Out of home (OOH) advertising continues to be an effective marketing strategy, especially as more people are returning to normal life at the tail end of the coronavirus pandemic. But, like everything in our world, the new year will likely bring about some important changes to OOH advertising. So, let us take a closer look at 5 of the best predicted OOH advertising trends for 2022.
- Make it digital
When you think of OOH advertising, you might automatically think of billboards, motorway advertising, bus stop posters, and signs that hang in phone boxes and on the sides of buses. These things that come to mind are often static advertisements that are physically printed and hung up – but in 2022, we will see more of a move to digital.
All of these OOH advertising methods can be achieved using a digital advertising screen that is hung in the street, in bus stops, as billboards, or alongside the motorway. This allows our OOH advertising to move away from static images, towards animated graphics and videos.
- Multiple modes
With this transition towards the digital, this will streamline the way that we can put out our advertisements. In other words, it will be a lot easier for marketers to put out their ad across a range of different modes.
For example, if your target audience is business people, you will be able to use the same digital image or video file to display your advert on digital motorway advertising screens along their most popular commuting route, and also on a digital street advertising screen in the district of the city with the highest concentration of offices.
Over the past few years, the use of QR codes has seen a sharp increase across many industries. In 2022, it is likely that the marketing industry will be no different. Scannable codes like QR codes allow consumers to interact with advertisements that they engage with, using only their smartphone.
Not only does this make the process of directing consumers to your website easier, but this is also a great way of measuring the effectiveness of your marketing campaign, as the number of times the QR code is scanned can be easily quantified and analysed.
- Artificial intelligence
AI can use real-time data to predict audience behaviour, and thus target specific audiences with the adverts they will find the most relevant. Instead of putting up and advert in an area of high footfall and hoping that the right people see your ad, you will be able to specifically target the people who are most likely to convert to customers.
- Tell a story
With so many messages saturating the market, 2022 will see storytelling becoming a more essential part of all OOH advertising campaigns. Not only will this story need to engage the audience, and convey the message you are hoping to get across, but it also needs to have a hook at the end, leaving customers anticipating the next part in your story.
Start by figuring out what you want your narrative to be and combine this with thorough research into what your target audience finds engaging. You can then use this information to develop a new, innovative story that both grabs your audience’s attention, and brings them back time and time again.