What Does 2023 Entail for OOH? —KEVANI CEO Kevin Bartanian Chimes In
Sensible Soothsaying —‘the year of the community canvas'
by Benny Taubman, OOH TODAY Reporter
Reflecting back on 2022 – although the year had many ups and downs for various different businesses – the OOH advertising industry performed remarkably well. Throughout 2022, the OOH industry has sustained its post-lockdown come back and continues to gain momentum. According to recently released data from the OAAA, OOH advertising revenue in Q3 2022 was $1.94 billion, an increase of 11% compared to last year – superb.
However, numbers and statistics are just one part of the story. To truly get the full picture of OOH’s continued growth, one must understand a basket of other important factors such as emerging technologies, changing consumer preferences, shifting demographics, and much more. To help grasp some of these concepts, what 2023 entails for the industry, and the future of OOH altogether, OOH Today has enlisted Kevin Bartanian, an industry veteran and the founder and CEO of KEVANI, to share his acute predictions and analysis.
First, Bartanian predicts the theme and methodology of 2023 as a whole.
“2023 is what I’m nicknaming ‘the year of the community canvas’ – a time when brands create localized content to engage their audience,” said Bartanian. “The out-of-home medium lends itself well to captivating but non-intrusive content that acknowledges the community it exists in and the demographic it serves. The best performing content will be one that moves and inspires those that come into its path.”
“ …The best performing content will be one that moves and inspires those that come into its path.”
Next, he details the usefulness of AI and other sources of progress that help advertisers more effectively reach audiences.
“Expect more science-backed studies and use of tools such as Artificial Intelligence (AI) and Neuroscience to find audiences, optimize creatives and enhance performance in real-time,” Bartanian stated. “I anticipate this integrating into out-of-home advertising in substantial ways in 2023 to help advertisers get their best results yet.”
Lastly, Bartanian discusses shifting consumer preferences and the strategies necessary to keep up.
“Additionally, I predict that brands will create highly sensory campaigns to stimulate digitally fatigued consumers who want tangible experiences,” continued Bartanian. Advertisers will embrace unexpected experiences that resonate with their audience, garner attention, and result in better ad recall, so it’s no surprise out-of-home assets will continue to be gateways to online brand campaigns thanks in large part to mobile devices.”
…out-of-home assets will continue to be gateways to online brand campaigns thanks in large part to mobile devices.”