Key Trends for OOH 2023
The out-of-home (OOH) advertising industry had a resurgence in 2022 as people return to busy cities, airports and retail locations after some difficult times. However, 2022 was not a repeat of the past as there was a significant increase in programmatic campaigns, a greater reliance on data, and a strong focus on sustainability. These trends will continue to shape the evolution of OOH in 2023 in numerous ways.
(i) One trend that will be prominent in 2023 is the continued growth of programmatic advertising, which is an automated method of buying and selling ad space through real-time auctions. This is driven by the abundance of data and technology that allows for more targeted and efficient campaigns.
(ii) Data and analytics will also be important for the OOH industry in 2023 as advertisers seek to understand their target audiences and optimize their campaigns. This will involve using various data sources, such as consumer behavior data, location data, and social media data.
(iii) Sustainability will also be a key focus for the OOH industry in 2023 as consumers become increasingly aware of environmental issues. This could include using sustainable materials, reducing energy consumption, and implementing recycling programs.
(iv) Finally, new technologies like augmented reality (AR) and virtual reality (VR) are expected to be more integrated into the OOH industry in 2023, potentially providing immersive and interactive ad experiences for consumers using AR and VR.