Out of Home Marketing Cannot Be Ignored

Chances are that if you have stepped outside of your home today, you have seen some type of OOH (out-of-home advertising). This type of advertisement is found in the real world and outside of consumer’s homes. OOH can be found in the form of billboards, ads on transit vehicles such as buses, taxis, and subways, street furniture such as bus stop benches and place-based ads such as posters at sports stadiums or shopping malls. 

Here is an overview of how many OOH advertisement displays were utilized in the US in 2021 for each category:

The Out of Home Advertising Association of America reports that a total of 7.1 billion dollars was spent on OOH advertising in 2021 which was a 16% increase from 2020. Most of this, 77%, was spend on billboards. While digital advertising is still a major way that consumer’s are reached, OOH advertising has it’s own advantages. Even stil, having a combination of a digital and OOH advertisement strategy can be beneficial for brands as consumers that are first shown an OOH ad will be 48% more likely to respond to a digital ad from the same brand.  

The OOH advertising market is not as saturated as the digital advertising market.

As the population, in general, spends more and more time online, the number of digital ads that they are exposed to can seem excessive. With so many companies using digital platforms for their advertisements, it can be difficult to guarantee that your brand’s advertisements stand out to consumers. This is not the case with OOH advertisements. With large impactful ads, OOH advertisements grab the attention of consumers by standing out in contrast with everything else in the real world. They give the consumer the ability to focus on one ad at a time.

OOH advertisement is more difficult for consumers to ignore.

Many consumers may opt to install ad blockers on their devices, adjust their web browser settings, scroll past ads or leave the site in order to avoid seeing and reading the ads that they are shown online. This is more difficult to do out in the real world where the advertisement is right in front of their eyes. Imagine your consumer is sitting at a red stop light and they catch a glimpse of your OOH advertisement in form of a bus, poster on a bus shelter, or mobile billboard, they cannot simply drive away and avoid it. It will probably catch their attention and in doing so, may cause them to quickly read it before moving on with their day. Now your consumer will be more likely to respond to your other forms of advertising.

To make the most of your OOH advertisement efforts there are a few things to keep in mind.

Make a plan.

Before you get started first determine your goal. Are you trying to introduce a new product, reach more customers, and increase sales? Know what your goal is and specify how this OOH advertisement campaign will help you will achieve it. 

Keep it simple.

Consumers will likely only give your advertisement a few seconds. This is why it is vital that your image is impactful and that your message is short, clear, and concise. This is the time to make your consumers interested to learn more about your brand. 

Less is more.

It is better to have a few well-placed advertisements than a ton of advertisements in different areas. Look for locations that have a higher foot or transit traffic. Think about who your target audience is and where they are likely to spend their time and where they will be able to see your ad. 

If you are ready to get started on your OOH advertising campaign, we are here to help! Contact us today to learn how we can help your brand get out in front of your consumer's eyes and reach your goals. 

SOURCES:

https://en.wikipedia.org/wiki/Out-of-home_advertising

https://www.lamar.com/HowToAdvertise