According to a study conducted by OAAA, out-of-home advertising has grown rapidly in the last year and is expected to grow only in the new year. With more consumers traveling and enjoying face-to-face activities, brands need to meet their target audience wherever they are. But it’s not just about impressions, 2023 OOH trends will see advertisers using more data, advanced technology, and embracing the mix between physical and digital media to best reach their market.
Knowledge is power and it’s no surprise data will continue to be king in 2023. Having scientifically-backed insights into what makes consumers tick is invaluable, we’ll see more brands and agencies using advanced research methodologies to make informed buying decisions.
In 2022, my company conducted a neuroscience study that found that ad sites and formats play a key role in the success of OOH campaigns, from attracting viewer attention to ad perception. Findings showed that OOH advertising sites with low cognitive load increased positive responses, and garnered stronger recall rates – key components that contribute to driving real-world sales.
Expect more science-backed studies and the use of tools like artificial intelligence to identify audiences, optimize creatives, and improve performance in real time. The goal of AI is to deliver personalized ads that help people make decisions about what products or services to consume. I anticipate this shifting to outdoor advertising substantially by 2023.
Furthermore, augmented reality is also set to get bigger and better – we see this already underway with the integration of QR codes into billboards to launch AR experiences. By 2023 we can expect this to become more sophisticated and streamlined to connect the digital world with the physical presence of brands in out-of-home advertising.
By 2023 brands will be creating multi-sensory campaigns for digitally exhausted consumers who crave real, tangible experiences. Advertisers don’t want to be one of many, and they will be looking for one-of-a-kind opportunities to stand out from the crowd. Unexpected experiences resonate with consumers, attract more attention and result in better retention, so it’s no surprise that iconic out-of-home locations will continue to be portals for digital brand experiences and purchases, thanks in large part to handheld devices.
It’s an exciting time to be advertising, with the market expected to grow from 3% to 6%, based on studies from Dentsu, GroupM, Magna and Zenith, and OOH advertising growing 8% by 2023. Despite whispers of recession, connecting with customers and building brand fame continues to be a top priority for most businesses, and out-of-home advertising is a powerful way to achieve this.
2023 will be the year of the community canvas, a time when advertisers need to maintain their brand fame in a cluttered market and drive sales and metrics through the brand funnel, creating real value through out-of-home forces.
I like to think of the city as a community theater and the canvas of out-of-home media as the headliner. Mass reach media is a spectacle that is trusted, unobtrusive, and gives back to the community. The best performing content will be carefully localized – it’s performance that moves and inspires.
To create a truly captivating campaign in the new year, advertisers need to think outside the box. Next year is not just about impressions. It’s about making that impression count. Magic happens when quality locations, quality equipment, strong service, and well-thought-out creativity all come together in harmony.
Source : https://corp.smartbrief.com/