The Resurgence of Out-of-Home Advertising: From Billboards to Integrated Media Networks
The outdoor advertising landscape is undergoing a dramatic transformation. No longer simply about static billboards, Out-of-Home (OOH) is evolving into a dynamic, data-driven media channel. Recent discussions at the mediadome pressclub, featuring Bernd Schönegger and Diethard Weber, CEOs of Ankünder GmbH, highlight this shift, particularly in the Austrian market.
The Stability of Traditional OOH in a Digital World
Despite increasing budget pressures and a demand for efficiency, traditional “analog” OOH – classic posters and placements – remains a surprisingly robust component of the advertising mix. Ankünder’s success is rooted in its strong regional presence, bolstered by its ownership structure as a majority stake of Holding Graz. This local anchoring provides a stability that’s increasingly valuable to advertisers seeking reliable reach in regional markets. The core benefit remains high visibility and predictable locations.
Digital Out-of-Home: The Engine of Growth
Still, the real growth story lies in Digital-Out-of-Home (DOOH). Ankünder is actively orchestrating networks of screens, leveraging location data, and exploring automation to deliver more targeted and impactful campaigns. This isn’t just about selling space. it’s about offering integrated solutions. The Austrian market is well-positioned for this growth, with OOH already accounting for around eight percent of the “above-the-line” advertising spend.
Leveraging International Partnerships for Technological Advancement
Ankünder’s partnership with Gewista GmbH, part of the JCDecaux SE network, is a key element of its digital strategy. This collaboration provides access to international benchmarks, technological standards, and innovative approaches developed in major metropolitan areas like London. This access to global expertise is crucial for scaling DOOH effectively.
Retail Media and the Blurring Lines Between Physical and Digital
The integration of OOH with retail environments is another emerging trend. Ankünder’s work with Shopping City Seiersberg, incorporating digital city-light networks and screens at the point of sale, exemplifies this. This approach transforms OOH from a simple “space” into a curated inventory, allowing for more relevant and engaging campaigns. The “30 years OmniBiotic” campaign at Seiersberg demonstrates how brands can leverage OOH to drive in-store engagement.
From Out-of-Home to Full-Service Media Provider
Ankünder is strategically expanding its offerings through collaborations with major media brands like Kronen Zeitung and Kleine Zeitung. This move aims to position the company as a broader media provider, offering not just reach but also formats and content-rich advertising environments. The focus is shifting from simply selling square meters to demonstrating the impact of advertising on attention, frequency, context, and sales.
The Role of OOH in Public Spaces: Adding Value Beyond Advertising
OOH is increasingly seen as a valuable public service, integrating with infrastructure like bus shelters, information systems, and even emergency services (defibrillators). This positioning reinforces the legitimacy of OOH in the public realm and highlights its potential to contribute to the overall urban experience.
Future Trends in OOH
Programmatic DOOH and Real-Time Bidding
The continued advancement of programmatic DOOH, with increased automation and real-time bidding capabilities, will allow for even more targeted and efficient campaigns. This will enable advertisers to adjust messaging based on factors like weather, traffic, and audience demographics.
Hyperlocal Targeting and Geofencing
Expect to witness more sophisticated hyperlocal targeting using geofencing technology. This will allow advertisers to reach consumers with highly relevant messages based on their precise location.
Interactive OOH Experiences
Interactive OOH displays, incorporating touchscreens, augmented reality, and other technologies, will create more engaging and memorable experiences for consumers.
Sustainability and Eco-Friendly OOH
As sustainability becomes increasingly important, expect to see a greater focus on eco-friendly OOH solutions, such as digital displays with energy-efficient technology and the use of sustainable materials.
FAQ
Q: Is OOH advertising still relevant in the age of digital marketing?
A: Absolutely. OOH offers unique reach and impact, particularly in local markets, and complements digital campaigns effectively.
Q: What is Digital-Out-of-Home (DOOH)?
A: DOOH refers to digital displays used for advertising in public spaces, offering dynamic content and targeting capabilities.
Q: How is OOH becoming more data-driven?
A: Through the use of location data, audience analytics, and programmatic buying, OOH is becoming increasingly targeted and measurable.
Q: What is Retail Media in the context of OOH?
A: Retail Media involves placing OOH advertising within retail environments, such as shopping malls and stores, to influence purchasing decisions.
Did you realize? The OOH industry is experiencing a period of rapid innovation, driven by advancements in digital technology and data analytics.
Pro Tip: Consider integrating OOH with your digital marketing campaigns for a more holistic and impactful reach.
Aim for to learn more about the evolving world of advertising? Explore our other articles on digital marketing trends and the future of retail.
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