In the past two years, most advertising channels have seen a huge drop in their business due to various reasons. However, OOH advertising continued to grow steadily. After the initial digital era, where OOH advertising was considered dead, the medium has made a strong comeback and it is clear that outdoor advertising is here to stay.
The past few seasons have seen an obsession from marketers to build all their marketing and advertising campaigns based on personal data. Every message and every campaign is now customized and personalised based on the customer. This micro-segmenting has done a great job in delivering highly targeted advertising campaigns. However, each brand has a requirement when it needs to go big and wide. This is where OOH advertising plays a big role. When it comes to creating a splash in the market, outdoor advertising is still the king when you take into consideration the ROI.
The advertisers of any brand need to move large populations of the people and you cannot do that with targeted and personalized messaging alone. The exposure and attention to out of home advertising is now increasing and offers one of the most effective channels to reach a wide audience. New age designing techniques have made is possible to be really creative with the designs and attract the audience. Add location analytics and you can slightly tweak your messages to create a stronger impact in various locations as well. Out-of-home is the only truly universal medium and now has a unique opportunity to deploy data purposefully to create real utility and experiences that people value, at scale.