Category
Lifestyle
Assisted Choices
Trend cluster
Category
Functional
Out-of-Home
Brands are adopting useful physical advertisements to benefit consumers.
4.0
Trend score
Trend
What is the Functional Out-of-Home trend?
Functional Out-of-Home: Instead of mundane billboards or bus stop ads, these experiential campaigns take things to a tangible level, giving consumers a reason to engage with a brand's message physically and mentally, creating a higher likelihood of unaided awareness. Whether it be protection from the rain or added ease of travel, functional out-of-home ads are a memorable and powerful form of advertising.
Trend themes
Themes within the Functional Out-of-Home trend
Three behaviours holding the trend together01
Functional Out-of-Home Advertising
Brands are turning to useful physical advertisements to engage consumers in a tangible way.
02
Interactive Billboards
Ad campaigns that involve interactivity and user engagement.
03
Socially Responsible Advertising
Campaigns that incorporate philanthropic and charitable initiatives.
Industry implications
What the Functional Out-of-Home trend means for industry
Where the trend changes the playbookFor
Advertising and Marketing
Companies can find inspiration in functional and interactive outdoor advertising to create memorable campaigns.
For
Technology
Technology can be leveraged to create interactive billboard experiences, including augmented reality and internet connectivity.
For
Social Services and Philanthropy
Socially responsible advertising campaigns can be used to fund charitable initiatives and provide housing and relief to underprivileged communities.
Trend signals
Trend signals for Functional Out-of-Home
Trend score 4.0 out of 10, from popularity 62%, activity 49%, freshness 8%.
Popularity62%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Functional Out-of-Home trend
7 featured examples from Jul 13, 2011 to Jun 6, 2013CategoryMarketing
Functional Outdoor Billboards
The IBM Smart Ideas for Smarter Cities Campaign Leads by Example
Opportunity for advertising agencies to create more engaging and functional billboards that capture the attention of consumers and provide value beyond traditional ads.
CategoryMarketing
Internet Connection Film Campaigns
CJ Entertainment’s Wi-Fi Ad Draws Attention Back to the P
The advertising industry can benefit from incorporating innovative and interactive elements in campaigns to generate buzz and engagement with their target audience.
CategoryMarketing
Climate-Based Fashion Campaigns
Burberry Digital Weather Billboards Alert Brits to the Temperature
Retailers can offer personalized product recommendations and targeted advertising based on real-time weather data.
CategoryMarketing
Sunscreen-Dispensing Signage
This SunSmart Australia Campaign Encourages Skin Protection
Integration of functional elements into billboards can enhance engagement and effectiveness.
CategoryMarketing
Bug-Trapping Billboards
The Ad Agency Publicis Milan Has Turned a Billboard into a Bug Trap
The advertising industry can create innovative outdoor campaigns that incorporate technology and product functionality.
CategoryTech
Poster Food Orders
Domino's Pizza Ordering App Lets People Get Pies From Their Phones
The fast food industry can benefit from mobile ordering apps and AR technology to enhance the customer experience and increase sales.
CategorySocial Good
Sheltering Charity Billboards
The Other Side Campaign Creates Shelter for the Poor from Billboards
The outdoor advertising industry can embrace the trend of sheltering charity billboards by partnering with non-profit organizations and implementing socially responsible campaigns…
