2021 Post Covid and Beyond
What happens to OOH advertising when people aren’t going out of home?
Advertorial by Movia Media
2021 Post Covid and Beyond!
What happens to OOH advertising when people aren’t going out of home? As the industry found out at the beginning of the pandemic last March, it gets put on pause. Luckily, in comparison to other advertising mediums, this setback is not catastrophic for OOH. In fact, WARC’s recent global report found that OOH is forecast to be the second-fastest growing medium in 2021, with ad spend rising by a fifth. There’s some light at the end of the tunnel for OOH post-lockdown, and here’s some of the reasons why.
There are a couple of major factors that are already acting in outdoor advertising’s favor as regulations and safety precautions continue to change. One being that people will always need to shop for essential items, and secondly, that they feel safe in their own cars. In America, daily distances travelled by car have risen back up to 91% of those observed since the beginning of the pandemic. People are taking to the streets once again – and a lot of them are doing it on wheels. Enter grocery stores and heavy car-traffic areas as messaging hotspots. This is promising territory for OOH advertising mediums, such as billboards and truck-side ads, because they’re easily visible and, as many consumers appreciate, non-intrusive.
Besides essential shopping and driving, University of Maryland researchers have found that miles travelled per person, including walking, biking, and public transportation, are also back to 90% nationwide. People are enjoying the sense of normalcy and familiarity that comes with being outside, even if it means staying within their own neighborhoods. This is a perfect opportunity for advertisers to take advantage of hyperlocal OOH advertising. Consider walking down the street and passing by a truck-side ad for Shoppers Drug Mart’s new fresh food section. It’s not surrounded by a thousand pop-up ads (on screens that people feel they’re already frequenting too much) and it can be seen while they’re already in the mindset of doing errands. Even better, it’s seen while people are very close to the nearest location of the store. This contextual, localized approach to OOH advertising such as placing ads near parks, local shops, and supermarkets, is an extremely strategic course of action that will continue to offer great value when choosing to advertise post-lockdown.
Another key to the future success of the OOH medium will be the implementation of more data-driven ads. For example, the DOOH market alone is expected to reach $26.2 billion by 2023, at a CAGR of +10%. High growth within the DOOH market, and among other such technology-based mediums, can be accredited to its understanding of consumer movement patterns. Using beacon technology to adjust location, environment, and the time display in response to the data allows for maximum engagement and visibility, no matter how the pandemic plays out in the future.
Despite the current challenges the industry faces, OOH advertising can rely on its strong track record for being a resilient medium. With its ability to adapt to the ever-changing restrictions and regulations caused by the pandemic, OOH has been able to stay afloat even in the most critical of times. The road to recovery may not be a fast one, but if OOH advertisers can capitalize on hyperlocal, technology-based advertising, they will come out of this crisis on top.