Art Installation to OOH: Key tendencies that immediate 2023, Marketing & Advertising News, ET BrandEquity

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Representative image (iStock)The ways customers have interaction with brands has changed. It’s much less predictable, more demanding and you want to carry out in a denser market. This evolution has turned the traditional siloed mannequin of name work and user expertise on its head.

Only thirty seconds might need been enough time to make a promise through the days of linear shopper journey. But today, with the explosion of various types of touchpoints, it’s tougher than ever to reside up to those promises.

The endeavour of the report, titled ‘2023 prompts’ by Waulite Media with Srishti Media, is to highlight numerous tendencies in activation and OOH sphere that are picking up tempo, and are must to gauge, for any marketer or advertiser today.

With a glimpse of how brands across categories are using them creatively to fortify their agendas, the report aims to convey forth their relevance, feasibility and significance.

Art installations

In the world of Instagram, where wonders and picturesque components catch fancy, it certainly garners eyeballs.

Thus, having a well-designed artwork installation can provide you social media mileage by drawing conversations and engagement, the report acknowledged.

While these could be road art installations, brands can even use this technique to create impactful storefronts, the report advised.


Pop-up shops provide clients with a singular and shareable experience, the report stated. It generates conversations, site visitors, engagement, and even sales when accomplished right.

Pop-stores can be used strategically by brands to drive sales on-line for the neighborhood pushed by offline pop-stores, the report stated.

According to the report, sharing of economy works wonders in such set-ups. It spreads the chance and helps you flaunt your relevance to a extra recent viewers set.

Augmented and Virtual Reality (AR/VR)

With its immersive and simulative nature, augmented and virtual reality (AR/VR) units are witnessing accelerated adoption in corporations internationally, the report mentioned.

Technology is set to create immersive social interaction experiences for brands throughout segments. However, these into gaming, sensible learning, sporting events, niche buyer offerings, should not miss the bus, the report acknowledged.

Physical and digital hybrid experiences

As the world steadily returns to normal, experiential advertising developments will mix virtual and in-person experiences, the report revealed.

According to the report, this module ensures that one will meet the buyer at a number of touchpoints throughout the identical marketing campaign. Thus, yields a better ROI.


Many minds are trying to plug NFTs of their advertising mix however the way ahead is method sharper, the report acknowledged.

The next frontier for NFTs lies in customer loyalty applications. In 2023, smart brands will comply with the likes of Louis Vuitton and Starbucks, each of that are utilizing NFTs to enable access to unique buyer experiences and perks, the report said.

The report additionally suggested that one ought to make the NFT useful – the holder having entry to special discounts, early access to new merchandise and special access at events.


Technological advancements have made digital out-of-home advertising extra interesting to manufacturers, both in phrases of high quality and measurability, the report said.

Programmatic capabilities in DOOH have ushered in viewers planning and shopping for, creativity flexibility, measurement and retargeting in DOOH, making the medium accountable and giving it an edge over others.

According to consultants, DOOH has grown considerably in Mumbai, Delhi NCR, Bangalore, Hyderabad, and Ahmedabad. DOOH network has begun to develop scale and network spanning transit, company parks and malls multiplex, airports, and different venues in tier I and II as well, the report highlighted.

Brands can leverage the flexibility of digital out-of-home adverts to supply a number of messages based on context, such as weather or time of day, the report suggested.

Era of focused reach in OOH

In 2023, outdoor advertising advertisements shall be geared up with bluetooth beacons to broadcast info to the audience interacting with the advert, the report talked about.

Using the knowledge, advertisers would make changes to tailor the advert in accordance with the needs and desires of the customers in that particular location, the report said.

The report highlighted that such changes will significantly enhance the possibilities of the targeted audience noticing an outside ad. The knowledge might be collected to improve campaign targeting and ship a extra contextually related advert.

The report revealed that mobile integration with OOH would be the key to this development.

Mandeep Malhotra, founder, Srishti Media stated, “I strongly imagine largely India has achieved the national dream of ‘Roti, Kapada and Makkan’. The subsequent gen is all about experiences. And the expertise market is so fragmented and customisable that one expertise fits all is type of difficult. The new nationwide dream is ‘experiences’ and know-how is playing its role in connecting and broadcasting experiences.”

When it involves shifting from one brand to another, the examine found that common customers have defined key elements corresponding to product quality (62 per cent), automobile options (48 per cent), and brand image (46 per cent).

  • Published On Jan 23, 2023 at 05:10 PM IST

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