2017 has been a year of exciting developments in the out-of-home (OOH) sector, with the growth of the digital homepage (DOOH) offering greater access and creative opportunities for advertisers. Links to digital have resulted in some truly innovative marketing ideas, and greater access to data has made the medium more attractive to advertisers than ever before.
So, how can we expect OOH to develop over the next year, and what should advertisers look for when it comes to making the best use of the medium? So, in an effort to be the first and predict some of these developments ahead of time, here are some of the OOH marketing trends that we believe will shape the face of the industry in 2018:
1. OOH advertising spending was set to accelerate in 2018
2. Links to mobile devices will bring multi-layered integrated DOOH ad campaigns
3. Data feeds and digital capabilities will begin to inform the creative message
4. Small businesses will have greater access to OOH
5. Outside the home will be more immersive
By Sarah Hanney
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