Need to boost ticket sales for an upcoming event? How about generating brand awareness? Maybe it is time to go back to a tried and true tactic that demands attention through high visibility. That’s right, we’re talking about Out-of-Home (OOH) advertising.
In this Blog
- Highest Recall Media
- Strategic Placements
- Creative Flexibility and Impact
- Cost-Efficiency
Out-of-Home advertising can be effective and valuable tool for driving engagement and complementing other media placements like digital or streaming audio. When we mentioned OOH, you may have immediately thought of the huge billboards along roadways, but OOH also includes things like transit ads on buses, taxis and trains as well as placements in public venues such as airports, train terminals and even public restrooms. Here are some key benefits and things to consider to get the most out of your out-of-home campaigns.
1. Highest Recall Media
Outdoor cannot be skipped, missed or ignored making it one of the highest recall mediums in advertising. In an independent study conducted by Solomon Partners on behalf of the Out-of-Home Advertising Association of America (OAAA), customers’ recall of a billboard is 82% higher than other forms of advertising. This could be largely due to their broad reach and strong frequency among motorists on a daily basis. Depending on placements, they generate thousands of impressions daily, offering consistent brand visibility.
When this is coupled with audio, direct mail, television or digital, this creates further inertia to not only drive consumer awareness but also conversion. According to SalesForce, you could boost your marketing ROI by as much as 28% when using a cross-channel approach to your ad spend.
OOH ads are often seen by passersby whether they’re commuting, shopping, or just walking around. Strategically placed billboards, for example, can generate thousands of impressions daily, offering consistent brand visibility. And they’re always on display providing around-the-click promotion.
2. Strategic Placements
While outdoor is limited to specific locations or routes, that doesn’t mean you can’t zero in on specific geographic areas. Using digital mapping software, you can identify the roadways that will best reach your customers during their normal commute or provide proximity to brick-and-mortar locales. Large bulletins along freeways and interstates may garner the most impressions, but if they cater to transient travelers, you may be better off selecting smaller, poster placements in select neighborhoods or along local roadways.
Bus shelters and transit advertising can be quite effective in more urban areas where customers use public transportation or sit in congested traffic. To reach business customers, you may opt for campaigns within train terminals, airports or taxis. And to reach niche audiences, then guerilla style campaigns in public venues, college campuses or even skywriting could create the type of attention you are looking for and extend your share of voice in ways that other media cannot. You should always work with an approved vendor to ensure that you have permissions, professional installation and proof-of-performance follow-up.
3. Creative Flexibility and Impact
The large-scale nature of OOH formats allows for bold, visually impactful designs. Thoughtful advertisements can captivate attention in ways that smaller ad units may not. Messaging that is clear, concise and catchy, will leave a lasting impression. Digital panels enable dynamic content that can change based on the time of day, weather triggers, or even incorporate real-time events. Remember that you only have a few seconds to grab someone’s attention. Limit your word count. Ensure that the font and colors are easily read from a moving vehicle. Incorporate simple, yet powerful images that reinforce your brand and/or call to action where appropriate. Looking for inspiration to create an even bigger impact? Check out this design gallery for ideas.
4. Cost-Efficiency
Depending on your overall advertising budget and your marketing goals, OOH can be a strong foundational component of your overall strategy while maximizing investment. It offers substantially higher Reach for a lower cost per thousand impressions (CPM) than some other media options. Even small businesses with limited budgets can utilize this medium effectively by focusing on key locations. Most outdoor campaigns run in 4-week cycles, but if another advertiser is not scheduled on the panel when your contract is done, the outdoor company may extend your placement at no cost versus leaving it blank. Be sure to ask about discounts on long-term commitments.
It may be time to consider (or re-consider) the powerful tool of out-of-home in the modern marketing landscape. Its ability to reach diverse audiences, provide 24/7 exposure, and complement digital strategies makes it an invaluable asset for brands looking to amplify awareness and drive promotions.
