Out-of-Home (OOH) Advertising includes ads displayed in public spaces such as billboards, public transport, and other public areas. It plays a crucial role in marketing, as it reaches a broad audience directly and increases brand awareness. OOH Advertising also offers opportunities to deliver creative and impactful messages, grabbing consumers’ attention as they go about their daily routines.
It’s important for marketers to stay informed on the latest OOH Advertising trends, as these trends reflect shifts in consumer behavior, new technologies, and creative innovations that can affect the success of a campaign. Understanding these trends helps marketers adapt their strategies, optimize ad effectiveness, reach audiences more efficiently, and ultimately increase ROI.
Source: Doc City Vision
Here are some of the most important OOH Advertising trends that marketers should be aware of:
Digital Billboards: One of the advantages of digital billboards is their ability to display dynamic, real-time content. This allows brands to quickly update their messages as needed, increasing the appeal and effectiveness of campaigns.
Integration with Technology: Technologies like Augmented Reality (AR) and Virtual Reality (VR) create engaging and interactive experiences for consumers, boosting engagement levels.
By using audience data, marketers can tailor ad messages to be more relevant to their target demographics. This personalization improves campaign response rates and effectiveness.
More Efficient Ad Buying: Digital platforms make it easier to automate the buying of OOH ads, allowing marketers to manage and optimize their campaigns more easily.
Data-Driven Advertising: By analyzing consumer behavior and preferences, marketers can choose the most effective locations and times for ad placements.
QR Codes and Beacons: Connecting OOH ads with digital interactions through QR codes and beacons allows consumers to engage further with brands online.
Geo-Targeting: This technology displays ads based on the user’s location, making the message more relevant and increasing engagement potential.
Eco-Friendly Materials: The use of recycled materials and sustainable practices is becoming a major focus, helping brands build a positive image.
Social Impact Campaigns: Ads that support social or environmental causes can attract consumer attention and build brand loyalty.
Wider Reach: Using influencers helps brands reach a broader and more diverse audience.
Building Trust: Content created by influencers is often seen as more authentic, which helps build consumer trust in the brand.
Source: Freepik
Several successful case studies in Indonesia highlight the effective use of these OOH Advertising trends, including:
Unilever used digital billboards in strategic locations such as shopping malls and major streets to launch new products. The dynamic content allowed them to tailor messages based on the time of day and current weather conditions.
Coca-Cola launched an interactive AR campaign at several points in Jakarta. Consumers could use an app to interact with the ad, such as virtually customizing Coca-Cola bottle designs, enhancing engagement and creating a fun experience.
Telkomsel leveraged programmatic technology to optimize ad placements. By analyzing traffic and demographic data, they could display ads in locations frequented by their target audience.
Grab used eco-friendly materials for its billboards to educate users about sustainability. This campaign not only attracted attention but also helped build a positive image for the brand as environmentally conscious.
Several local fashion brands collaborated with influencers to promote their latest collections through OOH ads. Influencers shared their content on social media while posing in front of billboards, generating buzz and expanding campaign reach.
OVO used geo-targeting technology to display ads based on users' locations. For instance, they offered special promotions in areas with many new users, significantly increasing conversion rates.
KFC incorporated QR codes into their billboards, allowing consumers to instantly order food via an app. This seamlessly connected the offline and online experience, boosting sales.
These examples demonstrate how marketers in Indonesia have successfully adopted OOH Advertising trends to engage audiences in more innovative and effective ways.
After learning about the latest OOH Advertising trends and successful examples, you certainly don’t want to miss out on these trends. By embracing them, you can design more innovative and effective OOH campaigns.
Given the wide variety of OOH platforms available, choosing the right medium can be quite challenging. But don’t worry, City Vision is here to simplify the process. From coordinating the types of media or platforms to aligning your budget and marketing goals, City Vision will handle everything for you.
City Vision is trusted by over 300 leading national and international brands, now is your time to join us. Contact our professional team here!
