenient.
All these will see significant improvements in 2020 and the following years.
Such improvements would make the DOOH ad model much more impactful and rewarding, which will further attract more brands to invest in it.
These are the five Digital Out-of-Home (DOOH) advertisement trends for 2020.
Of course, a lot more will happen in this segment, which will get many advertisers and business owners on-board with it.
But note, just because DOOH will continue to get popular, advertisements on other digital channels won’t get any less relevant – as the comparative narrative goes per many people’s opinions.
As mentioned earlier, smart advertisers and brands will use this as an opportunity to redefine their marketing strategy with an omnichannel view. And this will take their conversion, revenue and brand awareness to newer heights.