The Revival of Outdoor Advertising: From the Street to the Screen (and Back)

Innovation in New Formats

Innovation in OOH advertising isn't just coming from advanced technological formats in billboards and hoardings but also from new storytelling possibilities across media. For instance, Media Monks' "Second France" campaign to promote Netflix's "Mystery in Sight 2," launched during the World Cup anniversary, turned the release of a movie unrelated to football into an "argentine" celebration through an OOH meme. This action generated thousands of organic shares on social media, becoming the most viewed and talked-about during its launch week.

"The outdoor advertising becomes conversational as a result of strategic thinking that sees the billboard not only as a destination but as a starting point. If there's genuine emotional connection, social networks take care of the rest, amplifying what was previously only seen physically in a location," reflects Pablo Vitale, ECD of MediaMonks.

Gaba Najmanovich, trend analyst, points out that virtuality is creating a renewed space for the physical, as the street presents itself as a cleaner and less information-saturated environment compared to the digital world. Furthermore, OOH ads can generate data and learn about the consumer, making them a valuable tool for brands.

Business Potential and Hybrid Life

Marco Fernández, director of TDT Global, highlights the potential in terms of actions and storytelling of OOH advertising, which seamlessly integrates with online advertising and can drive both online and in-store sales.

According to Najmanovic, today's OOH ads are comparable, shareable, and actionable, as they allow instant consumer interaction with the brand. Examples like McDonald's and Nike demonstrate how brands use OOH and digital advertising in integrated campaigns to generate engagement and direct consumers towards specific actions.

Spotify has popularized personalized billboard ads based on user data, while Apple has shown the power of user-generated content integrated with OOH advertising. The "Shot on iPhone" campaign collected photos from iPhone users and displayed them on billboards worldwide, turning it into a truly interactive and successful campaign.

Conclusion

Today, advertising ideas transcend formats, especially in the social world, where social media codes are reflected across various platforms, including OOH. The relationship between outdoor advertising and digital technology creates a bond that allows dynamic interaction and engaging storytelling that connects brands with consumers meaningfully and effectively. Outdoor advertising is experiencing a renaissance, merging the physical and the digital into a hybrid life where both environments are inseparable and complementary.