OUTFRONT: Top Five Trends to Watch in 2022

This is an inflection point for advertisers trying to make an impact Brands that resonate with authenticity create reallife experiences and prioritize audiences will come out on top Omnichannel campaigns designed to be socially integrated contextually relevant and interactive will foster the most meaningful connections as the priority pendulum swings from performance to preferenceThe OUTFRONT 2022 Advertising Trends Report was created to empower marketers and brands with relevant ideas to help engage with today39s active consumers on the moveThese are the five macrotrends sure to guide media decisions in 2022Trust IssuesLess URL More IRLConnecting the DotsReaching Audiences on Their TermsFullFunnel FocusTrust IssuesThe core psychology of the consumer is evolving in a way that culminates into a need for brands to communicate with authenticity Consumer shifts include declining trust diminished brand loyalty andamp160a distinct pivot towards brand purposeAmericans have lost faith in institutions of all kinds from government to media and everywhere in between making it more challenging than ever for brand messages to resonate At the same time fading brand loyalty is a new challenge that calls for new solutions As supply chain issues affect what is available and rising inflation affects what is affordable consumers are increasingly open to new brands and products Over a third of consumers 39 switched to a new brand last year1With skepticism high and loyalty thin brands need to invest in building trust After all consumers don39t just want to buy something they want to believe in something Today less than half of a brand39s perception 47 is driven by direct benefits to the consumer The importance of personal gain has been replaced by an emphasis on a brand39s societal impact 32 and labor practices 212 And consumers are willing to abandon brands that do not meet their expectationsThis openness to switch represents a crucial moment of opportunity for brands that can effectively communicate their purpose to audiences Fiftyeight percent of Americans consider out of home the most trustworthy ad medium3 making it an ideal platform to do just thatLess URL More IRLA pervasive wave of weariness has swept through audiences when it comes to screen time with 63 of us feeling the effects of digital burnout4 People have had enough of pixels Cordcutting ad blocking and ad skipping continue to rise and nearly 40 of consumers report they plan to intentionally decrease screentime in favor of more time outside of the home this year5Reallife experiences are the antidote for screen fatigue and OOH delivers them at scale Consumers crave a return to the people places and things they love In fact 72 of Americans have planned trips for leisure in the first half of 20226 and Live Nation has already sold over 65 million live show tickets for the year7 There is a renewed joy associated with being outside the home and a heightened awareness to one39s surroundings including more receptivity to OOH messagingConnecting the DotsOmnichannel consumer experiences have woven countless new pathways for purchase into the retail journey New shoppable touchpoints are emerging across media today39s customer journey looks quite different than even just a few years agoSocial media platforms like Pinterest and Instagram have integrated product searches and purchases directly into the user experience The widespread adoption of QR codes and their integration into outofhome campaigns represent a potential shortcut to conversion thus combining OOH topofthefunnel awareness with bottomofthefunnel consumer actionSocial media has become a major player in today39s customer journey with a massive 87 of GenZ saying that social media influences their purchase decisions8 But an even higher number 91 would share OOH ads on social media9 making out of home the perfect way to organically influence the consumer journey Importantly OOH is one of the primers for all things digital including search social and mobileReaching Audiences on Their TermsBrands are consciously choosing to meet audiences how and where they want to be met prioritizing quality content and improved user experiences in media decisions Sixtyfive percent now rank consumer preference as the most influential decision factor ahead of conversion rates 49 and cost 4510 A noninvasive storyteller by nature OOH offers brands a platform to deliver meaningful messages with contextual relevance at scale This approach provides more value to audiences with half of consumers rating contextual ads as more interesting resulting in a 27 lift in recall of the brand39s story11Out of Home Is a FullFunnel StrategyAs the performance conversation expands to include a more balanced fullfunnel approach out of home39s cuttingedge attribution capabilities offer visibility into its impact all the way down Whether intended to build awareness or influence consideration and purchase out of home gets results Fortythree percent of consumers report visiting an advertiser39s website after seeing their out of home ads Thirtynine percent have searched for additional information while 39 made a physical purchase after seeing out of home and 28 have downloaded an app12These five trends define a landscape of change and opportunity for brands that can capitalize on them by leveraging the awesome power of out of homeWant to take a deeper dive into these trends and more Download your complimentary copy of OUTFRONT39s 2022 Advertising Trends Report todayThis article was written by Caroline Gaudette and Jay Fenster1 McKinsey ampamp Company November 20212 Fleishman Hilliard June 20213 Harris Poll 20214 Harris Poll November 20215 Harris Poll April 20216 Harris Poll November 20217 Live Nation November 20218 McKinsey ampamp Company November 20219 Harris Poll November 202110 Kantar 2022 Media Predictions11 Integral Ad Science and Neuro Insight September 202112 Harris Poll November 2021amp160Click 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 of MediaVillagecomMyersBizNet

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OUTFRONT: Top Five Trends to Watch in 2022

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OUTFRONT: Top Five Trends to Watch in 2022

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