It’s definitely an exciting time to dive into the world of out of home advertising. The interest in OOH Advertising campaigns has stayed strong over the years. As we step into a new decade, the industry is buzzing with anticipation about what’s next for real-world advertising.
The blend of technological advancements with the classic perks of outdoor ads has made OOH a must-have for many marketers and advertisers. Let’s take a closer look at the industry, its past, and what it might evolve into in the near future.
What is out of home advertising?
Out of home advertising (OOH) refers to any advertising that you encounter outside of your home. This typically includes everything from billboards to bus stops, benches, and more. If you spot an ad outdoors (and it’s not on your phone!), chances are it’s some form of OOH advertising.
Since we all spend time outside, and with the rise of digital ads, getting your message across can be a challenge. OOH advertising addresses this issue and is now merging with digital innovations, making it a powerful asset for advertisers and marketers alike.
Examples of OOH advertising types
– Billboards
– Buses
– Posters
– Subway systems, metro, and other transit spots
– Airports
– Taxis
– Street furniture
Benefits of out of home advertising
Out of home advertising can be a fantastic alternative to online digital ads. While it does have its limitations—like the prevalence of ad blockers affecting digital ad visibility—the overwhelming amount of information online can make digital advertising less effective.
With OOH advertising, this isn’t an issue. OOH ads are hard to miss, and their size and contrast with the surrounding environment can leave a lasting impression on consumers.
OOH advertising really shines as a great partner to digital ads. Research shows that people are 48% more likely to engage with a digital ad after seeing an OOH ad first.
What you can do with out of home
1. Launch powerful advertising campaigns
Advertisers are all about OOH because of the strong impact it can have on consumers. Those big OOH ads really grab attention.
Unlike TV, radio, or mobile ads that can be easily ignored or skipped, OOH campaigns demand to be seen.
Shania Brenson, founder of 15M Finance, emphasizes that “OOH is thriving right now, making it crucial for a company’s future success in today’s competitive landscape. Investing in a strong OOH campaign can be a smart move for businesses aiming to boost their visibility and foster growth.”
This means advertisers can roll out visually striking campaigns that really catch consumers’ eyes and ensure their message stands out.
2. Get creative
Out of home is the perfect playground for creativity in advertising. With its large, eye-catching ad spaces, it’s an ideal spot to let your creative ideas shine. Plus, the need for a clear and memorable message makes it a great opportunity to test out your brand’s most innovative concepts.
With the growth of data and interactive elements in the OOH space, it’s clear that creativity plays a vital role in these campaigns.
3. Smartly utilize location
Location is everything in out of home advertising. Since it’s all about being in the real world, advertisers need to think carefully about where to place their ads for maximum impact.
Thanks to the rise of digital out of home (DOOH) and advanced ad tech, advertisers now have more options than ever to leverage location effectively.
For instance, you can now get real-time insights into the demographics of people near OOH ad spaces. This allows advertisers to serve up dynamic ads that resonate with the audience at that moment.
Just like digital marketing has advanced to offer in-depth analytics on ad performance and conversions, OOH advertising has stepped up its game too. Now, you can track campaign impressions and measure attribution, making OOH ads a valuable asset for any marketing team.
4. Real-time purchasing
In the past, buying OOH ad space was a tedious and lengthy process. Nowadays, thanks to digital advancements, the gap between purchasing and seeing the ad has shrunk to just minutes.
This shift means campaigns can be more flexible and better connect with what consumers are experiencing in real-time, like adjusting ads based on the weather.
These innovations are driving rapid growth in the sector, largely due to the digital transformation of OOH advertising.
Trends in out-of-home advertising
The DOOH segment is expanding quickly. The industry is poised for significant growth as the digital revolution that has transformed other advertising sectors makes its way into OOH.
So, what’s the buzz in the industry? What trends are set to shape the next decade and beyond? Let’s explore some key trends as the industry evolves into a more digital-focused space.
DOOH
While most OOH inventory is still physical, digital screens are becoming essential for OOH campaigns.
These digital displays allow for better optimization, enabling advertisers to craft more personalized messages. Plus, they can utilize various triggers to create a more dynamic OOH advertising experience.
DOOH Advertising
This innovation has matured significantly, and advertisers have clearly shown just how effective digital out-of-home (DOOH) advertising can be. They’ve also proven that DOOH is scalable.
With better and more precise data, these innovations are getting a boost. Advertisers can now create dynamic media that responds to the demographics and behaviors of mobile users in real-time.
While real-time advertising is essential, it’s part of a larger trend where the industry is becoming more responsive. The vast amount of data available to marketers is driving this shift. This flexibility is enhancing OOH personalization and leading to impressive outcomes for advertisers leveraging DOOH to meet their objectives.
Buying digital OOH media programmatically
A major leap forward in this area is the programmatic buying of OOH media.
In the past, this involved a back-and-forth process between the advertiser, their digital marketing agency, and the OOH media owner.
Now, purchasing OOH inventory has not only become automated and instantly accessible, but it’s also available on many of the same platforms where marketers buy mobile or display ads. This means advertisers can create campaigns that flow seamlessly across various channels and formats, including OOH.
This real-time purchasing also makes it easier to use both first and third-party data sets. Incorporating these into campaigns can have a similar impact as seen in digital marketing, enhancing personalization and increasing ROI.
Attribution and Measurement
The OOH industry has historically faced challenges in measurement compared to digital media. While marketers can easily track the impact of their digital campaigns on awareness and conversions with detailed insights, the OOH sector is catching up thanks to advancements in data.
Now, brands can track the number of impressions their OOH ads generate. The reliance on surveys for these metrics is becoming a thing of the past, as analytics and insights evolve.
But the data revolution doesn’t stop at impressions. Smart data can help link OOH advertising to actual store visits, bridging the gap between digital attribution and offline engagement.
Tips for OOH Campaigns
Like any marketing effort, thorough planning is essential to maximize the benefits of OOH advertising.
In a world where smartphones often steal the spotlight, capturing attention through OOH campaigns is more important than ever. Fortunately, with the rise of DOOH and interactive tech, this is becoming easier.
OOH Advertising
Here are some key tips to ensure your OOH campaigns succeed and deliver the best return on your investment.
Leverage Data
One of the biggest game-changers in advertising has been the rise of data. It allows for better personalization, enhanced targeting, and more precise measurement.
Whenever possible, utilize data in your OOH campaigns. Explore how you can use your own datasets to enhance your efforts, and if you’re buying OOH media programmatically, consider how data can boost your campaign outcomes.
For marketers, OOH is an exciting frontier. Data is driving innovation and enabling impactful DOOH campaigns.
We now have access to a vast data ecosystem that simply didn’t exist a decade ago. These datasets empower advertisers to elevate their activities and campaigns.
Advertising is only as effective as the data behind it. Marketers need to be mindful of the data they’re using in DOOH. It’s crucial to thoroughly vet third-party data, and forming direct partnerships with second-party providers is a much smarter choice.
Create a campaign that people want to share
The most successful out-of-home advertising campaigns are those that generate excitement. These campaigns thrive when they spark conversations and get shared around.
A standout example is the recent campaign for the BBC TV series Dracula – its eye-catching and bold creative was all over social media and turned into a viral hit. This success came from the perfect mix of creativity and shareability. I’ve also seen effective localized campaigns, like one for VA Loans in Texas.
Sometimes, busy spots beat having more locations
It might be tempting to go for more sites or cheaper locations, but with OOH advertising, a different strategy can be more effective.
To make a real impact, it’s often better to select a high-traffic site that can reach more people than spreading your message across multiple locations.
Keep it simple with OOH
When it comes to out-of-home advertising, simplicity is key. Less really is more because most people will only glance at your ad for a brief moment.
With just a few seconds to grab attention, it’s essential to keep the text minimal and use visuals that stand out. The goal is to spark curiosity rather than provide detailed information.
FAQs
What’s out of home advertising all about?
Out of home advertising, or OOH for short, refers to any advertising you come across when you’re outside your home. This can range from billboards to bus stops, benches, and everything else you might see while out and about. If you spot an ad outside (and it’s not on your phone!), chances are it’s an OOH ad.
What are the key types of out of home advertising?
The main types of OOH ads include billboards, street furniture, point-of-sale displays, bus shelters, kiosks, and phone booths. Plus, it covers all advertising found in transportation hubs.
Why does out of home advertising matter?
OOH advertising is crucial because it allows brands to reach a wide audience with impactful messages.
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