2022年将是充满期待的一年。预期事态会继续向好。不一定是恢复正常，而是一种讨人喜欢的“新常态”。虽然我们知道世界将从此改变，我们仍然不确定事态会如何发展，但我们确实在一些关键问题上达成了共识。看来已成为共识的方面包括居家与办公室混合的工作形态，人们的需求被由衷地关注，以及根据目标问题采取行动。同样，我们正面临着挥之不去的经济问题，这让我们一同小心慎行。股票市场还会继续上涨吗? 房价会稳定下来吗?“辞职潮”会持续下去吗?最紧迫的是，如何才能不错过在加密货币中赚快钱的机会。

我们仍在努力前行。人们总是能找到一种方法，不仅能够生存，还能茁壮成长。《福布斯》2021年11月的一篇文章标题写道:“疲惫的消费者将在2022年寻求即时的幸福和舒适的环境。”他们“对疫情后的复苏持缓和的乐观态度，这将迫使消费者寻求能立即——即使是暂时——给人带来幸福感、舒适感和慰藉感的品牌、产品和体验。”我相信这种渴望也会延伸到内容上。不只是娱乐，还有所有形式的交流，包括户外广告的信息传递。随着公众这种心态的提升，我预测， 2022年，大街上那些单纯消费户外媒体信息的普通人，将会寻找快速命中的机会。他们会对每天生活中遇到的可视内容做出反应。他们将非常愿意接受多样的、动态的预期和新的可能性。关键是，如果你的户外创意能够提供一些即时的乐趣或利益;你将会受到关注并获得受众。

· 幽默和神秘力量东山再起。公众正在等待。我能听到他们在呼唤:“请让我开心!让我发笑，哪怕是稍微思考一下，但要简单些。”过去的21个月我们一直在反思。现在是时候用精辟的俏皮话、轻松的双关语和大胆的承诺来帮助户外的世界微笑了。欢呼，欢呼诙谐内容的回归!

· NFT这类新兴词汇将被纳入户外创意的词典。NFT艺术家们正在使用数字第一的视角进行设计，充分开拓当今软件驱动的高科技世界。这通常是他们所知道的一切。伴随这一新的资产类别继续在户外(数字的和印刷的)投入资金，看看他们给媒体带来了什么新的视觉语言，这是极具吸引力的。他们将如何教育我们，如何向公众宣传他们的产品? 关于户外媒体的设计，他们会教给我们什么?他们是否会超越创意认知并改变户外创意的剧本?(参见Refik Anadol和他的数据驱动的机器学习算法，这能产生抽象的、类似梦境的环境)

· 推动“便于购物的”互动，促成交易。这不仅仅是使用更多的二维码或触摸屏。真正重要的是理解每种户外媒体形式独特的观看体验，以及每种形式如何引发相应的品牌响应。Craig Benner是户外数据和技术公司Accretive Media的首席执行官，他所言极是:“在创意过程开始之前，品牌有一个基本的需求，那就是考虑那些观看特定类型户外媒体的人的自然有机转化行为。” 对绩效指标的需求自然会增加对户外创意的需求，这需要用户采取特定的可追踪的行为。我们将看到更多的创意力量被用于制作此类内容，尤其是在停留时间较长的环境中。

· 即时通讯将变得司空见惯。提高所有户外媒体快速进入市场的能力将使信息的传递更具即时性。自信地把握机会来利用稍纵即逝的文化精彩瞬间的能力将对人有所启发。品牌主们意识到，美国总量庞大的数字户外媒体足迹将开始激活旨在紧急送达给每个人的信息。当创意团队开始理解并相信这种可能性时，他们会希望触发这种快速取得先机的呼声，并开始朝这个方向努力。

· 对大制作投资的回归。户外大制作的势力将面临复兴，也许是历史性的激增。这将引发对大型呈现式创意的需求——3D效果、装饰、建筑外附、霓虹灯、LED、可移动装置等等。公众想要体验令人惊叹的元素。他们希望看到乐观的迹象并感受到庄严。与此同时，品牌希望通过大胆且有把握的公开声明，来彰显自己的领导力，并表明自己“回来了”。2022年，规模很重要。

· 试图连接元宇宙，这是不可避免的。有人会尝试将数字户外设置为这些持久在线3D虚拟环境的入口。文化风潮非常强劲，有大量资金在发挥作用。不久前NFT BZL在迈阿密热队主赛场举办了一场“互动”NFT展览，作为与开源公司区块链Tezos新合作的一部分。未来媒体的影响尚不可知。不久的将来，人们可能会对什么是房地产有新的认识。户外媒体会出现在元宇宙中吗?永远不要说永远。(参见Krista Kim的火星之家)

· 渴望更多的视觉沉浸。去年梵高展在全国范围内的影响力和大众人气表明，人们需要走出家门，不仅仅是新冠疫情后的需求。他们证明了公众对戏剧性和有质感的环绕式的真实视觉体验的兴趣。这不是一时的潮流。这是持久的趋势。公众已经知道自己喜欢这些，他们期待更多。户外传媒会做出回应，特别是在公共驻留点的停留时间。体验团队准备好了。创意人-启动你的引擎!

· 期待一场新的创意户外营销活动的发布，如同苹果发布iPhone。伴随丰富的能量从多个方面涌入这个媒体，我们必将在2022年看到新的投资者和各个空间场所中的市民活跃起来。我预计，至少会出现一个品牌，其创意的突破将持续数年。

· Obie 's将开始成为广告界最令人梦寐以求的创意奖。

我们的注意力经济正在成为主流。户外屏幕使用时间在增加。公众持续的乐观和对事态向好的信念将定义2022年，同时户外广告也将反映这种情绪。人们的空闲时间已经准备好了。

2022 will be about anticipation.  An expectation for things to continue getting better.   Not necessarily normal again, but a likeable “new normal.”  While we know our world will never be the same, and we’re still not sure exactly how things will play out, we do agree on a few bullet points.  There seems to be a consensus around hybrid home/office work schedules, a more sincere focus on the needs of people, and acting on questions of purpose.   Equally, we are facing lingering economic questions that make us look over our collective shoulders a bit.  Will the stock market continue to rise?  Will housing values settle down?  Will the “Great Resignation” persist?  And most pressing, how does one not miss out on making fast money in crypto currency. 

Yet we endeavor forward.  People always find a way to not only survive – but thrive. A November Forbes headline noted “Weary Consumers Will Seek Immediate Happiness and Comfort In 2022.”  Their “tempered optimism for a post-pandemic recovery, will compel consumers to find brands, products, and experiences that provide an immediate — even if temporary — sense of happiness, comfort, and relief.”  I believe this desire will extend to content as well.  Not just entertainment but all forms of communication, including OOH advertising messages. With this rising public mindset, I predict the average person on the streets in 2022, innocently consuming OOH media messages, will be looking for the quick hit.  They will respond to the visual fix that adds to their day. They will be very open to promises of variety, movement, and fresh possibilities. To the point, if your OOH creative delivers some level of immediate time, fun or money; you will have attention and an audience.

· Humor and intrigue make a comeback. The public is waiting.  I can hear them shouting now – “Entertain me please!  Make me laugh, even think a little, but keep it simple and get the medicine down.” We’ve spent the last 21 months reflecting.  Now it’s time to help the OOH world smile with pithy quips, light puns and audacious promises.  Hail, hail the return of the snappy headline!!

· The emergent language of NFT will inform the OOH creative lexicon. NFT artists are designing with a digital first lens, exploiting the full scope of our software-driven, high-tech world. Often, it’s all they have ever known. As this new asset class continues to invest media dollars in OOH (digital & printed) it will be fascinating to see what new visual vernacular they bring to the medium.  How will they educate us and signal their product to the public?  What will they teach us about OOH design?  Will they go beyond creating awareness and change the creative OOH playbook?  (See Refik Anadol and his data-driven machine learning algorithms that produce abstract, dream-like environments) 

· A push for “shoppable” interactions leading to transactions. This isn’t only about using more QR codes or touchscreens. It’s truly about understanding the unique viewing experience for each type of OOH format, and how each can lead to a relevant brand response.  Craig Benner, CEO of Accretive Media – an OOH data & technology company – put it best when he noted “There is a fundamental need for brands to consider the natural and organic conversion behavior of those viewing a specific type of OOH before the creative process begins.”  The necessity for performance metrics will naturally increase demand for OOH creative that calls the audience to specific trackable actions.  Expect to see more creative energy given to mastering this type of messaging, especially in dwell time environments. 

· In the moment messaging will become commonplace. Increased speed-to-market competence for all OOH media will allow for delivering messages with more immediacy.  The ability to confidently satisfy opportunities to exploit fleeting cultural moments will be a revelation.  Brands recognizing the totality of the massive US DOOH footprint will begin activating messages meant to reach everyone with urgency.  As creative teams come to understand and believe in the possibility, they will want to trigger this quick strike voice and begin to think towards it. 

· A return to investments in BIG. The tentpole power of OOH will see a renewed and perhaps historical surge.  This will create a call for ideas that demand presentation at scale – 3D effects, embellishments, build-outs, neon, LED’s, moving parts, etc.  The public wants to experience the WOW! Factor. They want to see evidence of optimism and feel the gravitas. Simultaneously, brands want to demonstrate leadership and show they are “back” by making bold public statements of confidence.  Size matters in 2022.

· There will be an attempt to connect to the Metaverse It’s inevitable. Someone will try to configure DOOH as a portal to these persistent online 3-D virtual environments. The cultural wind is simply too strong and there’s too much money in play. NFT BZL hosted an “interactive” exhibition of NFTs at Miami Heat Arena, as part of a new collaboration with the open source blockchain Tezos. The future media implications are yet unknown. One day soon there may be a new sense of what is real estate as a result.  Will OOH live in the Metaverse?  Never say never. (See Krista Kim’s Mars House)

· A craving for more visual immersion. The impact and mass popularity of the Van Gogh exhibits across the country last year revealed more than a post-COVID need to get out of the house. They proved out a public appetite for dramatic and textural surround sound visual experiences. This is not a fad.  It’s a trend with legs. The public has learned they like it, and they want more.  OOH will respond, especially in dwell time public intercept points. Experiential teams get ready. Creative people – start your engines!

· Look for the launch of a new seminal OOH campaign akin to Apple’s Shot on iPhone. With the abundant energy coming at the medium on multiple fronts, it’s inevitable we will see new investors and citizens of the space come to life in 2022.  I expect there will be at least one brand emerge with a creative epiphany that will last for years. 

· The Obie’s will begin to become the most coveted creative award in advertising.