This is measured with the five senses. Sixty years ago, when outdoor advertising first appeared, there were very few formats, such as billboards and a few creative ideas. Over the years, this has changed and evolved, obviously due to the technological advances that exist today.
This field is very flexible, which is why advertising has adapted very well to all the different media it has mutated into, thanks to new tools that incorporate new creative possibilities and data, helping to improve advertising efficiency.
The impact has also improved thanks to these actions, for example by digitizing the media, which helps to create better and greater experiences. Twenty years ago, it was unthinkable to do this kind of thing, such as supporting you with drones or existing macro screens.
The advantages of Artificial Intelligence
AI has proven to have many different advantages in what is currently considered outdoor advertising, since the creative process is different and more comprehensive. It is estimated that what we can observe about artificial intelligence corresponds to only 10% of what it is actually capable of.
In Mexico, advertising using artificial intelligence is gaining a lot of ground, improving advertising results. Although most of us tend to think that this trend is only implemented in digital channels, it is actually quite useful in traditional marketing media and strategies, such as OOH advertising, also known as outdoor advertising.
According to various market studies, investment in outdoor advertising will increase by 10% compared to last year, during which time it grew by 39%. Now, 45% of companies plan to invest more in this channel, which is why Artificial Intelligence can stand out as a highly useful tool.
Outdoor advertising radically transformed its formats, offering audiences new visual experiences that blend traditional spaces with immersive digital experiences, hence the emergence of the term DOOH(Digital Out of Home).
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AI can boost outdoor advertising messages and content, which is why new tools are emerging every day that make it possible to achieve this quickly and effectively.
While we have talked a little about how AI can boost outdoor advertising, we must also remember that this technology is here to stay and is becoming part of the most routine and common practices of Mexican users. According to a study by the Asociación de Internet MX, 57% of Mexicans have already used some kind of AI tool.
They have also used artificial intelligence-based software to create effective and impactful advertising, with 55% of them finding it a useful tool in their daily lives.
Everything points to it being only a matter of time before this technology is present in more than one area of our lives, as it not only drives our creative processes, but also other industries and sectors that will undoubtedly strengthen the country's economic growth.
In 2021, global advertising spending reached an impressive $516 billion annually. In Mexico, the picture is no less impressive, with a 5.5% growth in outdoor advertising investment in 2020.
Similarly, it is estimated that by 2024, global outdoor advertising spending will exceed $4.6 billion. Marketing strategies and outdoor advertising are not far behind, adapting to the social and technological transformations of recent years.
The implementation of Artificial Intelligence (AI) in advertising is a clear example of this. Digital Out of Home (DOOH) is marking a turning point in the world of outdoor advertising.
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