Where is OOH heading?

One of the most significant trends in OOH is the growth of digital screens. According to a report by Grand View Research, the global digital OOH market size is expected to reach $38.05 billion by 2027, growing at a compound annual growth rate (CAGR) of 11.3% from 2020 to 2027. This growth is being driven by a number of factors, including the following:

? Improved Technology: The quality of digital screens has improved significantly in recent years, with higher resolutions, better color accuracy, and wider viewing angles. This has made digital screens more attractive to advertisers, who are able to create more engaging content.

? Increased Flexibility: Digital screens enable advertisers to change their messaging in real-time, based on factors such as time of day, weather, and audience demographics. This flexibility enables advertisers to be more targeted and relevant in their messaging.

? Improved Measurement: Digital screens enable advertisers to track and measure the effectiveness of their campaigns more accurately, using metrics such as impressions, engagement, and conversions.

The Emergence of Programmatic OOH

Another trend that is shaping the future of OOH is the emergence of programmatic advertising. Programmatic advertising is the use of automated technology to buy and sell advertising, based on data such as audience demographics and behavior. Programmatic advertising has been widely used in digital advertising, and is now making its way into OOH.

According to a report by Zenith, programmatic OOH is expected to account for 14% of total OOH ad spend. By 2030, we can expect programmatic OOH to be even more widespread, as advertisers become more comfortable with the technology and its benefits. Programmatic OOH will enable advertisers to be more targeted and efficient in their messaging, and will enable them to optimize their campaigns in real-time.

The Integration of Mobile Devices

Another trend that is shaping the future of OOH is the integration of mobile devices. Advertisers are exploring ways to connect their OOH campaigns with consumers' mobile devices, using technologies such as NFC and QR codes. This integration enables advertisers to create a more seamless and interactive experience for consumers, and enables them to track and measure the effectiveness of their campaigns more accurately.

Digitalization of OOH

The digitalization of OOH advertising is a trend that has been gaining momentum over the past decade, and it is likely to continue into the future. Digital screens are becoming increasingly common in OOH advertising, allowing for dynamic, real-time messaging and personalized content. This trend is expected to continue, with more and more advertisers moving towards digital OOH.

In 2030, we can expect digital screens to become even more ubiquitous in OOH advertising. Advances in technology will allow for more sophisticated and interactive displays, such as 3D and holographic projections. The use of artificial intelligence (AI) and machine learning will enable advertisers to personalize their messaging in real-time, based on factors such as location, time of day, and audience demographics.

Sustainability is a growing concern in the advertising industry, and OOH is no exception. In 2030, we can expect sustainability to be a major focus of OOH advertising, with advertisers seeking to reduce their environmental impact and promote sustainable practices.

Advances in renewable energy and energy-efficient technologies will enable advertisers to reduce their carbon footprint and create more sustainable campaigns.