The 5 Reasons Why Out-of-Home Advertising Works
It’s no surprise that people spend a lot of their time on-the-go. On average, most of us spend nearly three-quarters of our time outside of our homes each day. As we spend increasingly more time out of the home, we spend less time in front of a television screen and less time listening to the radio.
Based on this rapidly changing environment, brands and agencies recognize that outdoor advertising is always on a steady upswing as one of the fastest-growing media formats out there. It is continually evolving and growing to show clients that out-of-home advertising is better than other forms of marketing.
1. Impactful Advertising
Out-of-home (OOH) advertising has a lasting and large impact for a brand on its consumers. It has grown to be a more than $6 billion market, and people take notice of these massive static and digital displays.
The impact of a targeted billboard or wallscape on a busy thoroughfare cannot be ignored. This is unlike a television or radio commercial, where you can easily change the channel.
When an advertiser wants to create an impact, they need to go where the people are. Which is outside of their home and where they are in a place to purchase.
2. Creativity
Out-of-home advertising is a tried-and-true way to test your creative idea to ensure it has a clear and long-lasting strategy. It is the “happy place” for creativity in advertising. Original OOH content provides a lasting impression and leaves a mark on our memories in an ever-changing climate.
With technology on the rise, and the constant need for newer, faster, better products, both OOH and Digital OOH provide endless possibilities to utilize creativity in the advertising space.
3. Location
Out-of-home advertising utilizes location to target audiences more so than any other form of advertising. A company can use geolocation when deciding where to place its ad to reach the right audience at the right time.
This also allows companies to have a quick understanding of the impact of their billboards. Thanks to the immediate collection of data, companies can know not only how many people were exposed to their ads, but how many people walked into a nearby store and purchased their product because of it.
4. Time-Specific Advertising
You no longer have to wait days or weeks to purchase OOH. Companies are now able to purchase digital OOH within minutes, and the decreased cost of LED means there is plenty of digital space readily available.
This also means companies can purchase time-specific advertisements. For example, McDonald’s has a weekly ad in Liverpool that plays off of the weather, with rain being communicated as fries pouring down and snow as a vanilla ice cream cone.
5. Interactive Messages
Companies can also use interactive messages to get the most out of a campaign. For instance, if a person passes a Starbucks billboard they will get a notification on their cell phone letting them know their favorite drink is half off at the nearest location.
With this being said, mobile phones and OOH should no longer be thought of as separate. When combined, they are a powerful tool.
