OOH RENAISSANCE: 2024 TRENDS_
There were many positive developments in the OOH channel throughout 2023, marking it OOH’s strongest year since 2019. As another year ends, we at Talon can reflect on one of excellence, collaboration, creativity, and data driven strategies.
As we step into the dynamic landscape of 2024 trends, OOH will continue to evolve, offering an array of future facing opportunities and providing even more reason for advertisers to consider what is possible when they THINK OUTSIDE.
The renaissance of the channel is set to continue with sustained growth on the back of a strong performance in 2023. Furthermore, major sporting events such as The Olympics and The Europa League Final in the Aviva Stadium will drive increased demand from event sponsors and associated categories. Additionally, ongoing investment in digital inventory will offer increased flexibility, enabling brands to deliver dynamic content and immersive campaigns, ultimately growing its share of spend to over 50%.
In this piece, we dive a little deeper into our expectations for the evolving OOH landscape and emerging 2024 trends:
1. THE POSITIVE IMPACT OF OOH
In 2023, the industry made some incremental steps in our journey towards a more sustainable future. Talon partnered with print provider Delta Group to launch Eco Blend, a fully recyclable solution for 6 sheet printing. This year, we endeavour to work with our media partners to make further positive advancements in this area, supporting our clients in making responsible OOH choices.
2. DATA-DRIVEN OUTCOMES
The death of the cookie is lined up to happen in 2024, meaning the era of highly targeted ads will change and advertisers will seek new ways to target and deliver on brand objectives. Understanding how data can increase effectiveness of our strategies is pertinent at Talon and through this we are constantly seeing increases in benchmarks across the entire funnel.
3. THE ATTENTION METRIC
Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations around media effectiveness. Citing a 90% correlation between channels that consumers claim capture their attention and those that they prefer. Attention is not a new metric when it comes to OOH, with visibility being a key pillar that was built into our measurement systems.
4. TECHNOLOGY & CREATIVITY UNITE
As tech capabilities continue to grow, we anticipate their merging with creativity and capitalising on audiences through interactive experiences, for example AR, VR and 3D executions.
5. THE BRAND FAME COMEBACK
Whilst technological advances continue apace, we will witness brands recognising the true power of the OOH channel. Pushing the boundaries with premium placements and special executions. In this landscape, boundaries are being redrawn as brands transcend traditional OOH limits to achieve lasting brand fame.
6. PROGRAMMATIC
The demand for programmatic continues to grow, with advertisers increasingly adopting programmatic as part of their omni channel digital strategies. With advertising becoming more targeted, fuelled by the growing availability of data, we see no signs of this trajectory slowing.
7. RETAIL MEDIA & DOOH DRIVES PATH TO PURCHASE
The role of OOH within path to purchase strategies will continue to become more important. Marketers who supercharge their shopper marketing will benefit from the integration of retail DOOH with retail media networks. This results in a strong presence throughout the entire consumer journey.
8. ENHANCING WITH AI
As businesses increasingly integrate AI, OOH agencies and media owners are leveraging it to enhance efficiencies, creative and copy. Resulting in more effective campaigns.
As we transition into the dynamic landscape of 2024 trends, OOH will continue its evolution. Presenting a myriad of future-facing opportunities that not only broaden the horizon for advertisers but also emphasise the importance of considering what is possible when they THINK OUTSIDE.
