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<\/figure>\n<\/div>\nIncreased connectivity will continue to drive marketers and advertisers to rethink holistic campaign planning in the 5G era.\u00a0 Currently, brands are already finding ways to create campaigns that geo-target their audience\u00a0and enable social media, mobile marketing\u00a0and Out-of-Home (OOH) to work together to drive demand.\u00a0 For example, with IRL flash sales\u00a0a consumer\u00a0may experience \u201cfirst touch\u201d with an online ad, and as the consumer gets closer to a physical store\u00a0that same person may then receive\u00a0a special promotion on Twitter\u00a0before seeing a billboard with an alert\u00a0to the\u00a0proximity of\u00a0the sale itself.<\/p>\n
The omnichannel nature of campaigns means they need a \u201ctrue north\u201d to retain a brand\u2019s voice and be successful.\u00a0 This is true with the media mix as well.\u00a0 OOH serves as a physical anchor for campaigns, which can help marketers and advertisers best leverage digital transformation.<\/p>\n
Living in an Interconnected World<\/strong><\/h3>\nWe\u2019ve experienced a marketing and media landscape linking desktop and mobile experiences.\u00a0 However, what happens when you are living in a world less defined by screens than by the connectivity of experiences and a new reality of autonomous cars, connected homes, smart cities and countless other connected devices?<\/p>\n
Where 4G sped up our access to data, it never delivered on creating an uninterrupted user experience.\u00a0 With 5G, we\u2019ll move beyond \u201cmobile technology\u201d and into a space where IoT, wearables\u00a0and AI shape and define our world.\u00a0 Instead of using smartphones as a \u201chub,\u201d in a 5G world\u00a0machines will seamlessly speak directly with each other.\u00a0\u00a0In fact, many believe that 5G will be the\u00a0breakout moment for IoT<\/a><\/strong>\u00a0and will change communication beyond marketing.\u00a0 Industries as far ranging as automotive and healthcare will need to completely reimagine the user experience, as AR and real-time transmission will totally change how we once thought of driving or visits to the doctor.<\/p>\nCreating Interconnected Campaigns that Focus on the User Experience<\/strong><\/h3>\nSo, what does all of this mean for marketers and advertisers?\u00a0 Marketers will have even more ways of capturing data, more devices to advertise across\u00a0and more ways of displaying their message.<\/p>\n
With more customer touchpoints, it could become even harder for marketers to design cohesive campaigns.\u00a0 Advertisers will be competing in a complex new ecosystem and will need to find innovative ways to market their offerings through virtual assistants, connected devices, telematics displays\u00a0and more.<\/p>\n
How OOH Will Be at the Epicenter of Digital Transformation<\/strong><\/h3>\nA more connected media landscape provides innumerable advantages for marketers, but more connections means more complexity, making it even more important to create campaigns that stand out and resonate with their audiences through engaging content that is scalable and translates across mediums.\u00a0 The size, prominence\u00a0and relative permanence of OOH gives marketers the opportunity to have a highly visible campaign cornerstone that can connect video, experiential marketing, social media activation\u00a0and mobile targeting all together.<\/p>\n
OOH will serve as both a visual anchor and physical node for connectivity to deliver more engaging content.\u00a0 In environments where full motion video is permitted, marketers and advertisers can use digital OOH to engage and entertain while leveraging the increased connectivity to provide companion experiences, interactivity\u00a0or paths for action.<\/p>\n
We are already seeing examples of how dynamic OOH content is shaping the future \u2026 and new concepts are being tested every day.\u00a0 Displays at a particular subway station in proximity to a Broadway theater, for instance, can promote actual last-minute available seats for purchase.\u00a0 A local sports team can advertise on screens in multiple locations, and in near real time display the score, highlights of the game, and the words of influencers in the space.\u00a0 Advertisers can literally tell a story and take their audience for the ride.<\/p>\n
Also, a driver could pass a DMV billboard, and depending on the time of day, discover how long wait-times are, take advantage of last-minute cancellations, then login to a DMV app, schedule an appointment in real time\u00a0and essentially cut the line.\u00a0 Convenience and connectivity are finally one in a 5G world.<\/p>\n
The promise of seamless 5G connectivity is to give marketers and advertisers more opportunities to serve and communicate with their audience through a variety of mediums.\u00a0 Whether it\u2019s in IoT or automotive, or through OOH, advertisers who recognize how to inform their creative campaigns will be able to target their customers through even more relevant messaging.\u00a0 With 5G, marketers will finally have access to real-time data\u00a0and can inform their campaigns, build connections\u00a0and utilize time and space to capture their customers\u2019 attention and offer them exactly what they want.<\/p>\n
Creating Interconnected Campaigns that Focus on the User Experience<\/strong><\/h3>\nSo, what does all of this mean for marketers and advertisers?\u00a0 Marketers will have even more ways of capturing data, more devices to advertise across\u00a0and more ways of displaying their message.<\/p>\n
With more customer touchpoints, it could become even harder for marketers to design cohesive campaigns.\u00a0 Advertisers will be competing in a complex new ecosystem and will need to find innovative ways to market their offerings through virtual assistants, connected devices, telematics displays\u00a0and more.<\/p>\n
How OOH Will Be at the Epicenter of Digital Transformation<\/strong><\/h3>\nA more connected media landscape provides innumerable advantages for marketers, but more connections means more complexity, making it even more important to create campaigns that stand out and resonate with their audiences through engaging content that is scalable and translates across mediums.\u00a0 The size, prominence\u00a0and relative permanence of OOH gives marketers the opportunity to have a highly visible campaign cornerstone that can connect video, experiential marketing, social media activation\u00a0and mobile targeting all together.<\/p>\n
OOH will serve as both a visual anchor and physical node for connectivity to deliver more engaging content.\u00a0 In environments where full motion video is permitted, marketers and advertisers can use digital OOH to engage and entertain while leveraging the increased connectivity to provide companion experiences, interactivity\u00a0or paths for action.<\/p>\n
We are already seeing examples of how dynamic OOH content is shaping the future \u2026 and new concepts are being tested every day.\u00a0 Displays at a particular subway station in proximity to a Broadway theater, for instance, can promote actual last-minute available seats for purchase.\u00a0 A local sports team can advertise on screens in multiple locations, and in near real time display the score, highlights of the game, and the words of influencers in the space.\u00a0 Advertisers can literally tell a story and take their audience for the ride.<\/p>\n
Also, a driver could pass a DMV billboard, and depending on the time of day, discover how long wait-times are, take advantage of last-minute cancellations, then login to a DMV app, schedule an appointment in real time\u00a0and essentially cut the line.\u00a0 Convenience and connectivity are finally one in a 5G world.<\/p>\n
The promise of seamless 5G connectivity is to give marketers and advertisers more opportunities to serve and communicate with their audience through a variety of mediums.\u00a0 Whether it\u2019s in IoT or automotive, or through OOH, advertisers who recognize how to inform their creative campaigns will be able to target their customers through even more relevant messaging.\u00a0 With 5G, marketers will finally have access to real-time data\u00a0and can inform their campaigns, build connections\u00a0and utilize time and space to capture their customers\u2019 attention and offer them exactly what they want.<\/p>\n
A more connected media landscape provides innumerable advantages for marketers, but more connections means more complexity, making it even more important to create campaigns that stand out and resonate with their audiences through engaging content that is scalable and translates across mediums.\u00a0 The size, prominence\u00a0and relative permanence of OOH gives marketers the opportunity to have a highly visible campaign cornerstone that can connect video, experiential marketing, social media activation\u00a0and mobile targeting all together.<\/p>\n
OOH will serve as both a visual anchor and physical node for connectivity to deliver more engaging content.\u00a0 In environments where full motion video is permitted, marketers and advertisers can use digital OOH to engage and entertain while leveraging the increased connectivity to provide companion experiences, interactivity\u00a0or paths for action.<\/p>\n
We are already seeing examples of how dynamic OOH content is shaping the future \u2026 and new concepts are being tested every day.\u00a0 Displays at a particular subway station in proximity to a Broadway theater, for instance, can promote actual last-minute available seats for purchase.\u00a0 A local sports team can advertise on screens in multiple locations, and in near real time display the score, highlights of the game, and the words of influencers in the space.\u00a0 Advertisers can literally tell a story and take their audience for the ride.<\/p>\n
Also, a driver could pass a DMV billboard, and depending on the time of day, discover how long wait-times are, take advantage of last-minute cancellations, then login to a DMV app, schedule an appointment in real time\u00a0and essentially cut the line.\u00a0 Convenience and connectivity are finally one in a 5G world.<\/p>\n
The promise of seamless 5G connectivity is to give marketers and advertisers more opportunities to serve and communicate with their audience through a variety of mediums.\u00a0 Whether it\u2019s in IoT or automotive, or through OOH, advertisers who recognize how to inform their creative campaigns will be able to target their customers through even more relevant messaging.\u00a0 With 5G, marketers will finally have access to real-time data\u00a0and can inform their campaigns, build connections\u00a0and utilize time and space to capture their customers\u2019 attention and offer them exactly what they want.<\/p>\n