During 2022, out of home marketers will embrace more compelling content and they're likely to use it across various ads, writes Fabian Trevor Cowan, Sapio Parthiv Heritech CEO and former head of Posterscope India. Cowan outlines four additional changes OOH marketers can expect, including location becoming prioritized and "creating contextual relevance" among consumers via OOH advertising.
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Quality Meats' campaign for Picsart features a native of Boring, Ore., helping local businesses solve their "branding problem" using the design app's creative tools and capabilities. A series of quirky documentary-style spots shows Picsart helping businesses like the North American Bigfoot Center become "unboring" and the campaign is running nationally across social, across cinemas and out of home in Portland, and OOH in New York and San Francisco with creative not specific to Oregon.
HBO Max, along with Intersection, launched a takeover of Los Angeles Metro's Culver City Station to coincide with the opening of the media firm's new corporate office located at the nearby Ivy Station complex. The activation included large format media and column wraps touting shows such as "Succession."
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San Diego International airport launched a trial last year as part of its Innovation Lab featuring free traveler carts available past security gates with digital ads that were reportedly used by 87% of individuals to locate their gate and yielded a 29% conversion rate. "To the best of our knowledge this is an industry-first, and we are excited about the potential in other airports," said Thomas Kaneko Henningsen of Blueprint, a business development consultant.
Business-to-business marketers should start thinking about how they can tap into emerging digital worlds for experiential relationship building, says Rob Davis, Ogilvy's head of innovation. Advertising leaders suggest starting by building a branded metaverse or joining an established digital world with a virtual office staffed with avatars who can conduct pitches, or launching customized product demonstrations, digital signage or billboards.
Brands are increasingly focusing on programmatic audio out of home advertising as a means to directly engage with shoppers in-store when they're making purchase decisions, writes Michele Oger, Vibenomics retail media director. Retail audio OOH also is more flexible than location-based efforts within stores and can be used to circumvent supply chain issues by "strategically highlighting in-stock items."
Advertising spending rebounded from the 2020 to 2021 downturn, ending last year with 18% year-over-year growth and up 9% compared to 2019, according to a Standard Media Index analysis of the US Ad Market Tracker conducted in collaboration with MediaPost. The biggest gain came from digital media, while out of home saw strong growth throughout most of 2021, with ad spending on TV, radio, magazines and newspapers fluctuating.
The pandemic has accelerated transformation and employers must embrace "change agility" to set their business up for success, Josh Bersin writes. Bersin explains that change agility is "about human-centered leadership, building a strong culture of purpose, taking care of your people, and creating a design discipline of 'micro-nudges' and stories that bring people to the new world."
