As communication professionals, more than our well-done work, we need to be alert – to the market, to the other players, the innovations and, перш за все, to the public. Advertising Week is the main event for marketing and advertising professionals aligned with creative technology. This year, the OOH theme gained more space and revealed several industry trends for 2024. As a player in this industry, we are always keeping an eye on it and trying to replicate this for our Brazilian context
Generative artificial intelligence
The OOH industry is undergoing a remarkable change through the adoption of AI, that simplifies the creation of engaging brand experiences, remodeling 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, facilitates the quick analysis of available consumer data, helping to build movement models
AI can also boost programmatic Digital Out Of Home (pDOOH) through hyper-location, adapting messages to specific regions and responding in real time
We serve clients across the country and, in our wanderings, I was able to ascertain that, from North to South, in all five regions, the answer is unanimous: artificial intelligence is here to stay.
OOH throughout the funnel
Out-of-home advertising is transcending its traditional role as a driver of brand popularity. Now it is a dynamic option capable of engaging customers throughout the marketing funnel. This becomes crucial, as brand KPIs continue to rise and clients are asking for their OOH investments to be measured in real results.
Brand experiences
In 2024, customers seek authentic experiences that go beyond traditional digital advertising, demonstrating the true potential of OOH, that offers an excellent opportunity for brands to access a wide range of experiences and entertainment that the media has to offer
Recently, we inaugurated Brazil's first digital fingers at Santos Dumont Airport, in Rio de Janeiro, prioritizing precisely this model of Brand Experience – and the feedback has been positive.
ESG Agenda
The OOH industry is changing in response to consumers' growing concern for sustainability. Brands are aligning their messages with environmental initiatives, using eco-friendly materials, LED lighting and solar energy. The mixture of ecological elements in OOH campaigns not only contributes to environmental preservation, but also strengthens the connections with consumers who increasingly advocate for sustainable values
