By Rose Sugatan
Out-of-Home (OOH) advertising has been a staple of the marketing landscape for decades, and it continues to thrive in the digital age. OOH encompasses a broad spectrum of advertising methods that engage audiences outside their homes, reaching them in public spaces, transit hubs, and other high-traffic locations. In this blog post, we will delve into the different types of OOH advertising, exploring their unique advantages, creative possibilities, and their impact on consumer behavior.
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The diverse array of OOH advertising methods offers marketers a wide range of creative possibilities to engage their target audience. Each type of OOH advertising presents unique advantages that cater to different campaign goals and desired consumer interactions. For instance, mobile billboards offer a dynamic and eye-catching way to take advertising campaigns on the road, literally. These movable displays, placed on the sides of trucks, buses, or other vehicles, provide unparalleled flexibility in reaching specific locations and demographics. Mobile billboards can navigate through busy city streets, suburban neighborhoods, or even participate in events and parades, maximizing exposure to potential customers.
Billboards
Traditional billboards are iconic fixtures in the out-of-home (OOH) advertising landscape, recognizable for their large, static displays that demand attention from passing audiences. These towering structures are strategically positioned along highways, busy city streets, and other high-traffic areas to ensure maximum visibility and reach. With their eye-catching visuals and concise messaging, billboards have the power to make an immediate impact on viewers, delivering brand messages effectively in a matter of seconds.
Serving as a constant presence outdoors, billboards deliver the same message to all viewers regardless of the time of day or their individual interests. However, with the rapid advancements in technology, the realm of billboards has evolved significantly to include digital billboards, adding an interactive and dynamic element to the OOH advertising space.
Image Source: milk.fandom.com
An excellent example of a traditional static billboard is the popular “Got Milk?” campaign. Launched in 1993 by the California Milk Processor Board (CMPB) and later adopted nationally by the Milk Processor Education Program (MilkPEP), the “Got Milk?” campaign became a hit and a staple of OOH advertising. The campaign featured simple yet powerful visuals of celebrities and ordinary people with milk mustaches, along with the bold question, “Got Milk?” The clever and memorable tagline, combined with the striking images, immediately captured the attention of passersby and drivers, leaving a lasting impression on consumers.
The success of the “Got Milk?” campaign extended far beyond the billboards themselves. It became a pop culture phenomenon, leading to countless parodies, references in TV shows and movies, and even inspiring various adaptations in other industries. The campaign’s effectiveness was evident in its ability to shift public perception and increase milk consumption in California and across the United States.
Digital Billboards
Digital billboards have gained prevalence in recent years due to their versatility and ability to engage consumers in real-time. These electronic displays allow advertisers to showcase rotating ads, dynamic content, and even leverage real-time data to tailor messages based on various factors such as weather conditions, time of day, or local events. This level of interactivity and customization enhances the effectiveness of the advertising campaign, as it ensures that messages remain relevant and impactful to the audience at any given moment.
One innovative billboard campaign that reached global prominence is the “Share a Coke” campaign by Coca-Cola.
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By incorporating personalization into their advertising strategy, Coca-Cola effectively connected with consumers on an individual level, driving engagement and fostering a sense of personal connection with the brand. The campaign displayed personalized messages with names on digital billboards, prompting consumers to seek out their names and share the experience on social media platforms. This clever integration of digital billboards and social media generated substantial buzz and user-generated content, amplifying the campaign’s reach far beyond the physical billboards themselves.
Mobile Billboards
Mobile billboards offer a creative and innovative approach to taking traditional static billboards on the move. These attention-grabbing displays are mounted on the sides of trucks, buses, or other vehicles, transforming them into mobile advertising platforms that can reach diverse locations and audiences. By strategically deploying these rolling billboards, advertisers can effectively target specific areas and demographics, tailoring their messaging to suit the preferences and behaviors of their audience.
One of the significant advantages of mobile billboards is their adaptability and flexibility in reaching locations where traditional static billboards may not be feasible or permitted. In areas with limited static billboard availability or strict regulations on outdoor advertising, mobile billboards provide a dynamic solution, allowing advertisers to penetrate otherwise challenging markets.
Mobile billboards are particularly effective during events, festivals, and busy city streets, where foot and vehicular traffic is high. Navigating through crowded streets, these mobile displays capture the attention of pedestrians and motorists alike, ensuring a considerable and diverse audience is exposed to the advertising message.
A noteworthy example of an impactful mobile billboard campaign comes from the sandwich chain Subway. By creatively leveraging the dynamic nature of mobile billboards, Subway displayed clever taglines that changed throughout the day to match different meal times. During breakfast hours, the truck advertisements promoted Subway’s breakfast menu, enticing passersby with mouthwatering images of morning offerings. As the day progressed, the messaging seamlessly shifted to highlight lunch and dinner options, effectively appealing to consumers’ changing food preferences throughout the day.
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This dynamic approach not only kept the advertising content fresh and relevant but also demonstrated an understanding of consumer behavior and mealtime habits. The ability to tailor messaging to specific times of the day and audience preferences showcases the power of mobile billboards in creating personalized and engaging brand experiences.
Street Furniture Advertising
Street furniture advertising is a strategic and subtle way to integrate ads into the urban landscape by utilizing various urban fixtures such as bus shelters, kiosks, benches, and public trash cans. These ads blend seamlessly into the environment, providing valuable information to commuters and pedestrians while also promoting products or services in a non-intrusive manner. This form of advertising capitalizes on the high foot traffic in metropolitan areas, where people often pause or wait, providing ample opportunities for consumers to notice and engage with the ads.
The effectiveness of street furniture advertising is found in its ability to target consumers in their everyday surroundings. As people navigate cities and public spaces, they naturally interact with street furniture, making it an ideal platform for advertisers to communicate their messages. By integrating ads into these fixtures, brands can efficiently capture the attention of their target audience without interrupting their daily routines.
One compelling example of a street furniture advertising campaign is the “Kit Kat Bench” campaign. In this creative initiative, Kit Kat transformed regular benches in public spaces into interactive advertisements. The benches were designed to look like giant Kit Kat bars, where passersby could sit, de-stress, and have fun. The interactive aspect of the Kit Kat Bench not only captured people’s attention but also provided an engaging and enjoyable experience for them. By allowing individuals to “have a break” with a real-life Kit Kat bar in the form of a bench, the campaign effectively conveyed the brand’s signature message of “Have a Break, Have a Kit Kat.”
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This campaign creatively utilized the physical space of street furniture, turning them into eye-catching and interactive brand installations. The benches not only provided a place for people to rest but also became an attraction in themselves, drawing people in to experience the playful and delightful interaction.
Transit Advertising
Transit advertising is a dynamic and strategic approach that capitalizes on different modes of transportation to reach audiences on the move. This category encompasses a wide range of advertising opportunities, including ads on buses, trains, subway platforms, taxis, and airport terminals. Transit ads provide a unique advantage in targeting specific demographics as advertisers can select routes and locations based on their target audience’s preferences, habits, and locations of high foot traffic.
A distinguishing feature of this advertising strategy is its ability to reach a captive and diverse audience. Passengers on public transportation spend considerable time waiting for their ride or traveling to their destination. During this time, they have the opportunity to interact with and absorb the messaging displayed in transit ads, making it an effective medium for brand exposure and engagement.
Apple’s “Shot on iPhone” campaign serves as an exemplary case of effective transit advertising. The campaign utilized subway platforms and buses as canvases to display stunning photographs taken with iPhones. The captivating imagery showcased the phone’s impressive camera capabilities, demonstrating the potential for high-quality photography with an iPhone.
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By leveraging transit advertising, Apple effectively targeted a diverse and engaged audience during their daily commutes, capturing their attention with beautiful visuals that highlighted the product’s unique selling point. Plus, the campaign not only showcased the product’s features but also encouraged passengers to consider the iPhone for their photography needs. It tapped into consumers’ interests in photography and creativity, inspiring them to view the iPhone as a viable tool for capturing their own memorable moments.
Digital Screens and Video Walls
Digital screens and video walls have emerged as modern and captivating forms of out-of-home (OOH) advertising, elevating the traditional static display to a dynamic and interactive experience. These high-definition displays are commonly found in high-traffic locations such as shopping malls, airports, stadiums, and other public venues, providing advertisers with a powerful platform to engage with audiences.
A standout quality of digital screens and video walls is their ability to deliver dynamic and engaging content. Advertisers can leverage motion graphics, animations, and interactive elements to capture viewers’ attention and create immersive brand experiences. The fluidity of digital displays allows for more impactful storytelling, with the capability to showcase products, services, or brand narratives in a visually compelling manner. Digital screens also provide the flexibility to adapt and change content rapidly. Advertisers can rotate different messages and visuals at various times of the day or align them with specific events or promotions. This versatility ensures that campaigns remain fresh and relevant, preventing ad fatigue and maintaining the audience’s interest and engagement.
An exemplary illustration of the creative possibilities of digital screens and video walls is Nike’s “Unlimited Stadium” campaign in the Philippines. The campaign utilized a massive video wall at a mall in Manila, transforming it into an interactive and experiential running track. Visitors were invited to run on the track while competing against a digital avatar of themselves displayed on the screen.
Image Source: adweek.com
This innovative strategy effectively turned exercising into an engaging and interactive experience, aligning perfectly with Nike’s brand message of pushing boundaries and encouraging athletes to reach their full potential. By combining technology, interactivity, and physical activity, the “Unlimited Stadium” campaign created a unique and memorable brand experience that resonated with consumers beyond a traditional advertising encounter.
Guerilla Advertising
Guerilla advertising is an ingenious and unconventional approach that dares to break away from traditional advertising norms, aiming to capture audiences’ attention in unexpected ways. This form of advertising is often found in unusual places such as sidewalks, staircases, walls, or even in everyday objects, and it relies heavily on creativity, clever messaging, and eye-catching visuals to generate intrigue and engage passersby.
Another type of guerilla ad are projections, which represent a cutting-edge and attention-grabbing form of OOH advertising that harnesses the power of large-scale projections to captivate passersby and create a sense of wonder and curiosity. This advertising technique involves using creative visuals and projecting them onto the surfaces of buildings and other structures in urban environments. The temporary and ephemeral nature of these projections adds an element of surprise and spectacle to the advertising experience, allowing brands to make a bold and unforgettable statement.
An exceptional characteristic of guerilla advertising lies in its ability to create memorable experiences for audiences. By using elements of amazement and interactivity, guerilla ads leave a lasting impression on viewers, making them more likely to recall the brand or message long after encountering the campaign. These unexpected and unique encounters foster a sense of curiosity and delight, drawing attention to the brand and sparking conversations among people who come across the ads.
Guerilla advertising is particularly effective in urban areas, where the clutter of traditional advertising can sometimes cause messages to get lost in the noise. In such environments, guerilla campaigns stand out as novel and innovative, capturing the imagination of the public and sparking interest that extends beyond the physical location of the ads. Social media plays a crucial role in amplifying guerilla campaigns, as people love to share and discuss these extraordinary and share-worthy experiences online, exponentially increasing the campaign’s reach and impact.
One example of a successful guerilla marketing campaign is the promotion of the movie “IT” in 2017. To build anticipation and excitement for the horror film, the campaign involved placing red balloons in sewer grates in several cities, recreating an iconic and eerie scene from the movie. The striking image of a red balloon emerging from a sewer grate immediately piqued curiosity and captured the attention of passersby, effectively creating a sense of anticipation and intrigue around the movie’s release.
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This guerilla campaign brilliantly capitalized on the element of surprise and the cultural recognition of the “IT” franchise, effectively tapping into people’s fear of the unknown and their fascination with horror themes. The unconventional and clever execution of the campaign built anticipation and media coverage, creating an organic and viral marketing effect that extended well beyond the physical locations of the red balloons.
Stadium and Arena Advertising
Sports venues offer a captive and enthusiastic audience, making stadium and arena advertising a highly effective and impactful method for promoting brands and products. These advertising opportunities extend beyond traditional static billboards, encompassing a range of placements such as scoreboards, digital screens, banners, and even on the field or court itself. Sponsoring events or teams can further enhance brand visibility and create a strong association between the brand and the excitement of sports.
An attribute that sets this advertising method apart is the engaged audience it reaches. Sports fans are highly passionate and dedicated, and they invest emotionally in the games and events they attend. This heightened level of engagement creates a unique opportunity for advertisers to connect with consumers on a deeper level, leveraging the energy and excitement of the sporting environment to drive brand recognition and loyalty.
For example, during the Super Bowl, brands often invest in highly impactful stadium advertising to capitalize on the massive viewership and media attention surrounding the event. The Super Bowl is one of the most-watched television events globally, drawing millions of viewers who eagerly await the commercials and halftime show as much as the game itself.
In 2019, Verizon’s “The Team That Wouldn’t Be Here” campaign exemplified the power of stadium advertising with a moving and emotionally resonant ad. Using powerful storytelling and emotional visuals, the campaign highlighted the story of 11 NFL players and 1 NFL coach who wouldn’t be here without the first responders who saved them. The ad was displayed on stadium screens, capturing the attention of millions of viewers during the Super Bowl.
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The emotional impact of the ad left a lasting impression on viewers, showcasing how OOH advertising can not only capture attention but also touch hearts and minds. By aligning their brand message with a meaningful and relevant cause, Verizon established a strong emotional connection with the audience, reinforcing their commitment to community and inspiring positive brand associations.
Airport Advertising
Airport advertising strategically targets travelers and visitors in airport environments. Airports serve as bustling hubs where millions of people pass through each day, making them a prime location for brands to reach a captive and diverse audience from all over the world. This unique advertising medium offers distinct advantages for marketers looking to create memorable brand experiences and drive brand awareness.
A notable advantage of airport advertising is its ability to engage with travelers during their journey. Passengers waiting for flights or navigating through terminals often have idle time, making them more receptive to advertising messages. Airport ads have the opportunity to capture attention during these moments, providing a valuable opportunity for brands to make a lasting impression on their target audience.
One brand that leveraged airport advertising is Emirates Airlines, which launched the “Fly With Me” campaign to captivate travelers and promote the airline’s exceptional in-flight experience. The campaign was strategically rolled out across various airports worldwide, targeting passengers in departure lounges and high-traffic areas. The campaign involved a series of immersive and interactive digital installations strategically placed in key airport terminals, which resembled Emirates’ iconic aircraft cabins. Passengers were invited to step into the mock cabin and experience Emirates’ renowned onboard amenities.
Image Source: emirates.com
By allowing passengers to virtually experience the exceptional in-flight service and amenities, Emirates successfully connected with their audience during a crucial moment – the pre-flight wait. The campaign generated considerable buzz and engagement, as travelers shared their experiences on social media and spoke about their anticipation to fly with Emirates. The “Fly With Me” campaign not only strengthened Emirates Airlines’ brand image as a premium airline but also encouraged passengers to consider Emirates for their future travel plans.
Conclusion
In the ever-evolving marketing landscape, OOH advertising remains a powerful and relevant medium for driving brand awareness and influencing consumer behavior. As consumers increasingly interact with multiple screens and devices, OOH provides a tangible and impactful touchpoint that complements digital and mobile strategies. Additionally, the combination of data-driven insights and creative storytelling allows marketers to craft campaigns that resonate with audiences and make a lasting impression.
In conclusion, OOH advertising presents a diverse range of opportunities for brands to engage with consumers beyond the confines of their homes. By strategically leveraging various formats and harnessing creativity and innovation, marketers can create compelling campaigns that leave a lasting impact on audiences. As technology continues to advance and consumer behaviors evolve, OOH advertising will remain an essential and dynamic component of the marketing mix, enabling brands to connect with consumers in the physical world and create meaningful brand experiences that resonate long after the initial encounter.
