In recent years, digital out-of-home (DOOH) advertising has emerged as a dynamic and effective medium for reaching audiences in public spaces. With advancements in technology and the rise of programmatic advertising, the DOOH landscape is constantly evolving. As we look ahead to 2023, several key trends are shaping the future of digital out-of-home advertising. This article explores the top trends to watch out for in the DOOH industry.

Programmatic DOOH Advertising:

Programmatic advertising has transformed various digital advertising channels, and DOOH is no exception. Programmatic DOOH allows advertisers to automate the buying and selling of ad space in real-time, based on specific targeting parameters and data-driven insights. In 2023, programmatic DOOH is expected to gain even more traction. As an example of the explosive growth there were approximately 6700 digital billboards in the US in 2018, growing to over 218,000 digital billboards in the US in 2023. This growth has enabled brands to deliver highly targeted and personalized messages to their audiences. This trend will lead to greater efficiency, improved campaign optimization, and seamless integration with broader digital marketing strategies.

Data-Driven Targeting and Personalization:

In 2023, DOOH advertising will continue to leverage data-driven insights to deliver highly targeted and personalized experiences. Through the integration of advanced analytics, audience measurement tools, and real-time data feeds, advertisers can tailor their content to specific locations, times, and audience segments. This enables brands to engage consumers with relevant and timely messages, enhancing the impact and effectiveness of DOOH campaigns.

Dynamic and Interactive Content:

As technology advances, DOOH platforms are becoming more interactive and engaging. In 2023, we can expect to see an increased focus on dynamic content that adapts to real-time triggers and audience behavior. Augmented reality (AR) and virtual reality (VR) elements may be integrated into DOOH displays, creating immersive brand experiences. Furthermore, interactive features such as touch screens, mobile integrations, and gesture-based interactions will enable consumers to actively engage with DOOH ads, fostering deeper brand connections.

Integration of AI and Machine Learning:

Artificial intelligence (AI) and machine learning algorithms are revolutionizing advertising, and their impact on DOOH will be significant in 2023. AI-powered technologies can analyze vast amounts of data, detect patterns, and optimize ad delivery in real-time. By leveraging AI and machine learning, DOOH campaigns can automatically adjust content based on factors like weather conditions, audience demographics, and contextual relevance. This trend will enable advertisers to deliver highly tailored and contextually relevant content, maximizing the impact of DOOH advertising.

Measurement and Attribution:

Measurement and attribution have been critical challenges in the DOOH industry, but advancements in technology are addressing these issues. In 2023, there will be a greater emphasis on accurate measurement and attribution models for DOOH campaigns. The integration of digital sensors, facial recognition, and mobile data will provide more robust measurement capabilities, allowing advertisers to assess the reach, engagement, and effectiveness of their DOOH campaigns. This data-driven approach will enable better decision-making and campaign optimization.

Integration with Online and Mobile Platforms:

As consumers seamlessly move between physical and digital spaces, the integration of DOOH advertising with online and mobile platforms will be a significant trend in 2023. We can expect to see more synergy between DOOH and mobile advertising, allowing for synchronized messaging and cross-channel experiences. Location-based targeting and retargeting strategies will bridge the gap between DOOH impressions and online interactions, creating a more cohesive brand journey.

2023 holds exciting prospects for digital out-of-home advertising. With programmatic capabilities, data-driven targeting, interactive content, AI integration, improved measurement, and cross-channel integration, DOOH campaigns will become more impactful and engaging. As technology continues to evolve, the DOOH industry will undoubtedly see further innovation, transforming the way brands connect with their audiences in the public sphere.