When we think of out-of-home media in the past, we only think of traditional methods of brand promotion. However, thanks to technological advancements, out-of-home media now has a much wider scope, giving advertisers many options for digital brand promotion. For marketers on a tight budget, outdoor advertising is the best option. One of the most reliable and efficient ways to influence the public—and one that works faster than Facebook, Instagram, and YouTube—is through out-of-home media advertising. It links consumers with businesses both online and offline.
Out-of-home media is much more important post pandemic. According to the report, 77 percent of people are more aware of their surroundings now than they were before the epidemic, therefore this study demonstrates how marketers can invest their time and resources to promote their products using out-of-home media. As a result, the outcome is both illuminating and instructional.
What is Out-Of-Home Media?
Out-of-home media is the advertising strategy that enables marketers to advertise products and services outside of the home which could be traditional way like static billboards, ads on street furniture, or mobile on any mode of transport like Uber, Bus, and Truck side advertising that is into the limelight due to beacon technology impression analytics technology.
Types of Out-Of-Home Media
Some of the common and most popular types of ooh advertising are billboards, transit or mobile billboards, and street furniture advertising. Let’s have some look at these types:
Billboard advertising is the way to market a company’s products or services by using the large-scale print advertisement. It is usually on prominent locations where the possibilities of high traffic like on highways and centric areas of the cities where the message of advertisement reaches a wide range of audiences which means more people know about your product. More than 70% of the people make the purchase decision while sitting in the car and most people notice billboards. The most common billboards are:
- Static billboards mean that are stuck in one place, it is print-based and digital. Large-scale print billboard means posters on walls or sometimes wrapify something by locating in huge traffic and digital billboards mean using a digital attractive screen that provides flexibility to change message based on time and weather and engages a high volume of traffic. Thanks to technology advanced experts that introduce interactive advertising which is considered the most significant display method that influences people to interact with the ads and make connections between the brand and target audience.
- Mobile billboards as its name mentions it is related to the mobility, exactly the advertising of brand on some of the transit medium or moving vehicles like cars, buses, Ubers, and trucks. It is also called transit billboards. They are so popular just because of their efficiency and boundless exposure because vehicles are everywhere they not only attract pedestrians but also the passengers and drivers who would be on the back of such advertising vehicles. Cookies made a partnership with truck side ad agency Movia which runs ads on 5 trucks over 14 weeks and generated 35 million impressions.
The cost of mobile billboards depends upon many factors like the design and size of the advertisement, is the advertisement is for a specific audience then the marketer can use stationary vehicles which would be cheaper than moving vehicles.
2. Street furniture
Outdoor advertisements on street furniture are excellent for increasing awareness in high-traffic areas like public amenities where is a great possibility of pedestrians and highly visible. It creates buzz. The ad could be on bus benches, bus shelters, parking lots, ATM kiosks, phone kiosks newsstands, or street poles. Although it is a cheaper way to advertise things as compared to other Out of home media, it only reaches the local communities, and is hard to measure how many people react to seeing an advertising message.
3. Point of sale display
Point of sale displays is normally in shopping centers, grocery stores, and restaurant to grab the attention of people so they attract and buy their products and services. They are normally near the cash-out counter when people are in line for cash-out, items like candies, chips, drinks, and hair clips are of low price, and no need to think more to buy them. It is a tactic of the marketer to sell products.
Why should your brand adapt out-of-home media advertising?
Out-of-home media advertising is a strong concept that can have a big impact on your marketing efforts, customer perceptions, and profitability. Because of its constant presence, OOH has a far higher capacity to keep recognition over time than most advertising mediums. With today’s hectic lifestyles, out-of-home media advertising is important for reaching consumers on the go. To begin with, here are a few reasons why.
- Aids in the launch of a successful brand by increasing and retaining brand awareness at a low cost.
- Targets targeted groups and markets with increased advertising, such as business travelers, shoppers, youths, and others, to reach a large number of people quickly and conveniently.
- By repeatedly reinforcing the message, it amplifies the impact of other advertising channels.
- Provides a ‘road to purchase,’ assisting in the conversion of customer awareness into the purchase.
How it helps
Companies can use Out of Home media to increase brand awareness and brand recognition, and gain market expansion.
Take a look at the following statistics to see why out-of-home media has become the most preferred method for building and retaining brand awareness:
- More than 69% of consumers make purchasing decisions when away from home.
- Over 80% of consumers pay attention to an out-of-home advertising message, and nearly half of them do so regularly.
- Media on digital billboards, static billboards, subways, commuter railroads, taxi cabs, and newspaper stands has been noticed by at least three-quarters of all adults in the United States.
Brands can achieve the following results by including out-of-home in their media mix:
OOH BOOSTS OTHER CHANNELS AND HELPS THE MARKETING MIX
According to the Canadian Out of Home Marketing and Management Bureau, OOH enhances digital channels by up to 31% for internet advertising and 56% for social media advertising. For a simple OOH media ad, that’s quite spectacular.
BOOST BRAND POSITIONING AND SUSTAAIN IT
The positioning of a brand determines whether it succeeds or fails. A customer’s mental image of a product is significantly more important than the object itself most of the time. Conduct market research before launching a brand advertising campaign. Examine the market’s competitiveness, your key competitors, what sets them unique, and your target customers.
Consider the present positioning of the brand and build your media strategy around it. Identify the emotions or thoughts linked with your unique selling proposition — does it make people happy, or trigger any emotions? Overall, deciding on a brand positioning requires a clear vision as well as extensive market research.
In a busy environment, these larger-than-life visuals along with prominent visibility, and strong branding stand out. It is not in competition with other kinds of media and can help cut through several other ads.
ATTRACT A LARGE OUTDOOR AUDIENCE
Out-of-home media advertising provides a consistent presence for your brand and stimulates audiences’ senses 24 hours a day, seven days a week. It reaches an audience that is difficult and expensive to reach through other media. As different types of media become increasingly fragmented, advertisers are expanding their reach by leveraging OOH to reach a much broader demographic.
STORE PROXIMITY AND CUSTOMER ENGAGEMENT
The most powerful media for influencing buyers 30 minutes before they make a purchase is out-of-home advertising, also known as the window of influence. Because 45% believe that OOH ads placed near where they buy provide relevant information, tapping into key moments along the customer’s path to purchase is crucial in inspiring them to make a purchase.
Customers from all walks of life are targeted by out-of-home advertising efforts during their everyday commutes or while walking around outside their homes. They tend to engage with the content on the media most of the time in one way or the other. According to a study, 71% of customers made some sort of physical or online action after seeing an OOH ad, such as searching for a brand online or visiting a physical store. Outdoor ads can be further coupled with mobile campaigns to increase reach by retargeting large audiences across multiple channels.
OOH GENETRATES HIGH ROI CONSISTENTLY
Out of Home Media advertising creates more activity per dollar spent on an ad than print, television, or radio advertising, according to the Outdoor Media Association. They also say that out-of-home media advertising outperforms TV ads in terms of organic recall, as well as connecting and engaging people. The bottom line is that you can reach more people at the right time in the right location, which should be a top priority in today’s competitive market.
WHAT TO LOOK OUT FOR
Create objectives based on the campaign’s objectives, such as growing brand awareness or releasing a new product. The goals are chosen to influence the persona of the target audience, and each segment of the audience may be assigned a distinct business goal.
To achieve these brand promotion goals, you must first understand your target population. Demographics, interests, preferred media channels, and other criteria are usually taken into consideration.
The most important thing to keep an eye on is proper resource allocation. Your budget’s size and distribution might have a significant impact on the specifics of your OOH media advertising strategy. Concentrate on the types of media that are effective. Make a solid advertising strategy for your brand. Put this strategy into effect as soon as possible. Create a digital ad campaign on your preferred platform and delegate media buying to it depending on your target audience and budget. The platform will identify the best media and advertising content for your company and deliver impressions to your target market. After analyzing early analytics, changes to little aspects in advertising campaigns are conceivable and can sometimes improve their performance, so make changes as needed. Be aware of these aspects and optimize them to increase the likelihood of your marketing effort’s success.
Even though it’s one of the oldest forms of marketing, OOH media is still relevant today. Even though we live in a tech-savvy world, OOH is rising in popularity. Other forms of advertising are losing ground in terms of reach and consumption, especially among younger generations, while out-of-home advertising has risen in strength over the last decade—and reaches younger audiences in ways that online and television commercials do not. Out of all OOH advertising mobile billboards are considered the most effective and attractive technique to advertise products. As Movia installed tracking and Wi-Fi collecting devices onto trucks acting as moving billboards, offers real-time impressions analytics and retargeting opportunities. So, the companies who want to know when, where, and who saw their message should contact Movia which offers overall effectiveness which is far beyond what traditional ooh media offer.