The Growth Story

The OOH industry is experiencing a robust phase, with a 4.7% revenue increase in the first half of 2023 compared to the same period in 2022. Digital spend has seen a notable growth of 6.1%, showcasing the industry's adaptability to new trends and technologies.

Beyond Awareness: Targeting and Optimization:

Traditionally recognized for its strength in creating broad awareness, OOH is now setting new standards in targeting and optimization. The integration of digital OOH and data capabilities is opening up avenues for innovative campaigns, as celebrated in the OOH categories at The Drum Awards Festival 2023.

The Appeal of OOH's Creative Impact:

Dearden emphasizes the compelling appeal of OOH, combining its vast audience reach with digital formats and data triggers. Mayall adds that OOH offers creative flexibility, enabling brands to "have a lot of fun" while achieving meaningful goals. This is demonstrated by HSBC's diverse OOH campaigns, ranging from attention-grabbing visuals like "giant flamingos in shopping centers" to impactful collaborations with charities.

Inspired Examples: HSBC, Hiscox, and KFC:

The discussion highlights exemplary OOH campaigns, including HSBC's partnership with Shelter, Hiscox's innovative approach, and KFC's creative endeavors. These cases showcase the diverse and impactful ways brands can utilize OOH to connect with their audience.

Making a Difference: HSBC's Safe Spaces Campaign:

Mayall shares HSBC's impactful campaign aimed at raising awareness about the bank's provision of safe spaces for those who have experienced financial abuse. The campaign not only reached a broad audience but also targeted individual spaces, such as bathrooms, demonstrating the power of controlled environments in delivering sensitive messages.

Looking Ahead:

The conversation concludes by exploring the future of OOH. Dearden predicts that the application of data and precise location targeting will be pivotal in "getting the right..."—leaving us eager to see how OOH will continue to push creative boundaries and make a positive impact on audiences.

In a nutshell, OOH advertising is not just about visibility; it's about serious fun, creative innovation, and making a lasting impression on diverse audiences. As brands increasingly recognize the potential of this dynamic medium, the possibilities for impactful, engaging campaigns are boundless.