By analyzing data from movement patterns to purchasing history, advertisers can tailor their ads according to specific audience profiles across varied locations.
通过对消费者行程模式到购买历史的大数据进行分析，广告商会在不同地点根据特定受众群体的资料来定制广告。
Amidst the global pandemic, out-of-home (OOH) advertising has been subject to a wide range of dynamic, culture-shifting changes that have directly impacted the way consumers think and act. With stay-at-home orders mandated by governments at the beginning of the year, travel fell to an all-time low, and the world’s busiest metropolitan areas became ghost towns. Despite such, the OOH industry has remained resilient and innovative in its efforts to connect with consumers.
2020年全球疫情爆发，户外广告标识（OOH）作为标识行业的细分市场，受到一系列广泛的、动态的、文化转移变化的影响，这些变化直接影响了消费者的思维和行为方式。且在2020年初，政府采取全面封锁管控疫情传播，在线订单送达到家成为为数不多的选择之一，旅行人数也跌至历史最低点，世界上很多最繁忙的大都市变成“鬼城”。尽管如此，OOH行业在与消费者建立联系的努力中仍然保持了相当的韧性和创新性。
According to the Outdoor Advertising Association of America (OAAA), OOH ad revenue continued to grow in Q1 of 2020 (up 4.8 per cent) when the first wave of the COVID-19 pandemic began to hit countries worldwide.
根据美国户外广告协会（OAAA）提供的数据，当第一波新冠疫情开始席卷全球时，OOH行业的收入在2020年第一季度仍呈现出持续增长的走势（增长4.8%）。
Businesses had to quickly pivot their message to encompass more than just touting their product or service. They had to assure their audience they were there to help make life easier in uncertain times. With people rarely visiting city hotspots, like malls and restaurants, messages companies communicated via OOH mattered more than ever.
这要归因于在疫情期间，企业反而需要迅速地传达其相关信息，其中不仅仅包含宣传产品或服务的信息，更重要的是，向看到广告的观众们保证：我们仍在这里，并且在这个不稳定的时期使你们的生活变得更轻松。
由于人们访问购物中心和饭店等城市热点区域的次数非常少，因此通过OOH传达信息并能够立刻给人留下深刻印象，比以往任何时候都更加重要。
Some of the trends that shaped 2020 for the OOH industry and how these will continue to evolve in the coming years include:
根据上述的因素，我们可以通过OOH在2020年的趋势，尝试归纳出该行业在未来几年中将如何继续发展：
1. Creative storytelling and personalized advertising strategies
1.创意讲故事和个性化广告策略
While mass marketing is often an effective way to win business, story-driven and personalized strategies have proven to be more impactful when it comes to brand differentiation.
虽然大众化的营销方法对赢得业务来说通常更为有效，但事实证明，以特有故事为导向的个性化策略在品牌差异化方面更具影响力。
The human mind is accustomed to remembering stories, instead of opinions and facts. Likewise, consumers resonate with advertising messages that fit the narrative of their everyday lives. For instance, it would be difficult to convince the audience of a product’s value through generic advertisements that do not differentiate one’s business from competitors. However, if the business were to advertise its product as the solution to a problem the audience has, then it would be more likely to receive a positive response.
人类大脑具有这样一个特性：习惯于记住故事，而不是观点和事实。同样，消费者会对和自己日常生活相关的叙事而产生共鸣。例如，一个品牌很难通过大众化的广告去说服观众接受产品的价值，同时也无法让自己的业务与竞争对手之间产生差异化。但是，如果品牌换个方式，将产品作为一个“能够解决受众所遇到问题的解决方案”去进行宣传，那么它很可能会收到更为积极的回应。
Especially in 2020, storytelling and personalized advertising revolved around helping consumers adjust to the new normal the pandemic brought along. Everyday activities, such as buying groceries, dining-out, and shopping, brought along novel inconveniences to consumers due to new health and safety regulations. As such, brands began to promote themselves as having their audience’s backs by making it known their products and services are online, safe, and still available.
特别是在2020年，讲故事和个性化广告围绕着每个消费者都面临并必须适应的疫情下新常态而展开。由于新的健康和安全法规，日常活动（如购买食品杂货、外出就餐和购物）给消费者带来了暂时还不习惯的障碍。因此，品牌开始通过宣传其在线的产品和服务仍然安全并易用来为自己打广告，并赢得受众消费者的支持。
2. Increased hyper-targeted reach and profitability
2.增加靶向覆盖率和盈利能力
In the past, OOH relied on advertising to a broad audience as a means to get their message out to specific demographics. Over time, this ‘fishing’ approach proved to be inefficient and ultimately limited campaign reach. In 2020, with growingly accessibility in data-led planning, more advertisers were able to realize real and measurable outcomes through targeted campaigns.
过去，OOH依靠向大范围的受众进行广告宣传，以将信息传递给其中一部分特定受众。随着时间的流逝，这种“捕鱼”方法被证明是效率低下的，并且最后会限制品牌的活动范围。2020年以来，随着以大数据为导向的广告计划的可行性不断增长，更多的广告商都能够通过有针对性的活动实现真实有效且可与之前进行验证衡量的结果。
Increasingly, OOH advertisements—especially digital—can be equipped with beacon technology. By analyzing data from movement patterns to purchasing history, advertisers can tailor their ads according to specific audience profiles across varied locations. As a result, the chances of an outdoor ad getting noticed by targeted audiences significantly increases. Additionally, targeted campaigns not only increase campaign return on investment (ROI), but also reduce media spend wastage.
随着技术的进步，越来越多地，OOH——尤其是数字广告都配备上了信标技术。通过分析从消费者的运动模式都购买历史的苏剧，广告商可以根据不同地点的特定受众群体资料来定制广告。这样做的结果，自然就是OOH被目标受众注意到的机会大大增加。此外，有针对性的广告系列不仅可以提高投资回报率（ROI），而且可以减少媒体方面的指出。
For example, Adshel, an outdoor beacon advertising company belonging to Clear Channel Outdoor, was an early adopter of this technology. Since its launch, Adshel has integrated more than 3000 beacons across its OOH advertising network—allowing brands to deliver geo-targeted and contextually relevant messages to consumers.
例如，隶属于Clear Channel Outdoor的户外信标广告公司Adshel，是信标OOH的早期采用者。自该技术发布以来，Adshel公司已在其OOH网络中集成了3000多个信标，从而使品牌能够向消费者传递与区域相关的信息。
Consumers resonate with advertising messages that fit the narrative of their everyday lives.
消费者会因和自己日常生活息息相关的品牌故事而产生共鸣。
3. Growing ubiquity and profitability of DOOH
3.数字户外广告标识（DOOH）的普及与其盈利能力的增长
Digital media is nothing new to the OOH industry. Nowadays, one can visit their nearby urban centre to notice digital signage. However, because it is a costly proposition to replace thousands of OOH inventory with digitized versions, digital out-of-home (DOOH) had yet to completely dominate the market until recent years. For instance, despite being the main driver of growth in OOH advertising worldwide in 2019, DOOH only accounted for 28.3 per cent of all OOH ads that year.
数字媒体对于OOH来说，早已不是什么新鲜事物。如今，城市中的人们随时都能在附近的地方看到数字标牌。但是，如果完全用数字化的产品去替换成千上万个普通的OOH是一项昂贵的计划，因此直到最近几年，DOOH也尚未完全在市场上占据主导地位。例如，尽管2019年的DOOH是全球OOH行业增长的主要驱动力，但实际上前者仅占后者整体的28.3%。
According to the International Market Analysis Research and Consulting (IMARC) Group, global DOOH is expected to grow at a compound annual growth rate (CAGR) of 10.8 per cent in the next five years. This is largely due to the fact that, as more of the world’s population migrates to live in urban areas, the battle for ad space in these crowded cities will become more intense. At the same time, new studies indicate DOOH delivers ‘strongly’ against its premium price point.
根据国际市场分析研究和咨询集团（IMARC）提供的数据，全球DOOH在未来五年内预计将以10.8%的年复合增长率（CAGR）增长。该预测依据主要来源于以下事实：随着全世界的城市化程度越来越高，越来越多的人口将迁移到城市居住，那么愈发拥挤的城市中广告空间的竞争也将愈发激烈。同时，新的研究表明，DOOH所能产生的价值相对于其溢价来说显得相当“强劲”。
According to a study conducted by Talon and Benchmarketing of 112 brands over five years, OOH campaigns that integrated DOOH generated an incremental return of approximately C$0.46 for every C$1 spent. This means, if a campaign increased its digital share of OOH budget from 60 to 70 per cent, the advertiser would expect a 22 per cent increase in profit.
根据Talon和Benchmarketing对112个品牌进行的为期五年的研究，在OOH活动与DOOH进行集成上每花费1加元（约5元人民币），就会产生约0.46加元（约2.3元人民币）的增量回报。这意味着，如果品牌将其OOH的预算中关于DOOH的份额从60%增加到70%，则预计利润会增加22%。
In the coming years, it looks like advertisers can be much braver when it comes to using high-impact digital media as a part of their OOH campaign.
可以预见，在未来的几年中，在需要使用高影响力的数字媒体作为其OOH活动的一部分时，客户将会变得更加勇敢。
Digital media is nothing new to the OOH industry. Nowadays, one can visit their nearby urban centre to notice digital signage.
数字媒体对于OOH来说早已不算是新鲜事物。如今，人们在城市中随处可见数字标牌。
4. Further development of programmatic DOOH
4.程序化DOOH的进一步发展
Programmatic DOOH refers to the automated buying, selling, and delivery of OOH ads. Programmatic first made its debut in DOOH in 2018 when John Lewis & Partners launched a campaign for home improvement service Home Solutions. After failing to meet expectations throughout 2019, the much anticipated technology finally made its mark in 2020.For the first time, advertisers could bid for an audience on the marketplace in real-time and get their message across to consumers at the right time and place.
程序化DOOH是指能够自动进行购买、出售和交付环节的OOH广告方式。程序化的概念在DOOH中首次亮相是在2018年，当时John Lewis&Partners以该技术为基础发起了一项针对家居装饰服务解决方案的运动，但是很遗憾，该运动持续了2019一整年都没有达到预期的目标。直到2020年，这项备受期待的技术终于取得了成功。广告商们第一次可以主动地去实时竞标市场上的受众，而不是被动地在适当的时间和地点期待消费者们看到信息。
Leading the programmatic wave were some of OOH’s biggest players, including JCDecaux, Kinetic, and Posterscope. Partnering with Adsquare, a mobile-first data exchange, the OOH giants were able to leverage major data management platforms (DMPs) and optimize digital ads according to audience insights.
在程序化的技术浪潮中，OOH领域的一些巨头一直处于领导地位，其中包括JCDecaux、Kinetic和Posterscope。他们与移动数据服务商Adsquare合作，利用主要的数据管理平台（DMP）以及受众的调研报告来对DOOH产品进行优化。
For example, they provided in-depth data on demographics, consumer behaviour, weather, and time of day so a local restaurant chain could rotate its different morning, afternoon, or evening display menu options.
例如，他们提供了有关人口统计、消费者行为、天气和一天中的消费时段，这帮助本地的连锁餐厅可以重新定义早中晚时段，进而在合适的时间更换菜单选项。
Further, in one study, 63 per cent of media planners said they would be more likely to recommend DOOH when it is available to buy programmatically.
此外，在一项研究中，有63的媒体策划人员表示，当DOOH支持程序化技术时，他们将会更推荐品牌使用DOOH。
As digital ad inventory continues to expand for the industry, media buyers will want and need to harness the power of the superior technology of programmatic DOOH.
随着DOOH的份额将在行业里继续扩展，媒体购买者也将越来越希望利用上程序化DOOH的卓越技术力量。
While mass marketing is often an effective way to win business, story-driven and personalized marketing strategies have proven to be more impactful when it comes to brand differentiation.
尽管大众化的营销方式通常是赢得业务的有效方法，但事实证明，以故事为导向的个性化营销策略在品牌差异化方面更具影响力。
5. Integration of OOH into omnichannel marketing campaigns
5.将OOH整合到全方位营销活动之中
According to OAAA, when incorporated into a broad media mix, OOH improves the overall campaign revenue ROI. It has also been found to increase the effectiveness of digital search by more than 40 per cent and print by more than 14 per cent. Likewise, when OOH is integrated with an online campaign, consumers are 50 per cent more likely to engage with the mobile ad.
根据OAAA的说法，将OOH纳入到广泛的媒体组合中，可以提高整体广告系列的投资回报率。研究还发现，OOH会使得品牌或产品在数字搜索和印刷宣传上所获得的效率分别提高40%以上与14%以上。同样，将OOH与在线广告系列整合后，消费者与移动广告互动的可能性就会增加50%。
As mentioned earlier, most OOH platforms can be equipped with beacon technology that provides real-time impression analytics. This technology can also help brands re-target consumers on their mobile devices via social media or digital ads using mobile extension programs, such as geo-fencing.
Geo-fencing is the use of global positioning system (GPS) or radio-frequency identification (RFID) technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. The technology, however, is not exclusive to static OOH displays.
如前所述，大多数OOH平台都可以配备提供实时受众画像分析的信标技术。该技术还可以帮助品牌商使用社交扩展程序或地理广告等移动扩展程序，通过社交媒体或数字广告在受众的移动设备上重新定位消费者。例如“地理围栏”技术。
新技术“地理围栏”是通过使用全球定位系统（GPS）或射频识别（RFID）技术创建出虚拟地理边界，使得软件能够在人们持有的移动设备进入或离开特定区域时触发响应。更重要的是，该技术并不排斥静态OOH展示器材。
Conclusion
总结
With enhanced data availability, better attribution of success, and improved buying capabilities, OOH has never looked more enticing for advertisers. While the latest advancements in technology have dwarfed other traditional media like TV and print, OOH is proving it can grow with newer technology and emerge stronger than ever before.
借助随着技术不断增强的数据可用性，让OOH取得成功和提高购买能力的属性变得更强，广告商也会前所未有地被其吸引。让我们想想，传统媒体如电视、纸媒等，与现在雨后春笋般的新技术比起来相形见绌，但OOH这一“古老的”行业却证明它可以通过新技术而发展自身，这意味着它也将比以往任何时候都更加强大。
