The out of Home Advertising About to Break the Barriers to the Smallest Businesses

BERLIN - Dec. 19, 2018 - PRLog -- What are the essential needs of humans in order to sustain life? To put it simply: eating, drinking, and sleeping are our most basic needs that have to be met for us to survive. Just like humans, every kind of business has basic needs that have to be met. The question then is, what are the primal needs of a brand or business? It can be pinned down to just three things: product, financial resources, and advertising. Why exactly is advertising on that list of basic necessities? Advertising allows those outside of the company to be aware of a product, services, deals, and many more things. Without this kind of communication, a company would probably struggle to grow exponentially. It is, therefore, on the list of essential needs.

While this is true, smaller businesses do not have the luxury that big businesses or brands have due limited financial resources and size. Consequently, this makes small businesses have to choose smarter ways of advertising. This is why many of them decide to go digital when it comes to their advertising. In compared to digital advertising, traditional advertising requires a lot of investment in a singular strategy and are not flexible. If the message or timing is wrong, there is no way to make changes in traditional advertising. This could ultimately result in a negative ROI.

There are downsides of only relying on solely on digital advertising.  Companies run the risk that only using one type of medium of advertising cuts their brand off from the great opportunities offered by other types of advertising. Naturally, industry advocates such as Joe Hill, head of the Nurture programme for start-ups at JCDecaux, reveal that a mix of traditional and out-of-home advertising drive to higher sales and help smaller brands to be perceived as long-established and credible.


Some fast facts: the advertising industry will influence the removal of barriers to smaller businesses

Statistics speak for themselves. GroupM, part of WPP and the leading global advertising media company in terms of billings based in New York City, estimated a $19 billion in ad forecast new investment in 2019, meaning an expected growth of 3.6%. In addition, according to Allied Market Research (AMR), the DOOH market is expected to reach $8,393.30 million by 2023. This shows growth at a CAGR of 12.60% from 2017 to 2023. Due to this positive projection in growth, an expected reduction of price inflation of digital screens, rapid digitization or the decrease in demand for traditional billboard advertising is expected.

These factors will cause an impact on the digital signage industry in the coming years, and as a result, small businesses could become beneficiaries thanks to projects like for example, HYGH. It is no wonder that their business's motto is: "everyone can advertise". HYGH's vision goes beyond: as a peer-to-peer advertising network and content management system, connects owners of public displays with brands. Recently, the DOOH project (https://demo.hygh.tech/?utm_source=7072347573&utm_med...) has launched its demo website and is currently developing an app. the HYGH platform empowers everyone to become an advertiser, regardless of budget, resources, or company size.

Likened to the way Airbnb turned spare rooms and apartments into potential vacation rental opportunities, HYGH turns any screen into a potential advertising hub by introducing tablets and Smart TVs into the category as viable units for advertising.

Projects like HYGH (https://hygh.tech/?utm_source=50524c6f67&utm_medium=p...) would definitely help to democratize the advertising market by bringing to anyone the possibility to become advertisers, where you could advertise anywhere easily or provide a display and get paid.