Reaching New Heights: Transforming DOOH Advertising

New technologies, data, and consumer behaviors are driving a rapid transformation in digital out-of-home (DOOH) advertising. In 2024, we can expect to see DOOH become more innovative, engaging, dynamic, and effective than ever before. Global DOOH revenue will grow by 42% to almost 16.6 billion dollars by 2027. DOOH will provide more data integration and analysis capabilities for advertisers and consumers. One of the driving forces behind this expansion is the data potential that DOOH offers brands looking to make better decisions and increase their profits.

This article will discuss the top five DOOH industry trends and how they can help advertisers reach their audiences and improve results. DOOH offers endless opportunities for innovation and growth. Here are some of the key trends that are shaping this exciting industry. Let’s dive in!

Trend #1: Leveraging Data-Driven Creatives for DOOH

With data-driven creatives, advertisers can use data to customize DOOH ads for each screen’s context and audience. They can create engaging messages using geolocation, traffic, weather, social media, mobile devices, and sensor data. Data-driven creatives enable real-time campaign adjustments and personalized, dynamic experiences. For example, a food chain can show different menu items based on the time of day. A clothing brand can change outfits based on the weather.

Here are some real-world examples of brands using data to personalize DOOH ads:

• McDonald's, which partnered with Waze to display real-time traffic data and drive-thru wait times on DOOH screens near its locations. The campaign reached 1.9 million consumers and drove 8,400 navigations to McDonald’s stores with Waze in-app ads. It increased brand awareness, preference, and purchase intent.

• Aperol’s summer campaign targeted a willing-to-buy audience by only running when the temperature was high enough—when people craved a cocktail! Moreover, the campaign only ran before weekend happy hours and in busy social areas. This ensured an optimal return on advertising spending.

Trend #2: Entering the Metaverse with DOOH

The metaverse opens new possibilities for advertisers to connect with consumers in immersive and innovative ways. Brands and retailers can create more virtual spaces in the metaverse to attract and engage consumers. They can use programmatic DOOH to target avatar shoppers with relevant ads in the virtual world. They can base their ads on the behavior, preferences, and location of the avatar shoppers. According to a case study by Vistar Media, DOOH ads in the virtual world can drive 10 times more foot traffic to physical stores than other channels, such as mobile and display.

For example:

• Amazon Prime targeted avatar shoppers who liked fantasy and adventure with 3D scenes for its show ‘The Wheel of Time’. The scenes appeared on DOOH screens when viewed from a certain angle. It was a success, becoming Amazon’s most-watched original series since 2020’s ‘Hunters’. The series clocked 1.16 billion viewing minutes during its debut week, reaching tens of millions of viewers worldwide.

But there are many other examples: Coca-Cola, Nike, and McDonald’s have advertised in-game on DOOH screens on popular gaming platforms such as Roblox and Fortnite. Spotify created a virtual island in Roblox where users could listen to music, watch concerts, and interact with artists.

Trend #3: Creating Immersive Experiences

With new technologies like 360 videos, augmented reality, and interactive screens, DOOH can create immersive and interactive experiences for consumers. They will be able to explore different places, scenarios, or perspectives, and interact with the content in various ways. These experiences will capture their attention, make them remember the brand, and motivate them to take action. 

•  Lancôme used a 3D billboard to transport viewers to different places and scenarios for its “La vie est belle” fragrance launch. The campaign engaged customers with a creative experience of happiness and femininity.

• Bumble and Netflix used DOOH screens to engage viewers with trivia questions about their favorite Netflix shows, such as Stranger Things, House of Cards, and Squid Game. With the purpose of attracting and engaging users with a fun and interactive experience, this project reached over 10 million people on social media, with more than 1.5 million engagements.

Trend #4: Skyvertising: The New Frontier of DOOH

Skyvertising is a DOOH trend that displays ads in the sky using drones, balloons, blimps, or planes. It can catch the attention of viewers and reach large audiences in outdoor locations.

• Candy Crush celebrated its 10th anniversary with a skyvertising campaign, using drones to create a colorful light show in the sky above Manhattan. The show displayed candies and characters from the game, attracting the attention of many viewers.

• Another brand that used skyvertising was the NBA, which used drones to show its logo and the names of the teams in the sky during the 2022 All-Star Game.

 Both campaigns generated some media attention and publicity, creating brand image and awareness for the brands.

Trend #5: Supporting Social Impact with DOOH

One of the most important benefits of DOOH is its ability to make a positive difference in the world by supporting social causes and raising awareness about important issues such as environmental protection, human rights, health, and wellbeing. DOOH can generate millions of weekly impacts in different markets, such as the 742.27 million generated in Great Britain in Q1 of 2023, reaching a large and diverse audience with relevant messages.

For example:

• The DOOH campaign in Nigeria was a successful example of using DOOH screens to highlight the plight of a village that fought against oil pollution and won a lawsuit against Shell. The campaign not only secured compensation for the farmers, but also raised global awareness and solidarity for their cause and challenged Shell’s accountability and credibility.

• Another example is the British Heart Foundation (BHF), which ran a DOOH campaign to raise awareness and funds for heart research. The campaign used interactive DOOH screens to display the live heartbeats of people who had donated to the charity as well as show the impact of their donations on saving lives. It also encouraged people to scan a QR code and donate via their smartphones. These are just some examples of how DOOH can create social impact and inspire action.

Final Thoughts

Looking ahead to 2024, DOOH advertising will offer exciting and creative possibilities. Advertisers will have the opportunity to use data-driven creatives to tailor their messages to their audiences, explore the metaverse to connect with new and loyal customers, create immersive experiences that blur the boundaries between physical and digital worlds, embrace skyvertising to dazzle and inspire, and contribute to social causes that align with their mission and vision. Are you ready to take your OOH campaigns to the next level?