The steadfast growth of urbanisation and technological innovation promotes a better ecosystem for out-of-home (00H) media. More than ever, mobile billboard advertising continues to foster effective communication between brands and their customers. The growing trend of digital outdoor advertising is due to the increased investment from media owners. With the increasing proliferation of technology and altering consumption patterns, brands are looking forward to connecting to their audiences. OOH, advertising provides a cost-effective way to promote your brand.
Brands are increasingly relying on storytelling techniques to come up with engaging content. Micro-moment-based storytelling depicted on walking billboards in 10 and 15-second duration will help brands to gain competitive advantage. OOH, activities like product sampling and lounge tie-ups would also propel the promotional activities of the brands.
The upcoming years will witness the increasing number of smarter ads. These ads would not only depict the product information but will also show the demographics of the audiences. Artificial Intelligence, sensors and facial recognition technology would enable billboards to engage customers. Emerging technical platforms like virtual reality and augmented reality would make these campaigns more engaging.
Brands are emphasising more on personalisation and immersive engagement. Organisations are becoming more agile in expanding their reach via OOH. They are also relying more on audience-specific content to target customers. Customer experience, along with customer-centricity, would be pivotal to brand building.
The future of OOH is all about scaling to be the difference-maker. Technology will always continue to impact OOH, even in the near future. Higher utilisation of location data, along with collaborative platforms, would greatly influence billboard advertising. Smart screens and recognition platforms would have the final say in the promotional campaigns.
Data-based planning would take centre stage in the years to come. This type of plan would give rise to tangible outcomes for the advertising industry. Thus, data analysis would have the final say on the success of the billboard ad campaign.
Running Boards believe in making brands more visible. They have over 30 years of experience in streamlining location-based marketing across Australia.