Out-of-Home Advertising Trends

4 Minute Read

Out-of-home (OOH) advertising has evolved considerably in recent years. Today’s outdoor advertising is interactive, engaging, and significantly more measurable than it has been in the past. From in-store signage to billboards to digital out-of-home, it’s a cost-effective way to reach a highly engaged audience and extend the value of campaigns.

OOH advertising trends 2024 include digital screens, video, AR, VR, experiential, interactive elements, and hybrid physical/digital OOH ads. Scale, size, and location help advertisers push creative boundaries with OOH, enabling them to create something truly memorable.


OOH Through the Ages

Out-of-home advertising is one of the first forms of marketing. Billboards, brand messages painted on the sides of buildings, signs along the roadside, posters plastered in high-traffic areas, handbills, brand messages painted on trucks and vans, and in-store signage have been used to market goods, services, and events since commerce began.

When broadcast media and sponsors put limits on what could and could not be advertised—take the 1972 advertising ban on tobacco, for example—OOH remained a level playing field. Ads popped up on transit vehicles, movie theatres, street furniture, and just about anywhere you could fit a logo and a branded message.

Examples of successful and highly innovative OOH campaigns include Amazon Audible’s interactive combination of a street-level controller, which, when engaged, plays podcast snippets while lighting up the record button on a billboard-sized tape player above it.

Or the interactive billboard for Amstel Radler. Made of lemons, it invited passers-by to guess how many lemons it took to make the billboard, with a prize of a year’s worth of beer to the winner.

The Digital OOH Evolution

Digital screens were the next generation of OOH, making outdoor and in-store advertising more affordable, scalable, and adaptable to day-parting creative. For example, advertising a coffee brand for the morning drive, takeout, or delivery service on the afternoon commute or changing ads up based on the weather or audience demographics at certain times of day.

Digital touchscreen displays add an interactive element, inviting audiences to learn more, enter their information, check out product features, or visit a website. Motion-tracking ads can change based on audience gestures or interactions. Augmented reality in OOH is also on the rise, with QR codes inviting the audience to use their smartphone to access interactive content, additional features, or get more information simply by pointing their camera at the code on the ad.

Interactions like those described above are trackable, providing marketers with valuable information on how their ads perform and helping them determine ROI. No longer a passive advertising medium, digital OOH is opening up creative possibilities like never before.

Sustainability OOH Initiatives

OOH also has a role in promoting sustainability and social causes. Bus shelters and other outdoor ads do an excellent job promoting social issues and initiatives important to the community. The advertising fees collected help to put money back into the community and support projects like public Wi-Fi and emergency services, to name a couple.

In a more direct sense, OOH can support long-term sustainability by using eco-friendly power solutions like solar and LED lights. Using renewable energy sources reduces the load on the grid, like the PG&E billboards that collect solar power during the day to light the signs at night. Their message? By increasing the amount of clean energy they produce, they can provide more to their customers.

Creative Approaches to OOH Advertising

Experiential marketing and immersive experiences are taking OOH to new levels, combining physical ads with online worlds to extend the value of a campaign and pique public interest.

People have a hard time resisting an ad that provides entertainment value, such as a motion-activated ad or one that tells a story. OOH can be (literally) larger than life, giving marketers a compelling canvas to fuel deeper connections through impactful narratives.

Strong messages in well-placed locations lead to better recall and brand loyalty. Almost 60% of consumers view OOH advertising as more trustworthy than online ads, a sentiment primarily driven by the prevalence of AI-powered deepfakes and misinformation, making OOH a far more reliable way for advertisers to build awareness and capture audience interest.

However, the real value is in blending OOH with digital worlds using interactive features. Experiential OOH campaigns and immersive OOH experiences

For example, Siduri Wines created a 3D hologram of its founder, Adam Lee, with which users can interact by scanning the QR code on the ad. The winery also includes the code on bottles of the wine, offering imbibers a chance to learn about the winery and the wine from the man who created it.

Burger King’s “Burn that Ad” campaign invited users to point their smartphones at a competing burger ad. The competition’s ad would then “burn” on the screen, revealing a coupon redeemable for a Whopper.

Data-Driven OOH Targeting

Despite the broad nature of OOH, advertisers can use what they know about the customers they’re targeting to ensure their message reaches the right audience at the right times in the right places.

Planning, strategy, market research, and a solid understanding of the local environment are critical to establishing a holistic multi-channel media plan. Cohesion between OOH and digital marketing allows brands to connect with their target audience through a broad range of touchpoints to reinforce the message.

Of course, understanding the audience is the foundation of OOH media planning. By understanding the audience’s preferences, behaviors, demographics, commute patterns, geotargeting, and preferred activities, brands can personalize their ads more precisely for maximum impact.

Personalized outdoor advertising is more relevant to the audience and their interests. When ads are served in the right context, they are more likely to make a lasting impression and drive conversions. 

Final Thoughts on OOH Trends 2024

Today’s OOH advertising has evolved significantly in recent years, embracing interactivity, experiential media, personalization, sustainability, and other creative approaches to drive success. Are you ready to embrace innovation in OOH marketing? Let’s collaborate! We’d love to show you how we combine data-driven strategy with powerful creative to drive incredible marketing ROI in OOH. Set up a call today, and let’s get creative!

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