Interested in what is OOH advertising? Out-of-home advertising (OOH), also known as outdoor advertising, refers to advertising that reaches consumers outside their homes. If you want to know how to achieve business success through out-of-home advertising, then this post is right for you.
One of the best methods for reaching consumers is advertising. They can learn about the newest market trends and developments as well as the availability of a wide range of goods and services in their area with its assistance.
Out-of-home advertising has significantly changed in recent years as a result of evolving technology and rising consumer awareness. As more businesses invest in this area, it is gaining momentum every day.
In this article, we will learn more about out-of-home advertising, its pros & cons, examples and tips for OOH campaigns. Let’s start!
What is Out of Home Advertising?
Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer’s home. Billboards, bus shelters, benches, and everything in between are included in this tradition. If you see a sign outside your house (and it’s not on your phone!), then you are most likely looking at some kind of OOH ad.
We all spend time outside, but with the rise of digital advertising, it can occasionally be challenging to spread your message. This is resolved by OOH, which is now being enhanced by developments in digital technology to become a potent tool for marketers and advertisers.
What is the Purpose of Out-of-Home Advertising?
Out-of-home advertising aims to amplify brand awareness and capture audiences while they are out of their homes. While traveling, customers may see physical or digital advertisements in real time, and they may see these OOH campaigns more than once, which increases brand recognition.
OOH advertisements enable advertisers to place their campaigns in busy areas, providing a practical and affordable way to catch a consumer’s eye while they are out and about.
Pros and Cons of Out of Home Advertising
Companies and start-ups continue to frequently use out-of-home advertising to promote their brands to consumers. It does, however, have its own unique set of benefits and drawbacks. These are:
- The most effective form of advertising to reach a moving population is outdoor advertising.
- Due to their installation for a considerable amount of time and subsequent increase in audience engagement, it leaves the public with a lasting impression of the brand.
- They provide the most economical way for advertisers to raise brand awareness.
- They can also be installed in a variety of high-traffic areas, such as a city center, train stations, bus stops, business hubs, shopping malls, etc.
- Only a small amount of information about a company or service can be shared with the public through outdoor advertisements.
- Advertisements on billboards, in transit, and on posters are all designed to be seen briefly. In turn, this makes it very challenging for people to remember the contact information.
- Outdoors may cause quick wear out due to the high frequency of exposure. People might grow weary of seeing the same advertisement every day.
- It is unlikely that the outdoor advertisement will inspire action, and its effectiveness is difficult to gauge.
Examples for Out-Of-Home Advertising
Nearly all well-known brands, particularly retail brands, use outdoor advertising for some of their marketing campaigns. Here are a few instances of outdoor advertisements that stood out from the crowd.
McDonald’s Sundial Ad
One of the best examples of outdoor advertising campaigns was and still is McDonald’s billboard advertisement from back in 2006.
In its advertisement showcasing a variety of its food offerings, McDonald’s chose to use an M-shaped sundial.
The advertisement also included a schedule of the snacks that were available at various times, such as cheeseburgers in the afternoon and coffee in the morning.
Spotify Latest Playlist Ad
The 2017 advertising campaign Spotify ran is another illustration of OOH advertising. The best trending playlists on their platform were highlighted in this advertisement.
Rapidly rising Spotify usage was a direct result of the ad campaign’s huge success.
What You Can Do With Out of Home?
Create Impactful Advertising Campaigns
Because of its potential to affect consumers, OOH advertising is a favorite of advertisers. These significant out-of-home advertisements are noticed by them.
Unlike TV, radio, or mobile ads, which can frequently be turned off or changed to another channel, OOH campaigns can’t be ignored.
This implies that advertisers can roll out highly visual, impactful campaigns that grab consumers’ attention and enable brands to effectively communicate with their target audience.
The advertising industry is a great place for creativity to flourish outside of the home. A huge, effective ad space is a great environment for creativity to flourish. It’s ideal for testing some of your brand’s most innovative ideas when you consider this and the requirement to deliver a concise and lasting message.
This makes it clear why creativity is a crucial element of OOH campaigns, especially given the growth of data and new forms of interactivity in the OOH space.
Use Location Intelligently
Locality plays a huge role in outdoor advertising. In order for their advertisements to have the greatest impact, advertisers must take into account their placement in the real world.
Advertisers can now do much more with location than was previously possible thanks to the rise of DOOH and other adtech stacks.
For instance, it is possible to comprehend the demographics of customers who are close to OOH ad inventory in real time. Based on this, advertisers can deliver dynamic ads that are most appropriate for consumers at any given time.
OOH advertising has now caught up to how digital marketing services have developed to offer thorough analytics and insights into ad engagement and conversion. OOH advertisements are a potent toolkit for any marketing department because they can measure campaign impressions and can now be attributed.
Purchasing in Real-time
It used to be a difficult and time-consuming process to buy OOH advertising inventory. Today, thanks to innovation and digitization, it takes only a few minutes from the point of purchase to the point of viewability.
As a result, campaigns are able to adapt more easily and are more likely to interact with the surroundings and circumstances that consumers are currently in. For instance, altering creatives according to the climate.
Because of these developments, the category is quickly expanding among marketers and advertisers, with a large portion of this growth being attributed to the OOH space’s digitization.
Tips for OOH Campaigns
To ensure you get the most out of OOH advertising, as with any marketing campaign, careful planning is essential.
The smartphone can be the center of attention in the world we live in. So, one of the main objectives of OOH campaigns is to break into that market. Because of the development of interactive technologies such as DOOH, as we have already mentioned, this is becoming simpler.
Here are some crucial suggestions to help you make your OOH campaigns successful and maximize the use of your OOH budget.
Data is a Key Tool
The accessibility of data has undergone one of the most significant changes in the advertising and marketing industries. Improved targeting, improved personalization, and more precise measurement have resulted from this.
Make sure you are using data in your OOH campaigns whenever it is available. When buying OOH media programmatically, be aware of your options for using your own datasets to enhance your campaigns. In particular, consider how data can help your campaigns perform better.
OOH is now a fun place for marketers to be. Strong DOOH campaigns are being created thanks to data.
Unavailable ten years ago, the large data ecosystem is now within our reach. Advertisers are now able to get more done with their activities and campaigns thanks to these data sets.
However, the quality of the advertising depends on the data that powers it. The data that marketers use for DOOH must be understood. Third-party data needs to be thoroughly vetted, and working directly with second-party providers is a much better solution.
Try a Shareable Campaign
The most successful outside-the-home marketing campaigns aim to generate buzz. People talking about and sharing these campaigns makes them more effective.
An excellent example is a recent campaign for the BBC TV show Dracula; the engaging and thought-provoking creative was widely shared on social media and went viral. Its ideal fusion of creativity and shareability was the reason for everything.
Sometimes Busier Locations Are Better Than More Locations
It may be tempting to purchase additional sites or cheaper locations. However, it may be much better to adopt a different strategy when using OOH advertising.
It may be preferable to select a busy website that will reach as many people as possible for the greatest impact.
Less is More With OOH
Make sure your message is straightforward when communicating outside of the home. Because most customers will only view your advertisement for a brief time, less is more when it comes to OOH.
It’s critical to use visuals that are likely to catch the audience’s attention and limit the number of words because you only have a few seconds to catch their attention. Instead of informing, the intention is more to intrigue.
Conclusion on What is Ooh Advertising
Out-of-home advertising is any form of visual advertising found outside of a home.
Outside-the-home advertising is more effective than ever today. OOH’s capabilities are growing in line with advancements in technology.
Hopefully, this article helped you understand the meaning, different types, and importance of OOH in widening a brand’s reach.
Related Post: What is OTT Advertising?
What Are 5 Types of Out of Home Advertising?
The main types of OOH ads are billboards, Street furniture, POS displays, bus shelters, kiosks, and telephone boxes.
How Does Out of Home Advertising Work?
Also known as out-of-home media or outdoor media, OOH advertising is about messaging to consumers when they are in public places, commuting to work, waiting (e.g. in elevators), and in specific commercial locations.