OOH! It's getting bigger & better

The digital out-of-home (OOH) space has had a dazzling makeover. But trend-spotting pundits predict that a series of innovations will enrich the space further, in the near future. The pundits' crystal ball is showing venue-based media solutions that harness the power of multiple digital OOH options, and event marketing and sampling tactics that facilitate the use of a range of OOH platforms and demographics.

Firmer linkages with consumers are also likely to be the dominant features of the transformed OOH space. It is well known that digital signage can boost sales and elevate the satisfaction levels of buyers. Since costs will not be intimidating, retails space is likely to be crammed with advertisers in the coming months.

Signage revolution, however, will be tempered with the principle of "relevance". Spotlight will be trained on the quality of content, and on smartly targeting the desired audience. Since OOH offerings can be customised to a location, the platform will draw more takers.

Indeed, the quest for customisation has already made a local input window de rigueur on the screen layout. That facility allows swift content updates which offer relevant information to the selected TG. Moreover, high-quality images, including videos, will supplant words as the preferred form of content. Ad agencies acknowledge that images make communication unambiguous yet dramatic.

Pundits suggest that mobile digital signage will be a hot property soon. Bus lines and elevators exemplify the sites for such an option. With the advent of wireless content delivery, it is now possible to insert real-time content updates on the fly.