How Technology is Changing the Face of Outdoor Advertising

Outdoor advertising is considered one of the oldest forms of promotion, dating back to ancient times. Together with print ads, outdoor ads have bravely and successfully survived the changes in human civilization.

Unfortunately, when digital media became popular, advertisements for TV and radio became viable options to reach a wider audience. Today, the advancements in information technology allowed the Internet to consume most of the attention of potential customers, making it an ideal avenue for product and service promotion.


So is there anything out-of-home (OOH) advertising can do to keep up? Fortunately, technology also offers a variety of improvements to how these outdoor ads work. And, because of the latest, cutting edge technology, these advertisements won’t just capture attention, but also allow their audience to interact with them.

This means, just as technology changed the face of digital and online advertising, it is also doing the same for OOH.

Technological Advancements in OOH

Advertisements placed on billboards, bus terminals, transport vehicles, and public spaces haven’t changed a lot since the early 1900s. The only notable changes are the crisper colors, higher quality print, and more durable print materials. The usual screen-type ads are also there, but people are slowly getting tired of them, as well.

That is why businesses, both large and small, should consider gaining the benefits of advanced technology in doing their OOH campaigns. Outdoor advertising is definitely here to stay no matter what, but they need to get the necessary facelift to remain relevant in a digital and fast-paced world.

Here are some of the ways technology is changing outdoor advertising today:

  • Technology advertising is here to stay – According to Forbes, digital out-of-home advertising (DOOH) raked in $34.8 billion in revenue in 2018. While that amount is far from what online ads earned in the same year, the fact remains that outdoor ads are here to stay.

Why? Because people spend more time outdoors than indoors, accounting for 70% of their time each day. These potential consumers are made up of several demographic groups—professionals, students, entrepreneurs, etc. As long as there are potential consumers who will look at these advertisements, OOH ads will remain alive.

  • Ads are becoming smarter and smarter – Smart outdoor ads are already present today, although not many companies are utilizing it due to its cost. These are OOH advertisements that do not only show information about a particular business, product, or service; it also reacts to who’s viewing it.

Sensors, facial recognition software, and other smart features allow outdoor billboards to interact with their target audience. There are also some OOH ads today that use augmented reality and other interactive tech to make their campaigns more engaging.

  • Data gathering options are increasing – Gone are the days when billboards only show information, and advertisers hope for the best and that viewers would drop by their store or purchase their product.

Today, Bluetooth-low energy beacons can be equipped in OOH ads to send information based on the demographics that interact with them. Advertisers would then tweak some details to tailor to the needs of the majority of audiences in the location. This increases the chances that the OOH ad would actually be noticed and viewed by a targeted audience.

  • Integration between OOH ads and mobile becoming easier – New innovations in both outdoor advertising and mobile technology will enable them to interact and share data, customizing the experience for the consumer.

Some outdoor ads integrate with a consumer’s mobile phone display, while some connect with the device’s audio. Beacons will play a significant part in these integrations for the targeted audience.

  • Choices for potential locations to advertise are endless – With the help of technology, digital advertisements can be placed almost anywhere. The connection between airports and OOH advertising has been popular in recent years as it allows interactions with passengers.

Waiting sheds, public transport (buses, taxis, trains), and even blank walls are also ideal spaces where smart outdoor ads can be placed.

Make the Shift Now

As more experts strive to make technology an integral part of our lives, more advancements will surely be developed. Today, there are numerous ways to incorporate those upgrades to both your digital and OOH advertisements—but you need to start now. It does not matter if your business is just beginning because there are many ways to join the outdoor advertisement revolution.

It is time to look for a partner that can turn your marketing ideas into reality. Fortunately, various digital outdoor advertising firms specialize in using the latest trends in technology. Do not hesitate; remember that in tech OOH advertising, nothing is wasted because you continue to gain popularity and reputation based on the ad content.

As long as you utilize the information you gather in order to customize the content, then you’re surely bound for success.

If Carlsberg Did Cases…

Waiting for your cases at the end of a long flight is a sad end to any holiday, so we decided to bring a bit of joy to London City Airport passengers one grey afternoon, watch and see what happens…

Because If Carlsberg did cases, they’d probably be the best cases in the world.

Passengers waiting to collect their bags were surprised by the arrival of crates of Carlsberg on the carousel, carrying the invitation ‘Take Me, I’m Yours’. The brewer secretly filmed the giveaway and posted it on social media to mark the return of the Carlsberg advertising strapline, ‘If Carlsberg did…’.

Passengers also shared the stunt on social media, claimed Carlsberg, which said Instagram user Garfla posted an image and the caption ‘If Carlsberg did Air Travel’, while @sarahthemachine tweeted ‘London City Airport: home of a mythical baggage claim giving people free cases of Carlsberg! Many happy travellers!’

“Waiting for your luggage when you get home from holiday is that defining moment when you know that your holiday is over, so that’s why we decided to cheer up returning holidaymakers with a crate of ice-cold Carlsberg,” said senior brand manager Dharmesh Rana.

The activity follows a series of ‘If Carlsberg Did’ stunts including a beer dispensing poster and drone delivery service.

Consumer is exposed to Digital Out of Home Media for 14 minutes per week – investments in the space are expected to grow 14% year-over-year till 2017 – IABlog

Top 5 Trends in Digital Out of Home – IABlog.

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We tend to spend a lot of time outside and on-the-go, getting from one place to the next. It’s no surprise, then, that the average global consumer is exposed to various Digital Out of Home Media for 14 minutes per week, and investments in the space are expected to grow 14.2% year-over-year between 2011 – 2017. New York City’s Fulton Center in Lower Manhattan has recently reopened, accommodating up to 300,000 daily riders and boasting more than 50 digital screens available for marketers. The largest and most expensive digital billboard debuted in Times Square this past November, with just as many pedestrians expected to pass though the area daily. The overlapping powers of digital, mobile, outdoor, and Out of Home content seem to be stepping up.
Digital Out of Home (or “DOOH” as the channel is commonly referred) encompasses a variety of screen shapes, sizes, and levels of interactivity. From digital billboards and signs on taxis, to digital signage at airport gates and gyms and waiting rooms, these varieties underline a necessary bridge between context and location in relevance and favorable recall – vital components of any media campaign. The IAB sees norms and expectations from the online advertising world informing and expediting the growth of DOOH, and the IAB’s Digital Out of Home Taskforce launched this past fall with aims to define the DOOH channel while positioning its place within the larger interactive advertising industry.
As we collectively say “hello” to 2015, the Taskforce shares its thoughts on the Top 5 Trends in DOOH.
photo courtesy of Luke Luckett, IAB Consultant
“Top 5 Trends in Digital Out of Home”
1. Cross-platform targeting opportunities are on the rise. As mobile devices become more advanced and ubiquitous, the proliferation of captive digital screens in home and out of home has been growing. Interactions with consumers have become more prominent via new mobile technologies like NFC, beacons and more accurate geofencing capabilities. Such technologies may allow a marketer to personalize the consumer’s experience and even allow for immediate interaction.
2. DOOH will provide increasingly relevant messages in locations that matter. The amount of time spent outside and in transit is increasing in many regions.  New forms of targeting and subsets have made the art of reaching specific audience segments in ideal locations easier – and in our highly distracted modern experience, a consumer’s receptivity to new concepts outside the home can be highly impactful. In fact, a recent study by YuMe and IPG Media Lab found that consumers are 41% more receptive to advertising in public places than at home, and 16% more receptive at school/work than at home. As a consumer, the device you carry with you creates a natural tie-in to your visual experience outdoors, and relevant DOOH messages enhance the value via existing screens throughout popular locations.
3. Data is (literally) where it’s at, locally and programmatically. According to BIA/Kelsey, marketers spent $1.4 billion on location-targeted mobile campaigns in 2012. By 2017, spending on location-targeted mobile advertising will reach $10.8 billion, representing a 52% share of all mobile ad dollars. (In fact, next month the IAB’s Location Data Working Group will release a primer on using location data for attribution and ad effectiveness.) DOOH is benefiting from this rapidly growing segment, using big data to reach the same mobile consumer on larger, higher impact screens and enabling marketers to craft cross-screen, location-based strategies to maximize the impact of advertising to consumers outside the home.       
At the same time, finding scale and ease of buying in DOOH is being made easier through programmatic conversations and data-driven media buying. Programmatic solutions are developing in DOOH, and are leading to a deeper connection with the mobile and interactive marketplaces. Programmatic DOOH has the potential to drive standardization and reduce overall fragmentation in the marketplace. The 1st and 3rd party data sets that allow buyers and sellers to better define audiences exposed to DOOH media is also rapidly evolving. Programmatic bidding enables buyers to more accurately target the most appropriate audience, while sellers benefit from yield optimization of their media assets.
photo courtesy of Outfront Media
4. Out of Home creates a unique canvas for top-notch creativity. From street furniture and cinema ads to augmented reality and live experiences on outdoor screens and vehicles – the ability to build awareness and drive impressive results is getting easier in DOOH. Whether it’s part of a larger cross-media effort or a locally focused campaign, DOOH offers opportunities to reach a unique audience, creating unexpected parallels between location (as content and backdrop) and messaging. DOOH has huge potential to drive immediate impact and scale close to point of purchase; it also can garner award-winning praise and even the Direct Grand Prix at Cannes
5. There is a rise of new measurement and addressability opportunities in DOOH. New location and mobile data sets are leading to new ways of measuring attribution in experiential and out of home media. Location, as an audience definer, is just as important to DOOH as it is to mobile advertisers. Retargeting in the real world is more than just copying the online model; the best context is location – where we are and who we are. It is about delivering real-world context and campaign messages that are close to point of purchase. A consumer’s exposure to these mediums can now be verified beyond the self-reported opportunity to see, improving marketers’ confidence in their ability to isolate the impact of DOOH from other mediums in the cross-channel mix
Looking forward, the space is heating up. The number of digitally connected screens is growing, and all signals indicate that inventory and creative options in digital out of home media will continue to grow. Watch this space as the IAB and its DOOH Taskforce combine the talents of key players with out-of-home, mobile, local, and video expertise to build and expand upon this growth.
photo courtesy of Titan

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Carrefour teste des cabines d’essayage virtuelles / Les actus / LA DISTRIBUTION – LINEAIRES, le magazine de la distribution alimentaire

Carrefour teste des cabines d’essayage virtuelles / Les actus / LA DISTRIBUTION – LINEAIRES, le magazine de la distribution alimentaire.

Carrefour teste des cabines d'essayage virtuelles

Durant une semaine, Carrefour installe des cabines d’essayage virtuelles dans les galeries de six hypers. Grâce à la réalité augmentée, les clientes se voient habillées avec la marque Tex.

L’animation “Mon look virtuel by Tex” dure du 19 au 25 mars et estinstallée dans six centres commerciaux : Belle-Épine (94), Carré Sénart (77), Beaulieu (44), Ecully (69), Portet-sur-Garonne (31) et Rives d’Arcins (33).

Pour faire le buzz, les clientes sont invitées à partager les clichés pris par les “cabines” sur les réseaux sociaux. Des bons d’achat de 100 € sont à gagner.

Les bornes sur lesquelles les clientes se contemplent sont fournies par Clear Channel. Sur l’écran, le rendu des tenues Tex n’est pas vraiment réaliste, mais les technologies de réalité augmentée et de suivi des mouvements sont en tout cas amusantes.