Future Trends That Will Figuratively Shout Out From Billboards In 2021

Fabian Trevor Cowan Dec 31, 2020

Time flies and so did 2020, erasing some structured beliefs and patterns with it ‒ the effect of which will be felt for some time to come. The ways in which people, organizations and brands respond to the new reality will define the construct of the world ahead. The great outdoors will in all probability come out stronger from this. The future trends that will figuratively shout out from billboards in 2021 will be based on the following parameters.

WFM to PHOOH

The work from home culture was driven into our consciousness by pure chance but will continue to be part of our reality by choice. This will, in many ways, work well for the OOH medium. As a significant part of the workforce are confined to their homes during work hours, the enthusiasm to enjoy the outdoors during hours of play will augur well for the medium. Advertisers are in constant search for the right context and the right frame of mind to get their messages across. Audiences of the future will play harder out of home (PHOOH), making it easier for brands to have meaningful conversations with them.

Thriving on Connectivity

DOOH is growing in India. Digital screens are beginning to add to the traditional media infrastructure that out of the home has historically been known for. As India enters the 5G phase, connectivity will be superfast. This means connected screens can be used by advertisers to upload contextual content in real-time, minimizing go to market lead times. This will change the way brands contact, connect, and converse with audiences. The new era of connectivity will open a realm of possibilities in DOOH.

Data will Reign Supreme

As reaching more audiences for less becomes important, the use of data is central. The key is to decipher ‘what’, ‘why’ and ‘how’ data sets can be used for best results. Not one but varied data sources will need to be tapped to elevate location intelligence so that brands can interpret and apply this intelligence to better connect with relevant audiences.

Programmatic Button will be Pressed

The vision of being able to bid for an audience or a location in real-time on DOOH screens will become a reality. While some initiation has occurred in this space, a full-fledged solution is still in absentia. The year 2021 will be when this will change. Disruption is on the horizon and we will see solutions that the market has been waiting for.

A wOOHrld with Purpose

OOH’s greatest strength is that it still is an untapped, non-skippable medium. The fullest potential of this reality will be visible in 2021. As DOOH offers a greater opportunity for advertisers to use context, content and creatives in more meaningful ways, brands will be inclined to build in, purpose-driven communication to make lasting impressions on their audiences.