These days good old “traditional” advertising models are often given short shrift. After all, how can communication channels, which have been around for decades, compete with shiny new digital options? Outdoor advertising or out of home (OOH), certainly one of the oldest offline media, continues to evolve and reach some of your best prospects. Read on to learn why outdoor advertising remains vital to any media plan.
Why You Need Outdoor Advertising
Outdoor advertising offers a wide array of benefits for brands in all sectors. It increases ad recall, meaning your message is more likely to stick. Today’s active young consumers are likely to be out and about, in just the right places to see your ads. Research shows that adding out of home advertising to your mix can result in a lower cost per acquisition.
Outdoor Advertising by the Numbers
Outdoor advertising is associated with higher engagement. Recent Out of Home Advertising Association of America (OAAA)-Harris Poll research indicates that nearly half (49%) of adult consumers are now paying more attention to out-of-home (OOH) advertisements compared to a year ago, as Americans resume their regular routines following the pandemic.
Out-of-home advertisements produce “significantly higher ad recall with consumers” across both printed and digital OOH formats, compared to other media, per research from financial advisory firm, Solomon Partners.
Most importantly, outdoor advertising spurs action. According to Nielsen, 40% of consumers visited a business after seeing their poster and nearly a quarter made a purchase. Forty percent discussed the ads that they saw with friends or family and 13% recommended a business based on seeing their outdoor ads.
Traditional Advertising, Modern Tech
How has OOH advertising remained so vital well into the digital age? The answer is that new technology hasn’t supplanted out of home advertising. It has enhanced its reach and its effects.
According to survey results from the OAAA and Morning Consult, nine in ten adults (88%) notice OOH ads and nearly 80% of those viewers are inspired to take action. Approximately three-quarters (76%) used a mobile device to get additional information about a product showcased in an OOH ad, slightly over half (51%) used their mobile devices to seek further details about the advertiser, and 43% completed an online purchase.
Kelsea Ballerini’s ‘Rolling Up The Welcome Mat’ release ad at Nashville’s Bridgestone Arena.
OOH’s adoption of 5G technology is allowing advertisers to deliver ads more dynamically, and with data-driven targeting options becoming more available programmatically, this number is only expected to increase. In turn, marketers are already allocating more of their ad budgets to OOH than before.
How Can You Incorporate Outdoor Advertising Today?
If you really think about it, the term “out of home” once was reserved for billboards, posters, and transit but you could argue it now includes Cinema, Mobile, Radio/Podcasting and out of home TV viewing.
Outdoor offers many opportunities to reach consumers wherever they are in a cost-effective manner and we can certainly help you navigate the best options for your brand or promotion and make this a powerful advertising channel. Visit our Media Services page to learn more.
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FAQs
What is outdoor advertising?
Outdoor advertising, also known as out-of-home advertising (OOH), refers to promotional messages displayed in outdoor locations such as billboards, transit shelters, street furniture, digital screens, and more.
Why is outdoor advertising effective?
Outdoor advertising is effective because it reaches a wide audience, offers high visibility in public spaces, provides constant exposure, enhances brand awareness, and can be strategically placed to target specific demographics or locations.
What are the advantages of outdoor advertising?
Advantages of outdoor advertising include its ability to reach a large and diverse audience, create memorable brand impressions, generate local awareness, reinforce other advertising channels, and deliver messages 24/7.
How does outdoor advertising increase brand awareness?
Outdoor advertising increases brand awareness by placing advertisements in high-traffic areas where they can be seen by a large number of people, creating repeated exposure and familiarity with the brand.
Can Outdoor Advertising reach specific demographics?
| Yes, generally speaking outdoor advertising can be strategically placed to target demographics by selecting locations frequented by the desired audience such as shopping districts, sports venues, transit hubs or near college campuses. |
What types of outdoor advertising formats are available?
Outdoor advertising formats include billboards, transit ads on buses, trains, and taxis, street furniture ads on bus shelters and benches, digital signage, wraps on vehicles, and experiential marketing activations in outdoor spaces.
Is outdoor advertising cost-effective?
Outdoor advertising can be cost-effective because it offers broad reach and long exposure periods, allowing brands to maximize their investment and generate impressions over an extended period of time.
How does outdoor advertising integrate with digital media?
Outdoor advertising can integrate with digital media through the use of digital billboards, interactive displays, QR codes, NFC technology, and location-based targeting, providing a seamless connection between offline and online advertising channels.
What role does creativity play in outdoor advertising?
Creativity plays a crucial role in outdoor advertising as eye-catching and innovative designs can capture attention, spark curiosity, and leave a lasting impression on viewers, enhancing the effectiveness of the campaign.
Can outdoor advertising be measured for effectiveness?
While outdoor advertising metrics can be more challenging to measure compared to digital media, methods such as traffic counts, surveys, geolocation data, and tracking online engagement can provide insights into the effectiveness of outdoor advertising campaigns.
