Out-of-Home Advertising Trends: Steering the Future
The Project X Newsletter: Vol. XLIX
You may be familiar with the saying, “New year, new me.” A new year means you can have a fresh start, make new goals, and try to better yourself. You might make resolutions and have good intentions, but how can you try to increase the chances of keeping those resolutions for as long as possible?
Make Realistic Goals: This can be a hard one. We all get excited for a new year and sometimes we make too many goals or goals that aren’t practical. Take fitness for example. Try not to say, “I will exercise four times a week this year,” when you know you’ll realistically only exercise two times a week. Begin with achieving the first goal, then add on more days as you go along.
Write It Down: Writing down anything by hand triggers stronger brain activity and helps you remember things even better. If we write down our resolutions not once, but every day or every week, we have a much higher chance of remembering those goals. Which brings us to tip number three -
Remember Why You Started: Anytime you might feel like giving up, try to remember what you would want your life to look like after achieving the goal. Would that life make you happy?
Instead of saying, “New year, new me,” let’s say, “New year, new improvements.” Nothing is a quick fix and every day is part of the journey.
Out-of-Home Update: 2022 OOH Trends
The New Year is finally upon us, and with the turn of the calendar we are energized for continued growth after the monumental bounce back the channel experienced in the second half of 2021. Even with lingering effects from the pandemic and the Omicron variant, we are expecting big things in the coming months, with a few key trends leading the way forward.
The Return of Experiential: While the interest in activations started to rebound in 2021, we fully expect this to be a focus of brands in 2022 as a stand alone event, as part of a larger OOH, or omni-channel campaign. Brands have done a good job engaging consumers at a distance through the pandemic, but it’s time for people to touch, feel, and experience again.
Increase in “Perms”: We started to see this pick up in 2021 as well, and we are predicting even more inventory (particularly large-format in the top five markets) to be secured on an annual basis. Due to the extreme demand for above ground, high-profile OOH placements, brands are locking in premium inventory with long-term contracts.
Extended Engagement (QRC + Social): Truly creative OOH ads engage audiences and prompt them to act. One way to accomplish this is to incorporate QR Codes or unique URLs into high-dwell time, eye-level executions, particularly street furniture, mall, airport, and transit formats. Another would be through social media; social sharing of OOH placements, particularly by celebrities & influencers who can extend campaign reach to their millions of followers.
We will continue to keep you updated throughout the year on trends across the OOH landscape, as the market continues to grow and evolve. If you have any questions or would like to learn more about the above, reach out to our team of specialists anytime at hello@pjxmedia.com.
Out-of-Home Spotlight: 3D Inflatables for Billboards
More cost effective than a typical ”hard” 3D buildout, 3D inflatables are air-filled props that have the same impact as a "hard" buildout.
3D inflatables lend themselves best to pieces with soft edges such as rounded shapes and animals.
Human faces tend to look “cartoonish” and not realistic.
Send us your ideas or we can recommend a placement for your next buy.
Campaign Freeze Frame:
Cue Health Time Square, NYC
Cue Health LA Xbox Plaza
Cue Health Chicago Shelters
Cue Health Dallas Victory Park
News & Views
Mom Gets Times Square Billboard to Help Daughter Find a Date (via NBC New York). Beth Davis really wants you to swipe right on her daughter's dating profile.
TikTok brings viral videos to TVs in gyms, restaurants through OOH deal (via Marketing Dive). TikTok is taking a bigger crack at the OOH market through a deal with Atmosphere, whose streaming platform supplies curated content to TV screens in commercial spaces like waiting rooms, gyms and restaurants.
Heineken Makes Full Use Of Billboard By Turning It Into An Actual Bar(via designtaxi.com)
Heineken has maximized whatever space it has with a billboard by transforming it into a 3D ‘Outdoor Bar’ that drivers can stop by at for a quick thirst-quencher.
