Learn about the key trends in outdoor media planning for advertising, such as digital, data, context, sustainability, and innovation.

Digital out-of-home (DOOH) advertisements, data-driven targeting, augmented reality (AR) and other interactive experiences, sustainability initiatives, and partnerships with local communities for authenticity and cultural relevance are some of the most recent developments in outdoor advertising.

What are the latest trends in outdoor media planning for advertising?

Outdoor media planning is the process of selecting and optimizing the best locations, formats, and strategies for advertising on billboards, transit, street furniture, and other out-of-home (OOH) channels. It is a crucial part of reaching and engaging consumers who are on the move, especially in urban areas. But what are the latest trends in outdoor media planning for advertising? Here are some of the key developments that are shaping the future of OOH advertising.

Key takeaways from this article

Embrace digital technologies:

Digital OOH (DOOH) enhances creativity with dynamic, interactive content tailored to various factors like time and location. This allows for real-time campaign optimization and integration with other digital channels, making your advertising more effective.### *Leverage audience insights:Use data from multiple sources to segment and profile your audience based on their behaviors and preferences. This ensures that your OOH messages are relevant and engaging, driving higher audience

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1 Digital transformation

One of the most significant trends in outdoor media planning is the increasing use of digital technologies to enhance the creativity, flexibility, and effectiveness of OOH campaigns. Digital OOH (DOOH) allows advertisers to display dynamic, interactive, and personalized content that can change according to time, location, weather, audience, and other factors. DOOH also enables real-time measurement and optimization of OOH campaigns, as well as integration with other digital channels such as mobile, social, and online. According to a report by Grand View Research, the global DOOH market is expected to grow at a compound annual growth rate of 10.7% from 2020 to 2027.

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Rakesh Parmar ☀️

Digital Marketing Expert | ROI-Focused Campaigns💰 | Connecting Brands with Audiences | Performance Marketer 🎯
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Digital out-of-home (DOOH) advertisements, data-driven targeting, augmented reality (AR) and other interactive experiences, sustainability initiatives, and partnerships with local communities for authenticity and cultural relevance are some of the most recent developments in outdoor advertising.

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Sohail Irfan

Helping Businesses Spending $1M+ Per Month on Ads to Overcome Tracking Challenges Through Expert Conversion Tracking Solution
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💚 Embracing Digital Integration: Incorporate digital technologies like interactive displays and augmented reality in outdoor advertising. Utilize digital screens for dynamic content changes and real-time updates. 💚 Data-Driven Decision-Making: Implement data analytics to understand audience behavior and optimize outdoor media placements. Use geotargeting and demographic data for precise targeting. 💚 Programmatic Outdoor Advertising: Explore programmatic buying for outdoor media to automate ad purchasing based on data and algorithms. Enhance efficiency and target specific audiences with programmatic strategies.

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Nida Gil .

Certified Google Ads Specialist | Helping Businesses to Grow Faster | Dedicated Google Ads Manager
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It will be following: Data-driven targeting: Utilizing data analytics and geolocation technology to identify optimal outdoor advertising locations based on target audience behavior and demographics.Applying programmatic technology to automate the buying and selling of outdoor ad space. Incorporating digital elements such as dynamic content, interactive displays, and mobile integration into outdoor advertising campaigns to enhance engagement and measurement capabilities. Sustainability and eco-friendly solutions: Embracing environmentally friendly materials, energy-efficient technologies, and sustainable practices in outdoor advertising installations to align with growing consumer preferences for eco-conscious brands, Augmented reality (AR)

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2 Audience data and insights

Another key trend in outdoor media planning is the use of data and insights to understand and target the OOH audience more effectively. OOH advertisers can leverage various sources of data, such as geolocation, mobile, social, behavioral, and transactional, to segment and profile the OOH audience based on their demographics, interests, preferences, and behaviors. This allows advertisers to deliver more relevant and engaging OOH messages that resonate with the audience and drive action. For example, a study by Nielsen found that OOH advertising can increase online activations by up to 200%, such as search, social media engagement, and website visits.

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Evgeny Popov
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The latest trends in outdoor media planning include leveraging advanced audience data and insights for targeted campaigns, integrating digital technologies like QR codes and AR for interactive experiences, and utilizing programmatic buying for dynamic ad placements. There's a growing emphasis on location-based advertising to reach consumers in contextually relevant settings. Sustainability is also becoming a priority, with eco-friendly materials and energy-efficient digital displays gaining traction in outdoor advertising strategies.

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Sohail Irfan

Helping Businesses Spending $1M+ Per Month on Ads to Overcome Tracking Challenges Through Expert Conversion Tracking Solution
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💚 Sustainability and Eco-Friendly Initiatives: Integrate environmentally friendly materials and practices in outdoor advertising campaigns. Highlight eco-conscious efforts to appeal to environmentally aware consumers. 💚 Personalized and Contextual Content: Create personalized and contextually relevant content for specific locations and demographics. Tailor messages to resonate with local audiences and cultural nuances. 💚 Integration with Social Media: Foster synergy between outdoor media and social media platforms to amplify campaign reach. Encourage audience engagement through hashtags and user-generated content.

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3 Contextual relevance and creativity

A third trend in outdoor media planning is the emphasis on contextual relevance and creativity in OOH advertising. OOH advertisers can use the physical and social context of the OOH environment to create impactful and memorable OOH campaigns that connect with the audience on an emotional level. For instance, OOH advertisers can use the location, size, shape, and features of the OOH media to create immersive and experiential OOH campaigns that stand out from the clutter. OOH advertisers can also use the cultural and social context of the OOH audience to create OOH campaigns that tap into their values, passions, and aspirations.

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Susan Coelius Keplinger

CEO at Force of Nature | Performance Marketing at Scale
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Craft ads that not only stand out creatively but are also contextually relevant to the location and the audience. Incorporating local culture, events, or humor can make outdoor ads more memorable and impactful.

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4 Sustainability and social responsibility

A fourth trend in outdoor media planning is the growing awareness and demand for sustainability and social responsibility in OOH advertising. OOH advertisers can use OOH media to communicate their environmental and social commitments, as well as to support causes and initiatives that align with their brand purpose and vision. OOH advertisers can also use OOH media to reduce their environmental impact, such as by using renewable energy, recycled materials, and biodegradable inks. OOH advertisers can also use OOH media to promote positive social change, such as by raising awareness, educating, and inspiring the OOH audience to take action on issues such as health, safety, diversity, and inclusion.

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5 Innovation and experimentation

A fifth trend in outdoor media planning is the continuous innovation and experimentation in OOH advertising. OOH advertisers can use OOH media to explore new and emerging technologies, formats, and strategies that can enhance the OOH experience and performance. For example, OOH advertisers can use OOH media to incorporate augmented reality, virtual reality, artificial intelligence, voice recognition, facial recognition, and gamification into their OOH campaigns. OOH advertisers can also use OOH media to test and learn from different OOH approaches, such as programmatic buying, cross-media integration, and omnichannel attribution.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sohail Irfan

Helping Businesses Spending $1M+ Per Month on Ads to Overcome Tracking Challenges Through Expert Conversion Tracking Solution
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💚 Immersive Experiences: Explore immersive technologies like virtual reality (VR) and augmented reality (AR) to create memorable experiences. Offer interactive elements that capture attention and enhance brand recall. 💚 Dynamic and Creative Designs: Experiment with dynamic and visually striking designs to captivate the audience. Play with unconventional formats and artistic approaches to stand out in the outdoor space.

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Kevin Milton

Business Development & Recruitment Manager KRISS Products | Sales & CRM Trainer | Diversity & Inclusion | Recruiter | Relationship Management | Sales Development | Media Marketing | Growth Marketing | Project Management
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Know what percentage of showing your billboards locations are and leverage the branding/messaging to make sure each location is impactful.

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What are the latest trends in outdoor media planning for advertising?

1

2

3

4

5

6

1 Digital transformation

2 Audience data and insights

3 Contextual relevance and creativity

4 Sustainability and social responsibility

5 Innovation and experimentation

6 Here’s what else to consider

Advertising

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What are the latest trends in outdoor media planning for advertising?

1

2

3

4

5

6

1 Digital transformation

2 Audience data and insights

3 Contextual relevance and creativity

4 Sustainability and social responsibility

5 Innovation and experimentation

6 Here’s what else to consider

Advertising

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