Outdoor advertising has taken an upward turn, with giant billboards, posters, Fake Out of Home campaigns, and all kinds of advertising activations decorating cities and becoming part of everyday life, not only for industry professionals but also for passersby.

With innovative approaches from different brands, they win over consumers whether on the street or through social media. There is no medium with greater contact with reality than the outdoors, and thanks to its versatility, it has been able to continually reinvent itself.

Effectiveness and the ability to explore the limits of advertisers' creativity are some of the factors driving the current boom in this advertising medium. According to studies, it is the medium with the highest growth in investment in 2023, reaching an investment of €406.3 million.

Outdoor advertising, a giant that continues to grow

There are more and more screens, which provide coverage for this medium and increase the visibility of outdoor advertising within the advertising industry. Outdoor advertising has been recovering since the pandemic years, and the growth seen in 2023 is due, on the one hand, to the high penetration and coverage of the medium.

This makes it an ideal complement to media such as television, but above all, this advance is driven by digital transformation, as "digital outdoor" already accounts for 34% of total investment in the medium.

On the other hand, it should be noted that the growth of this medium shows that outdoor advertising is fundamental in advertisers' media mix. The visual and experiential aspects have grown thanks to the enormous digital transformation that the medium is undergoing and its capacity for direct interaction with the audience.

This is because outdoor advertising has the ability to connect and offer real experiences, with total interaction, beyond the reach of other traditional media such as TV, radio, and mobile, which require a device to reach the public.

What makes outdoor advertising so effective is that it is not only visible, but also allows you to interact, stimulate your senses, and share your experience with others, extending its reach from outdoor media to other media such as digital (viralization on social media).

What starts on the street can reach the whole world, which is why it is the medium par excellence for achieving coverage, visibility, and effectiveness.

A positive outlook for outdoor advertising

For Piedad Siegfried, thecookielessnatureof themedium is beneficial for everything related to programmatic advertising, as we are driven by everything that happens in the environment closest to the different media. In addition, the number of formats, environments, areas, and technologies make outdoor advertising a medium that is always in vogue.

As Maite Rodríguez points out, this format is so diverse that it can help a fast food advertiser, from putting up a billboard or advertisement where they have a restaurant, to running a national campaign with more coverage and frequency than any other medium for promotion or brand building.

In this regard, Concha Machín Fernández de la Puente highlights the ability of outdoor advertising to generate trust, its spontaneous recall rate after a campaign, along with its wide coverage and the great visual impact of its digital formats in strategic locations, placing the medium among the most effective.

Looking ahead to the coming years, professionals emphasize that the medium will continue to evolve in terms of media digitization, and the programmatic sector will continue to develop, opening up opportunities for omnichannel campaigns.

In this regard, Valiente emphasizes that everything points to continued growth in this medium. "Everything indicates that investment in the medium will grow again.

It is just as important to get advertisers who already trust the medium to increase their investments as it is to attract brands that do not yet have it in their media mix, at least on a regular basis.

https://www.youtube.com/watch?v=J3D1A8drlbk

https://anunciart.com/publicidad-de-marcas-que-cambiaron-la-historia/