Published on January 14th, 2019 | by Stephen Freitas0
OOH in 2019: Predictions & Insights
The OOH industry is excited for 2019, evidenced by the many positive predictions leading into the new year. While each series of predictions from OOH thought leaders is deserving of a full read, for a more condense compilation, please read on.
Programmatic is the future of OOH, according to most. Digital OOH accounted for $2.7 billion in ad spend in the US last year and is projected to grow by 12 percent by 2020. The trend in digital OOH deserves its own merit but is also augmented by programmatic OOH.
Lamar Advertising Company
Programmatic will make a significant impact in the OOH space.
“Programmatic advertising has seen significant year over year growth in the digital OOH space the last few years. 2019 will bring a handful of players with a lot of momentum. More importantly, we’ve seen Demand Side Platforms (DSPs) and digital agencies showing more interest in the programmatic OOH space thanks to first- and third-party data. These players are shifting programmatic dollars from mobile and digital budgets to OOH due to OOH’s massive reach, high impact, unavoidable visibility, retail proximity, and fraud-free brand safety.” Read more.
Programmatic DOOH is the best deal in town—for everyone.
“Well-executed, the adoption of programmatic DOOH can mean greater sales efficiency, greater campaign relevance, and a better deal for all. As more networks begin to offer programmatic sales around the world, expect to see ever more creative, relevant, and exciting campaigns on digital screens near you.” Read More
What is real data, and how does OOH capture and customize campaigns for the public? With online or mobile ads, buyers follow cookies or device IDs to target an individual. In OOH, buyers follow the movement patterns of aggregate groups of people along their daily routines to target a mass audience. Expect to see much more on this in 2019.
2019 will see more data-led OOH campaigns than ever.
“2019 will see more data-led OOH campaigns than ever, with over 50 percent of campaigns using data that go beyond demographics to online behavior, card transactions and more to decide where OOH ads appear. Data-led campaigns drive better results, and technology solutions with the ability to ingest multiple data sets make implementing data into OOH plans simpler to do. So as the cost of incorporating data has been driven down, and made simpler and more effective, the number of clients embracing data-led OOH planning in 2019 can only increase.” Read more.
Yoann El Jaouhari
Sophisticated tools help advertisers enjoy dynamic content.
“We have developed highly sophisticated tools to help advertisers enjoy dynamic contents powered by compiled data, such as audience profiles, purchasing habits, weather conditions, road traffic and so on. With more connected advertising inventory and the development of IoT, online to offline solution will become more systematic in our field, and the silo between digital and conventional avenues will gradually disappear to offer a more seamless and ubiquitous relationship between consumers and brands.” Read More
Over the past few years, notable tech companies have found great success with OOH. With an increasing interest in the medium, brands are understanding how to integrate dynamic content and deliver campaigns with a sophisticated strategy. Industry leaders expect to see major tech companies get even more involved.
Tech companies will double down on a commitment to OOH.
“FAMGA (aka Facebook, Apple, Microsoft, Google, and Amazon) believe in the power of our medium along with many other tech brands. Tech companies have become reliable OOH customers and big users of the medium. Next year, tech brands will buy more OOH ad space, help improve our products, and assist in streamlining the OOH buy-sell experience.” Read More.
Expect commerce giants to take OOH to the next level.
“E-commerce players like Amazon are using shelf-level targeting to unify customer experience, and Amazon, in particular, could extend further into OOH advertising by looking at in-app activity and purchasing to more accurately measure the impact between OOH ad exposure and consumer behavior. But beyond e-commerce players, we’re seeing tech giants like Google investing more into OOH advertising as well.” Read More
Digital OOH Continues Trending
Digital OOH offers flexibility and provides real, comprehensive data. Industry experts say digital OOH networks will continue to grow.
DOOH will become part of broader digital planning.
With marketing spend under increasing scrutiny, we expect an increased focus on performance across all media. The opportunity for OOH here is significant, and we expect to see the industry drawing more closely on tools such as behavioral science or the ability to use mobile to track footfall in proximity to OOH sites, delivering campaigns with measurable uplift in both brand awareness and the bottom line.
In the year ahead, we also expect DOOH to take its rightful place in the digital planning suite; full-motion capabilities mean that digital screens can also begin to act as an extension of online video campaigns in the real world. Read More
OOH will see continued integration with technology.
We anticipate OOH to become more closely integrated with technology. In addition to operational efficiencies like upgrading lighting to LED, adding sensors, digital displays and dabbling in programmatic buying, we expect to see new relationships between cellular and OOH companies. We will see cellular companies selling better data to outdoor companies and OOH operators leasing their locations to cellular companies and government agencies for antennas, beacons, Wi-Fi, cameras, sensors and other data collection and dissemination. Read More