2024 Outlook: Transformative Trends Shaping Out-of-Home Advertising

AI and Creativity: A Powerful Alliance

The year 2024 will witness a continuation of digitization and the integration of technologies such as AI, programmatic advertising, and personalization. AI, far from being a substitute for human creativity, will be utilized as a tool to amplify and refine ideas. While the effectiveness of out-of-home advertising is demonstrated through impactful moments, experts emphasize the need to avoid complacency and to keep pushing the creative boundaries.

Reflections and Predictions from the Sector

Experts like Jay Young, Managing Director; Dan Dawson, Chief Creative Officer; Ben Gardiner, Head of Client Services, among others, share their perspectives for 2024:

1. Hyper-Contextualized Campaigns: Jay Young highlights the expansion of the digital OOH landscape, anticipating an increase in ads tailored to specific audiences.

2. Convergence of CTV and DOOH: Dan Dawson notes the convergence between Connected TV (CTV) and digital out-of-home (DOOH), offering significant potential for programmatic creativity.

3. Rise of CGI/FOOH: Ben Gardiner foresees an uptick in CGI or FOOH (Faux Out of Home) campaigns, where brands merge real-world activations with CGI elements.

4. Anamorphic Creatives: Freddie Pearce, MGFX Director, observes the rise of anamorphic designs and looks forward to exploring new creative frontiers.

5. Interactive 3D DOOH: Mariel Hernandez, Client Director, sees interactive 3D DOOH as a leading trend, exploring the possibility of creative changes based on audience decisions.

Challenges and Opportunities in 2024

The industry reflects on challenges and opportunities:

1. Balancing Data and Creativity: Jay Young emphasizes the importance of balancing data-driven media plans with creative impact to ensure return on investment.

2. Impact of Digitization on Creativity: Ben Gardiner acknowledges the benefits of OOH digitization but expresses concern about the potential marginalization of traditional creativity.

3. AI-Generated Visuals: Jon Jones predicts an increase in AI-generated visuals, underscoring the uniqueness of human-created campaigns.

4. Embracing CGI/FOOH: Mariel Hernandez sees the industry embracing CGI or FOOH, seeking ways to link it with real-world activations.

Memorable Campaigns of 2023

The industry highlights standout campaigns from 2023, such as the digital Truffle Hunt for Shake Shack, the immersive Budweiser campaign by FCB NY, and the 3D experiences in campaigns like 'Wonka.'

As the industry stands on the threshold of 2024, it prepares for another year of innovation and limitless creativity, with AI, anamorphic designs, and interactive 3D experiences leading the way towards impactful campaigns and memorable moments in out-of-home advertising.