As communication professionals, more than our well-done work, we need to be attentive – to the market, to other players, to innovations, and above all, to the public. Advertising Week is the leading event for marketing and advertising professionals aligned with creative technology. This year, the OOH theme gained more space and revealed several sector trends for 2024. As a player in this industry, we are always keeping an eye on it and trying to replicate it for our Brazilian context.
Generative Artificial Intelligence
The OOH industry is undergoing a notable change through the adoption of AI, which simplifies the creation of engaging brand experiences, reshaping consumer interactions with campaigns.
This technology is not just a passing trend and is already making advertising more precise, personalized, and efficient.
Generative AI can automate campaign planning, identifying the ideal formats and channels to reach the desired audience. Furthermore, it facilitates quick analysis of available consumer data, helping build movement models.
AI can also boost Programmatic Digital Out Of Home (pDOOH) through hyper-localization, adapting messages to specific regions and responding in real-time.
We serve clients throughout the country, and in our travels, I could see that, from North to South, in all five regions, the response is unanimous: artificial intelligence is here to stay.
OOH throughout the funnel
OOH advertising is transcending its traditional role as a brand popularity booster. It is now a dynamic option capable of engaging customers throughout the marketing funnel. This becomes crucial as brand KPIs continue to rise, and customers demand that their OOH investments be measured in true results.
Brand experiences
In 2024, customers seek authentic experiences that go beyond traditional digital advertising, showcasing the true potential of OOH, which offers an excellent opportunity for brands to access a wide range of experiences and entertainment that the media has to offer.
We recently launched the first digital fingers in Brazil at Santos Dumont Airport in Rio de Janeiro, prioritizing this very Brand Experience model – and the feedback has been positive.
ESG agenda
The OOH industry is changing in response to the growing consumer concern for sustainability. Brands are aligning their messages with environmental initiatives, using eco-friendly materials, LED lighting, and solar energy. The blend of ecological elements in OOH campaigns not only contributes to environmental preservation but also strengthens connections with consumers who increasingly advocate for sustainable values.
