众所周知，户外广告是诸多古老的广告投放形式之一。近年来，技术层面的不断更新及日渐觉醒的消费者意识将重新评估这种广告投放策略所带来的价值是否能够紧跟时代步伐。毋庸置疑，传统户外广告投放模型正面临严峻的挑战。然而，有专家认为，未来，户外广告将迎来又一轮的高峰，因为消费者已疲于面对手机中扑面而来广告信息的轮番轰炸。

现今，消费者相较于30年前更加聪慧了，信息不再闭塞，人们均见多识广。可想而知，当消费者只能日复一日接收一些毫无营养且雷同度高的信息，这会让他们对广告感到索然无味。因此，这并不是一个有效可行的广告投放策略。2023年，如果将话题围绕着知名网站会如何吸引消费者群体进行自身建设，不管采用谷歌SEO或是内容创新，都不能根本性解决问题。广告商需要融合科技力量并针对消费者偏好去定制广告投放模型，这是唯一让广告重焕活力的方法。

一份最近的毕马威会计师事务所研究报告表明，户外广告的市场到达率相较于过去5年增长了11%。如果这个趋势持续并保持稳定，2023年户外广告的发展会比较乐观。

聪明的广告商会通过稳步有升的行业趋势增加户外广告费用的投入并植入良好的创意。现在，我们展望一下2023年户外广告的10大趋势与新观念。

和很多行业一样，数字市场的趋势也会影响户外广告行业。当消费者习惯去观看4K高清画质的广告后，他们的需求只有通过数字化的广告设备投放才能满足。因此，数字技术的发展将对户外广告有促进作用，因为4K高清画质带来的是高分辨度和高明亮度，这种华丽的视觉观感将在未来长时间段吸引消费者的注意。

数字广告设备和大型数字广告牌在未来的几年内会持续走俏，因为它们的流动性很强，方便搬运和移位，这减少了很多不必要的成本。在一张屏幕上，广告商可以投放多个数字户外广告，这利于动态成本控制。相较静态广告，多影像广告有助于品牌方更好地控制媒介并实现结果可量化性。比如，一些户外广告基于动态投放效果要远优于静态形式呈现，另外一些可能在视觉观感上给予消费者极佳体验。数字户外广告能很好地帮助品牌方传递信息，并让他们理解品牌的优势所在。

最近的研究报告显示，在全球范围内，数字户外广告的创收总比占户外广告总创收约30%。这个数据意味着，广告商会持续加大投入数字户外广告的投放，因为在今后的几年内，这是一笔稳赚不赔的买卖。

人往往倾向于对叙述性强的故事产生兴趣，这类故事更好地让人有代入感并愿意为此分享自己的见解和观点。讲故事有利于消费者长时间保留记忆，哪怕事后很久，依然能回忆起故事的来龙去脉。比如，一种新品牌的牙膏很难被消费者所记忆，因为它与它的同质化产品差异不大。然而，如果以一个很吸引人的故事去介绍这种牙膏，将会取得很好的效果及消费者反馈。因此，任何品牌需要深思熟虑的是，在充分了解自身优势的情况下，如何将品牌故事讲得生动，通过传播放大化品牌效应，潜移默化影响消费者的购买行为。

专家意见表明，有叙述性呈现方式的户外广告投放将引领2023年的趋势，使用这个策略，品牌方可以将品牌或产品故事的核心亮点很好地植入户外广告中，通过围绕该主题进行不间断的宣传，使受众被吸引的同时进一步期待故事的下一个篇章。

最近，很多品牌故事的元素取得了极佳的受众满意度和反馈。通过这个现象可以得知，如何围绕品牌进行丰满的形象建设和内容塑造是至关重要的。通过抛出问题并给出解决方案是一种很好的策略模式，最终，品牌还是要根据消费者的购买需求以问题解决者的姿态提供相关产品。

现今，越来越多的品牌方高度意识到打破常规的故事创意是至关重要的，这会使广告具有高度参与性与话题性，并引起消费者的共鸣。只有消费者被故事的真实性、趣味性所打动并感受到品牌方满满的诚意，才会坚定不移地相信故事并将这种热忱和信赖转移到品牌方上。

最近，技术迭代更新的范围已经扩大到如何规范户外广告设备的放置，尤其是数字户外设备。为了取代大型广告牌，广告商正在使用更小型的户外广告设备，这利于公众场所的固定和摆放，例如机场、等待区域、公共交通设施、操场等。相对于传统广告牌，贴墙式广告牌已然成为了可以替代的更好选择，因为他们可以被广泛应用于广告设计中。

一份毕马威会计事务所的广告调研报告表明，2019年户外广告中，机场附近的户外广告创收增幅最大，占户外广告总收益比的27%，可以见得，2023年的趋势亦会如此。

以前，几乎所有的广告只提供产品和服务。2023年，广告会通过精准定位用户画像传递更多商业信息，和更详实的产品和服务信息，让消费者参与其中。这些信息的采集来源于传感器、面部识别软件和其他的AI智能软件。

这些智能型广告设备能辅助户外广告牌牢牢锁定目标客户群体，形成交互。最终，增强现实技术和虚拟现实技术将使得户外广告活动更加纯粹并极具吸引力。

户外市场的核心是尽一切可能提高用户体验。为了提升消费者的互动性，一些特定的品牌方会采用手机为载体去整合户外广告。这种技术会助力潜在消费群体与广告形成强链接并及时提供品牌方有价值的用户数据。消费者反馈会给予品牌方良好的参考范本并依此进行更多定制化推送进一步提高用户体验。很多案例表明，当消费者进入户外广告牌范围内，交互会瞬时连接并第一时间推送信息至消费者手机。信标变得越来越习以为常因为信标能使广告“跃入”消费者的手机中。

2023年，户外广告将与社交媒体和电视进行融合。这种融合会提升其他媒体使用数字户外媒体进行内容扩展的动态能力。多渠道融合是切实有效的，它能确保信息的流通性、一致性、连贯性。这些涵盖品牌形象的信息在相关媒体中畅通无阻，意味着电视广告将与数字户外媒体有机结合最大化呈现传播效果。换言之针对受众而言，无异于凭空搭建一个信息透明、沟通顺畅的交流平台，将品牌与用户紧紧绑定。

以往，户外广告通过聚焦广泛受众群体的方式用于接近特定人口形成精准定位。然而，这个所谓的“终极”法宝越来越跟不上时代的节奏。未来，户外广告有能力直接面对品牌方青睐的目标客户群体，无论何时何地。

由于技术的日益成熟，托媒体监测工具之福，品牌方有能力通过数据深层次洞悉消费者行为。当品牌方通过分析及大数据剖析发挥杠杆作用，将最低化时间成本和资金成本进行广告投放。

2023年，户外广告将配备蓝牙信标向目标客户群体传递相关信息。通过这些信息，广告商可以随时随地调整策略，对广告进行“量体裁衣”，以便于深度契合消费者的想法及需求。变革将对目标客户群体接收户外广告的形式产生深远影响，并极大提升到达率。客户数据将被全面收集，对未来相关广告的持续性投放打下坚实的基础，形成良好的市场助推效应。

今年，更多的管理者会采用数据驱动的方法去进行广告投放。活用数据科技的力量，公司可靶向定位他们值得重视的目标客户群体，投入适量预算进行有效活动宣传。例如数字市场技术、信标技术、无限接收技术，这些技术通过互联网可以广泛使用于户外广告基于目标客户群体的交互模式中。最终，管理者将会依据成果和经验提出更多创新型见解，用于如何淬炼大数据采集样本，建立更为精简化、流程化的户外广告模型。

近年来，越来越多的公司意识到一支训练有素的内部团队将当大大提升营销效能，这种贡献不是单一的，而是全渠道全维度的。以往，通过长期合作的第三方外包机构提供户外广告营销整合方案确实能解决燃眉之急，但并非长远之计。现今，越来越多的大公司致力于重金培养自己的内部团队，若能成功，能使公司在缩减成本的同时提升效能。

2023年，财力充裕的公司将会使用他们独立培养的内部团队进行主要工作。相应的，公司只会在必要的时间段请教专家专业知识而并非全职雇佣他们。因此，媒体之家、咨询顾问、合同工及兼职人员的用人需求量会大幅增加。

内部团队对公司指定品牌的全情投入会因聚焦度和专注度的原因起到良好的效果，核心成员通过头脑风暴形成的创意和想法将适用于公司开展的户外广告落地活动中，这既能提升活动质量，又能降低运营成本。当然，若活动过程中碰到棘手的难题，公司偶尔会请求专家和咨询顾问助其一臂之力。

品牌必须理解真实、可靠的曝光率和曝光度是唯一可以维系长期商务合作的法门。因此，高度透明将是2023年户外广告投放活动能否成功的核心之匙。承诺专注于每一件事，小到工作环境、特殊原材料的使用，大到政治立场等敏感问题，都需要反复斟酌，确保一切经严苛审核切忌踩雷。

这意味着广告商面对任何争端和争议均不能采用消极逃避、打擦边球、空洞承诺的极端手段。广告是被赋予高度社会责任感的，因此，这条准则适用于未来大势不利或恶意纷争显现等窘境下，广告商如何面对问题，如何直面解决问题。相应的，品牌方须更为小心翼翼地审核户外广告的投放内容。因为，去伪存真才能收获目标受众群体由衷的信任，也能让广告商获得更大的利益。

尽管线上渠道、户外广告包括户外媒体的不断崛起将巩固其地位，有利于诸多品牌方将它们作为热门合作选项；然而，品牌方必须确保它们的户外广告投放必须同步于社交媒体投放，真正做到同时间节点的同频投放。即便于此，我们依然不能对户外广告的发展抱有盲目乐观的态度，一切静候2023年的到来。

Out-of-Home advertising is among the oldest forms of advertising; however, recent technological changes and increased customer awareness require reevaluation of advertising strategies. While it’s true that traditional OOH models are facing challenges, experts also believe that out-of-home advertising is coming back because consumers are getting tired of the constant bombardment of advertisements on their mobile phones.

Today’s consumers are much smarter and well-informed than they were 30 years ago; therefore, merely repeating a message to the average individual is not a viable strategy for return on investment. In 2023, along with a great website design, Google SEO, and content creation, advertisers will need to incorporate technology and customer preference in their advertising models to keep the spirit of advertising alive.

A recent KPMG report pointed out that outdoor advertising has witnessed an 11 percent annual growth rate (CAGR) over the past five years. If the trend continues, this advertising sector will continue the upward growth trend in 2023.

Smart advertisers can use the trend to increase their return on investment by implementing new ideas. Here is a look at the top10 trends and ideas that will revolutionize outdoor advertising in 2023.

Like many other industries, the digital marketing trend also affects the outdoor advertising sector. This digital sphere trend is in-line with the existing demand where consumers are already accustomed to viewing 4K quality adverts. If implemented correctly, digital technology can facilitate outdoor advertisements because it uses 4K quality boosting high resolution and bright, colorful visuals that can attract users’ attention for longer periods.

Digital advertising and large digital billboards will continue to increase in the coming year because they are much easier and more convenient to move, which helps cut unnecessary expenses. Cost dynamics are also evident in the ability to run multiple digital outdoor advertisements on a single screen. Compared to static ads, multi-image advertisement gives owners more control over the medium and final ad results. For instance, some adverts perform better in a static form, whereas others may require visuals. Digital outdoor advertising can do wonders for brands that understand how to use it to their advantage.

Recent research suggests that digital outdoor advertising contributes to almost 30% of OOH revenues worldwide. Under these circumstances, advertisers who continue to reinvent themselves will likely succeed in subsequent years.

The human mind is designed to latch on to facts and opinions narrated in a story. Storytelling improves retention and helps consumers recall events. For instance, it will be hard to remember a new brand of toothpaste that does not differentiate itself from its competitors; however, introducing the same toothpaste in the form of a riveting story will likely get a response. Any brand with a compelling story to relate to its context is likely to impact subconsciously if the ad is narrated vividly.

According to experts, this storytelling trend will be witnessed much more in 2023. Using this strategy, outdoor advertising is embracing the concept by designing ads that only tell a part of the story, which makes the audience wait for the next ad in the storyline.

Recently, there has been a lot of buzz around the ingredients of good storytelling. Among these features is building a story character. In this scenario, the character faces a problem and seeks resolution. Ultimately, the brand comes to the rescue as a problem solver.

It is imperative that brands pay close attention to generating creative out-of-the-box ideas for storytelling. This will improve engagement with the adverts. Merely putting out a story is not enough. The user must be able to connect with the story in an authentic manner before they can trust the story subconsciously.

Recent technological innovations have broadened the scope of placements of outdoor advertisements, particularly digital ones. Instead of large billboards, advertisers are using smaller advertisements in busy public places such as airports, waiting areas, public transport, and playgrounds. Blank walls have also emerged as a good alternative to traditional billboard advertising because these can be used to project advertisements.

A KMPG advertising report suggested that advertising outside the airport significantly contributes to the growth of outdoor advertising in 2019. It accounted for 27% of revenue share, likely to grow in 2023.

In the recent past, most advertisements only marketed the product and the service. In 2023, advertisements will show information about a particular business, product, or service and predict the user profile of those who interacted with it. This feat will be accomplished by using sensors, facial recognition software, and other AI smart features.

The smart advertisement will aid in enabling outdoor billboards to interact with the target audience. As a result, augmented reality and virtual reality will make outdoor advertising campaigns more visceral and engaging.

Outdoor marketing is all about enhancing the user experience. To increase customer interaction, certain brands have integrated mobile and outdoor advertisements. The use of technology helps potential customers interact with advertisements and share valuable data in real time with the brand. The feedback from the customer helps provide a more customized user experience. Examples of such interactions are instant connections with customers’ mobile when they come in the range of advertising billboards. A beacon is also becoming commonplace because beacons enable advertisements to jump inside the customer’s phone.

In 2023, outdoor advertisement will integrate with social media and television. The integration will also help grow other mediums using motion capability in digital out-of-home advertising and scalable content. The multi-channel integration is instrumental in ensuring that the message delivered across all mediums is coherent and consistent with the brand’s image. It means that the brand’s TV adverts will align with their DOOH efforts leading to a clear communication platform of brands with their audiences.

In the past, out-of-home advertising focused on a broader audience to get access to specific demographics. The “fishing” approach doesn’t work anymore. In the future, outdoor advertising will be able to reach target customers who brands want to reach and whenever they want to reach them.

This is all possible due to improved media measurement tools allowing brands to get in-depth insights into their consumers. Brands will analyze and leverage large quantities of data without wasting the advertisement budget and time.

In 2023, outdoor advertising ads will be equipped with Bluetooth beacons to broadcast information to the audience interacting with the ad. Using the information, advertisers would make adjustments to tailor the ad according to the needs and wants of the consumers in that particular location. Such changes will significantly increase the chances of the targeted audience noticing an outdoor ad. The data will be collected to improve campaign targeting and deliver a more contextually relevant advert.

This year, managers will need to take a data-driven approach to advertisement. Using the power of data science, companies can laser-target their desired demographics to use campaign budgets effectively. Like digital marketing technology, beacons, radio beams, and the Internet can be used to understand the interaction pattern for outdoor advertisements. Ultimately, managers will need to come up with innovative ideas on how to use “big data” to streamline outdoor advertising models.

In recent years, companies are increasingly realizing the power of an in-house team that can streamline their marketing efforts across all channels. Instead of relying on a third party to deliver an advertising solution, many large companies have started to invest in maintaining in-house teams that can help them save costs and increase efficiency.

In 2023, financially capable companies will use in-house team teams. Accordingly, they will only interact with experts for specific knowledge rather than engage them full-time. In contrast to media houses, the role of consultants, independent contractors, and part-timers is likely to increase.

In-house teams working on one specific brand will create laser-focused efforts to generate s and reduce costs associated with a typical OOH advertising campaign. These campaigns will be complemented by occasional contact with experts and consultants.

Brands must understand that authentic and genuine exposure is the only way to do long-term business. As such, transparency will be the key to success in 2023. Everything from the promises, the work conditions, the use of harsh ingredients, and political affiliations are increasingly scrutinized.

This implies that advertisers can no longer get away with dubious claims and hollow promises. Purpose-led advertising will be the rule of the future as advertisers will either adapt to this trend or suffer the consequences. Similarly, brands will be more careful with their outdoor advertising efforts because authenticity will earn the audience’s trust and help advertisers get more businesses.

Despite the rise in online channels, outdoor advertising, including DOOH, will cement its status as a viable option among advertisers; however, brands must ensure that their outdoor advertising ads are in sync with their social ads. It will not be an overstatement to suggest that OOH is not dead, and it will improve further in 2023.