Blog Post

Ads are Becoming More Interactive in 2019 – Both Online and Out-of-Home

02/22/2019 - Sierra Ducey

2019 will be a big year when it comes to out-of-home (OOH) development and interactive advertising. These developments are exciting for media buyers, marketers, and consumers alike in that advertising is becoming more curated and personalized as technology continues to advance. The line between reality and the digital space is beginning to blur, becoming increasingly intertwined, and that is why reach is starting to take on a whole new meaning. Opposed to just seeing a stationary advertisement – the same advertisement everyone else is seeing throughout their day – an individual is now susceptible to seeing advertisements that relate to their interests and their surroundings. Thanks to the growing nature of OOH and engaging ads, 2019 is all about consumer-centrism.
DOOH, or digital out-of-home advertisements, are increasing in number. From gas station television screens to eye-catching videos filling Times Square with color, digital advertisements are extremely dynamic and attention driven. This media category is projected to more than double its total market value to $26 billion in 2023, especially as provider networks converge into a unified market with meaningful measurements. Advertisers are now beginning to understand how DOOH works and, most importantly, how it can connect to data and collect data as a result. That is why spending in this category is expected to reach a new high of $7.4 billion this year alone.

These efforts are expanding as OOH enters the programmatic sphere. To jump ahead on this trend, we encourage advertisers to use location data to gather insights about audiences and their journeys throughout the day. This is an opportunity to really understand who you want to reach, allowing you to consider where one works, lives, and travels in between. According to eMarketer, the use of location to track actions will increase in 2019, as will the growth of ads that are highly relevant to consumers. Meeting an audience where they already are via segmented, sequence-based marketing is powerful. The same can be said about smaller interactive messages viewed on mobile devices.
People prefer to interact with a brand the exact moment they come across an ad about it. The pace of social media is fast, as is one’s attention span. Currently, advertisers approach mobile users with ads that simplify shopping and mimic the aesthetic of the platforms they use. On Snapchat and Instagram, for instance, users receive seamless, targeted ads that allow them to swipe up to read more, learn more, or, in some cases, make an immediate purchase. In 2019, this will evolve with the growth of mobile video interactive advertisements, many involving artificial reality or artificial intelligence elements. This comes as a relief as less and less people view static display ads, particularly via YouTube. In 2019, these results will change as more marketers use impressionable 6 second promotional videos and longer, non-skippable interactive ads.

This is all becoming possible as technology begins to get more and more in tune with the people who use it. 2019’s macro-trend, at large, is all about realizing that consumers can be reached at all times, even when not using their cellular devices. The growth of both DOOH and interactive advertisements, (or the combination of the two,) will assist in creating this nonstop digital realm. To recognize this and jump upon the limitless opportunities of each can establish a solidified competitive advantage for any digital marketer exploring the space.

2019 Programmatic Media Buying Trends

48% of consumers are more willing to click on a banner after being exposed to an DOOH ad. Everyday people walk, drive, bike, and take public transportation that exposes them to out-of home ads. Each of these exposures increases the chance that these consumers will interact, whether that be a search, a social media follow or a purchase. Now, advertisers can target these consumers-on-the-go programmatically. Programmatic DOOH allows media buyers to purchase signage within a certain radius of a store location, so before a consumer sees a store, they are already thinking about that brand. Simultaneously, DOOH can be combined with a mobile ad campaign, so advertisers can retarget consumer nearby an outdoor screen after they have already been shown the ad. The capabilities of DOOH advertising is quickly evolving and growing which is why it is such an important trend to keep an eye on throughout 2019.

Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographichere.

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