- DOOH Community
- Posts
- A look toward the future of DOOH in 2023
DOOH Community is your weekly wrap-up of all things digital out-of-home, buckle up and let's get started!
Merry Christmas & Happy Holidays!
We've got a bit of a shorter newsletter this week with a focus on some of The Drum's predictions for the industry going into next year.
Don't worry, we'll be back next year with all your DOOH news!
Predictions For DOOH In 2023 🥳
Why 2023 Will See More Advertisers Invest In DOOH 💸
Source: The Drum
Quick Breakdown:
This is a breakdown of an article from The Drum, which featured Jim Wilson, the CEO of Talon America. Jim Wilson outlined his thoughts on advertisers' attitudes to D/OOH and what he believes will continue to encourage more marketers and advertisers to invest in the channel.
Advertisers have been exploring and investing in DOOH more this past year, in part due to the increase in interactivity and measurability
As a potential recession continues to loom overhead, advertisers are wanting more tangible results from their campaigns and chosen channels
D/OOH has shown that it is capable of achieving above desired results, and advertisers continue to plan campaigns for next year
The latest BWG Talon OOH Advertising study revealed that 93% of US advertisers are planning to allocate 5%+ of their overall marketing budget to OOH
In the UK, this number jumps up to 10%+
Other environmental factors are causing this shift towards D/OOH, such as the death of third-party cookies, Apple's privacy changes, and social media channels such as Twitter losing audience numbers
It's also worth noting that TV ads are increasing in cost whilst viewership is declining
The top 5 reasons for advertisers to join the D/OOH train:
Measurability is on the rise
Programmatic DOOH adoption is up
Cross-platform buying is getting easier (especially for video content)
Experiential D/OOH continues to evolve and go mainstream
Brand safety is easily achieved
"As advertisers shift their ad dollars to get in front of relevant audiences in the most cost-effective way and at scale, OOH is a winning larger-than-life medium — and will continue its resurgence for delivering brand safety, precision targeting, outcomes-based measurement, and unmatched creativity."
Our Thoughts:
2022 really was a great year for D/OOH - we saw both technological improvements, along with more advertisers starting to understand the channel and experiment. Not only that, we've also seen further attempts at standardisation and mediation in relation to programmatic DOOH.
Looking ahead it's clear that the industry will continue to strive and achieve results, especially with how the marketing world is changing. We're excited to see what happens next year, but what we do know is that it's going to be a huge year. There are going to be a ton of new advertisers taking campaigns to the unmissable channel.
Retailer Media Set To Grow In 2023 🛍️
Source: The Drum
Quick Breakdown:
This is another article from The Drum, this time featuring Brad Jashinsky, a Director Analyst at Gartner. Brad Jashinsky looks ahead to next year and explains how he believes retail DOOH is set to explode.
With external pressures causing budgets to shrink, advertisers are looking for the most effective channels to invest in
Retail based DOOH screens fit this bill for a wide variety of reasons and will become a vital part of the future of OOH advertising
Originally retailer media was hard to purchase and measure, but with improvements such as programmatic DOOH and more accurate measurement methods, this is no longer the case
Retailers are starting to take note of this and introduce DOOH into their brick and mortar stores
Some US examples of this are Walmart & Amazon, two of the biggest retailers in the states
Both of these retailers sell their inventory programmatically
Currently, when installing this technology, the companies are focused on contextual targeting, brand awareness and overall reach
Whilst some brands will likely be frustrated with having to use different measurements, the brands that adapt to using retail DOOH will benefit the most
Gartner estimates that brands will soon be dedicating 20% of their digital ad budget to retail DOOH
"Many brands and retailers are looking at in-store OOH as the next generation of retail marketing and as a complement to promotional shelves, endcaps and other retail fixtures. Brands can use the unique ability of digital store signage to remind customers of their brand and influence point-of-purchase decisions during the key conversion part of the shopper marketing funnel."
Our Thoughts:
No one is doubting the impact and value of retailer media, we're huge fans of DOOH going in that direction and believe it is the next big location for DOOH. There are so many ways that retailers can make use of DOOH and this year has shown that they're interested.
Not only in the US but also here in Australia and New Zealand. We saw Shopper get acquired by Woolworths, the launch of MixedIn by Endeavour, Hyper Media roll out their Liquorland network and a heap more.
We're keen to see who launches retailer media networks next (looking at you Coles, Aldi & IGA) and how they change the industry and drive more marketers to explore the channel.
Featured Creative 🎨 🎮 - Call of Duty @ Burger King Kiosks
This week's creative of the week is a personal favourite of the DOOH Community, joining the gaming and digital signage worlds with the "Kiosk of Duty" campaign.
One of the biggest gaming franchises in the world, Call of Duty, partnered with Burger King stores across France & Spain. This partnership involved the latest entry in the series, Call of Duty: Modern Warfare II, being playable at the self-serve kiosks.
The coolest part about this activation was that the mission that could be played was entirely unique and only accessible at these locations - not to mention completing the mission resulted in a free burger & fries.
Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community
P.s - We're working on a referral program, keep your eyes peeled 👀