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How Can Tech Companies Benefit From Out-of-Home Advertising?

March 9, 2021

How do tech companies market their services?

Digital marketing strategies often come to mind first—and you’re not completely wrong. However, tech companies and startups have also relied on out-of-home advertising.

Adweek reports that 25 percent of the top 100 OOH spenders are tech companies such as Facebook, Apple, Snapchat, and Google. Modern OOH, or out-of-home advertising, technologies enable brands to increase brand awareness, send geo-targeted ads, and acquire consumer data.

If you need more convincing in order to take the leap, here are some of the benefits of OOH for technology companies.

Noticeable and Unskippable
A large OOH billboard or wallscape is very hard to miss. Unlike skippable digital ads, you can’t ignore a billboard. It can instantly let you grab people’s attention and keep your business on the back of their minds. Consider this Tinder handpainted wall that may trigger people longing for a relationship. The massive size and bold creative copy definitely makes it hard to miss for passersby.

Tinder

Geofencing Marketing
Imagine you’re a gamer and you get a discount coupon on your smartphone. A few minutes later, you realize you’re in the vicinity of a game store and the discount will likely encourage you to keep browsing.

OOH ads are equipped for geofencing strategies. This lets marketers send location-based ads to shoppers within the vicinity—so this happens a lot more than you think.

If you have an in-store outlet, you can use geofencing technology to determine the number of customers that visited your outlet upon viewing the ad. Alternatively, you can also place the OOH ads in high-traffic areas such as subways or malls to ensure more people will see your billboard and location-based ads.

For instance, Slack's ad is located in the airport and seen by thousands of passersby in a day. This boosts brand awareness and attracts potential leads.

Slack

Collect Consumer Data
OOH advertising lets you get valuable insights into high-intent shoppers who visit your store upon viewing their ad. Marketers can also collect anonymous information related to demographic data, purchasing behavior, and interests.

Using this data, advertisers can improve their digital ads to maximize their impact or modify their targeting techniques for greater hyperlocal accuracy.

Improve Mobile Retargeting
OOH ads can be combined with digital campaigns to maximize results. Marketers can pinpoint consumers that have responded to their OOH ads and use this information to retarget them for their mobile campaigns. This is a cost-effective way to attract high-intent customers and lead them along the sales funnel.

Boost Authority and Credibility
In this day and age, anyone can create social media ads and attract followers on the internet. However, outdoor advertising remains a sort of landmark for brands and startups; when you move from low-cost digital advertising to a more impactful billboard, you’re telling the world that you’re ready to be noticed at a larger scale.

When done right, OOH can help you attract local consumers and build hype around your products. A large-scale OOH campaign across different cities can also help tech startups enter the mainstream market at a low CPM.

For example, Apple launched the “Shot on iPhone” on 10,000+ billboards spanning 25 countries. True to its name, each billboard featured stunning photos that people took using their iPhones.

iPhone

Solve for Outcomes with OOH Attribution
While it previously faced challenges, OOH is more measurable today than ever before.

Leveraging OOH attribution is opening up doors to better understanding customers, creating cross channel audiences, and more. Because cellphones with an internet connection and location tracking are now constantly sharing information about consumers, like where they are and what they’re interested in, brands have a unique opportunity to target their perfect audience. Combining location observation data gathered through different OOH channels is a great way to improve how you’re finding and targeting your audience.

Not only is it possible to reach audiences with a specific OOH placement, we can now understand whether or not audiences who were exposed to an OOH ad took action after seeing it. Whether they visited a store, purchase a product on a brand’s website, or even downloaded a mobile app, these metrics are key to improving your advertising messages and tactics to improve ROI in the future.

Ready to Leverage OOH Ads?
OOH ads may seem traditional, but it offers a lot of benefits for tech companies.

Thanks to advancements in technology, you can use geofencing technology and location observation data to attract nearby consumers and learn more about your audience. Alternatively, you can also leverage mobile retargeting and digital marketing capabilities to get high-traffic consumers across your sales funnel from awareness to conversions.

In short, OOH continues to offer increasingly measurable results for tech brands looking to take their targeted marketing to the next level.