Top 3 Trends In Out Of Home Advertising In Kenya Shaping Undistracted Connections With Consumers
OOH is one of the oldest forms of advertising, originating from ancient Egyptian papyrus posters. Its form has barely changed since its effectiveness relies on its visibility. In a fragmented advertising scene, OOH stands true to the test of time—it delivers communication in a less distracted environment.
2023 was a pivotal time for advertisers. It brought challenges and opportunities for marketers. While trends like AI and sustainability continuously drove conversations, AI quickly reshaped marketing trends.
With the emergence of innovations in the out-of-home industry, such as digital out-of-home and improved campaign measurement, the OOH industry has significantly advanced. As OOH spends are expected to exceed 1.6 billion KES for the first half of 2024, these are some defining trends advertisers should look for.
Effective Brand Communication- Skip Proof Campaigns
The media landscape is consistently becoming more complex, with more media channels and platforms as audiences look for engaging content. The growth of these channels means a reduced individual reach and the effectiveness of the brand message.
The advantage of OOH and digital out-of-home is that they reach consumers when they are not distracted by other forms of media. Whether commuting, at the point of sale, or going to an office, audiences are more receptive and interact with the brand message.
Regardless of where these consumers are in the marketing funnel, they will learn more about the service, business, and promotions. Today’s advertisers are hungry for accurate and actionable media investment measurements. OOH metrics have evolved precisely to the point of impact and pinpointing the effect on businesses.
This enables advertisers to create precise, immersive, and well-thought-out brand messages.
Sustainability Goals In Focus
Brands are incorporating sustainable practices into their outdoor strategies, using eco-friendly materials and LED lighting, and committing to ESG initiatives. GA Insurance has embarked on an ambitious commitment to drive carbon neutrality by planting a tree for every motor insurance policy issued by the company. GA Insurance is implementing unprecedented steps to drastically reduce pollution and speed up the transition to clean energy and a cleaner environment. It aims to plant a tree for each insured vehicle.
By committing to sustainability goals, they connect with consumers who value brands that give back to society and promote sustainability. The consumer focus on sustainability extends beyond short-term trends as it builds consumer loyalty and advocacy.
Advertisers must navigate this landscape carefully, as greenwashing can undermine consumer trust. Media owners are also responsible for achieving sustainable advertising, such as leading responsible energy consumption and using eco-friendly and recycled materials.
Lasting Generative AI Power
AI is a trending topic that will not die. Although we have not fully realized AI's capabilities, it has made voice-overs, images, and creative copy possible.
Imagine creating 20 versions of a campaign asset in a fraction of the time it takes to make one at a lower cost. Advertisers will create and test personalized and impactful messaging that improves reach.
For instance, Safaricom has rolled out AI-generated images for its billboards. Even though brands are rolling out generated AI assets, there is a concern about AI's impact on creators whose livelihood is their creativity. There is also the question of brand safety, as AI cannot adequately account for brand strategy and safety. In 2024, consumers seek authentic brand experiences that transcend traditional advertising.
Growing urbanization means OOH is becoming a prominent medium for more advertisers and consumers. As more people spend time outside, OOH is increasingly the channel that allows brands to reach a mass audience rapidly and consistently. Whether increasing overall awareness or targeting defined audiences, OOH will enable brands to communicate directly to consumers effectively with reliable accountability to achieve a higher ROI.
Since 2019, Reelanalytics has been effective in measuring brand communication. We are committed to pushing the boundaries of OOH, measuring a medium that is engaging, accountable, and relevant to everyday life.
Get in touch to learn more about our out-of-home measurement solutions.