You do when a twist and turn and an inch of extra creativity are added to anything. It becomes far more fascinating and outreaching. Similarly, the OOH industry has gained prominence. We have become aware of the views and criteria of OOH …but it has a lot more in store for us.
The range of technologies combined with OOH has given rewarding solutions. Let us have a look at a few OOH technologies of the present time.
1. Multi-touch screens
OOH has changed with retail screens that include a multi-touch display feature.
These touch screens have made advertising simple, easy, yet appealing by adding the right and on-topic content and supporting them with these visuals. They could get a decisive outcome. Multi-touch screens take the OOH industry to the next level by showcasing multiple ad visuals of the same advertisement.
The level of innovation and creativity rendered and brought in automation, innovation, transparency, and accountability at all levels.
We all know that the same ad with different visuals yields a better customer interpretation and grasping ability.
2. Facial recognition technology
Are you reading facial expressions?
Understanding customer emotions?
Is it that simple?
Well, yes!
Out-of-home advertising campaigns are today using facial recognition technology.
This concept is that consumers’ facial expressions are comprehended, and then sales are initiated. It helps to determine an individual’s gender and age – to offer a needful product. It makes the incoming of a new product risk-free and more manageable in terms of sales and promotion in the long run.
It is a step further to know the customers better. Only when one knows the customers better will they be able to sell and achieve higher.
3. High-definition webcams
High-definition webcams have provided a scope of better visibility.
Have you ever imagined watching a blur advertisement?
And at the same time, an extra clear screen ceases your eye view.
High-definition webcams have further increased the scope of outdoor advertising by providing viewers with a better viewing experience.
And afterwards, a greater possibility of converting it into a sale.
4. Kinect 2.0 gesture control
A key component of artificial intelligence technology is kinetic gestures. It is the link between people and technology. The image pixels are dispersed across the entire screen. Be it hand or finger recognition, it all lies under this category. The OOH sector has further advanced due to this. One can easily pick and change the advertisement flow through this.
5. Programmatic DOOH (PDOOH)
It involves the programmatic transactions that help set specific conditions that initiate the purchase of a DOOH ad slot based on the data provided.
Programmatic digital out-of-home is the automated purchasing, selling, and delivery of out-of-home advertising through setting billboards and signages.
The run started from OOH advertising and expanded to digital out-of-home (DOOH) and further programmatic digital OOH (PDOOH) advertising. Technology is bringing in various changes, from how OOH is planned to how audiences are targeted and measuring the overall ad impact.
Programmatic OOH is a technique that customizes itself according to the set conditions. This technology can deliver the right message on the screen at the right time.
Moreover, there is no limit to the content you can display through it.
6. DOOH (Digital OOH)
There was a time when we viewed only printed billboards. But today, digital billboard fascinates people.
They can be viewed from a more considerable distance and shine better because of the lights. DOOH has been a great tool in promotions and advertisements today.
When you visit cinema halls, Metro stations, and even airports, you can view an abundance of advertising space that is solely digital. In India, various sectors like retail, FMCG, and e-commerce have always been spending a lot on OOH advertisements.
OOH has been a medium for reaching a larger audience simultaneously. For example, brands like Starbucks and McDonald’s have executed the first DOOH assets and obtained a higher ROI.
The percentage of digital advertising climbed from 20% in 2019 to 29.4% in 2021, and according to a recent estimate by Dentsu, it is anticipated to reach 32.7% by the end of 2022.
Conclusion
New technologies add a fresh look to the advertising perspective and your brand ad.
Here is how the expansion of OOH could help your business expand the opportunities ahead.
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