Creativity Drives Impact in the World of Outdoor Advertising

POV’s
May 7, 2025
Sanna Ikonen, Lotta Billing, Tom Strømø & Henrik Welling

In the relentless battle for consumer attention, brands are constantly seeking innovative ways to cut through the noise and deliver impactful messages. At GroupM Nordic, we believe that outdoor advertising – when executed with creativity and precision – remains a powerful and vital channel. The Nordic OOH (Out of Home) landscape is evolving at an unprecedented pace. This article explores the key trends, technologies, and creative strategies shaping the future of OOH in the Nordics.

The Enduring Power of Creativity in OOH

While data and technology are essential, creativity remains the cornerstone of successful OOH campaigns. In the fast-paced environments of city streets, transit hubs, and shopping centers, a compelling creative execution is what captures attention, evokes emotion, and leaves a lasting impression. In the Nordics, we see a real appreciation for campaigns that are not only visually striking but also deeply resonant with local culture and values. It’s about finding that sweet spot where innovation meets authenticity.

Why does creativity matter?

Memorability and Engagement: Creative OOH campaigns evoke emotions, spark curiosity, or entertain audiences, leading to stronger brand recall and engagement.

Flexibility of Formats: OOH offers a diverse range of formats, from traditional billboards to dynamic digital screens, transit wraps, and experiential installations, allowing for experimentation and innovation.

Customization: Brands can tailor OOH campaigns to specific locations, audiences, or themes, using weather-responsive billboards or installations that reflect local culture.

Going Viral: When OOH Becomes a Social Phenomenon

The most impactful OOH campaigns transcend their physical presence, sparking conversations and spreading virally through social media. Consumers become brand ambassadors, sharing photos and videos of unique and surprising OOH executions. The key is to create something that’s truly shareable – something that people want to capture and show their friends.

Example: Remember the buzz around the Coca-Cola Christmas campaign, with its playful use of “fake out of home” (FOOH) elements? Or the Fanta Halloween campaign in Sweden, which also utilized FOOH elements to great effect? That’s the kind of impact that creative OOH can achieve for brands.

Programmatic DOOH: Efficiency and Precision at Scale

Programmatic Digital Out-of-Home (pDOOH) is revolutionizing the way OOH campaigns are planned, bought, and executed. It’s no longer just about buying screens; it’s about unlocking a new era of creative possibilities. Programmatic DOOH allows for incredible agility and responsiveness. Campaigns can be optimized in real-time, ensuring that clients’ messages are distributed at the right time, and in the right place.

Dynamic Budget Allocation: Optimize media spend by triggering campaigns based on pre-defined criteria, such as high inventory levels in specific geographic zones, allowing for dynamic budget allocation and ensuring your message is seen at the right time, in the right place.

Omnichannel Integration: Connect OOH with other media channels using AI and advanced technologies to maximize campaign performance and drive measurable results. Programmatic DOOH can be used on similar technologies and DSPs as other media channels like for instance online video, display, or audio.

Dynamic Content and Personalization: Delivering Relevance in Real-Time

Dynamic Content Optimization (DCO) is transforming OOH by enabling real-time adaptation based on factors like time of day, weather, audience demographics, location, and even live events. This allows for targeted, relevant, and engaging messages.

Real-Time Data Integration: Ads change based on current events, stock prices, or social media trends.

Weather-Based Advertising: Ads alter depending on the weather (e.g., promoting sunglasses on sunny days).

Time-Based Advertising: Ads tailored to specific times of day.

Location-Based Advertising: Ads adjust based on the viewer’s location.

Nordic Trends: Sustainability, Locality, and AI-Powered Creativity

The Nordic OOH landscape is characterized by several key trends, reflecting the region’s unique values and technological advancements:

Sustainability: A strong emphasis on environmentally friendly materials and energy-saving solutions, such as solar-powered displays.

Locality and Cultural Context: Adapting campaigns to local languages, traditions, and current themes to resonate with local values and aesthetics.

Digital OOH (DOOH): The increasing use of digital displays for real-time content updates, interactivity, and targeted communication, particularly in city centers, public transportation, and shopping malls.

Data-Driven and Targeted Advertising: Utilizing data analysis of traffic flows, weather conditions, and local events to target ads at the right time and place, often evident in smart advertising panels that adapt to the environment.

Interactivity and Immersiveness: Incorporating technologies like Augmented Reality (AR) and QR codes to encourage consumer participation and engagement, especially popular with younger audiences.

Programmatic DOOH: Real-time buying and precise targeting of advertising space, allowing for more efficient and effective campaign execution.

Hybrid Solutions: OOH + Social Media: Combining outdoor advertising with social media campaigns, encouraging consumers to share content and extend the reach of the message.

Artificial Intelligence and Automation: Employing AI in the planning, optimization, and analytics of outdoor advertising, including analyzing target groups and adapting ad content based on real-time data.

Large and Impressive Campaigns: While digital OOH is growing, the continued popularity of traditional large-scale campaigns that creatively utilize public spaces such as buildings and bridges.

Leveraging Neuroscience for Creative Excellence

At GroupM, we’re also exploring the use of cutting-edge tools like Neurons Predict AI, which utilizes neuroscience and machine learning to inform creative design. This technology allows us to gain a deeper understanding of how consumers respond to different visual elements, helping us create more impactful and memorable campaigns.

Conclusion

The Nordic OOH landscape is dynamic and full of opportunity. By embracing creativity, leveraging data-driven insights, and harnessing the power of programmatic technology, brands can create impactful campaigns that resonate with audiences both offline and online. GroupM is committed to helping our clients navigate this evolving landscape and achieve their marketing goals.

Contact your local specialist to discover how we can elevate your OOH strategy: