The Revival of OOH Post-Pandemic
Published: October 11, 2021
America is regaining some of its pre-pandemic bounce after an 18-month hiatus, with sporting events, Broadway, and city streets filling up yet again. Marketers are noticing an influx of people spending time outside of their homes and are finding ways to maximize this development.
In Isobar's latest survey: 'The Rise of Connected Experiences', over 800 global CMO's participated across eight countries—Australia, Brazil, Canada, China, France, India, U.K., and the United States. Isobar found that an overwhelming majority of CMO's are in agreement that innovation, design, and experience technologies are needed to meet consumer expectations post-covid. And 87% of respondents were responsible for their company's marketing budgets, ranging from automotive, distribution, finance, health, IT, manufacturing, and retail sectors.
As innovation and experience lead the charge in CMO's marketing budget, it's time to consider digital out-of-home advertising (DOOH). DOOH takes traditional out-of-home advertisements to new state-of-the-art heights. With the fuel of programmatic, DOOH campaigns are dynamic and easily scalable, more effective, flexible, and measurable. All the components of digital advertising, in a brand-safe environment.
According to Marketwatch, more screens are shifting to digital every day, with the DOOH sphere slated to increase from $4.3 billion in 2020 to $5.6 billion in 2026. These screens create dynamic, data-driven, and automated campaigns, allowing advertisers to generate and alter messaging or creative in seconds. Advertisers can use data to contextualize DOOH campaigns such as weather-based triggers to create a more relevant and helpful ad.
For instance, the outdoor retailer, Timberland, launched a weather-triggered campaign to reach an "outdoor lifestylers" audience at vital moments. By mapping out historical weather data against consumer decisions, Timberland found that exposure to rainy and snowy ads drove a higher in-store visit rate, with a 2.8x lift in foot traffic to Timberland stores. And, consumers exposed to the weather-triggered creative were 57% more likely to visit a store than those unexposed.
Additionally, Isobar's study found that 82% of those surveyed were interested in investing in creative and digital technologies to create brand differentiation. Programmatic DOOH data has incited innovations. With the rise in smart devices, advertisers can use facial recognition technology, real-time AI experiences, and vehicle recognition to make campaigns more interactive. The versatility of DOOH is driving innovation and customization while generating tremendous results. Coca-Cola launched an interactive DOOH campaign called "Share a Smile" in which the multinational beverage corporation hid a vending machine inside a digital place-based venue. With facial recognition technology, participants needed to smile at the camera, and a can of Coke would appear. Not only did it get people smiling, but it was a memorable and immersive experience.
Sven Huberts, Head of Innovation and Design for Dentsu and Managing Partner for Isobar, stated, "What stands out is that experience has become an even bigger focus for how consumers are making choices around the brands they invite into their lives. The connected future has arrived—innovation and new experience technologies are now critical in creating differentiation and growth." Brands are increasingly looking for new ways to be innovative, especially as we all re-enter society. With DOOH, companies can create a fully immersive multi-sensory experience, amplifying an ad like never before. A study across the UK found that DOOH ads are twice as likely to be seen and are 2.5x more impactful than static OOH ads. So, what are you waiting for? If you're ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at firstname.lastname@example.org.