Are OOH ads out as fake OOH ads get more real?

The out-of-home (OOH) scene has been rapidly changing especially as more people go online and the focus shifts to social media ads. In fact, more than two-thirds of the world's population now use the Internet, with social media once more proving that it is not going anywhere. Today's online world boasts 5.07 unique social media identities, with 37 million users created in the last quarter.

Around 5.56 billion users have also been identified as mobile phone users, with an overall increase in users recorded across the digital world. These statistics follow the latest quarterly report from We Are Social and Meltwater, which analysed social media and digital trends in Q1 2024 of digital users aged 16-64. 

Don't miss: What are some of the must-know rules and regulations around fake OOH ads in SG?

In Southeast Asia, 73.7% of the region's total population are on the Internet. The region also sees more social media users active than the global average, particularly in the Philippines, Indonesia, Malaysia, Thailand and Vietnam.

With more people on social media and the Internet, marketers have had to work harder than ever when it comes to capturing attention in the OOH space as consumers remain glued to their phones. 

In fact, traditional OOH has been going through an interesting period in the last decade or so and getting consumers to look away from their mobile phone has become increasingly difficult especially in a market such as Singapore where connectivity is quite superior, according to Mark Teal, chief marketing officer at VCCP Singapore. 

"But we think that there's a role for OOH especially when it's done contextually and really leverages outdoor not just as a channel but as a real part of the story you want to tell," he explained. "This will help set it apart from social because there is a way to justify the media investment by ensuring that you are getting a unique level of awareness and uplift in brand equity that is unique to OOH that digital could not do."

Teal added that in his opinion, OOH is still relevant as long as it is used contextually or in a way that is unique to its location and the audience that sees it.

How can brands do that? The first really important thing is to not think of your OOH as a version of your print ad, according to Teal. 

"There are so many examples where an outdoor poster has more than one message and looks like it should exist in a medium where you are asking someone for more than three seconds of their attention," he said. "They need to be short and succinct, and the agency and client need to work closely to strip away at all the other communication objectives down to one core message that OOH can deliver uniquely," he added. 

How OOH is evolving

Echoing Teal's view, Goh Shufen, founder of R3 said that OOH’s role in the media plan remains unchanged and unyielding in a market constantly fighting for attention of the consumers. No matter the advancements of social and digital advertising, OOH remains well positioned to drive reach at scale, achieve incremental reach or capture eyeballs with creative executions.

Chloe Neo, chief executive officer of Omnicom Media Group Singapore agreed by saying that today, OOH can reach consumers through their journey from online and the physical world to point-of-sales with greater behavioural insights and personalisation capabilities than before. Hence, OOH is increasingly becoming a strategic, measurable, and compelling channel as part of a consumer journey and brand marketing mix.

She added that according to the World Out of Home Organisation 2024 Global Expenditure Survey, global OOH ad spend reached US$41.9 billion in 2023 and is expected to grow to US$45.3 billion this year.

"As with all media, effective OOH marketing strategies require significant planning and research. With the technological advancement, data integration, diversity of OOH platforms and enhanced creative use of OOH, we continue to see a strategic demand for OOH across a diverse portfolio of brands," she explained, adding:

OOH media done well has the potential to make a strong memory impact and create a striking brand experience.

Neo explained that while brands still use prominent static OOH such as billboards for upper funnel objectives via brand credentialling and brand dominance and buying out strategic sites for the long-term, there is increasing use of data including audience intelligence for smarter targeting and relevant content marketing in the physical world.

Meanwhile, Franck Vidal, director, Southeast Asia sales and partnerships at Vistar Media said that the role of OOH is indeed evolving to complement digital channels when needed, while also standing strong on its own by extending a brand’s presence into the physical world, where most buying decisions still happen.

"Programmatic digital out-of-home (DOOH) bridges the gap between online and offline environments, delivering brand messages during key moments of the consumer journey—whether on the move, shopping, or socialising. OOH reinforces messages seen on other channels, increasing brand trust and recall, while driving consumers towards action," he added.

Vidal added that OOH has become even more relevant in today’s media landscape, particularly because programmatic technology offers enhanced targeting, flexibility, and real-time activation.

"As people navigate increasingly fragmented environments, OOH ensures visibility in public spaces where traditional digital ads struggle to compete. Unlike online ads that can be skipped or blocked, OOH captures organic attention, creating meaningful brand impressions that stay with consumers long after exposure," he said. 

He explained that creating impact with OOH relies on delivering relevant and engaging content at the right place and time.

"Programmatic DOOH makes this possible by allowing advertisers to align campaigns with contextual triggers—such as weather changes, time of day, or local events—making the message feel timely and personal," he said. "High-impact visuals, concise messaging, and strategically chosen high-traffic locations help build an emotional connection, establishing ambiance and leaving a lasting impression that resonates with audiences."

An example of this is Moove Media, ComfortDelGro’s outdoor advertising arm, which is trialing dynamic cab advertising, Singapore's first taxi top smart digital billboards, for a six-month period currently.

The Land Transport Authority (LTA) has approved for 50 vehicles to be on the road during the trial, it said in a statement in October this year. 

With digital out-of-home advertising projected to grow by 13.8% annually, Moove Media said that it has identified a gap in the market for a dynamic platform that can deliver tailored digital content to consumers on the move.

The new taxi top smart digital billboards will be able to display different creatives based on the vehicle's location, time of day and prevailing weather conditions, allowing advertisers the ability to tailor ads and target audiences with precision.

Adding to his point, Marcus Yong, vice president of global marketing at Klook said that OOH ads today are not just about visibility; it's about intentionally creating captive moments that resonate with consumers. Against the noisy digital landscape, OOH ads can become vital touchpoints that engage with audiences in their everyday environments - whether they’re commuting, shopping or enjoying leisure time.

He added:

While digital ads’ excel in interactivity, targeting and attribution, balance is key; over-reliance on one medium can dilute impact.

Saying that, Yong explained that ultimately, the message is in the medium.

"Marketing is both an art and a science, and I urge all marketers to focus first on the story they want to tell, the emotional response they wish to evoke and the business objectives they want to achieve before selecting the right channel and format. Bold visuals and captivating messages can spark curiosity, seamlessly connect the physical and digital realms, and drive brand engagement.”

Is FOOH the answer?

With more people online and the stakes higher than ever when it comes to capturing attention in the OOH space, could fake Out of Home (FOOH) ads instead be the answer?

FOOH ads have become the industry's new favourite plaything as we see increased use of Augmented Reality (AR), Virtual Reality (VR) and Artificial Intelligence (AI).

From Chinese smartphone brand OPPO taking over the HSBC Rain Vortex in Jewel Changi Airport and turning the waterfall into liquid silver to HBO celebrating the launch of House of the Dragon season two by plastering Marina Bay Sands' towers and the exterior of the National Gallery with CGI banners, FOOH is everywhere we look. 

"FOOH is a very popular way of getting your brand into someone's phone while looking like its OOH - and without paying for the media costs to run OOH," said Teal. "It's a very clever tool in a marketers arsenal especially when budgets are tight, but again, it needs to be done with a clear creative intent.

He added that people are not going to pay attention to it if it's done in a poorly executed manner devoid of meaning.

"Worse yet, if the sole intent is to position their brand against another to borrow equity. People can sniff through such things quite easily," he said. 

Agreeing with him, Vidal said that while FOOH, like social media mockups of OOH campaigns, has its appeal, at the end of the day, it’s just another ad on a screen.

"The real power of OOH lies in its physical presence and ability to capture organic attention in public spaces. You can’t skip a billboard or dismiss a digital sign at a station, and that makes OOH uniquely powerful in delivering large-scale impact, visibility, and context," he said, adding:

The enduring value of OOH is that it reaches people as they go about their day—whether commuting, shopping, or attending events—offering memorable, real-world experiences that digital media can’t replicate.

Vidal explained that when combined with programmatic capabilities, OOH becomes even more effective, delivering precise, relevant campaigns that seamlessly integrate into omnichannel strategies, bridging the gap between digital interactions and meaningful in-person engagement.

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