Out-of-home is the perfect platform for brands to show courage in 2023

"While there are thousands of columns and academic papers about the merits of brand building v sales activation, at its simplest level, good advertising works by creating a preference that builds share of wallet. When wallets are stretched, advertising must work harder to communicate why a brand is worth every penny. We don't need a crystal ball to tell us that next year will be challenging for both advertisers and the public."

"Out-of-home (OOH) has already weathered two years of Covid-related restrictions. It survived not because of luck, but thanks to over a decade of investment in digital screens and the technology that delivers advertising to them, giving OOH the resilience and capability to continue to reach audiences during lockdown - and emerge stronger. As we look ahead to 2023, this ongoing investment, coupled with OOH's traditional strengths, gives us reasons to be optimistic for a year of growth."

"Of course, there is more to advertising than mass reach. It is OOH's ability to deliver mass-personalization, at scale, that will deliver more value than ever to advertisers in 2023. Context at scale 51% of marketers say that personalization is their top priority. Customers now expect it too, with 76% saying they're more likely to consider purchasing from brands that personalize."

Advertising's role remains to create preference and build share of wallet. Good advertising must communicate why a brand is worth every penny when wallets are stretched. Out-of-home advertising has endured Covid restrictions thanks to long-term investment in digital screens and delivery technology, allowing continued audience reach during lockdown and a stronger post-pandemic position. Continued investment, combined with OOH's traditional strengths, supports optimism for growth in 2023. OOH delivers national, inclusive reach, and becomes a natural choice amid rising TV costs and declining audiences. OOH also enables mass-personalization at scale, meeting marketer priorities and consumer expectations for tailored, relevant messages through cost-effective, targeted placements.

Read at The Drum