THE EVOLUTION OF OUTDOOR
Jane Burhop
Creative Director , Common Ventures
“ Out-of-Home is no longer limited to those who pass by ; if it makes a good impression , the campaign is picked up by the masses and quickly finds its way into the news and popular culture .”
Growing up in rural Australia , my first exposure to Out-of-Home ( OOH ) advertising was the ‘ 55 kms to Macca ’ s ’ billboard that stood crookedly on the side of the highway near my house . But instead of leading me to a Big Mac and fries , this sign subconsciously kick-started my career in advertising .
Over the course of the past decade , as advancing technology has overtaken our competency and started ruling our lives , the advertising industry has adapted and morphed into a faster , shinier , better version of itself .
Advertising elements can no longer afford to stand alone as just smart or loud messages . The best campaigns these days are made up of several components that work cohesively and contribute to a broader conversation . The most effective campaigns creep into your life and turn you into a brand advocate / lover / stage-5-clinger .
More and more brands are using a mix of channels to create cultural impact and shift behaviours . The stand-out work of the past couple of years tends to fall into one of two categories : emotion or function . The decision to opt for storytelling over functionality , or vice versa , is dividing lovemarks and defining companies that storm in and disrupt the industry .
Thought-provoking OOH campaigns can make you feel strongly about certain issues , while Virtual Reality ( VR ) and Artificial Intelligence ( AI ) OOH campaigns now offer a functional or entertaining experience through interaction with the physical site or space . As OOH continues to develop into highly interactive experiences , creatives need to acknowledge that OOH is a media channel that can , and should , be pushed to its limits .
Marathons have been hijacked by activists calling for attention on more pressing developing world water issues . Street posters have been built into chairs . Telephone dead zones have become pop-up diners designed to encourage the dying art of face-to-face conversation . We need to stop thinking of OOH as a stand-alone billboard or a bus shelter poster and start thinking of how it can interact with and engage its audiences .
History Channel ’ s Unforgotten soldiers brought a black and white World War I photograph to life on one of Auckland ’ s busiest streets by recreating a real-life trench . Complete with surround sound effects and soldiers in uniforms , the eight-hour performance echoed a typical day in the trenches . The campaign , which used traditional media channels , was screened on the History Channel and shared socially , using the hashtag # UnforgottenSoldiers .
The digital billboard for Lexus ’ This is the New Lexus campaign ( p . 52 ) used cameras and an image-recognition database to identify the brand , model and colour of passing competitor vehicles to deliver personal messages to their drivers , such as , “ Hey white Evoque , it ’ s time to cross over . This is the New Lexus NX .” The format also tailored these messages based on other variables such as time of day , weather , or traffic conditions to generate messages such as , “ Hey blue Merc , the heavens have opened . This is the new Lexus NX .” These campaigns demonstrate how OOH continues to push the boundaries and capabilities of placement , connectivity and expectations . The once static , looming billboard is now being snapped , shared and tweeted across the globe . OOH is no longer limited to those who pass by ; if it makes a good impression , the campaign is picked up by the masses and quickly finds its way into the news and popular culture .
As the wallpaper of our streets and social feeds , you don ’ t need much imagination to peek into the future and see what ’ s ahead for OOH . From real-time data pulls , hypertargeting and reactive messaging , further technological integration will make way for much more sophisticated , useful and meaningful interactions .
Billboards will do more than recognise the colour and brand of the car you ’ re driving ; they ’ ll use facial recognition systems to greet you by name . Light projections will offer platform information and accurate transit updates so you don ’ t miss your train . You ’ ll be able to explore VR stores from the comfort of your living room , thereby mitigating the need for bricks and mortar outlets . AI integration will act as your qualified doctor and deliver the most effective prescribed products – with payment . All this will not only change the use and purpose of OOH , but it will challenge and evolve the way brands operate and interact with society .
Functional , adaptable and future proof , OOH is constantly adapting to its environment and advancing with technology faster than you can say , ‘ Find out more at www …’ It ’ s stopped screaming out sale prices and will soon be smart enough to help you sell your second-hand furniture . Who knows , in the not-too-distant future you might even befriend the next billboard you meet .
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