Riding the Wave of Growth

In 2023, OOH in Ireland displayed robust growth, and with global ad spend expected to increase by 4.5% to 6% in 2024, OOH in Ireland is poised to outperform this growth rate. Both classic and digital OOH formats are anticipated to contribute to this surge, making OOH a frontrunner in the advertising industry.

Attention in a World of Distractions

With attention becoming scarcer, OOH has proven its ability to grab the spotlight. Kantar's Media Reactions Study for 2023 revealed a significant correlation between media channels capturing consumer attention and preference for ads. In a world where people are rediscovering their surroundings, OOH becomes an integral part of this reawakening, promising marketers unparalleled attention opportunities in 2024.

The Tech Advantage

New technologies, especially in the realm of Digital OOH, are driving growth. With data collection and deployment capabilities, advertisers can use technology to enhance relevancy and engagement. Augmented Reality (AR), mobile gaming, and QR codes are expected to play pivotal roles in elevating tech-enabled Outdoor advertising in 2024.

Data-Driven Insights

OOH advertisers now have access to vast pools of data, offering insights into audience behavior. In 2024, we expect smarter planning and buying technology to optimize digital efficiency, delivering the right message to the right audience at the right time. First-party data, collected data, and live data will take center stage in engaging audiences in a post-cookie world.

Serious about Sustainability

Sustainability has always been a priority in the OOH industry, and the commitment continues. The KPMG 'Comparative Analysis of Power Consumption and Carbon Footprint across Media' report in 2023 highlighted OOH's lower environmental impact. Brands are expected to align with media serious about sustainability, further driving OOH engagement in 2024.

People. Place. Posters.

With the largest population in 150 years and increased urban mobility, OOH stands as the ultimate location medium. Geo-location technology and diverse data sets unlock new opportunities for brands, making OOH the go-to medium for capturing attention in 2024.

Creativity and Innovation

OOH's unique ability to create emotional connections makes it a valuable tool for brands. Special builds and dominations are proven to pique interest and increase attention. Creativity, combined with innovation, will continue to be a driving force behind successful OOH campaigns in 2024.

Integration with Digital Media

OOH and digital media go hand in hand, especially in the mobile space. As younger audiences seek to limit screen time and embrace physical experiences, OOH, complemented by digital, emerges as a powerful strategy. OOH campaigns can bridge the gap between the physical and virtual worlds, effectively connecting with sought-after demographics.

Sophisticated Mass Marketing

Great Brands and Great People

Ireland boasts great brands and a pool of marketing talent. Understanding how people move and expertly connecting brands with individuals in the physical world, PML Group predicts that human attention will be OOH's greatest asset in 2024.

Conclusion