In the ever-evolving landscape of advertising, out of home (OOH) stands out as a dynamic and influential player, continually pushing boundaries and creating new horizons for brands. Matthew Dearden, co-founder and CEO of Alight Media, and Sarah Mayall, head of brand marketing at HSBC, recently delved into the transformative developments within the OOH industry, shedding light on the creative opportunities that captivate both advertisers and audiences.
Riding the Wave of Innovation
The vibrancy of the OOH industry is evident in its response to innovation. In the UK, the first half of 2023 witnessed a robust 4.7% increase in revenue compared to the same period in 2022, showcasing the industry’s resilience and vitality. Notably, digital spend experienced a notable surge of 6.1%, according to Outsmart, affirming OOH’s pivotal role in the advertising realm.
Traditionally recognized for its efficacy in building awareness, OOH is now at the forefront of precision targeting and optimization through digital capabilities. This innovative approach not only captivates audiences but also sets the stage for cutting-edge initiatives, celebrated at events like The Drum Awards Festival 2023.
Targeting at Scale: A Compelling Proposition
Dearden emphasizes the appeal of OOH in reaching vast audiences that are increasingly challenging to engage through other channels. The fusion of OOH’s expansive reach with digital formats and data triggers presents a compelling proposition for brands. Mayall echoes this sentiment, highlighting OOH’s emerging strength as a scalable medium for both lower and higher-funnel marketing activities.
The Art of Creative Expression
Beyond its targeting prowess, OOH offers unparalleled creative flexibility—a feature that Mayall finds particularly enticing. She notes that OOH allows brands to “have a lot of fun” while achieving substantial goals. Illustrating this, Mayall shares HSBC’s diverse creative ventures, from attention-grabbing “giant flamingos in shopping centers” to impactful collaborations with charity Shelter, addressing homelessness and promoting awareness of its ‘No Fixed Address’ service.
Other industry players, including Hiscox and KFC, have also demonstrated innovative OOH creativity. Mayall circles back to HSBC’s endeavors, emphasizing how OOH effectively communicated the bank’s commitment to providing safe spaces for those who have experienced financial abuse, reaching people in various environments, including bathrooms.
Forward-Thinking Innovations
As the conversation turns to the future of OOH, Dearden anticipates advancements driven by data application and precise location targeting. He envisions a future where the right message reaches the right people at the right time and place, emphasizing the power of OOH to facilitate broad yet finely tuned communication for big brands.
Mayall, foreseeing the continued digitization of OOH, expresses excitement about the opportunities this presents for brands. In her view, the evolving digital landscape provides an expansive canvas for creativity within a large environment, urging brands to remember the medium’s unique potential for impactful and enjoyable storytelling.
Conclusion: OOH as a Creative Canvas
In conclusion, OOH advertising not only offers awareness-at-scale and precise targeting but thrives on the strength of creative ideas. The success stories of HSBC and other brands underscore the medium’s ability to captivate diverse audiences and communicate powerful messages. Looking ahead, the digitization of OOH promises even more exciting possibilities for brands willing to embrace creativity in this expansive digital environment.