Despite a challenging couple of years during the pandemic, Digital Out-of-Home advertising is projected to rebound strongly in 2023, generating an estimated $13.3 billion globally.
2024’s DOOH landscape is buzzing with immersive experiences, data-driven alchemy, and seamless multichannel mastery. But before you jump on the bandwagon, let’s delve deeper into the trends shaping this dynamic arena, separating hype from reality and uncovering strategic opportunities for your brand.
table of contents
Trend 1: Seamless Multichannel Integration
Trend 2: Artificial Intelligence (AI)
Trend 3: Screen Diversification
Trend 4: AR & Interactivity
Trend 5: Sustainability
Trend 6: Precision
Beyond Hype: Unpacking the DOOH Trends:
DOOH Trend 1: Seamless Multichannel Integration
Blending DOOH with your online and mobile touchpoints paints a unified brand narrative. Imagine QR codes unlocking exclusive content, location-triggered messages whispering personalized greetings, and your audience seamlessly traversing your marketing universe.
DOOH Trend 2: Artificial Intelligence (AI)
AI promises personalization magic, crafting messages as unique as snowflakes. But beware the homogenization trap, where every ad feels eerily similar. Embrace ethical AI frameworks and human-in-the-loop approaches. Let AI be your creative catalyst, not your overlord. Remember, genuine human connection still wins hearts and minds.
Royal Pet Food has teamed up with Tmall, and thanks to Kivisense’s AI wizardry, cats and dogs are now stealing the DOOH spotlight on the 3D screen at Shanghai’s landmark tower. Users can hop on the online fun train and, for a cool twist, bring the excitement offline by uploading pet photos. This transforms their furry pals into creative models showcased on the big advertising screen. The result? Their pets take center stage in popular outdoor advertising spaces, crafting a fresh and interactive DOOH experience.
DOOH Trend 3: Screen Diversification
From static billboards to interactive screens, DOOH is evolving. Spectacular Billboards Get Even More Spectacular. Attention spans are shorter, expectations higher. Explore the shift towards immersive, interactive experiences, where screens become more than billboards—they become unforgettable moments. Synergy between Mobile Devices and DOOH, QR codes, NFC technology, and Bluetooth connections create direct links, bridging the gap for further engagement.
DOOH Trend 4: AR & Interactivity
AR takes center stage, offering advertisers the chance to create captivating, immersive experiences. From virtual try-ons to 3D videos, AR brings excitement and upgraded experiences to indifferent consumers. Touchscreens, VR and location-based triggers can ignite engagement like wildfire. But novelty fades. Don’t just chase the “wow” factor. Craft meaningful interactions that enrich the brand experience, solve user problems, and offer lasting value. Gamified loyalty programs or AR product try-ons that seamlessly integrate into the purchase journey – now that’s engagement with staying power.
Also, as digital airport screens frequently display crucial flight details, announcements, and store locations, travelers in airports are naturally inclined to pay attention to the screens as they navigate the terminal. This creates a highly attentive audience primed to interact with screen-based content and respond proactively. Airport advertising presents an opportunity for DOOH to engage with consumers when they are receptive to new experiences.
Starting with a scan to the DOOH at Hong Kong international airport, then picking a virtal destination for a cool 360° virtual tour. Virtual skydiving, VR gaming, and unlocking rewards through fun challenges – all leading users to the airport mall.
DOOH Trend 5: Sustainability
Consumers are eco-conscious, and aligning your brand with sustainability efforts resonates deeply. But greenwashing is a surefire way to lose trust. Be transparent, measure your impact, and partner with sustainability champions. Remember, green initiatives are a marathon, not a sprint. Authentic commitment builds lasting brand loyalty.
At Watsons，consumers can easily scan around the store and enjoy a virtual garden filled with blooming flowers in AR. The brand has designed this garden-themed experience especially for female shoppers, making it fun andand fitting the natural and eco-friendly product concept of the Lauré women’s care brand.
DOOH Trend 6: Precision
Laser-targeting pinpoints ideal customers, maximizing campaign efficiency. But with great power comes great responsibility. Respect user privacy, ensure responsible data collection, and avoid discriminatory practices. Transparency and responsible targeting are the cornerstones of trust in the age of big data.
For luxury watch brands commanding higher prices, our approach involves creating a uniquely designed virtual watch exhibition and offering personalized one-on-one live explanations. This strategy is crafted to precisely engage with the brand’s VIP audience. Additionally, our online virtual try-on feature simplifies the process for users to virtually try on watches, enhancing their confidence and encouraging them to make a purchase.
Beyond Trends: Charting Your Course:
- Future-Proofing Your Strategy: Trends guide today’s decisions, but remember, tomorrow is a moving target. Build flexible, adaptable marketing strategies that can pivot with changing technologies and consumer preferences. Think modular components, agile teams, and a culture of experimentation to stay ahead of the curve.
- The Enduring Power of Authenticity: Personalization matters, but don’t lose your brand’s soul in the process. Find the sweet spot between tailoring messages to individuals and retaining your unique voice and values. Remember, people connect with brands that feel genuine, not algorithms gone rogue.
- Human Connection in a Digital Age: Technology is dazzling, but it’s no substitute for the human touch. Integrate emotional storytelling, social engagement, and community building into your DOOH campaigns. Let your audience laugh, cry, share, and connect. It’s in these moments that brands truly come alive.
- Metrics that Matter: Impressions are vanity, conversions are sanity. Focus on meaningful metrics that capture engagement, brand affinity, and ultimately, conversions. Align your measurement strategy with your overall marketing goals to paint a holistic picture of your DOOH campaign’s impact. Remember, the goal is not just to be seen, but to be remembered and acted upon.
Embrace the DOOH revolution, but do so with discernment. These trends offer immense potential, but ethical considerations, long-term impact, and authentic brand expression are critical to navigating this dynamic landscape. By fostering a deeper understanding of these trends and integrating them into a future-proof, human-centric marketing strategy, you can create DOOH campaigns that not only grab attention but also forge lasting connections and drive meaningful results for your brand.
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