The 2023 ooh advertising landscape: innovations and challenges
Posted: Tue Jan 28, 2025 7:17 am
Digital advertising is getting expensive. In 2022, the cost of placing ads on digital platforms has increased dramatically. According to a recent report, the cost of advertising on Google and Youtube increased by 108% year-over-year in 2022. The cost of advertising on TikTok increased by 92%, and Meta followed closely behind with 89%.
As a result of this increase in advertising costs, marketers are looking for more cost-effective alternatives. With the pandemic seemingly behind us, people are spending more time outdoors, making OOH advertising more appealing than ever. Given that OOH advertising has the lowest CPM, the industry is seeing a huge surge in demand.
Between 2021 and 2022, the global OOH advertising market grew by an estimated 8.3% to $66.8 billion. In 2023, we expect game-changing innovation as well as solutions to a long-standing challenge in the industry. I’ve highlighted some of the emerging innovations in outdoor advertising for marketers and entrepreneurs to explore.
Before delving deeper into the subject, we need to understand what OOH advertising is and its benefits for your business:
What is out of home (OOH) advertising?
OOH advertising has traditionally included everything canada whatsapp data from bus shelters to billboards, benches, and so on. If you’re outside and see an ad that didn’t appear on your phone, you might be seeing an OOH ad.
When people are tired of looking at their phones, OOH can be a powerful tool for advertisers to get their message across. This is the kind of marketing that is physically present where your target audience is.
Benefits of OOH Advertising
Nowadays, more and more ads are being displayed online. However, it has limitations. Browsers, for example, already have ad-blocking extensions.
When people visit websites, watch videos, or scroll through their social media feeds, they don't like seeing ads.
This is why OOH ads outperform digital ads. Due to their size, out-of-home ads are hard to miss. Billboards have the chance to be seen by every person who passes by them every day.
Think of how many people a single billboard on a busy street can reach!
Innovations for OOH advertising in 2023
After a few years of decline, out-of-home (OOH) advertising is gradually on the difficult road to recovery. 2022 has proven that this form of advertising is resilient and thriving, exceeding the expectations and projections of industry experts.
Let’s take a look at the out-of-home growth factors and trends and how they will revolutionize outdoor advertising in 2023:
Augmented reality
Marketers are using augmented reality (AR) to deliver a more immersive experience in outdoor advertising. This isn’t exactly new. Back in May 2016, NHS Blood and Transplant engaged its audience by integrating AR into a billboard ad, encouraging Brits to donate more blood. This innovation hasn’t been swept under the rug. We could see it resurfacing in 2023 as more marketers embrace OOH advertising.
However, integrating AR into OOH advertising comes with a significant challenge. Users need to install an app to experience the AR portion of an ad. Most audiences may not see the point in downloading an app they would only use once. With WebAR, this challenge may be behind them, and outdoor advertising can offer more augmented reality experiences.
As a result of this increase in advertising costs, marketers are looking for more cost-effective alternatives. With the pandemic seemingly behind us, people are spending more time outdoors, making OOH advertising more appealing than ever. Given that OOH advertising has the lowest CPM, the industry is seeing a huge surge in demand.
Between 2021 and 2022, the global OOH advertising market grew by an estimated 8.3% to $66.8 billion. In 2023, we expect game-changing innovation as well as solutions to a long-standing challenge in the industry. I’ve highlighted some of the emerging innovations in outdoor advertising for marketers and entrepreneurs to explore.
Before delving deeper into the subject, we need to understand what OOH advertising is and its benefits for your business:
What is out of home (OOH) advertising?
OOH advertising has traditionally included everything canada whatsapp data from bus shelters to billboards, benches, and so on. If you’re outside and see an ad that didn’t appear on your phone, you might be seeing an OOH ad.
When people are tired of looking at their phones, OOH can be a powerful tool for advertisers to get their message across. This is the kind of marketing that is physically present where your target audience is.
Benefits of OOH Advertising
Nowadays, more and more ads are being displayed online. However, it has limitations. Browsers, for example, already have ad-blocking extensions.
When people visit websites, watch videos, or scroll through their social media feeds, they don't like seeing ads.
This is why OOH ads outperform digital ads. Due to their size, out-of-home ads are hard to miss. Billboards have the chance to be seen by every person who passes by them every day.
Think of how many people a single billboard on a busy street can reach!
Innovations for OOH advertising in 2023
After a few years of decline, out-of-home (OOH) advertising is gradually on the difficult road to recovery. 2022 has proven that this form of advertising is resilient and thriving, exceeding the expectations and projections of industry experts.
Let’s take a look at the out-of-home growth factors and trends and how they will revolutionize outdoor advertising in 2023:
Augmented reality
Marketers are using augmented reality (AR) to deliver a more immersive experience in outdoor advertising. This isn’t exactly new. Back in May 2016, NHS Blood and Transplant engaged its audience by integrating AR into a billboard ad, encouraging Brits to donate more blood. This innovation hasn’t been swept under the rug. We could see it resurfacing in 2023 as more marketers embrace OOH advertising.
However, integrating AR into OOH advertising comes with a significant challenge. Users need to install an app to experience the AR portion of an ad. Most audiences may not see the point in downloading an app they would only use once. With WebAR, this challenge may be behind them, and outdoor advertising can offer more augmented reality experiences.