Programmatic advertising is changing how ads are shown online, and now it’s starting to do the same for ads displayed in public places. In the future, programmatic advertising will become even more critical in these public spaces. It will let advertisers automatically buy and sell ad space in real time. This will make things easier for them and help them reach the right people with their ads at the right time. Using data and insights, advertisers will be able to create personalized ads that are relevant to the people seeing them. This will make their ads more effective.

Gone are the days of static billboards. In 2023, digital OOH advertising will continue to embrace dynamic content and personalization to capture consumers’ attention. With the integration of data sources such as weather, time, location, and audience demographics, advertisers can create highly targeted and customized content.

For example, let’s consider a retail store, like a clothing brand. Using DOOH advertising, the store can display different advertisements based on the current weather and time of day. During a rainy day, the digital billboard could showcase waterproof jackets and stylish rain boots, enticing passersby to visit the store and stay dry. As the day progresses and the weather clears up, the content can dynamically switch to displaying summer dresses and sunglasses, reflecting the changing atmosphere and appealing to shoppers looking for summer fashion inspiration.

By leveraging data on location and audience demographics, the retail store can further personalize the content displayed on the digital billboard. If the billboard is located in a trendy shopping district, it could showcase the latest fashion trends tailored to the preferences of the target demographic in that specific area.

Alternatively, if the store is located near a university, the digital billboard can promote student discounts or highlight trendy and affordable back-to-school outfits. This level of personalization in DOOH advertising not only grabs the attention of viewers but also creates a sense of relevance and connection with the brand.

Consumers are increasingly seeking immersive experiences that go beyond passive viewing. In response, OOH advertising is incorporating interactive elements to make advertising more engaging. Touchscreens, augmented reality (AR), and virtual reality (VR) are being integrated into digital screens, enabling users to interact with the content and brands in real time.

For instance, a cosmetic brand can allow users to virtually try on different shades of lipstick or a clothing retailer can provide an AR mirror to try on virtual outfits. These interactive experiences captivate the audience and enable brands to collect valuable data and insights.

On that note, here’s a great example of how Pedigree used interactive signage that allows users to play and feed the dog. It’s trying to show the joy of being a pet parent. Cute, right?

Advertisers are finding new ways to connect with smartphone users by combining their digital ads with mobile devices. In 2023, we’ll see more ways that digital screens and mobile phones work together smoothly. Technologies like NFC, QR codes, and beacons are being used to link offline and online experiences.

Users can easily tap their phones or scan a QR code to get more information, special deals, or exclusive content related to the ads they see on digital screens. This connection makes it more engaging for users and allows advertisers to measure how well their ads work.

One of the significant advantages of digital OOH advertising is the ability to gather data and measure campaign effectiveness. In 2023, advancements in data analytics will play a vital role in optimizing DOOH campaigns.

Real-time data on audience demographics, engagement levels, and campaign performance will help advertisers refine their strategies. AI-powered analytics tools will provide valuable insights, enabling advertisers to understand consumer behavior, preferences, and trends, ultimately enhancing the ROI of their DOOH campaigns.

As environmental concerns take center stage globally, brands are increasingly focusing on sustainability and corporate social responsibility (CSR). This trend will also impact DOOH advertising in 2023 and beyond. Advertisers will embrace eco-friendly practices, such as using energy-efficient screens, utilizing renewable energy sources, and incorporating recycled materials into the infrastructure. Additionally, brands will leverage DOOH platforms.

In 2023, DOOH advertising will see a rise in creative formats. Dynamic Creative Optimization (DCO) enables real-time personalization, aligning with consumers’ mindsets. Audio-based DOOH and anamorphic 3D videos are emerging formats. These formats enhance engagement and create immersive experiences.

Marketers will adopt these innovative approaches to engage target audiences effectively, making campaigns more memorable. With dynamic, 3D, and audio elements, DOOH advertising can captivate viewers, drive brand recall, and push the boundaries of creativity. The major trend is the adoption of new creative formats, allowing advertisers to create contextually relevant and captivating content in the DOOH space.

Nike’s AirMax 3D billboard in Japan is an extraordinary example of an immersive and captivating advertising trend. This groundbreaking campaign combines advanced technology, intricate details, and unparalleled creativity to bring the AirMax shoes to life in a way that leaves viewers in awe.

The AirMax shoes on the billboard come to life upon interaction, seamlessly blending the virtual and physical realms. Users can use their smartphones to unlock a unique augmented reality experience, enabling them to try on the AirMax shoes virtually, customize the colors and patterns, and even see how they look in different real-world environments.