And we offer you material that we have thoroughly reviewed, minimally edited, and can only agree with the content, so we certainly encourage you to read it.
(In case you didn't know, GPT's source data comes from a large amount of textual data and information that has been collected from a variety of public sources. However, the information has a limited source frame that ended in September 2021, meaning that GPT does not have direct access to actual reports or specific sources of information after that date.)
What is the future of digital out-of-home (DOOH) advertising? Or: the OOH revolution
Advertising has had its place in our daily lives for many years. However, with the advent of the digital era, its form and distribution methods are constantly changing. One of the latest and most significant trends in advertising is digital out-of-home (DOOH) advertising. This rapidly developing sector brings exciting opportunities for marketers and opens new doors to the future of the advertising industry. Let's take a look at the future of digital out-of-home advertising and what benefits and challenges it brings us.
- Dynamic personalisation of advertising messages: thanks to advances in technology and data collection, digital out-of-home advertising is becoming increasingly personalised. Advertising messages can be tailored based on the demographics, behaviour and preferences of the target audience. This makes ads more relevant and interesting to individual viewers.
- Interactive experiences: the future of digital out-of-home advertising brings new interactive possibilities. Using touchscreens, voice and motion recognition, viewers can interact directly with ad spaces. These interactive experiences will not only attract attention, but also provide valuable insights into viewer preferences and behaviour.
- Synergies with other digital media: digital out-of-home advertising is increasingly interconnected with other digital media such as social networks, mobile apps and online advertising platforms. This integration allows for an increased level of personalisation and targeting of advertising campaigns. For example, ads can be displayed on digital surfaces in real-time based on the content that viewers have viewed on their mobile devices.
- Creative and unusual formats: digital out-of-home advertising opens up new possibilities in terms of creativity and innovation. While traditional static advertising is limited within the confines of simple images and text, DOOH advertising brings the possibility of using moving images, video and audio. These creative and unusual formats engage and impress viewers, improving the effectiveness of advertising campaigns.
- Use of Artificial Intelligence (AI) and Augmented Reality (AR): the future of digital out-of-home advertising is linked to the use of Artificial Intelligence (AI) and Augmented Reality (AR). AI can analyse data and use it to advertise the 'right time', place and content for advertising. AR can provide viewers with an interactive experience where the ad is projected into their surroundings via smartphones or AR glasses.
- Measurability and effectiveness analysis: digital out-of-home advertising brings the advantage of measurability and effectiveness analysis. With the help of sensors and cameras, it is possible to track and analyse how many viewers saw the ad, how long they watched it and what their reactions were. This information allows marketers to better understand their target audience and optimize their advertising campaigns.
Summary: digital out-of-home advertising has a bright future ahead of it. With the rapid evolution of technology and the change in the way we consume media, DOOH advertising is bringing new and innovative ways to reach and engage audiences. Personalisation, interactive experiences, synergies with other digital media, creative formats, the use of artificial intelligence and augmented reality, as well as measurability and effectiveness analysis are just some of the benefits DOOH advertising offers. As the future of advertising moves forward, we can expect digital out-of-home advertising to increasingly impact our daily lives and provide us with new and exciting experiences.
Picture: Unsplash, Mohamed Nohassi
Back to blog