2020年，户外广告收入大幅下降。2021年，伴随对消费者行为转变和演化的全新且重要的认识，该行业开始复苏。2022将发生什么? 来与我们一起深入探索2022年户外媒体的5大趋势。

各地的调研报告和专家预测表明，户外媒体将在2022年经历显著的增长。至少有一份报告预计，将出现两位数的增长。相较于在大流行开始时，在隔离和远程工作的世界中，路上没有人，户外所遭遇的挫折，这是一个可喜的消息。但这对广告主意味着什么呢?

当然，2021年这一趋势开始扭转。提升品牌认知度，户外媒体的核心功效，再一次进入了营销人员的关注视野。伴随市场的重新开放，疫苗推动了经济复苏的开始，在日常环境中而不是仅仅在屏幕上与人接触的能力变得越来越有吸引力。品牌也需要重新建立他们的市场占有率，由于预算削减，许多品牌缺席了很长一段时间，。

由此产生的结果是，对优质户外空间的竞争正在升温。预先做好计划比以往任何时候都更加重要，各大品牌纷纷回归户外传播，利用具有巨大影响力的空间，在黄金时段接触到他们的主要受众。在疫情最严重的时候，因为广告主稀缺，品牌能够在最后一秒获得户外媒体,但这一趋势已经逆转,等到最后一刻来敲定户外媒体可能意味着错过对你营销项目来说最佳的位置或媒体。

优质媒体空间的持续增长和竞争将是2022年户外媒体的关键趋势之一。

伴随对户外传媒行业投资机会的急剧增加，投资回报率的问题几乎是不可避免的。因缺乏强大的归因指标和分析而在传统上被忽视的营销渠道正开始发生转变，这种情况日益显著。

新冠疫情无疑促成了这一转变。营销人员在投资方面比以往任何时候都更加谨慎且精准，企业必须证明每一笔支出都是合理的。幸运的是，这种需求伴随着实现户外媒体营销活动测量能力的提高。

现在，这不仅包括对广告牌曝光率等简单的测量(尽管可用于规划的数据也在增长)。在2022年，营销人员将能够比以往任何时候都更准确地测量他们户外媒体的有效性。他们将能够更清楚地了解户外媒体是如何与其他渠道，特别是数字渠道产生影响和互动的。一些可能性包括进店测量，品牌提升研究，跨平台跟踪，所有这些都是基于对你的户外媒体运用地理围栏和捕获受众。结果很可能是得到更加复杂和全面的ROI模型，表明为什么投资于这个媒介是如此有益的。

谈到整合:现在是时候不再把广告牌、标志和公交候车亭仅仅看作是为了吸引受众眼球而设计的孤立媒介了。物尽其用，它是一种成熟的营销策略，可以无缝地整合到更大的媒介战略中。要理解它是什么样子，只需看看程序化的户外媒体。

不要搞错:如果你一直在关注业界的信息，多年以来，程序化一直是户外领域的一个流行词。我们已经写了很多关于它的文章。但新冠疫情加快了其基础设施的开发和采用，使其正逐渐成为精明的营销者的新标准。

因此，营销人员将越来越明白程序化的数字户外如何成为他们整个媒介策略的一部分。它不会完全取代传统媒体，而是使其将自身的信息传递和渠道策略与数字和社交渠道整合在一起，采用超本地化的方法来实现这一理念。根据一项调查，三分之二的营销者已经在采用这一理念， 2022年肯定会有更多的人效仿。

数字化:长期以来被认为是营销分析和归因的圣杯，裂痕开始显现。你可能听说过2021年的Cookie危机，这使无数品牌无法追踪数字广告引发的受众行为。正如我们当时所写的那样，由于第三方cookie的逐步淘汰导致了身份跟踪这一重要选项的丧失，营销人员正在寻找替代方案。当谷歌和其他媒体公司提供强大(但仍有些原始)的利用数据的工具时，广告主正在探索户外媒体。

顺理成章的下一步值得进一步讨论。当与真实世界的跟踪数据相结合时，户外营销就会大显身手。位置数据可以帮助我们洞察用户行为，而个人程序化媒体可以针对真实世界的行为群体。这反映了后cookie时代数字化的发展方向，进一步将你的户外媒体战略整合到全渠道的定位路径中。户外媒介作为媒体计划的重要组成部分而发展将是2022年最重要的户外媒体趋势之一。

最后，我们有必要花点时间来讨论体验式营销的回归。我们正在进入疫情疲软的时期，这一阶段——加上疫苗供应的增加——已经使无数消费者回到户外找些事情来做。尽管大多数人仍持谨慎态度，但与过去两年相比，他们对亲身体验持更开放的态度。

品牌面向这些受众拥有难以置信的好机会。做任何一些不用废脑筋的、有趣的事情都会受到欢迎，这可以使人从几个月的孤独和疲惫的境况中解脱出来。因为体验营销提供了一个空白的调色板，广告主可以变得有创意，以有趣、迷人和难忘的方式将他们的品牌带入人们的生活。

这意味着在2022年，品牌也将利用事件和其他体验式营销机会，将消费者带入他们的全渠道世界。当与数字插件连接时，尤其是无新冠风险的活动将变得流行;现场注册能够引发后续的数字化跟进，而地理围栏营销也能出于同样的目的来获取设备ID。

在2022年，户外媒体不仅仅是回归了。它必定会变得比以往任何时候都更强大，并已准备好在最重要的、可行的品牌营销渠道中占据应有的位置。能够利用2022年户外媒体趋势的品牌将有机会在数字替代产品无法到达的层面上吸引他们的受众。

为了达到这个目标，必须整合新的户外媒体。必须从战略上出发，不仅在媒介计划上，而且在如何适应更大规模的营销策略上。2022年，一个同时顾及户外媒介和数字渠道的全面的媒介计划对于确保长期、可持续的成功至关重要。

In 2020, OOH advertising revenue cratered. In 2021, the industry began to recover, with new and important learnings about changing and evolving consumer behaviors. What will the new year hold? Join us for an in-depth exploration of the top 5 Out-of-Home media trends for 2022.   

Research and experts everywhere predict that OOH media will experience significant growth in 2022. At least one report expects double-digit growth alone. That’s welcome news, considering the setback for Out-of-Home at the start of the pandemic when no one was on the roads during the world of lockdowns and remote work. But what does this mean for advertisers?

2021, of course, began to reverse that trend. Raising brand awareness, a core use case of OOH, has once again entered the forefront of marketers’ minds. As markets opened back up, and vaccines drove the beginnings of economic recovery, the ability to reach people in their daily environment instead of just on a screen became increasingly tempting. Brands also needed to reestablish their presence in the market as many were absent for extended periods of time due to budgetary cutbacks.

As a result, competition for premium Out-of-Home spaces is heating up. Planning ahead is becoming more crucial than ever, with brands stepping back into OOH using big-impact spaces to reach their prime audience in prime spots. During the height of the pandemic brands were able to secure Out of Home media at the last second because of the shortage of advertisers, but that trend has reversed and waiting till the last minute to secure your OOH may mean missing out on the best locations or media for your program. 

Sustained growth and competition for prime media space will be one of the key Out of Home media trends for 2022.

With investments in Out-of-Home opportunities increasing drastically, the question of ROI becomes almost inevitable. Increasingly, the marketing channel traditionally dismissed for not having strong attribution metrics and analytics is beginning to experience a shift.

The COVID-19 pandemic has certainly contributed to that shift. Marketers are more careful and precise than ever about where they’ll invest, and businesses have to justify every expenditure. Fortunately, that need goes along with the increased ability to implement measurement for Out-of-Home media campaigns. 

That now includes more than simple measurements, like billboard impressions (although the data available for planninghas grown as well). In 2022, marketers will be able to measure the effectiveness of their Out of Home media more accurately than ever before. They will be able to more clearly understand just how OOH influences and interacts with other channels, especially digital channels. Some of the possibilities include walk-in measurements, brand lift studies, and cross-platform tracking, all based on geofencing your OOH media and capturing that audience. The result is likely to be more complex and comprehensive ROI models, showing just why investing into this medium can be so beneficial.

Speaking of integration: it’s time to stop thinking about billboards, signs, and bus shelters as more than just an isolated medium designed to get some audience eyes. At its best, it’s a fully-fledged marketing tactic that can integrate seamlessly into a larger strategy. To understand what that looks like, look no further than programmatic OOH.

Make no mistake: if you’ve followed industry chatter, programmatic has been a buzzword for years in the Out-of-Home space. We’ve written about it extensively. But the COVID-19 pandemic has sped up the development of its infrastructure and adoption, inching it closer to becoming the new standard for savvy marketers.

As a result, marketers will increasingly understand just how programmatic digital OOH can become part of their overall media approach. Rather than fully replacing traditional media, it will allow them to integrate their messaging and channel strategy with digital and social channels, taking a hyper-local approach to the concept. According to one survey, two thirds of marketers are already deploying the concept, and more will be sure to follow in 2022.

Speaking of digital: long thought to be the holy grail of marketing analytics and attributions, the cracks are beginning to emerge. You might have heard about the big cookie crisis of 2021, leaving countless brands unable to track their audience’s behavior resulting from digital ads. As we wrote at the time,Since the third-party cookie phaseout led to the loss of significant identity tracking options, marketers are scrambling for alternatives. While Google and other media companies are providing robust (yet still somewhat raw) data-leveraging tools, advertisers are exploring OOH.

That natural next step is worth discussing further. OOH marketing shines when connected to real-world tracking data. Location data can lead to insights about user behavior, while individual programmatic media can be targeted towards real-world behavioral cohorts. This mirrors the direction digital is taking in a post-cookie world, further integrating your OOH strategy into an omnichannel targeting approach. The development of OOH as a strong part of the plan will be one of the most important Out of Home media trends in 2022.

Finally, it’s worth taking a moment to discuss the return of experiential marketing. We’re entering the age of pandemic fatigue, which – coupled with the increasing availability of vaccines – has caused countless consumers to get back outside and look for things to do. While most still remain cautious, they are more open to in-person experiences than they have been over the past two years.

Brand opportunity for these audiences is incredibly high. Any opportunity to do something mindless and fun is a welcome distraction from the feelings of isolation and fatigue felt for months. Because Experiential Marketing offers a blank palette, advertisers can get creative and bring their brand to life in fun, engaging and memorable ways.

In 2022, that means brands will also capitalize on events and other experiential marketing opportunities to bring consumers into their omnichannel universe. Particularly COVID-safe events will become popular when they’re connected to digital add-ons; on-site sign-ups can lead to digital follow-ups, while geofenced events can capture device IDs for the same purpose.

In 2022, Out-of-Home media is not just back. It’s bound to become bigger than ever, ready to take its rightful place among the most important brand marketing channels available. Brands who can take advantage of the Out of Home media trends for 2022 have the opportunity to engage their audience at levels digital alternatives simply cannot achieve.

To get there, the new OOH has to be integrated. It has to be strategic not just in its planning, but in how it fits into the larger marketing strategy. In 2022, a comprehensive plan that considers both OOH and digital channels is vital to ensuring long-term, sustainable success.