OUTFRONT: Five New Advertising Trends Brands Need to Know About for H2 2022

After all out of home is one of the most trusted ad mediums there is preferred by 58 of consumers 1 and OUTFRONT is one of the most visible media networks in America reaching 7 out of 10 people every week 2Our H2 report takes a fresh look at topics covered in the previous edition plus some new ones we couldn39t have anticipated when the ball dropped in Times Square to ring in 2022The H2 OUTFRONT Advertising Trends Report shares ideas and insights media decision makers need to engage with consumers in a world that stubbornly refuses to stand stillHere are five key trends brands need to know about in the second half of the yearDigital ActivationContextual RelevanceTechnological AdvancesValue RisingLoyalty FadingDigital ActivationNothing drives consumers39 digital behavior like out of home Whether advertisers are trying to get consumers to Google search their brand visit their website post about them on social media or make an online purchase out of home outperformsCompared to those other mediums on a dollarfordollar basis OOH is responsible for 70x more social posts 53x more search engine searches 53x more online purchases 49x more website visits and 48x more app downloads 3Simply put OOH inspires us to take out our phones and do something driving more digital activation than radio TV display video or print advertisingContextual RelevanceContextual relevance makes ads more effective As we say farewell to ads based on thirdparty data out of home offers a friendlier alternative To deliver the right message in the right location at the right time Out of home provides exactly that the ability to deliver a brand message in the context of consumers39 livesAnd contextual relevance counts Fifty percent of consumers find contextual ads more interesting and they improve brand story 27 and detail recall 23 too 4 But what are contextual ads anyway They create a connection with the viewer by acknowledging their current state of mind whether that means ad copy that gives a wink and a nod to the subway rider39s experience or creative that changes with the weatherAdvertisers can achieve contextual relevance by choosing digital out of home DOOH a technology preferred by 60 of brands and agencies 5 DOOH can use dynamic data to trigger variant versions of ad copy or creative based on location timeofday weather traffic or even the score of the gameTechnological AdvancesTechnology is changing the OOH experience Dynamic digital creative is just one of the technological advances that has made out of home a favorite of marketers in recent years QR codes are another one of course having had massive growth How massive Scans increased by 433 in the past year 6 and 2 out of 5 NYC subway riders have scanned a QR code on a transit ad 7 Maybe that39s why 58 of out of home advertisers now use themMeasurement matters to marketers and along with QR codes advertisers are using numerous other methods to evaluate campaign success Some of the most popular ones include digital integration 77 promo codes 60 beforeandafter numbers 50 and unique landing pages 37These technological advances aren39t just under the hood they39re also in the ads themselves and they39re getting attention An innovationhungry public has noticed more technology in OOH ads lately 85 things like spatial video with its awesome 3D effect and they call those ads intriguing 86 8Value RisingCost value has made a comeback The last time we wrote our Advertising Trends Report we were struck by the emergence of purpose as a leading factor in the modern consumer39s purchase journey And don39t get us wrong it39s still important as consumers are 6x more likely to buy from brands with a strong purpose 9But the economic realities of 2022 mean that ultimately buying in alignment with one39s values is a luxury some people cannot afford with cost value reemerging as a primary consideration for consumersHigher prices are being noticed by 90 of Americans especially at the grocery store and the gas pump 10 To combat rising costs 38 of consumers are using coupons discounts and deals and 42 say they like those discounts delivered by QR code 11Advertisers can use out of home to distribute QR codes and promos or publicize current specials and sales tactics particularly wellsuited for the literal last mile of a costsensitive customer journeyLoyalty FadingBrand loyalty In this economy The inflation experienced by consumers along with supply chain challenges have forced consumers to consider alternative options for their preferred purchases and retailersPragmatism has taken preference over loyalty with 46 of consumers shopping a different brand and 37 shopping different stores retailers or websites since September 2020 Perhaps even more concerning to brands is that 90 of those who switched plan to continue their modified purchase patterns 12Of course shifting loyalties aren39t all bad Brands that know how to communicate their value proposition emphasis on the value can take advantage of this fluidity Out of home allows brands to intercept consumers ready to defect by delivering their messaging through a trusted impactful reallife presenceIn ConclusionWe expect these five trends to be influential over the rest of this year As brands and consumers alike continue to navigate an uncertain world out of home promises to remain a steady presence on which they can both dependThese are just a few of the trends and insights that you will find in our Advertising Trends Report To access all the rest visit our website to download the full report1 Harris Poll 20212 Geopath 20213 Comscore 20224 Neuro Insight 20215 DPAA Global Digital OOH 20216 QRTiger 20227 OUTFRONT NYC Subway Audience Survey with MFour 432 respondents surveyed Wave 4 May 20228 OnScreenAI 20229 Zeno Group 202010 McKinsey 202211 Vericast 202112 McKinsey 2022Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views 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OUTFRONT: Five New Advertising Trends Brands Need to Know About for H2 2022

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Jay Fenster

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OUTFRONT: Five New Advertising Trends Brands Need to Know About for H2 2022

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