Bullish on Billboards in 2023
The PJX Media Newsletter: Vol. LXIII
In this month’s newsletter…
Photos of our recent campaigns including Backmarket, Flecha Azul and Comcast Rise.
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Out-of-Home Update
Billboard Advertising Poised for a Breakout Year in 2023
”No other medium connects IRL experiences to digital actions like OOH. We are unskippable, brand-safe, and, I’d argue, the last unfragmented broadcast medium.”
Imagine it’s 2019, you’re living your best life. Apple’s user-submitted photo campaign is plastered on every wall, bus shelter, and billboard. Out of Home advertising is a thriving medium for tech brands and start-ups, each competing to have the best tongue-in-cheek creative shared across social media platforms. Well, my friends, while our medium left the spotlight for a bit, we are back in full force as the fastest-growing media channel, poised for a record year in 2023.
OOH rebounded dramatically in 2022 and is projected to grow 6.7% in 2023. It’s time to be proud as an industry! No other medium connects IRL experiences to digital actions like OOH. We are unskippable, brand-safe, and, I’d argue, the last un-fragmented broadcast medium. Technologies continue to improve, allowing us to reach the right audiences at the right time and measure the response from OOH exposure. Our timing couldn’t be better, as marketers must fully embrace the cookie-less world in 2023. This new hurdle will continue the rise of CPMs across digital channels while Out of Home advertising CPMs remain low.
Out-of-Home Spotlight
Top 6 Reasons DTC Brands Will Use OOH in 2023
With 2022 coming to a close, I wanted to share with you the top 6 reasons that DTC brands will use OOH Advertising in 2023.
Running digital billboard and display campaigns: DTC brands are likely to continue using digital billboards and displays to create dynamic and engaging advertising experiences. This can include LED displays, interactive kiosks, and other digital technologies that allow DTC brands to display video, animation, and other interactive content.
Wildpostings or guerilla advertising: Wildpostings can be an effective way for DTC brands to create buzz and build brand recognition, by creating unexpected and memorable brand experiences that grab people's attention. This can help to differentiate your brand from competitors and build customer loyalty. Wildpostings also offer a powerful complement to digital/social channels.
Creating augmented reality experiences: Some DTC brands are likely to continue using augmented reality (AR) experiences to create immersive and interactive brand experiences that engage customers and drive brand awareness. This can include AR apps, AR-powered billboards, and other technologies that allow customers to engage with brand content in new and exciting ways.
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I’ve always been bullish on small businesses but even more so in the last few years. The importance of their place in building the fabric of local economies and small towns, and the generations of families they support has been instrumental to the growth of the US but also the communities that can be built around them and for them.
One thing we’ve seen over the last several decades is how the approach of a small business to advertising is critical. It’s highly sensitive, it’s personal, and it’s changing within the generations as ownership changes hands from grandparents to grandkids. The evolution and speed of advertising has changed dramatically in just the last 20 years and the next generation of small business owners require more accountability and speed to market. The lack of friction in the process of working with a media type can often drive the financial investment.
With 2023 around the corner, I wanted to share with you the top 5 reasons fashion brands will use billboard advertising in 2023.
To increase brand awareness and reach a large audience.
To target consumers at key locations, such as near shopping centers or popular fashion districts.
To create buzz and excitement around a new fashion collection or product launch.
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Campaign Freeze Frame
Back Market
Back Market’s mission is to build trust and desire for renewed devices.
Flecha Azul
Ultra-Premium Tequila
Comcast RISE
Comcast celebrates reaching the program’s goal of supporting 13,000 small businesses hardest hit by COVID-19 by providing monetary, marketing, and technology grants to strengthen and empower small businesses owned by women and people of color including Black, Indigenous, Hispanic, and Asian American among others.
