Currently, in an increasingly digital world, outdoor media, once considered outdated, has re-emerged as a powerful ally for advertisers. Thus, under the name “out-of-home” (OOH), or simply outdoor media, this form of advertising gained strength thanks to an intelligent combination of technology. In other words, with a lot of innovation and creativity.
The transformation of outdoor media
What were once simple billboards have now become panels with visual impact and interaction. This exponential growth is mostly due to the growing interest of brands in reaching consumers as they move around the city. Behaviors like these have driven the emergence of new formats and, as a result, companies have struggled to innovate and plan more engaging and less invasive strategies.
The power of interaction and impact of outdoor media
OOH recently stood out, receiving a Golden Lion at the prestigious Cannes Film Festival. The “Bus Stop” campaign, created by AlmapBBDO in partnership with Eletromidia, vividly illustrates the strengthening of this media. Data from Kantar Ibope Media supports that outdoor media advertising impacts approximately 85% of the population, a notable statistic compared to nations such as the United States, United Kingdom and Spain.
Multiple ways to reach audiences with media
The diversity of ways in which the public can be reached is one of the main advantages offered by outdoor media. In other words, from supermarkets to shopping malls and universities, advertisements are present in the routine of Brazilians, as pointed out by Kantar Ibope Media. Furthermore, public transport, street furniture and large media, such as billboards and billboards, also play a crucial role in disseminating advertising messages.
The advancement of digital formats
Digital formats (DOOH) have also gained their place in the outdoor media landscape. Research revealed that 53% of people who consumed OOH advertising saw it through digital displays, representing a significant increase of 11% over the last five years.
The continued growth of outdoor media
Cenp-Meios released a report showing that outdoor media had the biggest growth in advertising investments in the year 2022, with a turnover of R$ 2.1 billion and a market share of 10.2%. Outdoor media has experienced constant growth, driven by innovation and technology present in various segments, including indoor media.
The role of technology in the evolution of outdoor media
Felipe Viante, director at b.drops, highlights that digital transformation played a fundamental role in the growth and professionalization of the segment. Digital technologies have enabled new media approaches, with more dynamic and interactive ads. This transformation also brought the ability to segment the audience with greater precision, allowing for more assertive and personalized campaigns.
Personalizing the Consumer Experience
The evolution of outdoor media is not just limited to digital billboards. This media has found new spaces in environments such as application vehicles, residential elevators and even beauty salons and barbershops. Digitalization has provided a more immersive experience for the public, while programmatic buying strategies have been gaining ground in the market. Currently, 20% of b.drops revenue in the first half of 2023 comes from programmatic buying.
The “positive waiting” strategy
The “Positive Expectation” approach has stood out as a way of establishing a lasting relationship with the target audience. In this strategic approach, consumers not only wait, but also interact with the brand. This occurs through relevant content and QR codes targeted to websites, providing an engaging experience. This immersive approach generates not only sales, but also customer loyalty and satisfaction.
Conclusion
Outdoor media, thanks to technology and innovation, has achieved a new level of relevance in the world of advertising. Its power of interaction, impact and segmentation has become an indispensable resource for brands looking to reach an audience that is constantly on the move. The continuous evolution of the sector, combined with digital transformation, is creating a scenario in which the possibilities are endless.
With information from PropMark
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