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Top 5 Biggest OOH Trends in 2024 📈

With Cannes Lions wrapped, it's time to reflect on what's been happening in the real world of OOH so far in 2024. 

From suspiciously parked vans and rolling cheese wheels, to data-driven ad buying and measurement - these are the creative trends and industry strategies that turned our heads in H1 2024...

1. It's all about interactivity

From guerrilla stunts, to VR, to extrasensory experiences - brands are increasingly turning to headline-grabbing OOH initiatives to realise their brand strategy. 

The development of mobile technology is turbocharging the potential for more meaningful engagement: last year, fake OOH (‘FOOH’) exploded into the zeitgeist with the Maybelline tube train eyelashes. Love it or hate it, the integration of technology and outdoor advertising is here to stay.

Featured: The Specsavers Van

2. 3D billboards hit the mainstream

The future is here. 3D billboard architecture has stepped it up with iconic wraparound inventory in places like LA and NY, and advertisers are increasingly taking advantage of this.

Featured: the Hyundai Ioniq 3D wraparound in LA

3. Putting OOH at the heart of Omnichannel

Digital OOH is becoming increasingly important in omnichannel media strategies, seamlessly integrating with other channels to create a holistic campaign experience. 

DOOH enhances the effectiveness of omnichannel campaigns by providing dynamic, contextually relevant content that bridges the gap between online interactions and real-world experiences, ultimately driving more consistent and impactful brand messaging.

Featured: Cadbury ‘distracted ads’ OOH campaign (UK)

4. Data-driven OOH investment

From programmatic buying to independent tracking and verification, the standards of digital media and OOH are converging - creating new opportunities for advertisers to make data-driven, performance-led media investment decisions. 

Programmatic DOOH, which uses automated, data-driven methods to buy and place ads in real-time, has been instrumental in driving this forward - allowing brands to target specific audiences with greater precision and flexibility. 

According to a WARC report late last year, global programmatic DOOH is forecast to grow by a third between the end of 2023 and mid 2025. Simultaneously, in Australia, independent verification is increasing advertiser confidence and driving an average increase in OOH investment of 60%. 

5. The retail marketing rocketship 🚀

According to JCDecaux’s Mark Bucknell, retail media ad spend is set to reach $200bn by 2027.

As advertising capabilities in retail spaces become more sophisticated, brands are leaning in to the opportunity to create a connection with customers so close to the point of purchase. 

Additionally, the overlay of sales data can create meaningful precision targeting insights for specific category sales or high-transaction periods. Research has shown utilisation of such data can drive sales uplifts of as much as 15% (Source: JCDecaux)

Featured: Retail panel inside Tesco,


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