Trust is the currency that shapes the bond between businesses, media, and customers. It is particularly true during an economic crisis when people choose brands that align with their core beliefs and stick to them.
According to a recent finding in the “Edelman Trust Barometer,” close to 63% of people today arrive at purchasing decisions or proactively support brands, depending on their principles and values. Businesses need to showcase their values and standards with authenticity to foster customer trust.
For a long time, OOH (Out of Home) media infrastructure was designed around customer behavior, targeting the triggers around locations, communities, and contexts. Hence, it can answer all these challenges.
Business owners and marketers have the opportunity to leverage the brand-building capabilities of OOH advertising to foster sustainable growth, steering clear of short-sighted strategies. They can tap into the inherent credibility of OOH to effectively communicate relevant messages. By gaining insights into intricate consumer behaviors and present demands, brands can strike the perfect balance and deliver messages with the appropriate tone.
Innovative OOH Ideas For 2023
Before the COVID-19 pandemic, there was a significant boost in OOH advertising. But towards the end of 2020, all the revenue that was generated declined by 30% in a year.
Now, as the business landscape has recovered to a huge extent, there is scope for a resurgence of OOH advertising. Therefore, there is a need for creative and effective tactics that will capture the target audience’s attention in 2023 with OOH advertisements.
The innovative ideas for OOH advertising suggested by some of the industry experts this year include:
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Interactive DOOH Advertisements
Humphrey Ho of Hylink Digital asserts that DOOH (Digital Out-of-Home) advertising can transform static OOH ads into an immersive experience. Dynamic ads can pop out of a unit and can profoundly improve visibility and generate an increased conversion rate. With DOOH ads, brands can grab more attention from their target audience and generate engaging experiences which will have a lasting impact.
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The Continued Use of Sublimation Blanks
Simply put, sublimation blanks are products designed and manufactured for sublimation printing. The materials used to make these blanks can accept and retain dyes, enabling permanent and vibrant transfers of the images to the surface.
Large-format dye sublimation blanks, such as banners and billboards, are still the best option in 2023. The attractive displays can get placed strategically in high-traffic regions to grab the attention of people, thereby conveying the brand message effectively. Other options include build wraps, signages, vehicle graphics, and event furniture.
SignWarehouse states that successful sublimation needs high-end polymer-coated blanks. It helps develop the best products with animated graphics that help to drive across the brand message. Hence, companies intending to use this medium for their OOH strategy should select service providers that use the best materials at the best cost.
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Using QR Codes For Transit Ads
Mike Gunderson of Gunderson Direct Inc. says that when it comes to transit advertising, people are faced with time constraints. From trying to catch a train to getting off a bus to reach work, they don’t have the necessary time required to engage with the OOH advertisements.
To resolve this, there are solutions, such as PostReminder, which allow an individual to scan the QR code and get the text reminder about a specific OOH advertisement at a convenient time. That way, they can respond to the ad effectively. It also facilitates a responsive interaction with a brand’s OOH campaigns.
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Skyvertising
Christine Slocumb of Clarity Quest Marketing says that it’s time to look up at the horizon. Drone performances and displays are becoming popular in gatherings and conferences. In 2023, the concept of “skyvertising” can have a widespread impact and grab maximum attention at various events.
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Blending Local Digital Campaigns and OOH Ads
Monica Alvarez-Mitchell of Pulse Creative says that for effective OOH advertising, it is necessary to incorporate it with any regional and local campaign. When you optimize the advertising budget for reaching out to customers via various channels, it is possible to develop brand recognition and urge the users to take the necessary actions. Additionally, it is essential to align every message across the platforms to improve the impact of advertising initiatives.
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Promoting User-Generated Out-of-Home Campaigns
Rudy Mawer of Mawer Capital LLC says that recently, many companies have come up with user-generated out-of-home advertising campaigns that have gained momentum. They allow individuals to share their selfies and messages on billboards situated in public spaces, such as Times Square. They can also share this on their respective social media accounts. It increases user engagement and participation.
Conclusion
In 2023, OOH advertising is brimming with ground-breaking possibilities. From interactive DOOH ads to skyvertising and user-generated campaigns, the landscape is set to evolve dynamically. By embracing these key ideas, brands can captivate audiences, create lasting impressions, and harness the power of OOH advertising to propel their success in the years to come.