过去的一段时间，对广告业，尤其是户外广告行业来说，就像坐过山车一样。隔离，人们在家工作和购物意味着道路上人流的减少，这意味着营销人员没有把户外媒体视作他们营销规划的一部分。但现在，营销人员开始考虑在2022年纳入户外媒体计划。

随着事态开始回归正轨——人流恢复了，在有些地方甚至超过了疫情前的水平——营销人员正在考虑将户外媒体再次纳入他们的媒体计划。在疫情最严重的时期，品牌使用户外媒体的方式发生了很大变化。他们几乎仅仅关注必要的场所，规划是在最后一分钟完成的，款项是在可行的最后一秒付出的。

在许多方面，户外媒体规划都正开始回归正轨，虽然在疫情期间，事情发生了一些意想不到的变化。其中的一些变化——比如只关注“关键”地点的媒体，或者完全没有促销展示——正在改变回来。但有些方面，比如关注受众位置，或者对归因服务再次产生的关注，很可能仍然是新的户外图景的一部分。

那么，2022年户外媒体的规划将会是怎样的呢? 要牢记一些重要的事项，以确保你做好准备，并且在这一年能够充分利用你的户外媒体计划。

户外规划一方面的改变是品牌看待媒体和受众的方式。在疫情最严重的时候，道路上的人流比正常情况下要低得多，这意味着品牌们将大部分预算从规模更大的、传统的户外媒体上转移了出去。但他们仍然有触达户外受众的需要。结果是，他们开始寻找——比以往任何时候都要多——更小的、更有针对性、细分的户外媒介。像便利店、加油站和诊所这样的媒体突然被推到了聚光灯下。

如今客流量恢复了，广告主对更传统的户外媒体的信心也上升了，他们正在回归那些主流形式。但即使这样做，他们也要求采用形式更加广泛的其他类型的户外媒体，并更认真地考虑如何对规划作补充。“买几块广告牌就能搞定”的日子已经过去，广告主现在期望2022年的户外媒体计划更具战略性和包容性。

广告主也在以新的方式看待户外的受众，这是由几方面的进展所推动的。在对其它户外媒体形式更适应后，现在广告主在消费者旅程中囊括了他们眼中全部可行的媒体——我们可以在哪里与他们的日常生活交会?户外媒体如何在通过销售漏斗前行的不同阶段中触及受众?

他们也更加关注已经出现的行为定位，这是缘于最近户外媒体测量机构Geopath所取得的进展，实现了更细粒度的定位。这让他们能够通过更准确地找到受众并避免浪费曝光，使预算效果最大化。套用Rishad Tobaccowala的话“你去哪里，你就是什么样的人”。

在实践方面，我们看到一些品牌将他们的规划窗口推移得更远，回归到更像是疫情前的时间表。这也意味着可用的户外媒体库存填补得更快，并且规划的时间甚至比4-5个月前更远。这意味着，为了安全起见，品牌的确应该提前2-4个月，最好是更长的时间，着眼巩固他们的户外营销计划。

这也意味着媒体观望时间越来越短。在疫情大流行期间，媒体公司更愿意延长观望期，因为可获的业务太少了。伴随市场回暖，他们有更多的客户在关注库存，当库存可以出售时，他们不太愿意观望。这意味着广告主需要做好准备，在时机成熟时迅速对2022年的户外媒体计划作出决断。

对于B2B营销人员来说，展会又回来了!由于受到疫情难以置信的沉重打击，贸易展览实际上几乎停滞不前。现在，他们正在急迫地回归，与会者和参展商都急于利用这个机会。对于许多企业来说，展会是一个非常重要的创收机会，因此他们会全力以赴确保自己能充分利用展会的经历。参展商希望通过第一轮贸易展会来弥补疫情造成的收入和人脉损失。

到目前为止，我们在当地看到的是，虽然出席人数可能减少，但出席的人大多是决策者。而且，由于观众人数略少，这意味着参展商可以花更多的时间与与会者交流，进行更深入的对话，并与他们的潜在客户在销售漏斗中行进得更加深入。

程序化数字户外多年来一直是一个热门话题，但事实是它仍然只代表了实际户外购买的一小部分。那么，是什么改变了呢? 疫情迫使程序化户外媒体比以往情况下更快地实现了一些飞跃。SSP、DSP、数据源和可用媒体的配套基础设施得到了巩固，使连接达到一个新水准。

另一个区别是，广告主终于开始注意到这种策划和执行户外营销活动的新方式。程序化的灵活性、速度和动态功能为加强更传统的户外媒体规划提供了强大的工具。无论是作为一个独立的营销活动，还是作为静态媒体的补充，户外媒体程序化购买的采用在疫情期间加快了，并将成为2022年户外媒体规划的一部分。

户外媒体在疫情中东山再起的乐观故事?体验营销又回来了，而且比我们预期的要快。如果你问我们什么类型的户外媒体渠道会率先回归，我们不会说是体验式的。但事实证明，我们错了。“赠人玫瑰手有余香”活动很早就流行起来，以表达对护士、医生、消防队员和其他必不可少工作人员的感激之情。但随后很快出现了快闪、餐饮车和其它出于安全考虑可以在户外执行的巡游项目。

消费者如此渴望拥有任何一种在户外的体验，以至于体验式营销活动正在迅速回归。伴随消费者回归到更传统的行为模式，经历体验营销能带来令人愉悦的惊喜，他们很乐意参与其中。体验活动还让品牌能够接触到其它媒体可能无法触及到的地点的消费者。

尽管有大量证据表明，户外媒体是如何推动商业业绩的，但一直阻碍品牌加大投资的一个因素是更有效地测量户外媒体的能力。户外媒体一直受困于被拿来与可以一对一测量的数字媒体相比。但是现在户外媒体终于能够提供实质性的证据来证明它是如何发挥作用的。使用地理围栏和进店测量等工具——追踪接触到户外媒体并随后出现在商店中的受众——或者跨平台转换，来观测谁在看过户外媒体后出现在网站上。

要理解营销活动的目标和KPI是重要的，这是为了确保能够使用适当的归因模型。广告主应该知道可供对比的基线，并考虑需要什么样的粒度级别，以及户外媒体在营销活动中如何与其它媒体互动。有效地测量结果将是2022年户外媒体规划的主要内容。 

户外媒体正蓄势待发。虽然户外媒体规划的许多方面将会回到疫情前的形态，但很明显，许多已经发生的变化将会保留下来。户外媒体提供了多种触达消费者的方式，如果规划得当，它可以成为任何媒体规划的重要组成部分。

The past period of time has been a roller coaster for the advertising industry, and for the Out of Home industry in particular. Lockdowns, people working – and shopping – from home meant reduced traffic on the roads, and this meant that marketers were not looking at OOH media as part of their plans. But now marketers are starting to look at including Out of Home media planning for 2022.

As things are beginning to return to normal – traffic is back up, and even exceeding pre-pandemic levels in some places – marketers are looking at including Out of Home in their media plans again.  During the worst of the pandemic much changed in how brands were using OOH media. They were looking almost exclusively at essential locations, planning was done last minute, and commitment at the last possible second.

In many ways Out of Home media planning is starting to get back to normal, but during the pandemic things changed in some unanticipated ways. Some of those changes – like only looking at media in “essential” locations or the complete lack of trade shows – are changing back. But some things, like the focus on audience location, or the new interest in attribution services – are likely to remain as a part of the new OOH landscape.

So what will Out of Home media planning for 2022 look like? Here are a few important things to keep in mind to make sure you’re prepared and can get the most out of your OOH media plans for the year.

One way that planning has changed is the way that brands are looking at media and audiences. At the height of the pandemic traffic on the roads was much lower than normal, and that meant that brands moved much of their budget away from larger, traditional OOH media. But they still had a need to reach those audiences outside the home. The result was they started looking – more than ever in the past – at smaller, more targeted, niche OOH. Media like convenience stores, gas stations and doctor’s offices were suddenly pushed into the spotlight. 

Now that traffic is back up, and advertisers’ confidence in more traditional OOH is up as well, they are returning to those mainstay formats. But even as they do so they are asking to include a wider variety of other OOH media as well and taking more serious looks at how they can complement the plan.  The days of “just buy some billboards and be done with it” are over, and advertisers now expect much more strategic and inclusive Out of Home media planning for 2022.

They are also looking at Out of Home audiences in new ways as well. This is being driven by several developments. Having become more comfortable with other OOH media formats they are now including that universe of media possibilities in their view of the consumers journey – where can we intersect their daily lives? How can Out of Home media reach audiences at different points in their progression through the sales funnel.

They are also paying more attention to behavioral targeting that has come about because of recent advancements by the OOH measurement body Geopath, that allow for much more granular targeting.  This is allowing them to maximize the effect of their budgets by finding their audience more accurately and avoiding wasted impressions. To paraphrase Rishad Tobaccowala “where you go is who you are”.

On the practical side of things, we are seeing brands moving their planning windows farther out, returning to timelines that are more like pre-pandemic schedules. This also means that the available OOH inventory is filling up faster, and farther out than it was say even 4-5 months ago. That means that to be safe brands should really be looking at solidifying the Out of Home side of their plans at least 2-4 months ahead of time, preferably longer.

This also means that hold times are getting shorter. During the pandemic media companies were more willing to extend holds because there was so little available business. As the market is heating back up they have more customers looking at the inventory, and are less willing to keep it on hold, when it could sell. This means advertisers need to be prepared to make decisions about their Out of Home media planning for 2022 quickly when the time comes.

For B2B marketers, trade shows are back! Having been hit incredibly hard by the pandemic, trade shows came to a virtual standstill. Now that they are coming back in earnest, attendees and exhibitors are anxious to take advantage of the opportunity.  Trade shows are such an important revenue generating opportunity for many businesses they are pulling out all the stops to make sure they get the most of their trade show experience. Exhibitors are looking to these first rounds of trade shows to make up for the loss of revenue – and connections – that the pandemic caused. 

What we have seen so far on the ground is that while the attendance may be down, the people who are attending are largely decision makers. And, with a slightly smaller audience it means that the exhibitors can spend more quality time with the attendees, have deeper conversations, and get farther down the sales funnel with their prospects.

Programmatic Digital Out of Home (pDOOH) has been a buzz topic for several years, but the truth is that it still represented a small portion of actual OOH buying. So, what has changed?  The pandemic has forced programmatic OOH to make some leaps forward more quickly than it may have otherwise. The supporting infrastructure of SSP’s, DSP’s, data sources, and available media has been solidified and connected to a new degree.

The other difference is that advertisers are finally starting to take notice of this new way of planning and executing OOH campaigns. The flexibility, speed, and dynamic capabilities of programmatic provide a powerful tool to augment more traditional OOH planning. Whether as a stand-alone campaign, or as a complement to static media, the adoption of programmatic OOH media buying has sped up during the pandemic and will be part of out of home media planning for 2022.

The feel good, comeback story of OOH for the pandemic? Experiential Marketing is back, and sooner than we expected. If you had asked us what Out of Home media channels would have come back first, we would not have said experiential. But turns out we would have been wrong. “Random Acts of Kindness” programs were popular early on, to show gratitude to nurses, doctors, firefighters, and other essential workers. But these were soon followed by pop-ups, treat trucks, and other touring programs that could be executed outdoors to accommodate safety concerns.

Consumers are so eager to have any kind of experience outside the home that experiential marketing activations are coming back quickly. As consumers return to more traditional behavioral patterns encountering experiential is a pleasant surprise that they are happy to take part in. Experiential activations have also allowed brands to reach consumers in places where other media might not be available.

One of things that has always held brands back from investing more heavily in Out of Home – despite the mountains of evidence on how it drives business results – is the ability to measure it more effectively. Out of Home suffered from being compared to digital which allowed for one-to-one measurement. But now OOH is finally able to provide substantive proof to show how well it is working. Using geofencing and tools like walk-in measurement – to track the audience that is exposed to OOH and then shows up in the store – or cross platform conversions to see who shows up on a website after seeing Out of Home.

It’s important to understand that the goals and KPI’s for the campaign are to make sure that an appropriate attribution model can be used. Advertisers should be aware of baselines to compare to and be thinking about what level of granularity is needed, and how the OOH might interact with other media in the campaign. Effectively measuring the results will be a major out of home media planning in 2022. :

Out of Home media is poised to bounce back. While many of the aspects of OOH planning will return to what they were like pre-pandemic it’s clear that many of the changes that have taken place will remain. Out of Home media offers a variety of ways to reach consumers, and when planned properly it can be a powerful part of any media plan.