Outdoor advertising has seen a remarkable transformation in recent years, driven by advances in technology, shifts in consumer behaviour, and evolving marketing tactics. Once dominated by static billboards with fixed messaging, the industry now embraces digital displays that offer flexibility, immediacy, and enhanced audience targeting.
Digital Billboards: More Than Just a Display
Digital billboards have changed the game for advertisers. These high-impact screens allow content to be updated in real time. Campaigns can now respond quickly to new promotions, events, or even weather changes.
More importantly, content can be tailored to the time of day and specific locations. This helps businesses reach the right audience at the right moment.
Advertising on digital billboards has also become more accessible. Businesses can now secure space for as little as $149 per week—something previously out of reach with static formats.
Programmatic Buying: Bringing Digital Intelligence to the Outdoors
One of the fastest-growing trends in outdoor advertising is programmatic buying. This allows businesses to bid on ad space in real time, much like online ads.
It offers more control and efficiency. Advertisers can select ideal times and locations for their campaigns using real-time data insights.
Programmatic platforms analyse traffic patterns and audience demographics. This enables smarter, location-based targeting that increases relevance and impact.
Automated systems also simplify the buying process, saving time and resources.
Measuring Impact with Analytics
Modern outdoor advertising goes beyond visibility. Thanks to advanced analytics tools, advertisers can now track campaign performance with greater accuracy.
These insights help shape future strategies, allowing businesses to grow their reach and impact more effectively.
What Tauranga Businesses Should Consider
As the Bay of Plenty region grows, so does the competition for visibility. Digital and programmatic outdoor advertising offer local businesses a smart way to stand out in busy areas.
These tools help deliver relevant messaging to the right audience at the right time.
Whether you’re a small business exploring new marketing options, or an established brand looking to modernise your approach, understanding these trends can help you make informed, strategic decisions.
This article was written by Rachel Ferguson, National Sales Manager for Outdoor Attractions. Outdoor Attractions (OA) is a leading provider of digital billboards in the Bay of Plenty. The two platforms OA use for programmatic buying is Hivestak and Vistar Media. For more information on how you can use outdoor advertising to help with your business, email rachel@outdoorattractions.co.nz.
