An emerging category for out-of-home (OOH) media, audio OOH offers a strong opportunity for brands to influence consumers with engaging messaging, seamlessly blended into a retail environment.
The Metaverse opportunity
This past year has been huge for the Metaverse, and brands like Chipotle and Miller Lite have already started to implement test-and-learn consumer experiences. When we look at those successes, there may also be an opportunity to approach OOH media in ways which are not subjected to the limitations of the physical world, while combining the one-to-many nature of OOH with direct, personal interactions in the digital sphere. We are still in the early days of OOH advertising in the Metaverse, but there seems to be unlimited possibilities for advertising space in virtual worlds.
Audio OOH
Audio OOH is an emerging category within the OOH media landscape. It offers a strong opportunity for brands to influence consumers with engaging messaging, seamlessly blended into a retail environment. With platforms specializing in audio OOH, advertisers can buy audio-only inventory on an OOH exchange, including musical playlists, paid commercial spots, and brand messaging. By activating this type of advertising, retail marketers are furthering their impact on immediate purchase decisions by reaching shoppers directly through a unique auditory experience.
In light of recent global, social, and economic shifts, brand marketers will be looking to OOH advertising to engage with their target audiences consistently and effectively—and ultimately yield a high return on investment.
Looking at the year ahead
As media buyers address the ongoing challenges of inflation and other economic issues going into 2023, emerging trends like dynamic creative, sustainability in OOH, the Metaverse, and audio OOH will continue to expand the opportunities for sign owners and operators. In light of recent global, social, and economic shifts, brand marketers will be looking to OOH advertising to engage with their target audiences consistently and effectively—and ultimately yield a high return on investment.
Notes
1 For more information, visit https://www.prnewswire.com/news-releases/insights-on-the-digital-out-of-home-advertising-global-market-to-2026—increasing-adoption-of-arvr-is-driving-growth-301317637.html.
2 For more information, visit https://info.vistarmedia.com/blog/nine-facts-about-dooh.
Scott Mitchell is managing director for Canada at Vistar Media, a provider of programmatic and software solutions for digital out-of-home. Since joining Vistar in 2017, Mitchell has launched the Canadian office and grown operations to a fully staffed team with strategic partnerships across the entire programmatic landscape. Prior to joining Vistar, he held positions at TubeMogul (now Adobe) opening Canadian operations and working with agencies, as well as in the Enterprise (SaaS) business working with brands directly. Mitchell also worked at Yahoo! Canada, leading the consumer packaged goods vertical. For more information, email info@vistarmedia.com.
