Out of Home advertising (OOH) is not a new channel. In fact, it’s one of the oldest media in existence dating back to the mid-1800s, when circus posters and horse-drawn streetcar advertisements were ubiquitous. OOH is still thriving because it has constantly evolved and adapted to new formats, markets and technology.
The last five years in particular have seen great OOH innovations, which have helped advertisers take their message even further using a dynamic mix of billboards, digital displays, placed-based media, transit and cinema. This is important because with ever-increasing media fragmentation, advertisers need channels that are more relevant and more powerful than ever.
Okay, So What Makes OOH So Powerful?
OOH is one of the most powerful delivery methods out there because it reaches people no matter how they prefer to consume media. People spend roughly 70% of their day outside of their home. This is a big chunk of time. And while they may prefer to see ads via a newspaper or magazine or online banner display, they can’t help but see a billboard or digital display while driving or running errands. When they do they stop, take notice, and perhaps make a purchasing decision right then and there.
This makes OOH the only format that is ever-present and, creatively-speaking, incredibly versatile. When you add OOH to you media mix it can easily extend your reach and drive consumers to engage with your brand both online and in-store.
Things to Take Into Account When Planning an OOH Campaign
If you haven’t yet incorporated OOH into you media mix, now’s a really great time to tap into this powerful strategy. Here are some things you should keep in mind when planning your first campaign:
As with any other media, your budget will have a significant impact on the kind of format you use and where you place it. For instance, a small boutique hotel in Brooklyn will most likely not have the budget to stretch a large digital display in Times Square, but a smaller digital display at one of the airports could be a cost-effective solution.
Where is your target market located? If prospects are local you would want to place your OOH ads where this local group frequents such as the local mall, on local transportation and on trashcans.
If you want to throw a wider net, consider using highway billboards and sports venues.
Volume of traffic equals success of OOH campaigns. The more motorized or pedestrian traffic exposed to your ads the better, so you want the best position your budget can afford. Don’t be dazzled by format if that format doesn’t get any traffic. For instance, someone wants to sell you a digital display for dirt cheap. Who cares of it’s digital? It’s dirt cheap because that display is at the end of a hallway in a remote part of a regional airport – no one’s gonna see it.
Yes, size matters in OOH. A small OOH board in a public restroom will not have nearly the same impact if hung off the side of a bridge. As long as you ensure your OOH ads are appropriate in size as they relate to the location and are clearly visible to your target audience, you should see a ROI.
As consumers increasingly ignore passive exposures to media and demand more and more engagement, brands turn to OOH because it allows a richer dialogue with their audience. OOH not only allows for multiple touchpoints throughout a consumer’s day but offers innovative ways to deliver messaging and gain brand awareness that cuts through the competition inherent in traditional media. In short, OOH ads get you noticed and drive action.