Outdoor advertising has once again demonstrated its ability to leverage events and generate effective contextual communication. This advertising strategy has become a powerful ally for brands that want to reach their target audience in an impactful and relevant way.
An exceptional example of this is the MESSI phenomenon in soccer, or football, in the United States. Last weekend, we witnessed an event that will undoubtedly mark the beginning of new forms of communication.
In Time Square, the world capital of DOOH, football was the main protagonist. And not because a football match was played there, but because this sport took over one of the most important screens in the area, and the debut of Lionel Messi’s team against the New Red Bull was broadcast LIVE.
In a digital world where advertising campaigns often focus on the virtual, outdoor advertising stands out for its ability to capture people’s attention in physical environments, where an event can directly interact with the ads. From strategically placed digital billboards on main streets to digital screens in shopping malls, airports, or point-of-sale locations, these platforms offer massive and lasting exposure.
The true magic of outdoor advertising lies in its ability to adapt to the environment and leverage different events to generate contextual communication. In recent years, brands have taken advantage of this by creating creative and relevant ads that resonate with the specific audience of each event. This is evident in the latest WARC report on advertising spend, where outdoor advertising experienced a growth of 6.8% so far in 2023, positioning the industry in the top 5 media with the highest growth and predicting a 7.3% growth for 2024.
Whether it’s music festivals, sports events, local festivities, or simply in the real world, outdoor advertising can be effectively personalized to connect with the emotions, interests, and needs of attendees.
Outdoor advertising has once again demonstrated its ability to leverage events and generate effective contextual communication. This time MESSI scored a new goal in the United States. Last weekend, we witnessed an event that will undoubtedly mark the beginning of new forms of communication.