The world is changing fast, and so is the way we consume and interact with media. Digital platforms have taken over our attention spans, and traditional advertising methods are losing their effectiveness. How can you stand out from the crowd and reach your target audience in this digital age? The answer is outdoor advertising.

Outdoor advertising, also known as out-of-home (OOH) advertising, is any type of advertising that reaches consumers outside their homes, such as billboards, bus shelters, street furniture, digital screens, and more. Outdoor advertising is not a new concept, but it has evolved and adapted to the changing times and consumer preferences. In fact, outdoor advertising is one of the few media channels that has shown consistent growth in recent years, despite the rise of online and mobile advertising.

According to a report by Research and Markets, the global outdoor advertising market is expected to grow at a compound annual growth rate (CAGR) of 4.6% from 2021 to 2025, reaching $43.6 billion by 2025. The report cites several factors that are driving the growth of outdoor advertising, such as the increasing urbanization, the rising disposable income, the growing tourism industry, the expanding infrastructure, and the technological advancements.

But how can you leverage outdoor advertising to stay relevant and competitive in a digital world? What are the trends and best practices that you need to know and follow? In this article, we will explore some of the most important and exciting outdoor advertising trends for 2023 and beyond, and how you can use them to create effective and engaging campaigns that will capture the attention and interest of your potential customers.

1. Need for storytelling

One of the key challenges and opportunities for outdoor advertising in 2023 is storytelling. Storytelling is the art and science of creating and delivering a narrative that connects with your audience on an emotional level and inspires them to take action. Storytelling is not a new concept, but it has become more important than ever in the digital age, where consumers are bombarded with information and messages from various sources and platforms.

Storytelling can help you stand out from the noise and clutter, and create a memorable and lasting impression on your audience. Storytelling can also help you build trust and loyalty with your customers, as well as increase your brand awareness and recognition. Storytelling can be done in various ways, such as using humor, suspense, drama, surprise, or curiosity. The key is to create a story that resonates with your audience and aligns with your brand identity and values.

One of the examples of storytelling in outdoor advertising is the campaign by WWF, the global conservation organization, that featured illustrations by Israeli artist Noma Bar. The campaign, called “Running Out of Time”, aimed to raise awareness and urgency about the climate crisis and the loss of biodiversity. The campaign used a series of billboards that showed different animals and plants that are endangered or extinct, along with a countdown timer that indicated how much time is left to save them. The campaign used a minimalist and clever design that conveyed a powerful and emotional message, and encouraged people to take action and support WWF’s work.

2. Digitization of billboards

Another major trend in outdoor advertising for 2023 is the digitization of billboards. Billboards are one of the most common and popular forms of outdoor advertising, but they have also undergone a significant transformation in recent years, thanks to the advancement of technology. Digital billboards are billboards that use LED screens or projectors to display dynamic and interactive content, such as images, videos, animations, or live feeds. Digital billboards offer several advantages over traditional billboards, such as:

• They can display multiple ads on the same space, increasing the inventory and revenue potential for advertisers and media owners.
• They can change or update the content in real-time, allowing for more flexibility and relevance for advertisers and consumers.
• They can use data and sensors to deliver personalized and contextual ads, based on factors such as location, time, weather, traffic, or audience demographics and behaviours.
• They can integrate with other digital platforms and devices, such as smartphones, social media, or e-commerce, to create a seamless and immersive customer journey.
• They can enhance the visual appeal and impact of the ads, by using high-quality graphics, sound, motion, or interactivity.

One of the examples of digitization of billboards is the campaign by Samsung, the global electronics giant, that promoted its Galaxy Z Fold3 smartphone. The campaign used a folding billboard that mimicked the design and functionality of the smartphone and showed different features and benefits of the device. The campaign used a creative and innovative approach that captured the attention and curiosity of the viewers and demonstrated the product in a realistic and engaging way.

3. Interaction with your smartphone

A related trend in outdoor advertising for 2023 is the interaction with your smartphone. Smartphones are one of the most ubiquitous and essential devices in our lives, and they can also be a powerful tool for outdoor advertising. By connecting your outdoor ads with your smartphone, you can create a more interactive and personalized experience for your audience, and drive them to take further action, such as visiting your website, downloading your app, following your social media, or making a purchase.

There are various ways to connect your outdoor ads with your smartphone, such as using QR codes, NFC tags, Bluetooth beacons, or augmented reality (AR). These technologies can enable your audience to scan, tap, or point their smartphone at your outdoor ad, and access additional information, content, or offers on their screen. For example, you can use QR codes to direct your audience to a landing page, where they can sign up for a newsletter, watch a video, or enter a contest. You can use NFC tags to enable your audience to make a payment, download a coupon, or share their feedback. You can use Bluetooth beacons to send push notifications, reminders, or alerts to your audience when they are near your outdoor ad. You can use AR to overlay digital elements, such as 3D models, animations, or games, on top of your outdoor ad, and create a fun and immersive experience.

One of the examples of interaction with your smartphone is the campaign by Burger King, the global fast-food chain, that used AR to troll its rival McDonald’s. The campaign, called “Burn That Ad”, invited customers to scan a billboard of McDonald’s using the Burger King app, and watch it burn in flames. The app then rewarded the customers with a free Whopper coupon, which they could redeem at the nearest Burger King outlet. The campaign used a playful and provocative approach that generated buzz and engagement, and increased the downloads and usage of the Burger King app.

4. Artificial intelligence in outdoor advertising

Another emerging trend in outdoor advertising for 2023 is the use of artificial intelligence (AI) in outdoor advertising. AI is the branch of computer science that deals with creating machines or systems that can perform tasks that normally require human intelligence, such as learning, reasoning, or decision making. AI can help outdoor advertising in various ways, such as:

• Analysing data and insights to optimize the placement, timing, and targeting of outdoor ads, and improve the return on investment (ROI) for advertisers and media owners.
• Generating or enhancing the content and creativity of outdoor ads, by using natural language processing (NLP), computer vision, or generative adversarial networks (GANs).
• Measuring and evaluating the performance and impact of outdoor ads, by using facial recognition, eye tracking, or sentiment analysis.
• Automating and streamlining the processes and operations of outdoor advertising, by using machine learning, chatbots, or robotics.

One of the examples of AI in outdoor advertising is the campaign by Spotify, the global music streaming platform, that used NLP to create personalized playlists for its users. The campaign, called “Wrapped”, analysed the listening habits and preferences of its users, and generated a custom playlist for each user, based on their favourite songs, artists, genres, or moods. The campaign then displayed the playlists on digital billboards across different cities, along with a QR code that users could scan to access their playlist on their smartphone. The campaign used a data-driven and user-centric approach that showcased the value and variety of Spotify’s service and increased the loyalty and satisfaction of its users.

5. 3D ads

Another exciting trend in outdoor advertising for 2023 is the use of 3D ads. 3D ads are ads that use three-dimensional shapes, objects, or effects to create a realistic and lifelike impression of the product, service, or message being advertised. 3D ads can enhance the visual appeal and impact of outdoor advertising, by creating a sense of depth, perspective, and movement, and attracting the attention and interest of the viewers. 3D ads can also create a more emotional and memorable connection with the audience, by stimulating their senses and imagination, and making them feel closer to the brand or the offer.

3D ads can be created in various ways, such as using physical props, sculptures, or models, using projection mapping, holograms, or volumetric displays, or using AR or VR. The key is to create a 3D ad that is relevant and consistent with the brand identity and the campaign objective, and that fits well with the environment and the context of the outdoor ad.

One of the examples of 3D ads is the campaign by Coca-Cola, the global beverage giant, that used a giant 3D bottle to promote its new flavour, Coca-Cola Cinnamon. The campaign, which was launched in London, featured a 26-foot-tall bottle that was wrapped in a red ribbon and topped with a bow, resembling a Christmas gift. The bottle also emitted a cinnamon scent and a festive jingle, creating a festive atmosphere for the viewers. The campaign used a 3D ad that was eye-catching and appealing, and that reinforced the brand image and the seasonal message of Coca-Cola.

These are some of the outdoor advertising trends that you need to know and follow in 2023 and beyond, if you want to stay relevant and competitive in a digital world. Outdoor advertising is not dead, but it is evolving and innovating, and you need to keep up with the changes and opportunities. By using storytelling, digitization, interaction, AI, and 3D, you can create outdoor ads that are effective and engaging, and that will connect with your audience and drive them to action. Remember, outdoor advertising is not just about displaying your message, but about creating an experience.