With $9.15 billion in US ad spending going to out of home (OOH) advertising this year (up 7% from last year) and an increasing portion of that spending going to digital (31.4% this year, rising to 40.4% by 2027), per our forecast, advertisers should be innovating on this somewhat traditional format. Here are three unique OOH ad activations.
1. EV charging stations supercharge OOH
With digital screens and a captive audience, electric vehicle (EV) charging stations make the perfect opportunity for digital OOH (DOOH) innovation.
Why it matters: Since many of these EV charging stations are in retail centers, the connected screens offer a massive retail media opportunity. Retail media display advertising is rapidly growing, and in-store (or OOH) activations are still maturing. Keep an eye on EV charging stations and on partnerships that connect retailer data with untapped advertising opportunities.
2. Transportation ads that lash out
Maybelline ads across buses and trains in London went viral last weekend for their blink-and-you’ll-miss-it creativity. As the vehicles pass beneath a colossal 3D mascara wand, their eyelashes receive a gentle brush.
Why it matters: Maybelline took the very traditional format of transportation ads and found an innovative way to turn DOOH advertising into organic viral posts, meaning the activation not only served London Underground riders but also social media consumers.
3. AI ad activations bite back
McDonald’s, Burger King, and Subway have all created billboards written by ChatGPT that capitalize on the AI craze.
Why it matters: These traditional OOH ads didn’t need expensive tech to innovate on a classic format. They were able to leverage ChatGPT’s free, buzzy tech to emphasize brand identity. And like Maybelline’s OOH campaign, the billboards resulted in viral posts that turned the OOH ads into organic social marketing.
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First Published on Jul 10, 2023
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