The future of OOH advertising under the spectre of mobility

Read our CEO Hadrien de La Tour's column on the Journal du Net. In a context where advertising attention is declining, Moving OOH appears to be an effective alternative. This medium offers new communication opportunities for brands wishing to innovate their communication strategy, by combining mobility and creativity to create impactful campaigns!

In a world saturated with information, with over 1,200 advertising messages a day, advertising attention is becoming a real concern for brands. Outdoor advertising (OOH) has always been an unshakeable pillar of brand visibility. And the figures speak for themselves: by 2023, OOH advertising revenues in France have reached 852 million euros, representing a significant 5.1% increase over 2022. However, behind these promising figures lies a major challenge for brands: the decline in consumer advertising attention. Their omnipresent multi-channel presence leads to over-exposure to advertising messages, making it difficult for them to stand out from the myriad of ads.

It's in this ever-changing landscape that Mobile Out Of Home (MOOH) is emerging as a promising alternative, capable of shaking up the established codes of outdoor advertising. Long under-exploited, MOOH is now presenting itself as a source of unprecedented opportunities to meet this challenge.

Mobile Out Of Home (MOOH) is a new communications tool that enables brands to create customized campaigns. By contributing to the dissemination of advertising messages via itinerant display solutions, it offers a contextualized and creative communication offer, which can be adapted locally or nationally. The idea is to help brands communicate differently, to surprise consumers with innovative ways of speaking, while reaffirming their positioning. This is made possible by the analysis of consumer profiles needed to guarantee campaign reach and measure real effectiveness. By identifying the target audience's strategic locations and determining the relevant catchment areas for deploying mobile campaigns, companies can then optimize the allocation of their budgets to maximize their return on investment. Ultimately, this contributes to improving the overall customer experience and reinforcing brand loyalty. According to a Nova Consulting study, the French are seduced by MOOH, with an appreciation of +7% compared to the average for other media, and whose supports generate nearly 35% recall while leading to 20% purchase intention on average.

MOOH also responds to a multitude of uncertainties facing brands in the current context. Over the past 20 years, consumers have been assaulted daily by an overabundance of advertising, causing their attention spans to decline. To counteract this decline, brands need to transcend established boundaries, using innovative approaches such as format innovation, innovative content creation, contextualization, and engaging emotional experiences.

And this system responds to other issues, particularly social ones. For example, inflation is limiting consumers' purchasing power. To whet their curiosity and boost their purchasing behavior, we need to reach them at the right time, in the right place. At the same time, the energy crisis continues to gain ground, resulting in a reduction in street furniture and time restrictions on illuminated advertising in some French cities, requiring brands to stand out from the crowd with new media.

Last but not least, MOOH addresses all mobility issues. Whether by car (62.8%), on foot or by bicycle (28.1%), or by public transport (8%), the French spend around 1h02 getting around each day. And with 1 million kilometers of road in France, including 21,000 kilometers of national roads and freeways, the road seems to be a "new" terrain of expression to be conquered. France's 38.7 million daily motorists represent a large target of potential consumers.

With this in mind, the idea is to take advantage of unused spaces in vehicles on the road every day - such as the rear of trucks, the trim on VTC/taxis and buses, etc. - and convert them into advertising media. - to convert them into advertising media. This new approach overturns the codes of traditional billboard advertising, offering brands a new medium for creating complementary points of contact.

And brands are now very sensitive to the carbon footprint of their campaigns. MOOH uses vehicles that must be driven every day, and works with certified transporters committed to the environment (Crit'Air charter, CO2 charter, etc.). This innovative approach optimizes the use of these vehicles, minimizing their overall ecological impact.

With its innovative approach, MOOH is becoming an indispensable response to the challenges facing brands. Indeed, as part of a drive to modernize advertising strategies, MOOH is becoming the key to capturing the attention of a mobile audience, while offering an innovative solution to today's constraints. Now is the time for brands to explore this new medium and integrate it into their communication schemes, to help shape a future where mobility and creativity redefine the norms of advertising.

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