WHEN TO CONSIDER OUT OF HOME (OOH) ADVERTISING

By Laura Pair, Chief Business Officer

Out of Home (OOH) advertising is a marketing strategy that involves displaying ads in public places. It has been used for decades, but in recent years it’s become increasingly popular due to its effectiveness in reaching consumers on the go. In fact, look around as you go about your day, and you’ll see OOH advertising is everywhere – your grocery cart, your coffee cup, the sides of buildings, the bus you’re riding in – you name it. 

High Visibility

One of the most significant advantages of Out of Home advertising is its high visibility. Unlike other advertising media, OOH advertising is not easily ignored. Billboards, posters, and other outdoor advertising formats are often placed in highly trafficked areas where they can be seen by thousands of people each day. According to a study by Nielsen, 71% of people notice roadside billboards, and 46% of those surveyed said they pay attention to them during their daily commute. 

Targeted Audience

Out of Home advertising can be targeted to a specific audience. Media buying planners can help you choose locations that are relevant to your target audience, such as a sports stadium, a shopping mall or a movie theater. By targeting specific areas, you can increase the chances of reaching potential customers who are more likely to be interested in your product or service. 

Cost-Effective

OOH advertising can be a cost-effective way to reach a large audience. According to a study by Outsmart, Out of Home advertising can cost significantly less than television advertising and 50% less than newspaper advertising. Additionally, OOH ads are seen by a larger audience for a more extended period than other media, which increases their overall value. 

Brand Awareness

By placing ads in prominent locations, advertisers can increase the visibility of their brand and establish it in the minds of potential customers. According to a study by the Outdoor Advertising Association of America (OAAA), Out of Home advertising is the most effective offline medium in driving online activity, with 46% of consumers searching online after seeing an OOH ad.  What’s even better is combining digital advertising with OOH media:  Media companies can often deliver digital ads to the cell phones of people who are also interacting with OOH ads in a given area, thereby increasing the “stickiness” of the messaging. 

In conclusion, Out of Home advertising can be a highly effective marketing strategy that offers numerous benefits, including high visibility, targeted audience, cost-effectiveness, brand awareness, and creativity. If you’re looking for a way to increase your brand’s visibility and reach a larger audience, Out of Home advertising may be the perfect solution for your campaign. 

Sources: 

Nielsen, “Global Out-of-Home Study,” 2019. https://www.nielsen.com/us/en/insights/report/2019/global-out-of-home-study/ 

Outsmart, “Out of Home Cost Effectiveness,” 2018. https://www.outsmart.org.uk/wp-content/uploads/2018/05/Out-of-Home-Cost-Effectiveness.pdf 

OAAA, “OAAA’s Guide to Out of Home Advertising Effectiveness,” 2019. https://oaaa.org/AboutOOH/OAAAsguidetoOutofHomeAdvertisingEffectiveness.aspx 

Ocean Outdoor, “The Neuroscience of Digital Out of Home,” 2019. https://www.oceanoutdoor.com/wp-content/uploads/2019/01/The-Neuroscience-of-Digital-Out-of-Home.pdf