9 trends in outdoor advertising for 2022. The return to post-pandemic normality, which has gradually restored the rhythm of life, has brought with it changes in preferences regarding how advertising is appreciated and perceived.
Outdoor advertising significantly declined after being locked down for more than one year. When we left the house, we paid little attention to the advertisements placed on the streets or in strategic places.
Thanks to the fact that we have returned to the practically usual pre-pandemic traffic, outdoor advertising has a new possibility to shine and be in the spotlight. Especially since we have spent a lot of time-consuming digital content. Although keeping us up to date and connected with the outside can also create a sense of isolation from the tangible and our world.
2022 brings a series of changes and advances in the world. We see how progressively we return to work sites, sporting events, concerts, restaurants, meetings, and clubs. Every time with fewer and fewer restrictions. And with it, the crowds of streets and, of course, a new ability to discover the environment with which we meet after a long time, and we have to learn again.
Outdoor advertising is back in the limelight in 2022, and these are the trends that will dominate this field.
Digital Outdoor Advertising
Before naming each of the trends, we must clarify that, as in many other fields, technology also took over the classic outdoor billboards to which we were accustomed.
However, due to its type of material and the conditions to which it was subjected, they used to deteriorate easily and quickly. The investment vanishes as the ad has to be changed frequently.
But we are in a dynamic world where technology is part of our life and routine. Since we like the interaction and closeness that technology offers us. If we can also do it outside, it is even better.
People also perceive a technological environment as progress for the community, city, and country in general. Consequently, given the need for brands and companies to innovate and be noticed, this combination of digitization and outdoor advertising is ideal for achieving objectives in terms of digital marketing plans.
9 trends in outdoor advertising
1. Need for storytelling, Trends in outdoor advertising.
In advertising, the main focus is always getting a specific message across. But today, and by everything we said at the beginning of the disconnection, thanks to the confinements, people need to connect. And what better than a story well told to do so?
One of the challenges and trends we will see this year will be storytelling in outdoor advertisements. For example, an essential part of the story can be shown with an approach to doubts or a possible problem. To then move on to a solution later.
It is a risky gamble. Getting the attention and hooking the public in the street is essential. To generate an expectation of what they do not know or the possible outcome of the message. They must know what they´re seeing or what brand it is if it´s something new coming out.
The objective will be to get that commitment from the viewer and a possible future client. All before knowing everything behind this campaign and its history.
2. Digitization of billboards.
Following the same thread of the arrival of technology to this type of advertising, here come the outdoor billboards in which we get used to seeing static images for a long time until they wear out. They have been present for some time in their digital versions. This allows dynamism and makes the most of the potential of this resource. Since it can offer space to several brands or companies simultaneously and increase its income.
Another advantage of this type of product is the ease of moving it from one place to another. So, if what is shown is no longer having an effect at a certain point, you can move it. Maybe there´s a new trendy area due to the growth in businesses, nightspots, and an influx of people. Then, of course, the location is changed to attract an audience.
Likewise, and taking up the idea that this type of screen offers the possibility of serving several brands simultaneously, it allows it to be done in a segmented manner. You can show the ads at the most convenient time and, depending on the people who will see them.
3. Interaction with your smartphone, Trends in outdoor advertising.
Another innovation and way of interacting with those on the street are through the cell phone. With ease of access, they have content through QR codes. And with a simple scan, we have the information that we require from a particular client on our device. A very simple example of this is restaurant menus in which we can see the dishes and their costs instantly.
The same happens with the billboards we have at street level and can easily approach. Suppose they offer this option, and there is relevant and engaging information. In that case, it will undoubtedly be a success that will make you gain visibility and increase followers. And, on top of that, possible customers and sales.
In addition, it is a simple and speedy way to offer the necessary information to everyone who passes by the front and does not have so much time to stay to read. Then you can access the information through the link and be able to review it later in the peace of mind of your home.
4. Artificial intelligence in outdoor advertising.
A big step in terms of innovations in outdoor advertising is the incursion of artificial intelligence.
If all of the above doesn’t seem interactive enough, don’t worry, artificial intelligence will take outdoor ads to another level.
Through the activation of technology such as sensors and facial recognition, it will be possible to scan the person who passes through the ad to interact with them at the moment. And thus, file the data in its information base and have an effective segmentation when directing campaigns and sharing news. Since it will undoubtedly be towards a group of people who will receive the message effectively.
This is still in the works. But if it gives the expected results, it will undoubtedly be an excellent experience for those technologically curious and like to be at the forefront of changes.
5. 3D Ads, Trends in outdoor advertising.
If we already have digital screens, in addition to technology that gives us a high-definition image, why not incorporate 3D elements for a better experience?
A novelty that we have already seen in some countries and cities is creating content in video format for 3D billboards.
This offers a fantastic experience and is out of the ordinary from what you have always been used to.
This makes a difference and will make your brand or product be identified, remembered, and well-positioned.
6. Live Streaming.
This type of strategy is not something new in itself.
For a long time now, TV and radio programs have used personalized hashtags oriented to a unique activity or broadcast in particular so that the public can interact with it. Thus, you can have live visibility during the program’s broadcast, showing what you wrote on the screen.
Well, this same interaction is going to be taken to the outdoor advertising sector. Applying the same dynamics as watching some awards at home and commenting on Twitter.
Or another social media to appear on TV.
Here, your expression can be on large advertising screens, on the street, and in real-time.
7. Real Interaction, Trends in outdoor advertising.
Again, we refer to the use of artificial intelligence to be able to interact more directly with the public. And here we can wink at the Metaverse. It also raises the possibility that they are part of the interactive experience through scanning the person. Showing themselves as a protagonist who has access to virtual elements to achieve a connection with the brand or product they want to promote.
It is not a novelty either. However, we will see it more frequently this year, mainly due to the post-pandemic situation in which we live. There´s a need to connect and feel close to others at the distance of a screen’s touch.
Streaming offers us the ability to watch live events from anywhere in the world. It is another bet for this year. Being able to be on the street and watch, for example, the opening ceremony of the next World Cup in Qatar.
9. Viral Content on the Street, Trends in outdoor advertising.
Another option for the rise of social media and the need to share in real-time what we do or what happens around us has given brands an idea of incorporating attractive and influential advertising images. Some encourage the street public to want to interact with it through a selfie and upload it immediately. And thus, they generate a chain reaction that attracts the attention of a conglomerate.
Innovations will always be just around the corner. And as we advance, technology will always try to go one step further to cover needs that we do not know we have. And in the case of outdoor advertising will not be an exception. Since they will go out with everything to recover those spaces that we had to forget two years ago.
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Keywords: advertising, outdoor advertising, billboards, technology, digitization, 3D, ads, brand, product, interaction, public, street, transmission.