Certain marketing channels are experiencing increased usage as a result of shifts in consumer behavior during the COVID-19 pandemic, from social media to streaming platforms. But other aspects of marketing are grappling with pointed declines. With consumer travel and movement considerably limited, out-of-home advertising is one channel that’s been particularly hard hit.
But now that phased reopenings have been initiated across the country (to varying degrees), and consumers are slowly beginning to leave their homes, a piece in AdExchanger considers the fate of OOH. Potential scenarios for outdoor advertising in a post-pandemic world range from a considerable devaluing of OOH media within an increasingly work-from-home world to an era of “revenge shopping” similar to what China has experienced after restrictions were lifted.
What’s most likely to develop, according to the piece, is a new normal that calls for a greater reliance on data to navigate consumers’ new traffic patterns. As communities reopen at different paces, programmatic OOH may allow the flexibility for marketers to optimize campaigns through examining location data and changing market conditions. Read more in AdExchanger.