If You Have Read A Brief History of Stephen Hawking's Time, the "Singularity" Describes a Theoretical Moment of Collapse from a giant star, somewhere between the horizon of events and the spaghettification where matter becomes infinitely dense. According to futurists like Ray Kurzweil, technological uniqueness will come true as artificial intelligence evolves so rapidly and so massively that the world will begin to escape human understanding. But for our purposes, the singularity could be a moment when two phenomena collide in order to create a new category with infinite possibilities. The imminent moment when the out-of-home media is merging with the online world will mean a "singularity out of the home" and a new category of the Internet could be born.
Brands should take full advantage of the impression, the nature of the physical world that can not be discharged from the battery, associated with the interactive and dynamic nature of digital media.
Indicators have been around for some time: the increasing proliferation of IP-enabled digital displays in public spaces, the increasing focus on the usefulness and content on the part of media owners in line, and the inevitable input of programming in the media, to name a few. As has been well documented, digital brands such as Spotify, Facebook and Google are increasingly turning to user interface media to promote their services. Spotify, for example, has performed artist takeovers abroad, helping to promote new street-level versions.
Consumers also participate. They are looking for deeper physical connections with previously exclusively digital experiences. For example, according to a study conducted by JWT, more than a quarter of vocal assistant users sexually fantasized about their voice assistant.
Physical contact is on the rise. Book sales have rebounded and are now larger than before the release of Kindle. Vinyl record sales have been the highest in years, as have podcasts and reboots. Meanwhile, digital experiences become more transportable and people react. In 2018, more than half of video consumption was recorded on mobile devices. These two developments indicate a fusion of worlds: the digital and the physical.
The OOH is well situated as a relay of this two worlds meeting. The Spending Report of the Advertising Association / Warc predicts a 40% increase in digital inventory by 2020, suggesting that users will be more and more accustomed to this change. The proliferation of digital displays in city streets will also allow for dramatic advertising moments, where takeovers on the homepage will become home town buyouts. In addition, mobile integration will grow to take advantage of convertibility. According to IAB, consumers are 48% more likely to click on a mobile ad after being exposed to the same advertisement via OOH. Add to that the fact that higher-resolution displays are appearing in city centers, and it's clear that display media will no longer be immersive and ubiquitous.
Brands should take full advantage of the physical world's -detrable nature associated with the dynamic and interactive nature of digital media. In the singularity of OOH, streaming services can offer quick access to new music via digital displays near concert halls. Travel brands can highlight beach vacations when the local weather gets bad. Autonomous vehicles will communicate with already connected cityscapes to manage traffic control and transit systems with new forms of advertising. Content sponsorships can leave the landing page and enter the public square, creating a link between the brand and the city and avoiding the jump too fast. Finally, advertisers can reach the right audience at the right time, regardless of screen or format, to create true omni-channel experiences.
Of course, we will not know what will happen until that happens. But one thing is certain: the opportunity for advertisers to integrate into physical experiences will explode with new opportunities.