As advertising has evolved from newspapers and television ads to more focus on web and social media advertising, the digital wave is now in towards its full height of popularity. However, for out of home advertising solutions, these digital trends have provided a whole new set of tools to assist in providing customers with more personalized products. Before, out of home advertising provided a one-fits-all solution, regardless of market, demographic or age groups. However, in today’s age, outdoor advertising requires a more targeted, data-driven and responsive approach. According to the Digital Place Based Advertising Association, over 81% of those surveyed were interested in including digital placed-based solutions in their outdoor advertising budget. Here are a few ways out of home advertising is embracing digital:
- Digital screens
The number of digital screens in public places is increasing drastically – especially on college campuses. Digital screens in classrooms, student centers and libraries provide great visibility and are a great resource to communicate with college students about brand promotions, free food or brand-sponsored events.
- Hypertargeting customers
Due to technology, there is a variety of data sources available to marketers to gain valuable insights about target customers. Web browsing history, mobile carrier data, and previous purchase records can assist companies to hyper-target people to expand their customer base.
- Technological advances
College students always have their smartphones by their sides whenever and wherever they are. In the point of view of the on-the-go lifestyle, outdoor advertising has become a key aspect of any marketing campaign. With advancements such as increased mobile penetration, it has become easier for brands to engage deeper with consumers. For example, IGI Airport engages with customers using technologies like geo-tagging, augmented reality and facial recognition.
- The e-commerce boom
The rise of e-commerce and the popularity of advertising on the web has played a huge role in the digital transformation of out of home advertising. Businesses can place out of home ads on bus stops, highways near college campuses and near stores that are within driving or public transportation distance from campuses.
