Out of Home Marketing, also known as outdoor advertising or OOH advertising, refers to the practice of displaying visually impactful media in public spaces where people walk and drive by on a daily basis. It includes billboards, signage, and other forms of advertising that target audiences outside of their homes. OOH advertising offers a unique opportunity for brands to connect with their target audience in a larger creative canvas, making a bold impact and increasing brand visibility. It has gained significant attention as big tech companies have embraced the power of outdoor advertising. With 41% of US adults claiming to notice OOH advertising more than before and over 80% noticing OOH advertising while driving, it is clear that this form of marketing is highly effective in capturing audience attention.
Key Takeaways:
- Out of Home Marketing, also known as outdoor advertising or OOH advertising, refers to displaying visually impactful media in public spaces.
- OOH advertising offers a unique opportunity to connect with the target audience and increase brand visibility.
- Big tech companies have recognized the power of outdoor advertising and integrated it into their marketing strategies.
- 41% of US adults claim to notice OOH advertising more than before, and over 80% notice it while driving.
- OOH advertising is highly effective in capturing audience attention.
The Importance of Outdoor Advertising in the Digital Age
In a time when everyone is constantly connected online, outdoor advertising is often overlooked by marketers. However, outdoor advertising offers a unique advantage in a world where digital ads are easily ignored. Outdoor ads become a part of the physical world and are visually appealing, standing out from their surroundings and inviting curiosity. Even tech giants like Google and Facebook recognize the value of outdoor advertising and incorporate it into their marketing strategies. Additionally, outdoor advertising provides prestige and exclusivity, as there is limited out-of-home inventory available. The impact of outdoor ads is evident, with a significant percentage of respondents reporting that OOH influenced their purchase decisions and introduced them to new brands. Outdoor advertising is not just a relic of the past, but a powerful tool to enhance brand visibility in the digital age.
Outdoor advertising plays a crucial role in reaching and engaging the audience amidst a cluttered digital landscape. Its unique physical presence grabs attention and makes a lasting impression in a way that digital ads cannot. By complementing digital advertising efforts, brands can create a holistic marketing strategy that maximizes reach and impact.
Traditional Formats of Out of Home Advertising
When it comes to out-of-home advertising, traditional formats have stood the test of time, providing effective ways to reach large audiences. These formats include billboards, bulletins, junior posters, street furniture, and wallscape. Each format offers unique advantages for advertisers looking to make a lasting impression.
Billboards and Bulletins
Billboards and bulletins are the classic heavyweights of out-of-home advertising. These large-format faces strategically placed along roads and highways capture the attention of passersby. They provide a larger creative canvas for brands to create visually impactful and memorable ads that leave a lasting impression on viewers.
Junior Posters
Junior posters, on the other hand, target local traffic and pedestrians at eye level. These smaller-sized posters are often placed in urban areas, enabling advertisers to engage with audiences on a more personal and localized level. They are effective in capturing the attention of individuals on foot, making them ideal for campaigns targeting specific neighborhoods or communities.
Street Furniture
Street furniture is another traditional format that offers unique advertising opportunities. From benches to transit shelters and displays, street furniture provides advertisers with a way to reach audiences in urban areas. These ads blend seamlessly with the urban landscape, ensuring maximum visibility and exposure.
Wallscape
Finally, wallscape is a unique format that allows brands to make a big impact. Wallscape ads are often painted on buildings or produced in unconventional shapes, making them visually stunning and hard to ignore. These larger-than-life ads create a powerful presence in high-traffic areas, capturing the attention of pedestrians and drivers alike.
Traditional out-of-home advertising formats continue to be popular choices for advertisers seeking to maximize their brand visibility. By strategically utilizing billboards, bulletins, junior posters, street furniture, and wallscape, advertisers can create visually captivating campaigns that make a lasting impression on their target audience.
The Rise of Digital Out of Home Advertising
Digital out-of-home Advertising (DOOH) has revolutionized the world of outdoor advertising. Digital displays offer vibrant and dynamic imagery that captures attention in a way that static ads cannot. With the integration of technology, DOOH campaigns can be triggered based on various conditions such as time of day, weather, and sports scores, allowing brands to target their audience at the perfect moment. The introduction of programmatic DOOH enables automated purchase of ad slots based on specific targeting criteria, making it easier than ever for brands to launch digital outdoor campaigns. The flexibility and interactivity of digital displays provide endless creative possibilities and allow for real-time data integration, creating a truly immersive advertising experience.
The rise of Digital Out of Home Advertising has transformed the way brands connect with their target audience. Traditional static billboards are being replaced by sleek digital displays that deliver engaging and impactful content. The dynamic nature of DOOH allows advertisers to create eye-catching visuals that effectively capture the viewer’s attention.
Programmatic DOOH further enhances the effectiveness of digital outdoor advertising by automating the purchasing process. Ad slots can be bought and optimized in real-time based on specific targeting criteria, ensuring that the right message is delivered to the right audience at the right time.
Moreover, the integration of technology enables the customization of DOOH campaigns, allowing them to be triggered by various external factors. Brands can leverage real-time data such as weather conditions, live sports scores, and time of day to create highly relevant and contextualized ads that resonate with viewers.
Another advantage of DOOH is its flexibility. Unlike traditional static billboards, digital displays can showcase multiple ads, dynamic content, and even interactive elements. This creates opportunities for brands to deliver more engaging and immersive experiences, leaving a lasting impression on viewers.
In summary, Digital Out of Home Advertising offers a new level of creativity, targeting capabilities, and interactivity. With the rise of programmatic technology and the integration of real-time data, DOOH has become an essential component of effective advertising strategies, providing brands with the opportunity to connect with their audience in meaningful and impactful ways.
Examples of Out of Home Advertising
Out of Home Advertising offers a wide range of opportunities for brands to connect with their target audience. Some examples of OOH advertising include billboards, novelty inflatables, sign spinners, plane banners, murals, transit advertising, street furniture, street posters, digital kiosks, experiential pop-ups, stadium ads, and more. Each format provides a unique way to engage and capture the attention of consumers.
Successful OOH campaigns often rely on clever and creative messaging that stands out from the crowd, leaving a lasting impact on viewers. Well-known examples include Chick-Fil-A’s memorable billboard campaigns featuring the iconic “Eat Mor Chikin” cows and Times Square’s digital billboards that exhibit dynamic and eye-catching ads.
Integrating visually striking images and creative elements, billboards are one of the most iconic forms of out of home advertising. They offer a large canvas for brands to showcase their message in high-traffic areas, ensuring maximum visibility. Billboards can be strategically placed on highways, near popular landmarks, or in urban centers to reach a wide audience.
Novelty inflatables, such as giant inflatable characters or product replicas, captivate attention and create a sense of curiosity. These larger-than-life inflatables are often employed at events, trade shows, or near stores to generate brand awareness and make a memorable impression.
Sign spinners combine physical movement and eye-catching signage to attract attention in busy urban areas. This interactive form of advertising draws passersby towards the message, creating a dynamic experience that stands out from traditional static ads.
Plane banners, trailing behind aircraft, provide a unique way to reach audiences in outdoor spaces such as beaches, concerts, or sports events. With a banner flying high in the sky, brands can gain visibility from a wide area, ensuring their message is seen by a diverse audience.
Murals, painted on buildings and walls, transform public spaces into vibrant showcases for brand messaging and artistic expression. These large-scale artworks capture attention and add personality to urban environments, leaving a lasting impression on viewers.
Transit advertising utilizes buses, trains, trams, and other forms of public transportation to deliver brand messages to commuters and pedestrians. These ads can be placed inside vehicles, on the exterior surfaces, or at transit stations, ensuring exposure to a captive audience during their daily commutes.
Street furniture, including benches, bus shelters, and information kiosks, provide valuable advertising space in urban areas. Brands can display their messaging on these structures, reaching pedestrians and commuters while they navigate the city.
Street posters, strategically placed on walls and poles, offer a cost-effective way to target specific communities and neighborhoods. These posters can be seen by pedestrians and drivers, providing exposure to a local audience.
Digital kiosks, equipped with high-resolution screens and interactive capabilities, allow brands to display dynamic content and engage with audiences on the streets. These kiosks can showcase videos, interactive games, or even provide information and services, creating a memorable and immersive brand experience.
Experiential pop-ups, temporary installations or events, enable brands to create unique activations and engage with consumers directly. These pop-ups can be immersive environments, interactive displays, or live experiences, offering memorable and shareable moments that resonate with the target audience.
Stadium ads, displayed within sports arenas and stadiums, provide brands with exposure to a captive and engaged audience during sporting events. These ads can be strategically placed on video screens, scoreboard displays, or even integrated into the physical structures of the stadium, ensuring maximum visibility.
These examples highlight the diverse array of Out of Home Advertising formats that brands can utilize to make a lasting impact on their target audience. By leveraging the strengths and creative possibilities of each format, brands can craft compelling campaigns that stand out, capture attention, and leave a lasting impression on viewers.
Targeting and Measurement in OOH Advertising
OOH advertising has evolved to incorporate advanced targeting and measurement capabilities, allowing advertisers to optimize their campaigns for maximum effectiveness. By leveraging data and utilizing technology, brands can deliver contextually relevant ads and gain valuable insights into campaign performance.
Data-Driven Targeting for OOH Campaigns
One of the key advantages of OOH advertising is the ability to target specific locations and audiences. By leveraging mobile data, advertisers can understand audience behavior and target locations with high concentrations of their desired demographic. This ensures that ads are seen by the right people, in the right place, and at the right time. Additionally, first-party data, such as customer insights from loyalty programs, can be combined with OOH strategies to deliver highly personalized and targeted ads.
Measuring the Impact of OOH Advertising
Measuring the effectiveness of OOH campaigns is crucial for optimizing future strategies. With the help of technology, such as cameras and audience measurement platforms, advertisers can collect real-time data on ad impressions, dwell time, and audience demographics. This data provides valuable insights into campaign reach, engagement, and effectiveness. Surveys and online engagement metrics can also be utilized to gather feedback and evaluate the impact of OOH campaigns on consumer perception and behavior.
While OOH measurement may not offer the same level of granular data as digital channels, it still provides valuable information for evaluating campaign success and making informed decisions. By analyzing the data collected from various sources, advertisers can gain a comprehensive understanding of the impact of their OOH campaigns and make data-driven adjustments to optimize performance.
Understanding data and leveraging advanced targeting capabilities are essential for successful OOH advertising campaigns. By combining data-driven targeting with comprehensive measurement and analysis, advertisers can ensure that their OOH campaigns are reaching the right audience and delivering impactful results.
Creative Strategies for OOH Marketing
When it comes to OOH marketing campaigns, creativity is the key to success. In a crowded advertising landscape, brands need to stand out and capture the attention of their target audience. This requires the use of clever strategies and innovative approaches.
Clever messaging is a powerful tool in OOH advertising. By engaging and surprising viewers, brands can leave a lasting impression. Humor can be particularly effective in capturing attention and creating a positive association with the brand. Clever visuals that are visually appealing and memorable can also help ads resonate with the target audience.
Another creative strategy is the use of innovative installations. By incorporating unique and unexpected elements, brands can create a sense of intrigue and curiosity. Unconventional ad placements or interactive displays can generate buzz and make a lasting impact on viewers.
Considering the environment and incorporating elements that are relevant to the location can also enhance the impact of OOH ads. By aligning the ad with the surroundings, brands can create a more seamless and integrated experience for the audience.
Optimizing the visibility and legibility of the ads is crucial, as they are often viewed from a distance. Choosing bold colors, clear fonts, and impactful visuals can help ensure that the message is easily understood by passersby.
Before launching a campaign, it is important to test different creatives and messaging. By gathering feedback and data, brands can refine their strategies and ensure maximum effectiveness. This also helps avoid wasting resources on ads that may not resonate with the target audience.
Example of a Creative OOH Strategy
One notable example of a creative OOH strategy is the “Share a Coke” campaign by Coca-Cola. This campaign featured billboards and other OOH advertising formats with personalized messages, such as “Share a Coke with [Name].” By utilizing personalization and creating a sense of exclusivity, Coca-Cola was able to engage consumers and generate buzz around the campaign.
Targeting and Automation in DOOH Advertising
DOOH advertising harnesses advanced targeting capabilities, empowering brands to customize their messages based on location, time of day, and weather conditions. By leveraging these capabilities, brands can ensure their content is delivered to the right audience at the right time, maximizing the impact of their campaigns.
Dayparting: Delivering Relevant Messages
Dayparting allows advertisers to adjust their content based on the specific time of day. This ensures that messages are relevant to the target audience at different points throughout the day. For example, a coffee brand may choose to display a “Morning Boost” message during breakfast hours and switch to a “Afternoon Pick-Me-Up” message later in the day. By tailoring the content to the time of day, brands can create a more personalized and engaging experience for viewers.
Geotargeting: Reaching Local Audiences
Geotargeting enables localized targeting based on specific geographic locations. This strategy allows brands to tailor their content to the preferences and behaviors of specific areas or communities. For example, a restaurant chain may choose to highlight different menu offerings based on regional tastes or promote limited-time deals at nearby locations. Geotargeting ensures that the message resonates with the local audience, driving higher engagement and conversion rates.
Point-of-Interest (POI) Targeting: Maximizing Relevance
POI targeting focuses on surrounding key locations to reach a relevant audience. By analyzing the nearby businesses or attractions, advertisers can create content that is highly contextual and appeals to people in the vicinity. For instance, an outdoor apparel brand may display ads near hiking trails or ski resorts, specifically targeting outdoor enthusiasts. This proximity-based targeting increases the likelihood of attracting the attention of the intended audience and driving foot traffic to nearby locations.
Automation and Dynamic Creative: Personalized Experiences
Automation and dynamic creative in DOOH allow for highly personalized content that adapts to the place and moment. By integrating real-time data such as store locations, sports scores, weather conditions, and countdowns, brands can deliver dynamic and contextually relevant messages. For example, a sports apparel brand may display ads featuring live game scores and offer exclusive promotions to celebrate a team’s victory. Dynamic creative engages viewers and creates a sense of urgency, increasing the effectiveness of the advertising campaign.
Weather-Triggered Ads: Enhancing Context
Weather-triggered ads add a level of relevance and contextualization to DOOH campaigns. By incorporating real-time weather data, brands can align their messaging with the current weather conditions. For instance, a beverage brand may promote refreshing drinks during hot summer days or introduce cozy warm beverages during cold winter months. Weather-triggered ads not only capture attention but also enhance the viewer’s connection to the message, increasing the overall impact of the campaign.
DOOH advertising offers unparalleled targeting capabilities that enable brands to tailor their messages to specific locations, times, and even weather conditions. With dayparting, geotargeting, POI targeting, automation, dynamic creative, and weather-triggered ads, brands can create personalized and highly relevant experiences for their audience, ultimately driving better engagement, brand awareness, and conversions.
Integrating DOOH into an Omnichannel Marketing Strategy
DOOH, or Digital Out of Home, can be seamlessly integrated into an omnichannel marketing strategy to expand brand reach and create a consistent presence across online and offline channels. By incorporating DOOH with mobile marketing, brands can effectively reach their target audience wherever they are and reinforce their brand message through multiple touchpoints.
A creative DOOH campaign that captures attention can be complemented by a seamless transition to mobile platforms, creating a more comprehensive and effective marketing approach. This integration allows brands to maximize their outreach by leveraging the strengths of both DOOH and mobile marketing.
Programmatic technology and advanced data capabilities make it possible to precisely target and measure the impact of DOOH campaigns. By harnessing these tools, brands can optimize their omnichannel strategy to ensure it delivers optimal results in terms of audience engagement and campaign effectiveness.
Overall, integrating DOOH into an omnichannel marketing strategy provides an opportunity for brands to enhance their brand visibility, engage with their target audience at various touchpoints, and create a seamless brand experience across different channels. It leverages the strengths of both DOOH and mobile marketing, ultimately driving better results and maximizing the impact of the overall marketing strategy.
Conclusion
DOOH and OOH advertising are experiencing remarkable growth, becoming increasingly popular and effective marketing strategies. In 2023 alone, DOOH is projected to grow by an impressive 24.2%. By 2027, it is expected to dominate 45% of the total OOH advertising spend. This clear upward trend demonstrates that DOOH and OOH are here to stay.
The combination of traditional and digital formats, along with advanced targeting and measurement capabilities, provides brands with an exceptional opportunity to make a significant impact and increase brand visibility. The creativity and uniqueness of OOH campaigns, when seamlessly integrated into an omnichannel marketing strategy, makes them a valuable tool for reaching and engaging target audiences.
By leveraging the power of OOH advertising, brands can create memorable moments and strengthen their overall marketing efforts. Whether through eye-catching billboards, interactive digital displays, or dynamic and personalized DOOH campaigns, OOH advertising offers a range of benefits. These include increased brand recognition, greater audience engagement, and the ability to reinforce brand messages across multiple touchpoints, resulting in optimal campaign outcomes.
