Touchpoints – Key OOH Trends for 2023
#1: Everything ‘on the go’
Brands can intercept and influence mobile consumers in OOH with instant information curated for relevant search behaviour as they live, work and play in the real world.
Out of Home is primed for growth, and there are many reasons why advertisers should take note. In today’s world, most ad content consumption is a series of personal moments on private screens. Out of Home bridges our public and private worlds. By facilitating IRL to URL, OOH is increasingly extending reach beyond the streets
We have a deep understanding of mobility and consumer movement patterns to finding where consumers are, plus, what they are searching for. What in effect they think, feel and do. Searches that take place in OOH locations are more diverse and valuable to brands than those made at home, as audiences are more primed to receive the message. Not only that, but they also lead to more action.
And with the rollout of 5G and increase in smartphone ownership, the delivery of information ‘on the go’ makes it easier for consumers to interact and brands want this touchpoint connection. The Out of Home medium lends itself well to captivating but non-intrusive content that acknowledges the community it exists in and the demographic it serves. The best performing content will be one that moves and inspires those that come into its path.
So, if effective attention is the endgame for brands, for OOH, this throws a spotlight on context and how consumers engage with brands within everyday environments through habitual behaviours in the real world.
OOH Implications >>
There is an opportunity to interrupt the consumer journey using omnichannel planning; brands can use the power OOH has to drive search, including where, when, why and who people are with when they take action. Search data can be used to inform creative messaging depending on current need state, context, triggers and driving motivation. For example, when to use inspirational messaging vs location-based information or sensory cues to enhance the experience. Consider price promotions, offers, new product, referrals, reviews and ethical messaging to drive share of search.
Guinness was the highest investing brand in 2022, followed closely by Sky, McDonald’s, and Cadbury. Figures for Guinness include Guinness 0.0. Others among the top 10 brands include Virgin Media and Lucozade.
When it comes to advertisers, Diageo was the largest on Outdoor for the past year. Apart from Guinness, the company’s other major OOH brands included Rockshore, Carlsberg, and Smirnoff. Both Musgrave Group (Centra and SuperValu) and Tesco feature among the top ten advertisers for the year, reflecting the position of Retail in the category rankings. Disney was the highest spending media advertiser, accounting for 2% of the market.
#2: Comfortable with Uncertainty
Brands can use data and DOOH screens as part of a wider marketing ecosystem, to flex activity and messaging relevant to ever changing consumer behaviour across multiple touchpoint environments.
Geo-political instability and global market volatility require a fleet of foot approach for companies, brands, and citizens alike to navigate a new complex world. There is no one single point of truth, no one data set that will tell us all we need to know about consumer behaviour. Over the coming year, we need to look at multiple data sources to build a comprehensive and informative picture of consumer touchpoints. And with the (slow) death of the cookie, the rise of contextual advertising is ever more pertinent, with OOH being perfectly positioned to prime audiences in multiple environments and mindsets.
Investment in digitization in OOH, an explosion of location data, the advancement of automation and the demand for accessibility have laid the groundwork for DOOH to connect with the wider digital ad ecosystem. Plus we know that Dynamic content optimization increases campaign effectiveness on average +18%, something all brands should have in their toolkit.
OOH Implications >>
Use the tools and technology available to combine multiple data sets, including first party client data, to better understand OOH audiences. The ability to use location data to automate displays, the use of triggers to influence the buying process and dynamic creative to optimize relevance offer the opportunity for brands to be more targeted, efficient, and effective. Brands can utilise OOH to capitalise on key “moments” and consumer state of minds in real-time, resulting in a more human, memorable, and contextual connections.
The Locomizer platform for example, adds to our ability to provide clients with new levels of targeting matching audiences and locations via mobile data. OCS, our proprietary Out of Home Consumer Survey is an integral part of our planning process that enables our teams to efficiently and effectively identify the behaviours and attitudes of consumers and translate these into actionable insights. Furthermore, our MAPS platform supplemented by Census data enables location and demographic specific site selection while our partnership with Locomizer enables targeting using mobile data. These insights and tools overlayed with the industry measure JNOR are used to inform the most appropriate and accurate OOH plan for our clients.
#3: The Green Future is Now
Addressing the tension between growth, sales and sustainability to create new measures of success.
The ad industry has woken up to the impact not only of that which advertising channels have on the environment, but also the high consumer consumption it influences; alongside the knowledge that as part of the problem, we are also part of the solution.
OOH is a Platform for Good. Good for audiences, Good for communities, Good for businesses. It has the dual role of serving the local areas it resides, but also a commitment to be a profitable business. Much of the money invested in the medium gets put back into communities to continually improve local environments, infrastructure and conveniences.
The medium is unique in that it’s both digitizing physical OOH infrastructure and becoming more sustainable in tandem. Major OOH media owners have implemented quality and efficiency strategies across their entire estates, to offset this transformation and drive carbon neutrality across their business, services and products. Through premium site selection, reducing delivery, recyclable products and conversion to energy efficient LEDs tubes.
OOH Implications >>
As companies and brands strive to make the most sustainable media choices, the OOH industry will continue to work on measurement of emissions via media carbon calculators, globally certified accreditation from value chain suppliers and seek to take control of what is controllable. As a one-to-many channel, that uses renewable energy, media owner initiatives such as recycled 6 sheet paper, brands can feel confident that OOH is a trusted, responsible media choice next year to communicate with audiences. There is also an opportunity for brands to re-think their KPI’s and creative messaging. Can sustainable brand purpose live authentically in their OOH ads, and is it an opportunity to use their power of influence for good? Not suitable for all, but for those that can, should. Green means GO-OH.