OOH 2023: Fakes, 3D, Sustainability, Growth Surprises

The Rise and Fall of Fake OOH

A noteworthy debate within the industry this year centered around the rise of fake OOH activations. From Maybelline on the London Underground to The North Face on Big Ben, instances of fabricated OOH campaigns sparked discussions about the authenticity and effectiveness of such endeavors. Phil Hall, CEO of Ocean Outdoor UK, acknowledged the irony that fake OOH, although not genuine, ignited conversations about the medium's effectiveness. The controversy prompted reflections on the trustworthiness of OOH and its ability to deliver shareable experiences.

3D, Innovation, and Creativity

One of the highlights in the OOH realm this year was the impressive scale and innovation in 3D advertising. Industry leaders, including Neil McKenney from DOOH.com, expressed surprise at the overwhelming success of 3D OOH campaigns on a global scale. The integration of data-driven technology and hyper-targeted advertising was also identified as a significant shift, with real-time data enhancing consumer engagement through interactive billboards, augmented reality experiences, and QR code activations.

Smart, flexible, dynamic creative in OOH emerged as the next frontier in data and digital, according to Alight Media CEO Matt Dearden. The ability of OOH to deliver high-quality and scalable campaigns for clients set it apart from other mediums, showcasing the industry's commitment to pushing creative boundaries.

Surpassing Post-Pandemic Revenues

A truly surprising turn of events was the surpassing of Q3 2023 revenues compared to pre-Covid Q3 2019, as reported by Tim Lumb, Director of Outsmart. This unexpected growth, reflecting a 13% increase for the sector, instilled confidence among brands and media owners, signaling a definitive departure from the pandemic's shadow. Digital out-of-home (DOOH) emerged as a significant contributor to this growth, trading 28% above 2019 levels for Q3.

Major Reports Making Waves

Several reports made waves in 2023, shedding light on the industry's impact and contributions. Outsmart and PwC's Supporting UK Society September report highlighted outdoor media owners' investment of over £1 billion in public infrastructure over the last 14 years. This inclusive approach resonated with local communities, charities, and the public, contributing to a positive perception of outdoor advertising.

Sustainability took center stage with reports, including an upcoming KPMG report in January 2024, showcasing the sector's low carbon emissions. Kantar's Media Reactions report emphasized the attention-grabbing nature of OOH and DOOH, prompting discussions about the industry's share of ad spend and its potential for substantial growth.

The Last Broadcast Channel?

Despite the positive momentum, the industry faced surprises as OOH did not claim a larger share of ad spend. The recognition of OOH as the "last broadcast channel" gained traction, with industry leaders urging a reconsideration of the medium's position in marketing strategies. As traditional media faced audience and accountability challenges, OOH emerged as a powerful and effective channel deserving of more attention and investment.

Conclusion

As we wrap up the year, the out-of-home advertising landscape in 2023 reflects a dynamic blend of creativity, innovation, and growth. From the controversies surrounding fake OOH campaigns to the unexpected surge in 3D advertising success, the industry is evolving and positioning itself as a powerful force in the marketing ecosystem. With sustainability and community impact at its core, OOH has proven its resilience and ability to capture the attention of audiences in an ever-changing media landscape. The future holds promise as the sector continues to break barriers and redefine its role in the broader advertising landscape.