Digital out-of-home (OOH) advertisement refers to a dynamic communication medium displayed on
digital signage. These advertisements are generally installed at airports, railway stations, bus shelters,
medical waiting rooms, shopping malls, retail stores, movie theatres, and on major roadways.
In recent years, advancements in technology, such as improved IoT connectivity, near-field
communication, artificial intelligence (AI), and beacons, have encouraged creativity in the DOOH
industry.
Letβs look at some of the key trends that are shaping or will shape digital OOH in the coming future.
- Precise Targeting
In the past, OOH effectiveness was only about numbers. The main objective was to identify the location
that garners the maximum attention. Now the ads are location and demographic specific. This has led to
better targeting and eventually led to better conversion. For example, a pharmaceutical company is
seen promoting their products nearby a hospital as it is anticipated that the volume of patients will be
higher.
- Better Budgeting
Advertisers are optimising their budgets based on the effectiveness of their campaigns. In the past,
advertisers had to use a trial and error method to find out which ads were the most effective. However,
now with real-time insights into ads, there is so much room for improvement. This has also led to less
wastage of time and money for advertisers.
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Meaningful Interactive Content
Targeting is nothing without creative content that leads to conversion. Interactive billboards, games, or
other modes to increase engagement with audiences can lead to increased impressions. Giving a feel of
real life through such interactions helps brands get closer to their consumers. With the use of the right
platform and the right content, an OOH message can make a bigger impact and stick in consumers minds.
- Smart Technology
With the use of smart technologies, we can gain stronger insights into how many people viewed the ad,
as well as gather detailed insights like gender, age, location, etc. These technologies can help businesses
to further refine and fine tune their advertisements to ensure they are targeted to the right set of
audiences.
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Digital Audio
One key trend seen these days is consumers using music apps to listen to their favourite songs while
commuting, working or just unwinding. On-demand apps like Spotify or JioSavnn are revenue platforms
for advertisers looking to reach their target audiences, especially young people. While other platforms
require creative design, the important aspects of digital audio are jingles or messages that effectively
address customer needs and lead to customer buying decisions. Moreover, user-generated content is
easy to create and can be installed quickly, unlike traditional OOH content.
