The latest research from ALFI has found that 65% of advertising execs predict the Digital Out-of-Home advertising market will be worth between $50 and $55 billion by 2026, with an additional 30% expecting it to surpass $55 billion. This is not surprising given the huge success of DOOH advertising and the increasing precision of targeted advertising.
According to ALFI’s CEO, Paul Pereira, “Digital technology in outdoor advertising offers advertisers and brands the advantage of reaching target audiences with relevant content and increased interaction levels at a relatively lower cost than traditional advertising.”
Research also revealed 74% of ad execs citing huge DOOH growth opportunities in the development and expansion of ad ecosystems and networks in line with the rise of smart cities.
This research study was conducted in June of 2021 when ALFI commissioned global market research company PureProfile to conduct 100 interviews amongst senior advertising professionals working in the digital advertising industry. These interviews were split across five markets: the United States, United Kingdom, France, Germany, and Asia.
The results reveal that 93% of those surveyed believe society has become more digitized during COVID-19, which will in turn fuel expansion within the DOOH advertising market. In fact, six out of ten (61%) advertising executives believe that digital tech is becoming well integrated with the changes in consumers’ interaction with advertisers, given the inherent characteristics of outdoor advertising.
CEO Pereira believes that the “increased popularity of these features and reliance on intelligent screens that include our software is preparing brands to capitalize on the shifting advertising market.”
“As consumer preferences and lifestyles continue to change, the focus for brands and advertisers should remain on catering to people’s unique needs,” added Pereira. “ALFI is already seeing an increase in consumers’ interest in, and willingness to, interact with digital advertising outside of their homes when the content is interesting and well-targeted.”
Digital Out-of-home advertising delivers that by providing an easy-to-use, effective option for boosting brand recognition, improving the user experience, and ultimately, increasing sales. DOOH advertising is OOH powered by technology that provides features including tracking, retargeting, personalization of ads, and greater attribution and measurement of campaigns.
With its powerful visuals and tech capabilities, DOOH is transforming the way advertising is done in more ways than one. Beyond a mere skip, block, or mouse click, DOOH invites viewers to participate, offering more tailored, updated, relevant content and yielding valuable insights into consumer behavior. Plus, by adding DOOH to your online and mobile campaigns, you’ll gain the ability to engage with consumers throughout their day, creating a long-lasting brand experience.
What do the results mean for advertisers?
With the death of the cookie and questionable use of third-party data, enhanced web privacy features, and advertising blindness, brands need better ways to connect with target audiences. Advertisers are increasingly seeking to enhance performance and capabilities from the ad tech they utilize.
ALFI provides data-rich reporting functionality that informs advertisers when someone viewed their ad, how many times it was viewed, and how viewers reacted to the content. To excel in an increasingly digital sphere, advertisers need more enhanced performance and capabilities from the ad tech they employ.
This is where ALFI delivers impressive real-time analytics, accountability, transparency, proof of engagement, and actual impressions.
ALFI helps companies with brand message distribution with increased ROI, data reporting, advanced accuracy, and ad performance insights. When you’re ready to experiment with programmatic DOOH, take it to the next level with intelligent, compliant data.
