Technological advances in the OOH sector can help strengthen media by targeting audiences and measuring the overall impact of advertising. The out-of-home (OOH) advertising industry includes digital out-of-home (DOOH) and programmatic digital OOH (PDOOH) advertising. OOH advertising modernization technology is indispensable to get more benefits.
Previously, the use of DOOH during the Covid-19 pandemic grew rapidly, but in the end it exacerbated the interests of publishers in improving digital transformation strategies. In fact, it is very difficult to explore innovative and creative ways to keep ad spend in the past.
Advances in technology have improved the process of advertising OOH, DOOH, PDOOH, and brought innovation, transparency and accountability at all levels. Other changes range from the way OOH is planned, to the way audiences are targeted by measuring the overall impact of advertising.
The Importance of OOH Advertising Modernization Technology
Technological advances include hardware and software that improve every process of OOH advertising. Perspective on the importance of technology as a medium for advertising, so that a brand can take advantage of technology in OOH advertising and deploy targeted campaigns across various assets with various ease.
OOH’s ad modernization technology is currently going straight from static to dynamic through DOOH. Previously immeasurable, now measurable. Then from being broader in life to being experiential and innovative.
New Opportunities Due to OOH Advertising Technology
Technology plays an important role in creating new opportunities for campaigns. To achieve innovation in the OOH industry, a brand must take several paths.
Because the current technology is increasingly sophisticated, so that anyone can make various spectacular things. This can be done by performing shows assisted by drones, laser lights, AI, virtual reality, and much more. This will increase brand visibility and realize some innovative ideas.
Programmatic OOH ad modernization technology, for example a brand can sync campaign-based real-time triggers. Apart from that, sports scores, weather, advertisements with flight schedules or something else. The brand can also maximize campaigns based on audience or vehicle movement and time span. Another added advantage is contextual and dynamic ad serving in terms of programmatic technology in DOOH.
Thus, the brand has meaningful interactions with consumers in an open space using data and innovation, of course thanks to the support of advanced technology. These technology improvements will help define targeting, retargeting, audience engagement and measurement.
The use of digital billboards is an effort to utilize OOH advertising modernization technology. Then the advertiser must create dynamic content that can change throughout the life of the campaign and increase the impact of the ad.
In fact, if necessary engage the audience by offering augmented reality elements to interact with ads using their mobile devices. Measuring and properly integrating the online and offline customer experience is also very important.
Effects of Technological Changes in Marketing Strategy
OOH ad modernization technology is more accountable in terms of delivering impressions and campaign evolution. The basic shift brought about by technology is from screen buying to audience buying.
Today, marketing strategies use data points to influence consumers on several levels. The material is very relevant and suitable for using DOOH.
In fact, technology is implementing a multi-channel strategy by leveraging data. This allows a brand to target audiences across DOOH and mobile through parallel branding and retargeting. Location data-driven technology enables brands to activate hyperlocal campaigns and serve targeted ads.
The most notable technology shift in the OOH industry is integrating marketing strategies to complement mobile channels, social retail, or the like. With mobile, marketers better understand when, where, and how to reach their target audience at the best time and location using artificial intelligence and machine learning.
Latest Technological Advancements at OOH
Today, lots of DOOH are installed at all points of contact, from streets to furniture billboards. Then at several transit points such as airports, terminals, stations, and so on. Location-based and programmatic ads are flexible for advertisers, as they can decide who to target and how to retarget.
Advertising modernization technology is a major catalyst in the advancement of OOH. Advances in hardware technology include screen quality, motion sensors, and touch screens. Meanwhile, there is a programmable technology in the software that is pioneering the revolution in the way DOOH ads serve.
In addition to bringing modems to traditional media, software advances into smart media planning and data management platforms. Then it becomes a solution for campaign planning, delivery, optimization, and measurement of everything that contributes to progress in OOH.
OOH’s ad modernization technology also enables brands to run omnichannel campaigns seamlessly across all devices. The expectation of OOH’s clients and agencies is that there is a technology that leverages machine learning beyond just modernizing. But with other goals such as leveling the field for all participants.