It feels great to be out in the real world again, doesn’t it? Everyone is eager to take in all the sights and sounds we’ve missed so much during the pandemic. Not that we don’t love technology, but let’s be honest: we are all really, really tired of the digital-only existence we’ve had to endure for the past couple of years.
Digital fatigue, indeed.
The great re-emergence means a great resurgence for out-of-home advertising. That’s excellent news for marketers. In a recent nationwide survey, 79% of marketing professionals admitted that consumers are increasingly difficult to impress online, since they are now desensitized to digital ads. In fact, most consumers now say online ads are overtly annoying.
Digital fatigue is wreaking havoc on digital advertising returns.
On the other hand, 91% of marketers say their OOH placements are even more effective now than before the pandemic. Obviously consumers are paying more attention now that they’re out in the real world.
And they’re definitely out there.
Great re-openings are happening all around us
- People are driving.
The Federal Highway Commission says driving on all streets and roads increased by 4.1% in January 2022 compared to January 2021. The year-over-year moving average shows a 12.7% increase. A new report from The Harris Poll and the Out-of-Home Advertising Association of America (OAAA) reveals that 84% of American workers will continue commuting at least through the summer, and 85% of Americans plan to take a vacation in 2022, whether driving or flying.
- People are going shopping.
In-store sales of clothing and accessories were up 22% this March compared to a year ago.
- They’re attending conferences.
The Association for Advancing Automation says 50% more people attended their Autonomous Mobile Robots & Logistics Conference in October 2021 compared to their event in 2019.
- They’re attending concerts.
Live Nation Entertainment, one of the country’s biggest concert production companies, reports 2021 sales were way ahead of projections. And already this year, they’re seeing a 45% increase compared to March 2019. We’re not only talking ticket sales, either. Live Nation says sponsorships and advertising sales were 15% higher in 2021 than 2019.
- People are doing everything they used to love.
Morning Consult tells us that eating at a restaurant, going to an amusement park, going to the gym or an exercise class, attending a sporting event or a concert are all steadily trending upward for American adults.
Yep, you can finally say, “Take me out to the ball game!” now and mean it because Major League Baseball’s 2022 season reopened with real people in the stands.
With traditional and digital out-of-home, you can reach your desired audience as they’re involved with every one of these activities, to build brand awareness and deliver contextually relevant content.
Out-of-home counteracts digital fatigue
Customer engagement experts at Symend describe a “digital paradox.” They say that despite suffering from digital fatigue, customers still seek digital interaction.
OOH resolves this paradox by giving both consumers and marketers the best of both worlds. Even when people leave home, they keep their trusty smartphone at hand. That means they can snap a selfie with your very cool creative and share it with their friends the moment they see your OOH ad.
And speaking of moments, thanks to both demographic and location-based targeting OOH excels at reaching audiences with contextual content right when they’re in the micro-moment – ready to take action to connect with your brand online.
OOH gives people the in-person, interactive experiences they crave
“Creative, personalized, physical and experiential touchpoints that supplement your digital outreach can help you capture buyer attention, build lasting relationships and achieve your revenue goals,” says Sendoso CEO and co-founder Kris Rudeegraap. Sounds like the very definition of out-of-home, doesn’t it?
He goes on to note that consumers who make an emotional connection with a brand “have a 306% higher lifetime value, stay with the brand longer and recommend it more often.”
That’s ROI every marketer and their CFO can love.
This post was originally published on the OneScreen blog.