Introduction
The motivation of the brands to stay unique and relatable in the current competitive markets is very evident. Brands are always looking for an opportunity to promote their products.
The number of brands and companies present is many, there are many more being introduced and promoted as we speak. brands are always on the lookout for these competitive releases. one small misstep and another brand steals the spotlight. When it comes to promotion there are multiple digital ways one can think of such as social media, SEO, google ads, etc., still, there are certain organic ways of promotion that brands choose confidently.
OOH advertising is the answer to this, OOH ads have a unique presence and charisma which is attention-grabbing for the audience. Out-of-home (OOH) advertising is becoming a powerful ally for businesses, the effects it has on people are very dynamic in terms of reach and engagement.
In this article we will be discussing this idea, we will try to understand the power of OOH ads how they still impact the advertising industry, and why brands choose to go for tangible static ads even in the digital era. This article will discuss the impact that these ads have, and how the marketers and audience perceive the content.
Why brands opt for OOH ads.
OOH ads have been in business since the 80s, it has been an old-school medium for promotion. Decades of presence and multiple new ways of advertising have been introduced. Meanwhile, the demand and impact of the OOH ads have remained the same, it has evolved and improved greatly. Still, this ad form stays relevant.
How did these ads stay on top of the game even in such a competitive digitally dominant world? It is a question we will be answering as we go along.
The days of OOH ads being static billboards are long gone, there have been various changes and improvements to this form of media, OOH ads have incorporated interactivity with the audience providing advertisers with a wide range of cutting-edge methods to engage viewers. They are more than just eye candy.
There are various forms of OOH advertising such as billboards, bus shelter ads, transit ads, etc. Every one of these platforms has its purpose and impact. Although these outdoor ads are placed in different areas and presented in various forms, there are a few things or criteria that bind these OOH ad forms together that help them be as impactful as they are. Let’s understand these criteria and observe how a viewer would perceive these ads.
Understanding the potential of OOH
We have spoken about the capabilities of OOH ads, their reach and visibility, and why brands are always considering this platform for their promotions, from the basic idea of OOH ads.
The investment in OOH ads for brands is a big budget, they must make sure it is the right fit for them. Several key indicators can help brands identify and utilize the OOH ad spaces to their complete potential. These factors are a few of the main reasons why brands believe OOH ads are impactful and beneficial for their promotion. Let’s look at some of these factors,
Location location location!
Location creates an impactful presence for the brands. The first ounce of expectation for the companies is for their brands to shine everywhere 24/7, they want to grab the audience’s attention every chance they get, OOH ads can spread the word in every corner of the city when a person steps outside the digital world. Understanding this demographic is a key factor for the advertiser, knowing where an ad will resonate the most with the consumer can boost engagement.
Global visibility
Words can travel everywhere, when an advertiser thinks of any promotional campaign, he thinks global. They want their brand message to be spread all around the world. While one can say that digital media advertisements are one of the convenient ways to make this happen others may argue that it is not as impactful, there are many possibilities of skipping or ignoring the ads. Whereas in the case of OOH ads people are always curious when they stop by.
For instance, educational institutions like GBC (George brown college) a well-established educational institute in Canada promoted themselves in the street cars of Hongkong, to spread their message and opportunities.
Brands who like to explore its potential and understand the audience in a global platform understand that OOH is an impactful resource.
Legitimacy
Legitimacy is one key factor for brands to consider, placing an ad in public spaces creates a sensibility of trust and credibility for the viewer. The tangible presence of OOH ads in real-world environments enhances a brand’s legitimacy, conveying a message of reliability to consumers. Unlike purely digital campaigns, OOH ads establish a concrete connection with the physical world, reinforcing the brand’s authenticity, this trust enhances the effectiveness of OOH advertising in influencing consumer perceptions and driving engagement.
Advancements in OOH advertisements
‘Survival of the fittest’ is a concept of evolution, something that everyone is aware of. The OOH advertising industry is the best example of this. The first ever OOH ad was a billboard painted on a wall in the 80s. At the time it was art or news where people stopped by to read the headlines.
As we speak in the year 2023, OOH is not just a billboard anymore, there are multiple changes and variations introduced in this platform to cater to each audience. OOH is not just limited to billboards, there are transit ads, taxi ads, bus shelter ads, hoardings, truck advertisements, etc.
This variation was not sufficient for the pace at which the consumers’ choices were increasing, brands had to up their game to bring in more engagement and exposure. Digital media was booming and welcomed well during the time, but people still had a knack for organic advertisements, OOH ads couldn’t have stayed the same, and many advancements happened with OOH to stay on top of the game. Brands demanded these changes and OOH delivered it swiftly. This was a turning point for OOH where it created more impact than ever. Let’s discuss some of those game-changers.
Digital out of home (DOOH)
While digital media was making its mark in the markets, OOH ads did not fall behind. This technological advancement shows the blend of billboards and digital content. OOH ads were not just static anymore, traditional advertising was replaced and improved with dynamic and interactive content on electronic screens.
The content of these ads can be customized according to the advertiser. Advertisers can change and update their messaging in real-time, allowing for more timely and relevant advertising campaigns.
Interactivity
If walls could talk… right? Well, guess what they can. Interactive billboards have made it possible, the DOOH ads have aimed toward consumer engagement by adding touchscreens, sensors, or mobile devices. This interactivity enhances the overall consumer experience and creates a more memorable impact. this blend of interactivity and engagement drives various brands to opt for OOH as it drives responses and returns.
Data analysis
DOOH advertising enables the collection and analysis of data, it makes things convenient for collecting data on audience behavior, customer engagement, and interaction, this analysis of data can help understand consumer preferences and make informed future strategic decisions.
When brands have access to such accurate information from such a massive platform audience, why would they choose otherwise?
Flexibility and creativity
Displaying digital ads provides a higher rate of flexibility for creative execution. There is maximum liberty for advertisers to experiment with multimedia content, animations, and dynamic visuals, allowing for more creative and eye-catching campaigns compared to static formats.
Industries opting for OOH ads
Now that we have looked at the reasons why OOH ads would be in demand for any advertiser, let’s look at some of the industries that have practically opted and live by OOH ads for their promotions.
Beauty and fashion
The fashion and beauty industry are constantly changing, there are multiple new releases and advances in products that brands do to match their consumers’ preferences, current digital platforms like TikTok and Instagram bring out a new trend every week, and brands need to match the speed to stay relevant with their target audience. Promoting such products on such short notice can be challenging, but OOH ads come to the rescue, as they cover a mass audience in delivering the message while being engaging.
Entertainment
The essence of the entertainment industry is to create buzz and generate anticipation for the shows. Movies, concerts, festivals, and shows, these events need a great audience, they have limited time to capture the audience’s attention and generate sales, while digital ads here can be a major player in the purchase of tickets, etc. OOH here can take the experience to the next level by constantly being visible to the audience Whether it’s strategically placed billboards, transit ads, or posters in high-traffic areas, OOH creates a pervasive and memorable presence to sustain the hype contributing significantly to the overall success of entertainment campaigns.
Tech companies
Technology industries are no less when it comes to new releases, unlike old times when brands used to announce products annually to increase speculation and consumer anticipation, things have taken a turn, brands are coming up with multiple product releases, they are adding new features and modifications to existing products to stay on top of the game.
In a world where innovation is constant, and millions of tech-savvy individuals eagerly anticipate the next big thing the Out-of-Home (OOH) advertising platform becomes not only a reflection but also a product of technology. Whether it’s the latest mobile devices, laptops, speakers, or other cutting-edge gadgets, OOH plays a pivotal role in creating a buzz and capturing the attention of the target audience. It has become a dynamic and visually compelling extension of the tech industry’s rapid evolution, connecting brands with their audience in a way that complements the innovation they bring to the market.”
Impact on brand perception
OOH ads translate a story, they are more than just a poster, this impact on brands is very evident for the advertiser. From a consumer’s perspective, OOH ads contribute positively to brand perception by creating a memorable and engaging experience. The narrative-driven approach captures attention, leaving a lasting impression on the audience. The physical and creative nature of OOH campaigns enhances the brand’s visibility, making it stand out.
For marketers, the OOH platform offers a resourceful opportunity to convey brand messages effectively. The ability to translate a compelling story through visually impactful content allows brands to connect with their audience on a deeper level. This positive interaction contributes to building brand trust, loyalty, and overall positive sentiment.
The brand perception from both the consumer and marketer’s point of view is very positive and resourceful regarding the OOH platform. It also boosts the other organic ways of promotion like word of mouth etc., the brand also gets beneficial ROI.
Conclusion
Overall, we can conclude that the impact of OOH advertisements is massive, there are a dominating number of industries that rely on this method of promotion. Meanwhile, there are advances and improvements that OOH platforms are going through to stay relevant to the audience. The organic nature of OOH is also well-received. We can say that this impact is only increasing in scale. Brands recognize this growth and are investing in this approach confidently.
