益普索：2024释放户外广告的创意潜力研究报告（中译版）（9页）.pdf

1、THINKING OUTSIDE THE BILLBOARDAUTHORJill UrlageUnlocking the Creative Potential of Out-of-Home AdvertisingFebruary 2024IPSOS VIEWS2019202028.1820212022202320242025202610684in billion(US$)208.688.518.338.127.937.086.088.65The potential for creativity in advertising seems boundless,yet out of home(OOH

2、)often finds itself overshadowed by other media channels in campaign planning.OOH has the potential to deliver more reach than other major media channels but despite this,it is unexplored terrain for many advertisers1.OOH advertising presents a remarkable opportunity for brands to connect with their

3、 target audience in a dynamic and impactful manner.And contrary to the perception as a declining medium,digital OOH advertising is experiencing growth and remains a powerful channel to reach consumers2.Why then is OOH often creatively overlooked in campaign planning?Is it due to a preconceived notio

4、n about its limited creative possibilities?Or perhaps a lack of understanding regarding the advantages that it can offer?To unlock the potential of OOH advertising,we must better understand the experience it delivers to the audience and how this has the potential to increase end sales for brand grow

5、th.By thinking outside the traditional advertising box,brands can captivate audiences and create memorable experiences.The key lies in leveraging the unique characteristics of OOH,such as strategic ad placements,eye-catching visuals,and engaging storytelling.The creative power of OOH sits in craftin

6、g compelling narratives,leveraging the environment,and seamlessly integrating with the surroundings to create an immersive and unforgettable brand experience.In this paper we will expand on why OOH is a valuable media channel for advertising effectiveness and explore how brands can unleash the full