In today’s digital-centric world, marketers can become unduly reliant on online outlets. However, out-of-home (OOH) advertising continues to be a powerful and effective channel that should be considered as part of any comprehensive marketing strategy. From billboards to bus shelters, OOH advertising has distinct advantages that can greatly increase brand visibility, engagement, and, ultimately, return on investment. Here are convincing reasons why advertisers should prioritise OOH budgets in 2024 and beyond.
Unprecedented reach and visibility
One of the most significant advantages of OOH advertising is its unparalleled ability to reach enormous audiences. Unlike internet ads, which can be blocked or navigated over, OOH displays cannot be ignored. A well-placed billboard or transit ad can be viewed by hundreds, if not millions, of people each day.
Outdoor advertising has become an intrinsic part of the landscape, particularly in cities. They are visible to commuters on their daily routes, pedestrians on city streets, and travellers at airports and train stations. This regular exposure promotes familiarity and brand memory.
Furthermore, OOH targets demographics that might be difficult to reach through other media. Outdoor advertising can efficiently attract young urban professionals who do not watch much television, older persons who do not use social media, and low-income groups with restricted internet connection.
High Impact and Memorability
Many outdoor advertising forms are noteworthy due to their sheer size and visual impact. A well-designed billboard or an inventive street-level display can captivate visitors and leave an indelible impression. This “wow factor” is tough to recreate in other media.
Research regularly reveals that out-of-home advertisements are more memorable than other forms. A Nielsen survey discovered that 55% of consumers who viewed an OOH ad were highly engaged, retaining the precise message displayed. This is much greater than the prices for television, radio, and web advertising.
The contextual relevance of OOH also helps with message retention. An advertisement for a restaurant viewed at lunchtime or a promotion for a music festival placed near a performance venue resonates more strongly because of its immediate relevance to the viewer’s situation.
Complementing Digital Campaigns
Far from being out of date, out-of-home advertising works well with internet marketing activities. The proliferation of digital out-of-home (DOOH) formats enables dynamic, targeted content that can be updated in real time. This creates opportunities for interactive advertising that connect the physical and digital worlds.
For example, a DOOH billboard may show real-time social network feeds, encouraging passers-by to interact with the brand online. Alternatively, a street-level display could include a QR code that leads to an augmented reality experience or an exclusive online offer.
OOH can also influence internet search behaviour. According to a research conducted by the Outdoor Advertising Association of America, 46% of US people utilised a search engine to find information after seeing an OOH advertisement. This makes OOH an ideal tool for increasing online traffic and supporting larger digital marketing objectives.
Cost effectiveness and ROI
While the initial expenditure in OOH advertising can be significant, particularly for premium locations, the cost per impression is frequently cheaper than in other media when factoring the number of views over time. A billboard in a high-traffic area, for example, might generate millions of impressions throughout its lifetime for a fraction of the cost per viewer as a TV commercial or internet video ad.
OOH advertising can provide a significant return on investment. According to Outsmart, every £1 spent on OOH advertising generates an average of £5.97 in income. This high return is largely attributable to OOH’s ability to influence consumers near the point of purchase. A well-placed advertisement near a retail site can result in rapid foot traffic and sales.
Targeting and Flexibility
Advances in data analytics and programmatic purchasing have made OOH advertising more targeted and adaptable than ever before. Advertisers may now choose locations based on extensive demographic and behavioural data, ensuring that their message reaches the intended audience at the appropriate moment.
DOOH networks include dayparting and real-time content updates, allowing marketers to adapt their message according on the time of day, weather, or current events. This dynamic capability adds a level of relevance and timeliness that was previously limited to digital advertising.
Furthermore, the range of OOH formats accessible gives businesses creative freedom. From gigantic spectaculars in Times Square to wrapped buses travelling local streets, there is an OOH solution for almost every budget and campaign goal.
Brand Safety and Trust
In an era of growing worries about brand safety in digital contexts, out-of-home advertising provides a relatively safe and controlled medium. There is no chance of an advertisement displaying next to unsuitable content or on a fraudulent website. This makes OOH especially appealing for brands seeking to establish trust and retain a premium image.
OOH is also seen as less invasive than other types of advertising. Unlike pop-up advertising or mid-roll video commercials, out-of-home ads do not disrupt the viewer’s activity. This non-disruptive attitude can result in more good brand associations.
Environmental considerations.
While traditional paper-and-paste billboards have been criticised for their environmental impact, the OOH industry has made tremendous progress in this area. Many OOH companies are now utilising recycled materials, solar-powered lighting, and energy-efficient digital displays.
Furthermore, consolidating messaging in public places might be considered more environmentally friendly than delivering tangible marketing items such as fliers or direct mail. A single billboard may reach thousands without the requirement for paper manufacture or distribution.
Measurability and attribution.
Historically, one criticism levelled about OOH advertising was the difficulty of quantifying its effectiveness. However, modern technologies have significantly enhanced attribution capabilities. Mobile location data can now be utilised to track OOH ad exposure and subsequent in-store or online activity.
Eye-tracking research and cameras with computer vision can be used to quantify actual views and engagement. These developments enable advertisers to collect concrete data on the efficacy of their OOH initiatives and then optimise accordingly.
Resilience in Changing Media Landscapes.
While digital advertising faces issues such as ad blockers, banner blindness, and increased privacy rules, OOH remains mostly unscathed. People cannot “skip” a billboard or opt out of seeing a bus shelter advertisement. Because of its endurance, out-of-home advertising is a stable and reliable component of a long-term marketing strategy.
The COVID-19 epidemic momentarily impacted outdoor advertising, particularly in metropolitan areas. However, when normalcy returns, OOH is rebounding dramatically. In fact, the epidemic has increased awareness for outdoor places and local communities, which could make OOH messages even more effective.
Creative Opportunities
OOH offers a distinct canvas for innovation, which may generate awareness and earned media. Innovative use of space, interactive aspects, or clever contextual placements can elevate an ad to the status of conversation-worthy content.
For example, a 3D billboard with a live animal suddenly bursting out of the frame may not only attract the attention of passersby but also become viral on social media. Such inventive executions broaden the reach and impact of the OOH expenditure well beyond its physical placement.
Local Market Penetration
For businesses wishing to develop a strong presence in certain geographic areas, OOH is unrivalled. Local firms can focus on specific service regions, but national brands might modify messages to regional preferences or promote local retail locations.
OOH is especially successful at raising awareness of new store openings and local events. It may instill a sense of ubiquity and relevance in a community that other forms of media cannot.
Conclusion
While digital marketing grows in importance, out-of-home advertising provides certain advantages that make it a crucial component of a well-rounded marketing strategy. Its ability to reach big audiences with high-impact messaging, supplement digital efforts, and deliver good ROI makes it an effective tool for increasing brand recognition and generating customer action.
As technology advances, OOH’s capabilities become more targeted, quantifiable, and interactive, and its value proposition grows stronger. For marketers wanting to cut through the clutter of an increasingly fragmented media landscape, out-of-home advertising offers a refreshingly direct and impactful approach to connect with customers in the real world.
Advertisers can design completely integrated campaigns that connect consumers across various touchpoints by capitalising on OOH advertising’s capabilities, which include visibility, memorability, flexibility, and the ability to promote both instant action and long-term brand growth. In this age of information overload, the basic power of a well-placed, artistically executed out-of-home advertisement is as relevant and successful as ever.