Dynamic creative and video advertising are some of today’s most powerful digital marketing tools.
Maintaining brand loyalty
Investment in DOOH real estate is key to flourishing with clients in 2023. Brands need to advertise to retain brand loyalty—especially in times of uncertainty—but they want the flexibility to do so without commitments and on short notice. These moments of uncertainty are when consumers tend to change their behaviour to identify other options which are better aligned with their location, budget, and values. Brands that neglect to invest in brand equity may see the short-term benefits to their budget, but they will risk a long-term decline in sales. On the other hand, this could be a game changer for challenger brands, as it provides the opportunity to entice consumers with a new deal by ramping up on advertising when others cut back.
Emerging advertising trends
Dynamic creative and video
With consumers’ attention being pulled in multiple directions, as well as the need for constant stimulation, dynamic creative and video advertising are some of today’s most powerful digital marketing tools. By leveraging video content in DOOH, for example, brands can even utilize their existing high production assets and activate them in a larger omnichannel capacity. Not to mention, dynamic creative unlocks personalization at scale for marketers, allowing them to advertise live sports scores, weather and traffic updates, promotional offers, localized imagery, and more. This type of creative flexibility allows for messaging which can be highly tailored for relevance in a specific moment in time.
In the coming years, advertisers will continue to prioritize their commitment to sustainability by investing in responsible media.
Looking into 2023, we can expect an even more heightened focus on creative assets in data-driven campaigns and programmatic activations in relevant environments, such as grocery stores, restaurants, and gyms. Programmatic DOOH is increasingly becoming top-of-mind for media buyers, especially with the concern of tightening budgets.
Sustainability in OOH
Addressing the global climate crisis will rightly be an underlying consideration in the OOH industry well beyond 2023. When we think about the flashy DOOH billboards that catch our eye, we also have to think about the energy it takes to power them. As a result, we are starting to see some of the top advertising companies in the world announce plans to reduce their carbon impact, in terms of developing, producing, and running advertising. This is sure to only gain momentum in the coming years, with advertisers prioritizing their investment in responsible media.
