What is OOH Advertising and Why is it Significant?

In a world that depends so much on the use of technology, digital marketing has gained quite a bit of popularity. However, other methods of advertising, like out-of-home (OOH) advertising, are still very much a staple in the industry. The combination of many tech advances with traditional outdoor ads has significantly influenced the world of outdoor advertising making the demand for these ad campaigns consistent over the years.

What is OOH Advertising?

Out-of-home advertising is a type of marketing strategy that is found outside of the consumer’s home; this includes ads on billboards and mobile billboards, outdoor yard signs, benches, etc. This form of advertising targets consumers that are on the go and in between destinations—making it considerably effective considering that Americans spent 84 billion hours on the road in 2015, according to the U.S. Department of Transportation. While billboards are the most well-known medium of OOH, they are only a part of what this platform has to offer. Although we live in an era where it is possible to master multichannel marketing, OOH is a straightforward and impactful strategy known for its reliability and return-on-investment.

Why Choose OOH Advertising?

While many brands rely heavily on the use of digital ads, incorporating OOH advertising campaigns into your business’s marketing strategy brings powerful results. In fact, out-of-home advertising can be used in conjunction with other strategies, oftentimes complementing the use of digital ads. According to some studies, 15% of consumers who see OOH ads are likely to look up the brand via social media, 23% will visit the brand’s website, 33% will look for it on Google, and 23% will talk about that brand. OOH works impressively to bookmark your brand in the minds of passing consumers.

Why OOH Advertising is so Effective

The reasoning behind the effectiveness of OOH advertising can be explained by the following:

• OOH Breaks Through the Ad Clutter

These days, digital ads are so commonly used that many consumers are more interested in overlooking them. They can be obtrusive and annoying due to the blatant frequency with which they are presented to the consumer. As a result of this, consumers have become adept at ignoring or blocking out the inundation of digital ads in their daily life. OOH works to catch consumers unaware by presenting outdoor advertising signs that contrast real-world surroundings at times the consumer is more susceptible.

• OOH Effectively Targets Consumers

While social media companies like Facebook and Google make it easy to advertise across a range of platforms and applications, ads are still limited in their exposure (especially when comparing OOH ads in high-traffic areas). Using OOH marketing strategies can reach customers outside of the digital space. Make sure to carefully consider the location of your OOH campaigns to ensure the correct demographic is exposed to your business. Done correctly, OOH can guide your local target demographic straight into your store.

• OOH Employs Innovation and Creativity

Utilizing outdoor advertising is a great way to express your creativity in the world of advertising. Varying mediums, ad sizes, locations, and the ability to create timely ad campaigns allows for a wide array of creative strategies whether you connect with your consumers by sharing information, statistics, humor, current events, or a needed service. OOH ads provide a large-scale creative platform to communicate your message to consumers, creating a lasting impact that can’t be ad-blocked or turned off.  

OOH Advertising Opportunities

As many consumers continue to experience screen fatigue amid the move to a more virtual environment, the outdoors has become an important medium for advertising. Location-driven advertisements are effective as they catch the attention of potential consumers in an outdoor environment, garnering increased awareness that would have otherwise been overlooked. If you are looking for an opportunity to increase traffic to your business, contact Frontline Media Solutions for more information.