Outdoor advertising has been around for hundreds of years
because it’s a proven method of reaching a wide audience. Even in today’s
digital world, outdoor advertising is gaining new momentum. According to Nielsen, one in four Americans has posted an image of a
billboard ad on Instagram, delivering double exposure for the businesses
involved. In the past decade technological advancements that have incorporated
digital technology has helped OOH advertising become more versatile than ever
before. Digital Billboards can change the ads they show based on the time of
day, the weather or just about any data set that you like. This has dramatically
improved their ability to have greater relevancy and be more engaging.
What are
the benefits of Out of Home Advertising?
At this stage you’re probably thinking that Out of Home sounds
interesting, but why should you choose it above any other form of advertising? How
will it ensure that your business gets the best bang for your buck?
Good question. If you haven’t run a campaign before (or even
if you have!), the world of Out of Home Advertising can be very overwhelming,
and no one wants to jump into a marketing platform that you don’t understand
and might not suit you. However, there is a reason (several) OOH has remained relevant
and is the only legacy ad medium that is still growing….
Here are the main ones:
People see them!
We’re always on the move. So, one of the biggest advantages
of Out of Home Advertising is that more audiences will see them when they’re
out and about. Billboards and other forms of OOH ads have also become a natural
and accepted part of most landscapes; they can’t be avoided with ad blockers!
It is cost effective
Although OOH is used a lot by big B2C brands, the increased
flexibility of ad placements and the reduced cost of putting them up due to the
invention of digital billboards has lowered the barriers of entry meaning lower
costs and more effectiveness.
It can create a lasting impression
Billboards create a lasting impression on those that see
them. From brand awareness to response marketing OOH works on both the
conscious and subconscious levels. Their huge reach also makes them the perfect
tool for mass marketing.
This is perhaps best explained by Bob, who is a Marketer and
the Writer of the D Connector Blog. In a piece published on the Future of Outdoor Advertising, he writes: “There is
a piece of research that has always stayed with me. In focus groups, people
will remember seeing a brand’s new television ad, even though no such ad has
been on air. It turns out that what people are recalling is the billboards they
pass each and every day. People don’t forget billboards. Although they
sometimes mislabel them.”
How
digital has changed Out of Home Advertising
As statistics show, Out of Home Advertising is only going
to get bigger and better. According to Magna, Out of Home holds around 6% of
global ad spend (which totals a not-too-shabby $500 billion), and its market
share has remained stable for the past 5 years. However, its growth is being
propelled by the emergence of Digital Out of Home (DOOH).
Why DOOH
is an affordable form of advertising
Although OOH has always brought many benefits to advertisers
& brands in terms of raising awareness, these have only been amplified by digitalization.
This is one of the key reasons for its continued growth and dominance.
Previously, Out of Home was costly, competitive, and difficult to do. However,
DOOH is solving many of these problems.
Firstly, let’s look at cost. DOOH is far more flexible in
terms of placement than traditional OOH. They do not require installation,
there is greater flexibility on the minimum periods assisting marketers in
delivering campaigns that are both contextually relevant and timely.
Production costs are significantly lower. Static bulletins
& posters needs to be printed and distributed. Digital formats just need to
be resized to a few variants.
Other advantages of DOOH include the fact that your creative
can be live within hours, incorporate video as well as animation plus you can
choose exactly when your campaign ends.
DOOH is
encouraging user engagement
Advances in DOOH technology is helping it to have a bigger
and longer lasting impact on consumers. After Porsche unveiled their first
interactive billboard in 2015, many brands are now adding interactive elements
to their ads by making them tappable and/or interactive. One example of how the
former is being used is by Warner Bros. “The Dark Knight Rises" campaign.
You can check it out here - https://youtu.be/2pnr_nP-Ek0
All’s
good, but what’s in it for me?
This form of advertising has many benefits, and with the
help of digital, it’s safe to say that it’s here to stay. Marketers are
certainly noticing the opportunities it holds in terms of targeting audiences
at various touch points throughout the day, ensuring they get the best results.
With OOH becoming more flexible and affordable, it’s something that all
businesses should be considering. And if your competitors aren’t using OOH,
then you’ll have an edge on them if you do.
At 3sixtyReach, we’re making this even better by ensuring that
our clients get the right exposure by leveraging the benefits of multiple
advertising platforms. OOH/DOOH is one of the many ways we can help you with
your business or brand’s Marketing Strategies. Please feel free to contact us to find
out more…
