Outdoor advertising is one of the oldest forms of advertising; however, in recent years, technological advancements and increased customer awareness require people to re-evaluate advertising strategies. Although the traditional outdoor model does face challenges, experts believe that outdoor advertising is returning to the stage because consumers are tired of the constant bombardment of advertisements on mobile phones.
Consumers today are much smarter and well informed than 30 years ago; therefore, merely repeating a message to the general audience is not a wise return on investment strategy. By 2021, in addition to beautiful website design, Google search engine optimization and content creation, advertisers also need to integrate technology and customer preferences into their advertising model to maintain the vitality of advertising.
In fact, a recent KPMG report pointed out that in the past five years, outdoor advertising has experienced a compound annual growth rate of 11%. If this trend continues, the advertising industry will continue to show an upward trend in 2021.
Smart advertisers can take advantage of this trend to increase return on investment by executing new ideas. The following are ten trends and opinions that will revolutionize outdoor advertising in 2021.
1. The continuous growth of digital outdoor advertising
Like many other industries, the outdoor advertising industry is also affected by digital marketing trends. This trend in the digital field is in line with existing needs, and consumers have become accustomed to watching 4K quality advertisements. If applied properly, digital technology can promote outdoor advertising, because it uses 4K to increase resolution and produce bright and brilliant visual effects that can attract users' attention for a longer time.
In 2021, digital advertising and large-scale digital billboards will continue to increase because they are easier to move and convenient to move, which helps reduce unnecessary expenses. The ability to play multiple digital outdoor advertisements on one screen also reflects dynamic changes in costs. Compared with static advertising, multi-image advertising provides media owners with more control over the media and final advertising results. For example, some ads perform better in static form, while others require dynamic visual effects. In fact, digital outdoor advertising can create miracles for brands that know how to use their advantages.
Recent research shows that digital outdoor advertising accounts for nearly 30% of global outdoor advertising revenue. In this case, advertisers who continue to reinvent themselves are likely to succeed in the next few years.
2. Brands are embracing the power of storytelling
The human brain is inherently easy to understand facts and opinions narrated in the form of stories. Storytelling can improve consumers' memory and help them recall events. For example, it is difficult for people to remember a new toothpaste brand that does not differentiate themselves from the competition; however, launching the same toothpaste in the form of a compelling story may be a response. If any brand has a compelling story related to its background, and can vividly express the advertisement, it may have an impact on the consumer's subconscious mind.
Experts say that in 2021, we will see more of this trend of storytelling. Outdoor advertising can use this strategy to embrace the concept by designing such ads: only tell a part of the story and let the audience wait for the next ad in the storyline.
Recently, there has been a lot of discussion about the elements of a good story. One of them is to create a story character. In this scenario, the character faces a problem and then seeks a solution. In the end, the brand serves as a problem solver to save everyone.
It is important that brands pay close attention to how to generate creative, out-of-the-box ideas for stories. This will increase the participation of advertising. Just publishing a story is not enough. The user must be able to connect with the story in a real way before they can subconsciously believe the story.
3. The growth of advertising opportunities
New technological innovations have expanded the scope of outdoor advertising, especially digital advertising. Advertisers no longer use large billboards, but use smaller advertisements in lively public places such as airports, waiting areas, public transportation, and playgrounds. In fact, blank walls have become a good alternative to traditional billboards because they can be used to project advertisements.
A report released by KPMG Advertising shows that in 2019, advertising outside the airport is a key contributor to the growth of outdoor advertising, contributing 27% of revenue, and this is likely to still grow in 2021.
4. Advertising has intelligence
2020 is a year of improvements and smarter outdoor advertising.
Until now, most advertisements have only promoted products and services. In 2021, advertisements will not only display information about specific businesses, products or services, but will also predict the user portraits of the audience with whom they interact. This function will be achieved through the use of sensors, facial recognition software and other artificial intelligence functions.
Smart advertising will help make outdoor billboards interact with target audiences. Therefore, augmented reality and virtual reality will make outdoor marketing activities more exciting, and attract people to participate in a more pleasant and interesting way.
5. Integration of mobile terminals and outdoor advertising
Outdoor marketing is actually to enhance the user experience. In order to increase interaction with customers, some brands integrate mobile advertising and outdoor advertising. The use of technology helps to attract potential customers to interact with advertising and share valuable data with brands in real time. Feedback from customers helps provide a more customized user experience. This type of interaction is an instant connection with the customer’s mobile phone when the customer enters the area where the billboard is located. The use of beacon is becoming more and more common, because it allows advertisements to directly enter the user's mobile phone.
6. Multi-channel integration
Outdoor advertising will also integrate social media and TV in 2021. This integration will also help enhance the ability of other media to use mobile features in digital outdoor advertising and scalable content. Multi-channel integration helps ensure that the information delivered through various media is coherent and consistent with the brand image. This means that the brand's TV advertising will be aligned with their digital outdoor efforts, thus providing a comprehensive communication platform for the brand and the audience.
7. Positioning reach will reduce costs
In the past, outdoor advertising focused on a wider audience to reach a specific group of people. The "fishing" method is no longer effective. In the future, outdoor advertising will be able to reach the target customers that the brand wants to reach, and the time when the brand wants to reach them.
All of this is possible because improved media measurement tools allow brands to gain insights into their consumers. Without wasting advertising budget and time, a large amount of data can be analyzed and utilized by the brand.
In 2021, outdoor advertising will be equipped with Bluetooth beacon to transmit relevant information about the audience interacting with the advertisement. Using this information, advertisers will adjust according to the needs and needs of consumers in a specific location to customize advertisements. Such changes will greatly increase the chance of outdoor advertising being noticed by the target audience. Generally speaking, the purpose of collecting these data is to improve the pertinence of marketing activities and provide advertisements that are more relevant to the scene.
8. Outdoor advertising will become more creative
This year, managers need to adopt a data-driven approach to advertising. Using the power of data science, companies can target exactly who they want and use marketing budgets effectively. Just like digital marketing technology, beacons, radio beams and the Internet can be used to learn about the interactive mode of outdoor advertising. Ultimately, managers will need to give creative ideas on how to use "big data" to optimize outdoor advertising models.
9. The rise of internal marketing teams
In recent years, companies have increasingly become aware of the power of internal teams, which can optimize marketing efforts across all channels. Many large companies no longer rely on third parties to provide advertising solutions, but instead invest in maintaining internal teams to help them save costs and improve efficiency.
In 2021, financially sound companies will adopt internal collaboration teams. Therefore, they will only exchange certain professional knowledge with experts, rather than have full contact with them. Compared with media companies, the role of consultants, independent contractors and part-timers may increase.
An internal team dedicated to a particular brand will focus on work related to typical outdoor advertising marketing activities, generating ideas and reducing costs. The internal team will also occasionally communicate with experts and consultants to supplement and improve these marketing activities.
10. The end of short promises in 2021
Brands must understand that authentic exposure is the only way to do long-term business. Therefore, transparency will be the key to success in 2021. From commitments, working conditions, the use of sensitive materials, to political positions, everything is subject to stricter scrutiny.
This means that advertisers can no longer use dubious statements and empty promises to evade responsibility. Target-oriented advertising will become the master of the future, and advertisers will either adapt to this trend or bear the consequences. Similarly, major brands will be more cautious in outdoor advertising, because authenticity will win the trust of the audience and help advertisers get more business.
Although online advertising channels are on the rise, outdoor advertising, including digital outdoor, will consolidate its position as a viable option for advertisers; however, major brands must ensure that outdoor advertising is synchronized with their social advertising. It is no exaggeration to say that outdoor media will not die out, and will further increase in 2021.
