We’re almost halfway in, and 2019 is looking to build on the momentum of outdoor or out-of-home (OOH) advertising in the previous year. In fact, the UK’s OOH market is predicted to grow by 1.2% this year, with digital outdoor advertising working hand-in-hand with its traditional counterparts.
To stay competitive, every marketer knows that it’s imperative to be on top of recent trends. Knowing what’s new in the industry will help sustain your business as the industry changes. Here are 7 outdoor advertising trends for 2019 that you need to watch out for:
1. Increase in Digital Signage
Outdoor advertising is the only traditional channel that is expected to grow in 2019; everything else is on a decline (e.g. TV, radio). Digital out-of-home (DOOH) advertising, meanwhile, is predicted to account for all outdoor advertising spend in the near future.
It’s no question that digital signage is the future. More and more people are spending time outdoors, giving these signs more eyeballs. These media assets are also not subject to ad blocking software. The versatility of digital signage cannot be overstated, as you can change the content anytime and create them in shapes and sizes that you can’t otherwise do with traditional signage.
Even the world’s biggest brands are now jumping on this trend, so expect to see more digital signage like freestanding digital screens and magic mirrors in public spaces this year.
2. Innovative Digital Signage
With more brands investing in digital signage, the need to be unique, creative, and innovative increases. This year, expect to see more:
- Interactive signage — Digital touch screens allow interaction between the ad and the consumer, generating a positive experience that improves brand recall.
- Dynamic signage — Imagine seeing a billboard change as you walk past it. A dynamic sign’s visual appeal provokes curiosity in ways that static signage couldn’t.
- Smarter signage — Programmatic advertising (the automated buying of digital media so brands can change content based on real-time info) for digital signage is also on the rise. Big brands like Mercedes Benz are already experimenting with this.
- Signage with data feeds — Outdoor ads that display both media content and live information effectively grab customers’ attention, as these signs entertain and inform at the same time.
3. Instagrammable Billboards
Social media has impacted every facet of a person’s life. The need to document their experiences online continue to increase, and brands are quick to jump on this opportunity.
Outdoor advertising, in particular, has enjoyed the perks of social media. The term “Instagrammable billboards” was coined recently, referring to billboards that appeal so much to the mass audience that they feel compelled to share these signs on social media.
Spotify is one of the prime examples, as their 2016 global billboard campaign generated a lot of social media buzz, thanks to their data-driven yet tongue-in-cheek approach.
4. More Opportunities for Traditional Signage
Although digital signage is now enjoying the spotlight, traditional advertising will continues to have opportunities this year. This will not be a one-versus-the-other campaign; both industries are predicted to work together to create multi-channel campaigns.
In fact, digital ads are often paired with billboards, lightboxes, LED signage, and other traditional outdoor ads. This trend is expected to continue in 2019. You’ll also see plenty of digital outdoor ads installed with printed borders or graphics to create an eye-catching contrast between the two media.
5. Catering to Gen Z’s Preferences
Every generation’s preferences tend to shift marketing strategies. Research by AdAge and UNiDays found that Gen Zs (those born between mid-90s to mid-2000s) are more immune to digital ads, as 56% of them refuse to click on website ads. This presents a great opportunity for outdoor advertising, as 84% of those surveyed prefer outdoor ads.
While it may be difficult for the more senior generations to believe this, another study by the ICSC corroborates this data. They found that Gen Z-ers do, in fact, prefer to shop in brick-and-mortar stores, especially for electronics, health and personal care supplies, clothing, and footwear.
As this generation starts having more purchasing power, advertisers who cater to this demographic are expected to increase their spend on outdoor ads to get the Gen Z-ers’ attention.
6. Events-based Marketing
Based on a recent study by Bizzabo, by the end of 2018, 41% of marketers believe that events-based marketing trumps online marketing—a 32% increase since 2017. An overwhelming 84% of those in leadership positions also believe that in-person events are vital to their company’s success.
Be it trade shows, conventions, or setting up booths at a fair, outdoor advertising will play a huge role in helping spread the word about the business and gain leads. With more events scheduled every year, you’ll see more large-format traditional signage like banners adorning booths and stages.
7. Mobile Location Marketing
Geofencing has also revolutionised DOOH, as consumers who leave an area where digital signs are installed can now see ad placements of that same brand in their mobile phones. You could also combine geofencing with software like Maptive and create a custom radius on your map to narrow down the location of the potential customers that you want to target!
According to WARC global ad trends, when coupled with outdoor advertising, mobile CTRs go up by 15%, while 46% of consumers search a brand after seeing the latter’s outdoor ad.
However, as innovative as it may seem, this tech puts to fore the need for data privacy.
The same study found that one in three marketers consider this a major concern, while consumers are also wary of technology that gathers their personal data, especially facial recognition. With GDPR in effect and the possibility of other data regulations in the horizon, this tech may not be fully realised.
Continued Momentum
Due to continued urban growth and better internet access, outdoor advertising has effectively reached mass consumers even in this digital ad-laden world. With the proliferation of digital signage, especially as it works together with traditional media, marketers who haven’t yet realised this potential should better be onboard soon or risk getting left behind.