OOH Advertising and Its Evolution

There couldn’t be more exciting time than this to indulge in the out-of-home advertising field. OOH campaigns have stayed in constant demand over the past few years. As we glide into the next decade, the industry manifests immense excitement about what the future has in store vis-a-vis real-world advertising. Before delineating the trends, evolutions, worthwhile tools, etc., in the OOH advertising domain, let’s first walk you through its basics.

What actually is OOH advertising?

Any kind of advertising you find outside of your home comes under OOH advertising. So, conventionally, it includes everything right from bus shelters and billboards to benches and other things in-between. With the astonishing growth of digital advertising, it can be difficult to get your message across and heard. OOH, advertising resolves this issue, and now the strategies rely on the smart combination of various digital advancements to capitalize on the potential of this powerful marketing tool.

Examples of OOH advertising include billboards, airports, taxis, posters, street furniture, tube system, metros, and buses.

Marketing Technology News: MarTech Interview with Jack Bamberger, Chief Revenue Officer at Captify

Top benefits of OOH advertising

OOH advertising has emerged as a powerful alternative to the competitive world of digital advertising. Considering the information customers confront online each moment, it is effortless to grasp why digital advertising doesn’t always make the best solution. Now, here are the top and surefire benefits of OOH advertising:

1. Impactful ad campaigns

Advertisers and marketers are absolutely in love with OOH advertising, thanks to the positive impact it promises on consumers who can’t help but take notice of large, vibrant ads. You can switch off the TV, mobile, or radio, but OOH campaigns can’t be ignored. Wherever you move, you will find OOH ads displayed on billboards, buses, and different travel locations. This implies that advertisers can focus on launching highly visual and influential campaigns that effectively grab the attention of customers and convey the brand message.

2. Shopping in real-time

With innovation and digitalization, the time between the purchase of OOH ad inventory and its viewability has been reduced to minutes, not even hours. This implies that campaigns are more likely to engage with the current surroundings and situations of customers. For instance, making changes in creatives on the basis of weather. The advances directly signify that OOH advertising is growing rapidly among advertisers and marketers, where the lion’s share of its growth can be credited to the digitalization of the OOH domain.

3. Use location smartly

OOH, advertising is immensely location-critical. That means advertisers need to regard where to place their advertisements to enjoy the highest impact. Now, with the advent and rise of DOOH, advertisers have limitless options about what to do with location to get the most out of it. For instance, one can understand the demographics of the customer in the areas nearby to OOH ad inventory in real-time. Thus, it is possible for advertisers to craft dynamic ads that have the potential to suit consumer expectations at any given point.

OOH advertising best practices to up your game

The OOH advertisements are difficult to ignore, and they can exercise immense impact on consumers owing to their contrast to the environment and size. In addition to this, OOH becomes a positive element to complement digital advertising. In a study, it was revealed that 48% of customers who get exposed to an OOH advertisement are more likely to come across a digital ad of the same brand. You can revamp your approach to OOH advertising by cashing in on the following custom strategies.

1. Get fiercely competitive

By making use of past pricing data to enjoy the benefits of short-term price drops, you can get your hands on whatever OOH inventory is accessible at the last moment. With this strategy, you can get impactful mass exposure at the minimum cost. Nonetheless, you need to work on the strategy with a cool mind and some courage, as it typically entails a tight turnaround between providing the creativity and buying the media.

2. Deploy DOOH into outdoor ad campaigns

Digital out-of-home advertisements can be adjusted and launched in just a few clicks. Moreover, they provide interactive opportunities that enhance the impact of traditional ads to increase awareness and engagement with the audience in focus.

3. Find the right strategy for your brand

OOH advertising is not a one-size-fits-all strategy. Instead, it should be created while keeping the niche and business goals in view. In order to cut through the clangor of all the unwanted information, marketing personalization has become really important. To do that, you must consider using audience data and filters to surface the most audience-relevant advertisement units of the brand while focusing on the customer with greater precision.

Marketing Technology News: Vanity Metrics Are Still Holding Marketers Back; Here’s How They Can Change their Measurement Strategies

OOH marketing, combined with the latest strategies and tech, has proved that a good location can do a lot to your business. While focusing on OOH advertising, it is crucial to make sure that you convey your message simply and effectively. Don’t forget that sometimes less is more, and it holds more than true in the field of OOH advertising.