There is always a lot going on in advertising. This is especially the case with digital media. The rapid growth of online advertising has made people think that legacy advertising mediums like TV, Radio, Newspapers, Magazines and Out-of-Home (OOH) are all outdated and a dying breed. While this might be the case with some, like Newspapers and Magazines, then TV, Radio and OOH show a steady growth each year.
Out-of-home advertising is having an especially good rise compared to the others. OOH is showing up to 5% growth in spend, in the total of world advertising. Digital for example is showing 11%. (Info is based on Zenith, Magna and eMarketer data)
Today we are looking at the main 2019 trends that spur the growth of OOH. We will focus on the 3 trends that are pushing advertisers towards this “old” time method.
Change in values
The main idea of a good advertisement is to reach its audience. There are several ways to group people you want to target, we will concentrate on age. The main way people generalise age demographics is by generations. The most commonly known generations are
- Generation X – birth years ranging from the early-to-mid 1960s to the early 1980s.
- Generation Y – early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years. Also known as Millennials
- Generation Z – mid-1990s to mid-2000s as starting birth years.
We know that most of Gen Y are highly influenced by digital media, so can be said to a portion of Gen X, but surprisingly it has been found Gen Z is somewhat immune to digital advertising. This begs the question, is digital media reaching the peak of its maturity curve?
‘84% of 13 to 19 year olds pay attention to outdoor advertising’
According to the researches of AdAge, UNiDAYS and ICSC, Gen Z might be less susceptible to digital advertising due to the huge exposure from an early age. Something that isn’t the case with the other two age groups.
This sounds highly unlikely, but the results of the different reports support each others findings.
Some statistics to be brought out about the habits of Generation Z:
- 56% of Generation Z-ers don’t click on website ads
- 64% of Generation Z don’t listen to podcasts
- 64% use their smartphone for browsing only (not shopping)
- 74% don’t watch streaming video shows
- 84% of Generation Z-ers favour brick-and-mortar stores when shopping for health and personal care supplies
- 77% percent prefer physical shopping for clothing and footwear
- 63% choose physical stores when looking for electronics
- 76% agree with the statement that real-world retail affords “a more well-rounded and enjoyable shopping experience than online shopping”
- 84% pay attention to outdoor advertising
Physical interactions being more important to the older and younger generations, than millenials. This can explain why OOH is on the rise. While physical interaction is one reason, there are several other reasons for it. Let’s continue to explore what can help you get to Gen Z and also attract the rest of your audience in 2019.
Variety of triggers, from interactive to static
OOH is traditionally perceived to be a billboard next to the road. It is seen as one dimensional and unmeasurable. This though is incorrect.
A lot of nisch “one-time” experiments have become common practice in OOH. Did you know that the commercials you hear in shopping malls is considered out of home? Jukeboxes in cafeterias, TV screens in busses, digital and non digital bus stops. Even the small clip you hear in a parking garage at your local supermarket announcing you todays deals is OOH. The development of smart cities is definitely one big contributor to the rise of different, previously nisch, OOH advertising methods.
Incorporating these different sources, making them interactive and combining them into your general advertising campaign side by side with digital and other mediums is what makes you take full advantage of today’s advertising.
This all has been enabled to us by technology. Taking your “life” with you in your pocket or backpack in the form of your mobile phone, tablet or computer gives people the freedom to move about and experience different mediums. As OOH incorporates more and more technology. This in turn leads us to the final major trend of 2019.
Technology, major contributor in many aspects
Smart cities, automatisation, geofencing, digital screens are all contributors, albite on purpose or as a side effect, to the rise of OOH. The growth of importance in data is being transferred to the static OOH advertising, transforming it into a measurable form of media. This in turn is increasing its value to advertisers.
Technology is being corporate to everywhere and smart cities are further stimulating the growth, making it more easy to measure everyday commutes, speed of commuters and even mood of passers by. This can be combined with OOH advertising.
The speed of traffic can influence the digital screens next to the road. When people are driving 90 km/h they might be able to read only up to 12 words, but when there is congestion you can swap to more text/video intensive adds.
You can change what type of adds you show depending weather an Android or an iOS user is passing by.
Geofencing and location data can give you actual number of contacts.for the first time combining this with your digital campaigns can give you information about how many people you reached and how many acted on the add they saw.
Combining OOH with the rest of your campaign is being made easy through automatisation. Getting everything from one place with few click makes it easy to lock together several different mediums for advertising. You can get combined data and act on it. We at Taddy are focused on doing exactly that. Come, check it out and ask for the demo at firstname.lastname@example.org
OOH is great and thanks to the rise of technology it has become a vital part of any ones media campaign.