OOH advertising, also known as out-of-home advertising, is an old-school player in the game of digital marketing and advertising these days. While there are reports suggesting that outdoor advertising still matters and brands should go for it, some say it still plays a crucial role. In this article, we will be sharing some of the important aspects of why Out of home advertising still matters in the digital age.
Out of Home Advertising is presented in different forms, such as
Gas Station Advertising
Shopping Mall Advertising
The above are some forms of outdoor advertising, along with examples. Based on the above, Movia Media shares seven crucial reasons why OOH still matters and brands consider it.
OOH Advertising offers a wide visibility of the ads in the form of billboards, posters, transits, and more. In an era where customers can see digital ads and have the chance of blocking them from their lives, OOH advertising is the one that becomes a part of their lives. When traveling on roads, taking a flight, or commuting to their workplace via the subway, OOH advertising can be seen everywhere. OOH Advertising captures the attention of the target audience in an effective manner.
Unlike digital ads that can be skipped, blocked, or ignored, OOH advertising is inescapable. It weaves into the fabric of our daily lives, becoming part of our environment. Whether it’s a towering billboard on a freeway or a cleverly placed poster in a subway station, OOH ads are ever-present, capturing attention in a subtle yet effective manner.
Example – The brand message of Coca-Cola is Sharing Happiness and Refreshment. Even though you’re not looking at the ad often, in your mind, you have still absorbed the subtle message of the brand. And in your subconscious mind, whenever you’re having Coca-Cola, the Sharing Happiness tagline always remains.
OOH Advertising competes with digital ads but also plays smart and complements them in a certain way. Nowadays, almost all billboards and OOH Advertising, have a certain QR code that can be scanned via your smartphone and gives details of the product/service in a much more convenient way.
So not everything can be mentioned on the billboard, yet everything a customer needs to know is there. And with the support of digital technology, OOH Advertising plays smart these days.
For example – Starbucks shares their morning special breakfast option, but when the QR code is scanned, the entire menu of the barista opens up.
Relevance in Local Businesses
Local businesses often rely on outdoor advertising as it engages with the target audience quickly. Imagine a new cafe opening in the neighbourhood, and the most effective way to target the audience is through massive billboards and posters. Guerilla marketing, too works in this case. OOH ads are sometimes more effective than digital ads when local businesses are involved.
OOH Advertising sets brands apart from those who only push ads via the digital medium. Even though everyone is going digital, there is a sense of commitment when customers see huge billboards and other types of OOH ads in person. This also gives credibility to the brand and exposes it to individuals. The physical presence of the brand through OOH ads surely engages with the target audience.
Both advertisers and marketers have an open hand when it comes to creating OOH ads. Be it posters, billboards, truck advertisements, etc., everything that attracts the eyes and keeps the target audience engaged is a sign of creative innovation. Any ad that leaves a lasting impression on the consumer’s mind is better than a digital ad, which they sometimes ignore and don’t even look at.
The Persistent Success of Outdoor Advertising
We share some of the reasons why OOH ads are still effective and continue to be a valuable tool in today’s time.
1. Brand Recognition and Recall
OOH ads surely add to the success of the brands in terms of marketing and sales. The valuable attention that catches the eyes of passersby surely comes into effect. Studies have even shown how OOH ads are remembered by audiences for a longer period of time and how they shape customer’s decisions to buy a certain product.
2. Location-Based Targeting
Another reason is targeting the audience based on the location factor. Location-based targeting is used by marketers to strategically place the ads to reach a certain amount of the target audience, which then becomes customers in the near future. These days, even digital ads are doing location-based targeting when they ask you for the location; however, it is not as effective in shaping consumer’s minds as OOH.
3. High Frequency Exposure
OOH ads are seen by almost everyone. Be when they are commuting to work, leisure, shopping at a mall, catching flights at airports, and more. This high frequency with which ads are being shown to consumers is leaving their presence in their minds and becoming a part of their lives. The message and the USP of the product/service the company is selling remain in the minds of consumers and are perceived favorably.
4. Enhancing User Experience
Believe it or not, OHH ads surely enhance the user experience. Imagine an empty, old, and boring-looking bus stop. Now, the company is setting up ads, putting up lights to brighten up the mood of the consumers, sanitizing it, and cleaning the area just so consumers feel safe while taking the bus. Any vibrant measure taken by the company is not directly seen, but with some patience. The contribution companies make by acquiring their ads in public spaces adds value to communities, and the efforts are what a normal audience remembers.
5. Cross-Channel Synergy
A marketing strategy that utilizes the well-laden technology of digital media and mixes it with OOH ads is highly effective—basically, bridging the gap between digital ads and OOH ads. An integrated marketing strategy that combines digital and OOH advertising can be highly effective. For instance, a brand can use billboards to create initial awareness and then retarget those who’ve seen the billboards with digital ads. This cross-channel synergy maximizes exposure and engagement, making the brand’s message even more potent.
Evolving Technologies and OOH Advertising
OOOH Ads have come a long way, and in today’s time, they use the latest technologies, which makes them more useful to marketers, fetch the result, and are used dynamically. Here are some technologies that have enhanced the OOH Ads experience
1. Digital Billboards
Digital billboards are used by almost every company these days in high-traffic areas, and they are a valuable asset to companies. They offer real-time content updates, dynamic messaging, and precise scheduling. These billboards can adapt to different audiences, weather conditions, or current events, maximizing their impact.
2. Programmatic Buying
Programmatic buying plays a crucial role and has extended its efforts into OOH advertising. Basically, it allows marketers to purchase ads based on real-time data and insights. The right message reaching the right audience at the right time is all data controlled and helps how digital advertising works. Similarly, this is now used for OOH ads to purchase the spaces.
3. Geo-Fencing and Geo-Targeting
Lately, GPS integration and location-based technology are the new norms in OOH advertising. Marketers can create geo-fences around specific areas and deliver ads to people’s mobile devices as they enter that zone. Earlier, this technology was only limited to digital ads, however, with the latest technologies, it is being seen with OOH ads too.
4. Interactive OOH
Some OOH advertising strategies have become highly interactive. QR codes on billboards can lead consumers to online experiences, mobile apps can provide real-time information, and interactive kiosks can offer services. These interactive elements bridge the gap between physical and digital experiences, enhancing user engagement.
Case Studies in Effective OOH Advertising
Here are some of the case studies that showcase the impact of OOH advertising in the digital age and how it is still flourishing in business.
Coca-Cola’s “Share a Coke” Campaign
One of the best examples of how OOH advertising can be effectively incorporated into a larger marketing strategy is the Coca-Cola “Share a Coke” campaign. Some of the popular names were printed on Coca-Cola cans and bottles that were used for the campaign. This resulted in the names being featured on posters, billboards, and even transit advertising. Customers were urged to locate bottles with their names and split a Coke with companions. Social media users took to the campaign, demonstrating how online engagement can be increased via out-of-home advertising.
Spotify’s Data-Driven Billboards
Spotify’s data-driven billboards are an excellent illustration of the synergy between OOH advertising and digital technology. These billboards featured humorous and sometimes thought-provoking messages that drew from Spotify user data. For example, they displayed insights like “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?” These personalized billboards not only caught people’s attention but also drove online discussions and shares.
Apple’s “Shot on iPhone” Campaign
Apple’s “Shot on iPhone” campaign showcased the power of user-generated content and its integration with OOH advertising. The company collected stunning photographs taken by iPhone users and featured them on billboards and posters worldwide. This not only celebrated the creativity of its users but also demonstrated the quality of iPhone cameras. The campaign was a major success, with people actively engaging by sharing their own photos, making it a truly interactive OOH campaign.
In the age of digital dominance, out-of-home advertising remains an essential and highly effective tool for marketers. Its inescapable visibility, ability to complement digital strategies, and potential for location-based targeting make it a valuable asset in any marketing arsenal. Moreover, OOH advertising has evolved to embrace technological advancements, adding new dimensions to its capabilities.
As the case studies of Coca-Cola, Spotify, and Apple illustrate, OOH advertising is not just surviving but thriving in the digital age. It can drive online engagement, create memorable user experiences, and encourage audience interaction. When integrated strategically with digital marketing efforts, OOH advertising has the power to leave a lasting impact on consumers, proving that its relevance remains unshaken in the ever-evolving world of advertising.