TRENDS IN THE OOH ADVERTISING INDUSTRY FOR 2022 Part 1

By Rushard Hallaldeen

Consumers nowadays are a lot sharper and more aware than they were 30 years ago; so, simply repeating a message to the ordinary person is not a feasible method for return on investment. To keep the spirit of advertising alive in 2022, advertisers will need to combine technology and customer preference in their advertising models, in addition to a fantastic website design, Google SEO, and content production. In fact, according to a recent KPMG analysis, outdoor advertising has grown at an 11 per cent annual growth rate (CAGR) during the last five years. If current trends continue, the advertising business will continue to rise in 2022.

Smart advertisers can capitalize on the trend by implementing new concepts to boost their return on investment. Here are the top ten trends and ideas that will transform outdoor advertising in 2022.

1. Consistent Increase in Digital Outdoor Advertising

The outdoor advertising industry, like many others, is being impacted by the digital marketing movement. This digital sphere movement is in accordance with customer desire, as they are already accustomed to viewing 4K resolution advertisements. Digital technology, when used correctly, can facilitate outdoor advertising since it uses 4K quality raising high resolution and bright, vivid graphics that can draw users' attention for extended periods of time.

Digital advertising and massive digital billboards will continue to grow in the future year since they are easier and easier to relocate, saving money. The capacity to show many digital outdoor adverts on a single screen demonstrates the cost dynamics.

Multi-image advertising allows owners more control over the medium and ultimate ad outcomes than static advertising. Some advertisements, for example, perform better in a static format, whilst others may require images. In truth, digital outdoor advertising may work wonders for firms who know how to use it effectively.

According to a recent study, digital outdoor advertising accounts for over 30% of global OOH revenues. Under these conditions, advertisers who continue to reinvent themselves will most likely prosper in the next years.

2. Brands are Embracing the Power of Storytelling

The human mind is wired to remember facts and views that are told in the form of a tale. The storytelling promotes retention and aids customers in remembering events. For example, it will be difficult to recall a new brand of toothpaste that does not distinguish itself from its competitors; nevertheless, offering the same toothpaste in the form of a gripping story will almost certainly elicit a response. Any brand with a compelling tale to tie to its context is likely to have an unconscious impact if the ad is eloquently narrated. According to analysts, this storytelling tendency will become much more prevalent in 2022. Outdoor advertising is embracing the concept by producing ads that only communicate a portion of the tale, leaving the audience waiting for the next ad in the storyline.

There has recently been much discussion on the elements of successful storytelling. Creating a tale character is one of these features. In this scenario, the character encounters a problem and then seeks a solution to it. Finally, as a problem solver, the brand comes to the rescue. It is critical for brands to focus on developing creative, out-of-the-box storytelling ideas. This will increase engagement with the advertisements. Simply publishing a story is insufficient. Before they can trust the story unconsciously, the user must be able to connect with it authentically.

3. Growth in Advertising Opportunities

The most recent technological advancements have increased the reach of outdoor marketing locations, notably digital advertisements. Advertisers are deploying smaller advertisements in crowded public venues such as airports, waiting areas, public transportation, and playgrounds instead of enormous billboards. In fact, because they may be utilized to show advertisements, blank walls have emerged as a viable alternative to traditional billboard advertising.

According to KMPG advertising analysis, advertising outside of airports will be a significant contributor to the growth of outdoor advertising in 2019. It accounted for 27 per cent of revenue share, which is expected to increase in 2022.

4. Advertisements have a Mind of their Own

2022 will be the year of better and smarter outdoor advertising.

In the past, most advertising solely promoted the product or service. Advertisements in 2022 will not only display information about a certain business, product, or service but will also forecast the user profile of individuals who interact with it. Sensors, facial recognition software, and other AI smart features will be used to accomplish this feat.

Intelligent advertisements will help outdoor billboards connect with their target audience. As a result, augmented reality and virtual reality will enhance the visceral and engaging nature of outdoor advertising campaigns.

5. Mobile Integration in Outdoor Advertising

The goal of outdoor marketing is to improve the user experience. Certain brands have blended mobile and outdoor ads to boost client connection. The usage of technology allows potential customers to interact with adverts and exchange vital data with the company in real time. Customer feedback aids in providing a more personalized user experience. Such encounters include quick links with customers' mobile phones when they come within range of advertising billboards. Beacons are also growing more popular since they allow adverts to practically jump inside the customer's phone.