You are here for a reason. That reason is to look into the future of the advertising field. The future of OOH and DOOH advertising is set to be dynamic and transformative. The advertising market is evolving faster than ever, and Malaysia is at the forefront of this revolution.

Looking at the way the AI is taking over the digital world, can generative AI revolutionise the sector by enhancing real-time creative optimisation, or will it falter due to the proliferation of superficial, pseudo-OOH campaigns spawned by these tools? The verdict remains uncertain, yet expert insights shed light on the possibilities.

1. Bridge Online And Offline Realms

Dom Kozak, Head Of Programmatic, JCDecaux UK, says:

As technology progresses, the accessibility of programmatic Digital Out-of-Home (pDOOH) for brands will rise from both commercial and strategic angles. The growing pool of privacy-protected first- and third-party data will be made accessible to marketers through various industry channels. This will then enable them to deliver more pertinent messages via pDOOH, resulting in campaigns that are not only more efficient but also more effective.

2. Pushing Boundaries In Innovation

Liseanne Gillham, VP Of Marketing, Broadsign, says:

If 2023 forecasts the future of Out-of-Home (OOH) advertising, get ready for an exciting journey. Trends like Generative AI, retail media, and sustainability are reshaping the industry, promising bold creative and innovations in planning and measurement. Expect increased integration of in-store inventory into retail media networks, driven by rising interest in retail media. Sustainability will remain crucial, with more cross-territory OOH campaigns anticipated. While challenges like fake OOH emerge, the industry’s resilience and innovation ensure it’s well-prepared for 2024 and beyond.

3. A Promising Future For pDOOH

Jean-Christophe Conti, CEO, VIOOH, says:

In 2024, OOH media owners are swiftly expanding their digital inventory for programmatic access, enhancing traditional displays into digital screens. The future of programmatic Digital Out-of-Home (pDOOH) appears bright, with advertisers globally projected to increase pDOOH campaigns by 40% and ad spend by 31% over the next 18 months, as per VIOOH’s State of the Nation report. While some markets like the UK and Germany lead with significant investments, others such as China and LATAM are still in early stages. However, a significant surge is anticipated in 2024, with more advertisers and larger budgets embracing programmatic DOOH.

4. Creativity, Powered By Technology

Laura Keith, the7stars, says:

In 2023, OOH thrived, and trends from that year are expected to continue into 2024. Its versatility will remain a key asset, accommodating both mass-reach and tactical campaigns. Technological advancements like programmatic OOH, data integration, personalization, and sustainability will drive trends, fueling creativity with 3D and AR. Additionally, OOH’s positive impact on communities, with 46% of revenue reinvested, will persist into 2024.

In summary, the outlook for out-of-home advertising (OOH and DOOH) in 2024 is promising. With ongoing trends and emerging technological innovations, the future of OOH is set to evolve dynamically. From versatile campaign approaches to transformative technologies, advertisers have ample opportunities to explore. Additionally, the industry’s commitment to sustainability and community reinvestment remains strong.

Image Credits: Casita, Rob Llewellyn, The Drum, chimpandzinc