Fans of Out-of-Home (OOH) advertising have it good these days. With COVID-19 emptying our streets, it was a dark time for this medium. But now that things have well gone back to normal – or at least, a new normal – we’re seeing more OOH action. Here’s a look at how things have evolved in this sphere.
Making a comeback
Yes, digital media has become a big part of our lives since then. Digital consumption skyrocketed. Brands took to social media to remind audiences of their existence. But now with less restrictions, advertisers have come out to play as well. A study found that as of the end of 2022, numbers for OOH use have reached pre-pandemic levels in some countries, including the US. Brands like Spotify and AirBnB placed their faith in people thronging the streets once more, and ramped up their investments in OOH.
Another factor driving OOH’s resurgence is the increasing consumer desire for experiences. The truth of the matter is, OOH makes our streets livelier, and people are loving it. As people emerge from their homes, they are seeking out opportunities to connect with brands in new and exciting ways. OOH offers a unique platform to create memorable and impactful brand experiences.
But this means OOH is taking on a new shape as well. By combining traditional outdoor formats with digital elements, advertisers discovered that they can deliver truly immersive campaigns that capture attention and drive engagement. Enter the Digital Out-of-Home (DOOH).
The rise of Digital Out-of-Home
One of the most recent significant developments in the OOH space has been the rapid growth of Digital Out-of-Home.This dynamic format offers unparalleled flexibility and targeting capabilities, allowing advertisers to reach specific demographics with personalised messages in real-time. By harnessing the power of data and technology, DOOH is driving engagement and delivering measurable results.
Here’s an example. Outdoor apparel brand Timberland boosted store traffic by nearly triple with a weather-triggered OOH campaign targeting “outdoor lifestylers.” By correlating historical weather data with consumer behavior, Timberland discovered that rainy and snowy ad exposures significantly increased in-store visits. Consumers exposed to these weather-specific ads were 57% more likely to visit a Timberland store compared to those who weren’t.
And it doesn’t seem to be stopping. Media giant JCDecaux has correctly predicted the rise of DOOH in recent years, and will continue to ‘focus on digitsing more OOH spaces’.
Outdoors or indoors, we’ll make your influence grow
At I Concept Singapore, we as a fully integrated creative agency are specialised in helping your brand reach hearts and minds, not just in the outdoor space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web development and design, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape. Our team of experienced creatives can help you develop a strong brand identity and create marketing campaigns that deliver exceptional results.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative OOH campaigns. By working with a creative agency like iConcept, these businesses can develop compelling brand strategies and create visually striking outdoor advertisements that resonate with their target audience. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
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