Every week, the Out-of-Home (OOH) advertising units measured by Geopath across the entire US have the ability to deliver over 100 trillion impressions. That is enough for every person in the United States to see an advertisement over 300 million times. Outdoor advertising’s high reach and frequency levels coupled with its often lower cost per impression than other advertising channels make it a formidable medium.
This article will explain what OOH advertising is, when it should be used, benefits and challenges, and how you can be sure your OOH campaigns are working.
OOH advertising is any advertising experienced outside of the home. Also called outdoor advertising, outdoor media and out-of-home media, this type of advertising includes a variety of formats from Billboards to Wallscapes and Posters seen during vehicular or pedestrian travel to Place-Based advertisements seen inside and outside of gas stations, convenience stores and shopping malls. OOH advertising can also be in nontraditional formats such as Street Teams, Wildpostings (permitted or guerilla) and anything else imaginable to reach consumers offline.
There are many different formats and types of OOH advertising that can be found everywhere outside of your home:
Acne Studios utilized an OOH Billboard to feature their classic Musubi Bag in a cheeky campaign. The Billboard they chose was near a retail location on Melrose in West Hollywood and facing towards a busy road. The featured creative was eye-catching with the design being readable from a distance and unobstructed from vehicular traffic.
Top Golf leveraged a high-impact Wallscape in a busy area of downtown Portland to capture their audience with a personal message.
Varo used Bus advertising as part of a broader OOH campaign to reach their hyperlocal target audience with a personified creative and compelling message.
You should use OOH advertising whenever you want to reach large groups of consumers in real-time. Outdoor advertising leverages engaging visuals and powerful messages as an effective standalone channel or as an amplification of your omnichannel marketing strategy. Advancing technologies, targeting, and measurement allow advertisers to measure how their campaigns are performing and measure the effectiveness of OOH in conjunction with and against their other marketing channels.
Outdoor campaigns should be used when you want to get above the “noise” of digital marketing channels. With continuous phone privacy updates, and the ability to pay to opt-out of ads on many digital channels, OOH stands out as a channel where your consumers cannot avoid it, and they often don’t want to. Additionally, consumers tend to notice Out-of-Home advertising more than other media channels.
OOH allows you to speak directly to your audience, helping you to attract new customers and engage your existing base. Traditionally OOH advertising was used for pure branding, but technologies have allowed it to be used for multiple purposes, including increasing sales, website visits, and app downloads.
OOH advertising in all forms has many advantages that help it to support your campaign efforts and get your message to the world:
While OOH advertising comes with many benefits, there are some challenges.
OOH provides extended reach to digital campaigns, as these placements are offline, existing outside of the audience’s home and digital devices. Beyond reach, OOH touchpoints incite your audience to take action and learn more about your brand. Advertisers can leverage OOH beyond upper-funnel awareness to affect the consideration and buying phases of the funnel, allowing OOH advertisers to engineer media messaging to amplify their traditional and digital channel campaigns.
For example, an interactive and engaging placement with a relevant hashtag can generate buzz on social media, amplifying the reach of your message, a thoughtfully placed QR code can increase website visitation and app downloads, and placements advertising a product, service or discount near a point of sale can affect purchase behavior at the time and place where your audience is ready to buy.
The use of Digital OOH (DOOH) is quickly expanding with more units available every year, providing advertisers with creative flexibility, quick turnaround times for production, and the ability to run full motion video. It also allows clients to target specific audiences through dayparting and to create timely messaging based on occurrences, triggers, or happenings.
Some of the forms of Digital OOH advertising can include:
Programmatic DOOH (pDOOH) allows advertisers to buy digital advertising based on impressions using unique targeting parameters to share your message across multiple platforms at once and optimize where needed. pDOOH is most efficient when utilized with help from an OOH expert to plan, buy and measure your campaign.
As time marches forward, the oldest form of advertising is having a renaissance of sorts. Due to its unavoidable nature, OOH is continuing to increase in popularity with brands. Here are some of the trends you can expect to see in OOH advertising:
Though there is a misconception that OOH is less measurable than other channels, the OOH rating system provides OOH advertisers with credible metrics comparable to other media channels. This allows advertisers to target similar audiences across their media mix.
Additionally, OOH specialist companies like Billups have patented technology that allows for deeper insights into how a campaign performed. Here are some examples of the kinds of reports that Billups can provide:
Ready to get started on an OOH Campaign? Billups' experienced team of media specialists and data scientists are here to help you with everything related to your campaign from conception to production to analyzing your results. Contact us today!
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