# Functional Out-of-Home Brands are adopting useful physical advertisements to benefit consumers. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Jun 18, 2013, updated Aug 20, 2013 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/functional-advertising-brands-are-adopting-useful-physical-advertisements-t ## Key Figures - Trend score: 4.0/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jul 13, 2011 to Jun 6, 2013 - Published: Jun 18, 2013 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Functional Out-of-Home trend ### Functional Out-of-Home Advertising Brands are turning to useful physical advertisements to engage consumers in a tangible way. ### Interactive Billboards Ad campaigns that involve interactivity and user engagement. ### Socially Responsible Advertising Campaigns that incorporate philanthropic and charitable initiatives. ## What the Functional Out-of-Home trend means for industry ### For 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 for Functional Out-of-Home Trend score 4.0 out of 10, from popularity 62%, activity 49%, freshness 8%. - Popularity: 62% - Activity: 49% - Freshness: 8% ## Examples of the Functional Out-of-Home trend 7 featured examples from Jul 13, 2011 to Jun 6, 2013. - [Functional Outdoor Billboards](https://www.trendhunter.com/trends/ibm-smart-ideas-for-smarter-cities): The IBM Smart Ideas for Smarter Cities Campaign Leads by Example (Category: Marketing) Implication: Opportunity for advertising agencies to create more engaging and functional billboards that capture the attention of consumers and provide value beyond traditional ads. - [Internet Connection Film Campaigns](https://www.trendhunter.com/trends/wifi-ad): CJ Entertainment’s Wi-Fi Ad Draws Attention Back to the P (Category: Marketing) Implication: The advertising industry can benefit from incorporating innovative and interactive elements in campaigns to generate buzz and engagement with their target audience. - [Climate-Based Fashion Campaigns](https://www.trendhunter.com/trends/burberry-digital-weather-billboards): Burberry Digital Weather Billboards Alert Brits to the Temperature (Category: Marketing) Implication: Retailers can offer personalized product recommendations and targeted advertising based on real-time weather data. - [Sunscreen-Dispensing Signage](https://www.trendhunter.com/trends/sunsmart-australia-campaign): This SunSmart Australia Campaign Encourages Skin Protection (Category: Marketing) Implication: Integration of functional elements into billboards can enhance engagement and effectiveness. - [Bug-Trapping Billboards](https://www.trendhunter.com/trends/publicis-milan): The Ad Agency Publicis Milan Has Turned a Billboard into a Bug Trap (Category: Marketing) Implication: The advertising industry can create innovative outdoor campaigns that incorporate technology and product functionality. - [Poster Food Orders](https://www.trendhunter.com/trends/domino-s-pizza-ordering-app): Domino's Pizza Ordering App Lets People Get Pies From Their Phones (Category: Tech) Implication: The fast food industry can benefit from mobile ordering apps and AR technology to enhance the customer experience and increase sales. - [Sheltering Charity Billboards](https://www.trendhunter.com/trends/the-other-side-campaign): The Other Side Campaign Creates Shelter for the Poor from Billboards (Category: Social Good) Implication: The outdoor advertising industry can embrace the trend of sheltering charity billboards by partnering with non-profit organizations and implementing socially responsible campaigns… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)