In the dynamic world of advertising, staying ahead of the curve is crucial for brands and marketers. As we step into 2024, the landscape is evolving rapidly, and Ian Dallimore’s predictions offer a glimpse into what lies ahead. Here’s a closer look at some of the exciting trends and changes anticipated for the year.
Novelty Screens Spark Excitement
In the realm of Out-of-Home (OOH) advertising, novelty screens, including the much-hyped sphere, are sparking excitement. Ian suggests that these innovations have the potential to fuel creativity and excitement for brands within the larger OOH ecosystem. As advertisers navigate the ever-evolving landscape, these novel elements encourage brands to explore and play creatively, contributing to a dynamic and engaging OOH experience.
FOOH’s Ad Dollar Impact
This shift toward CGI raises authenticity concerns, creating a potential threat to the credibility of real-world OOH experiences. The industry faces the risk of deceptive advertising, which not only undermines brand trust but also interferes with publisher revenue. Deceptive advertising has the potential to harm brands by generating negative publicity, making it challenging to foster trust and engage customers. Moreover, from the perspective of publishers, this deceptive practice is detrimental as they hold the rights to the OOH boards but do not derive financial benefits from fraudulent ads. This not only tarnishes the credibility of the advertising space but also hampers the publisher’s ability to generate legitimate revenue, emphasizing the importance of authenticity in preserving trust and integrity within the OOH ecosystem.
The Convergence of CTV and DOOH
A trend poised to dominate the advertising space in 2024 is the seamless integration of Connected TV (CTV) and Digital Out-of-Home (DOOH). This blending of two powerful mediums is expected to redefine the advertising landscape, offering a fresh and captivating way for brands to engage consumers. Just as mobile and OOH took center stage in the past, CTV and DOOH are set to be the dynamic duo of the future.
Olympics, Politics, and OOH Innovation
With major events like the Olympics and political campaigns capturing global attention, advertisers face the challenge of making a lasting impact in a crowded space. Limited ad opportunities mean brands will need to explore innovative ways to utilize OOH effectively. Expect to see a spillage of brands into new OOH avenues, seizing the opportunity to connect with their audience in unexpected and creative ways.
AI Empowering OOH Creativity
AI’s integration into the Out-of-Home (OOH) advertising landscape in 2024, signals a transformative shift. Rather than replacing the human element, AI is poised to empower creativity in OOH. Ian envisions AI as a tool that enhances efficiency by assisting in pitching ideas and crafting concept art. This innovative use of technology streamlines the creative process, creating efficiencies for industry professionals. Importantly, AI also serves as an educational resource for new brands and buyers, offering insights and guidance. In this collaborative framework, AI complements human creativity, contributing to a more informed, efficient, and visually compelling OOH landscape. This collaborative dynamic emphasizes that AI is not meant to replace human creativity but rather acts as a support system, enhancing and refining the creative process in Out-of-Home advertising.
In conclusion, 2024 promises to be a transformative year for Out-of-Home advertising, with brands exploring novel strategies, embracing programmatic approaches, and leveraging the power of AI. As we navigate this evolving landscape, staying attuned to these trends will be essential for marketers looking to make a lasting impact in the ever-changing world of advertising.
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