Kinetic looks at trends in 2022
After a turbulent year for advertising and out-of-home (OOH), Kinetic UK has looked back on the success of 2021, and detailed the trends expected in the new year.
Shining a spotlight on the industry
Tuesday, 21 Dec 2021 15:05 GMT
Kinetic has given its advice on how OOH, PrOOH, and DOOH can be used in 2022
The OOH advertising company recently held an online event that covered current trends as well as featuring a presentation from marketing strategist and consultant Matthew Hook.
Hook pinpointed trust, connection, and novelty as three psychological needs driving audiences in 2022. Kinetic commented on the public’s increased confidence in public spaces and says that combining live and virtual experiences are key to the industry being successful.
Despite a difficult first half of the year due to winter lockdowns, the months since have seen exponential growth in the industry due to the easing of restrictions and re-opening of large venues and events. This has given sign and wide-format companies a much-needed boost as they helped with brand refreshes, events, and wide-format printing for big films and music events.
Outsmart, the trade body for the OOH industry recently announced the sector’s revenue for the months of July to September 2021. Income increased 63% year-on-year making for a total revenue of £270m.
OOH figures are looking positive for 2022, with the Advertising Association/WARC forecasting the total UK advertising spend to grow around 7.7% with OOH predicted to grow to 27.7%.
Chair of Outsmart, Justin Cochrane, says: “Another strong rebound quarter and a positive outlook for next year. Out of Home continues to connect brands and consumers in ever more innovative and trusted ways.”
Research shows population mobility continues to increase, especially with younger audiences.
The five trends highlighted by Kinetic in the run up to the new year were ‘Access All Areas’, ‘Real-Time Revolution’, ‘Location and Context’, ‘Creativity’, and ‘Real World Responsibility’.
The trends highlight and tap into some of the most standout and creative uses of signage seen this year, with many companies able to raise awareness for important issues such as the need to support small businesses, the environment, and tackling prejudices.
Kinetic suggests ‘blending’ physical and digital with technology such as VR or visual codes for social media. On top of this they remind advertisers, agencies and sign makers to embrace big and small ideas to anchor their campaigns.
Kinetic says: “Capitalise on people’s desire to get out and experience as much as possible in 2022 by using contextual OOH to tap into real-life cultural and social moments.
“Don’t discount classic formats, they are proven to be powerful vehicles for contextual messaging.”
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