TOP 2022 DOOH TRENDS
Some of the best things to come out of 2022 are both the advancement of technology and the understanding of how design can pull in the consumer. Several developments are being driven by technology, including adjustments in how OOH is planned, viewers are targeted, and overall advertising performance is measured. Solutions are being developed to target specific audiences and assess total ad impact more accurately. OOH advertising helps businesses to communicate directly with customers in a more effective and responsible manner, resulting in a higher return on investment, whether it is improving overall awareness or targeting specific demographics.
1. Screen quality
Consumers are already used to seeing adverts in 4K resolution. Advances in outdoor display technology have allowed the large-scale deployment of high-resolution screens that are less expensive and more widely available. These high-quality screens not only provide high resolution and beautiful, colorful pictures that can hold users’ attention for extended periods of time, but they also support dynamic content.
Because of the proliferation of digital screens and touchscreens, outdoor advertisements may now be interacted with. The engagement rate for interactive DOOH commercials is shown to be much higher than for non-interactive ones. According to an Ultra leap study, interactive DOOH advertising yields twice as many conversions as static DOOH ads and has a 21% longer dwell duration. Viewers spend 50% more time viewing interactive advertising than static ads, and they are also 52% more effective at building brand awareness.
3. Cameras & motion sensors
The next hardware innovation in DOOH Advertising technology is touchless interactivity. This solves hygiene issues and simply involves using cameras to detect hand motions and alter content on a display. This technology is based on the incorporation of cameras and motion sensors in outdoor advertising units. Not only as a solution to the hygiene concerns raised by COVID-19 but also eventually improve data collecting and audience targeting in a historically difficult medium to measure effectively.
4. Programmatic technology
All the hardware developments play a huge role in the now established framework for software to come in and fix the issues in previous OOH advertising. Programmatic technology has changed the way DOOH advertising is delivered. The tried-and-true advertising technology struggled to have an impact on OOH advertising at first because the infrastructure was simply not in place to capitalize on enormous programmatic benefits, but those issues are being resolved daily.
5. Advertising technology platforms
Advances in complementary and supporting advertising technology platforms have aided in streamlining the end-to-end OOH advertising process. This includes stand-alone and integrated solutions for all areas of outdoor advertising, from planning to attribution, as well as smart planning tools, data management platforms, and other solutions for campaign planning, delivery, optimization, and measurement. This improved access to measurement data and capabilities has allowed a transition away from screen purchasing and toward audience buying, which, when done appropriately, may increase the effectiveness of outdoor advertising efforts.