In the ever-evolving world of advertising, staying ahead of the curve is essential. To shed light on the future of Digital Out-of-Home (DOOH) advertising, we sat down with our EMEA Managing Director, Diederick Ubels, to discuss the key trends that are set to shape the industry in 2024. In this blog post, we’ll delve into these trends, explore their impact, and see how they’re poised to transform DOOH advertising.
AI and Machine Learning in DOOH Advertising
AI and machine learning are revolutionizing programmatic advertising. While full-scale implementation may still be on the horizon, we’re taking the first steps to leverage this technology. Our initial focus is on optimizing creatives. By developing an AI model based on research-proven rules, we can score each creative to assess how effectively these rules are applied. Furthermore, we consider the context in which the ad will be displayed, allowing us to optimize ads without extensive pretesting. As AI evolves, it promises even more improvements in campaign efficiency and effectiveness.
Auto-Generated Copy and Its Impact
Auto-generated copy, driven by AI, has the potential to enhance campaign efficiency and effectiveness. In highly targeted campaigns that adapt to real-time triggers, AI can generate copy that resonates with the environment and context. While the level of control over AI-generated content may vary based on brand preferences, it can be a valuable tool for improving campaign performance.
Scalability through Programmatic Infrastructures
The digitization of out-of-home advertising has paved the way for scalability through programmatic infrastructures. We can now run campaigns across multiple markets simultaneously, offering a streamlined approach for centralized media buying. This accessibility and efficiency are attractive to clients looking to consolidate their buying efforts across various regions. This trend is likely to continue as more companies centralize their media buying, making programmatic out-of-home advertising a powerful tool for reaching global audiences.
Enhanced Measurement and Analytics
In 2024, we anticipate significant advancements in measurement and analytics for programmatic out-of-home advertising. We’re moving beyond measuring whether programmatic out-of-home works and, instead, focusing on understanding the specific elements that drive incremental value. This includes measuring the effectiveness of targeting, dynamic creatives, and other optimization strategies with greater accuracy. We’re also integrating more data points, such as connecting campaign performance to e-commerce sales and in-store purchases, providing a comprehensive view of campaign effectiveness.
Centralized Reporting for Streamlined Campaign Management
Centralized reporting is pivotal for simplifying campaign management in programmatic out-of-home advertising. As the scope of programmatic continues to expand to various transaction types, having a consolidated view of campaigns becomes indispensable. This not only streamlines campaign management but also offers an efficient way to measure and optimize campaigns across different transaction types. It complements the advancements in AI and analytics, allowing for more informed decision-making.
Proliferation of Private Networks and Spaces
We’re witnessing a significant proliferation of private networks and spaces in the DOOH advertising landscape. As public spaces face increased pressure and some municipalities even ban out-of-home advertising, private spheres are experiencing a rapid expansion of digital screens in locations like stores, gyms, office buildings, and malls. These private networks offer unique opportunities for advertisers and valuable data that public spaces often lack. This growth in private spaces is contributing to the overall expansion of the programmatic out-of-home channel.
The future of Digital Out-of-Home advertising in 2024 is poised to be transformative. With the integration of AI and machine learning, enhanced measurement and analytics, centralized reporting, and the potential of auto-generated copy, the possibilities are vast. The proliferation of private networks and spaces further expands the horizons for advertisers. As we embrace these trends, we look forward to the exciting innovations and opportunities they will bring to the world of DOOH advertising. Stay tuned for a dynamic and data-driven future in advertising, all thanks to these groundbreaking trends.
Want to learn more about DOOH or gather ideas for your next campaign? Get in touch with us via email DOOH@sage-archer.com or call us on +31207028206, or follow us on LinkedIn to keep up to date with our latest case studies. Curious about our platform? Request a demo