OoH – Out-of-Home Advertising » That is why it is useful
OoH – Out-of-Home Advertising » That is why it is useful
Advertising is omnipresent and there are hardly any places where you can escape it. On the way to work on the radio, on your cell phone while shopping online, and even on the refrigerator in your apartment – thanks to personalized advertising, the boundary between private and public life is disappearing.
Another highly visible form of advertising comes in the form of out-of-home (OoH) advertising. It is located in public spaces and thus directly targets potential customers. In this article, you will learn almost everything interesting about OoH advertising and a future outlook on upcoming trends.
What is OoH - Advertising?
The definition of Out-of-Home advertising refers to all types of advertising that take place outside the home and as a result can be seen on the move. Large billboards on roads and highways are popular forms of advertising. Cabs, buses, and subways can be covered with outdoor advertising.
OoH advertising is an ideal complement to other marketing efforts and helps increase brand awareness and reach.
The different forms of Out-of-Home Advertising
Out-of-Home measures allow you to get in touch with your target group. Whether it's a large-scale advertisement, a citylight poster or a guerrilla marketing campaign – the different advertising options allow you to respond to each customer individually.
1. Digital Out-of-Home
Digital-out-of-home advertising is given the name for digitally transformed outdoor advertising. By combining creative messages and new technologies, this achieves a major impact on customers.
Therefore, if you want to reach more consumers and leave a lasting impression, consider DooH. It is an effective, targeted and cost-efficient way to reach your target audience.
2. Transportation Advertising
Transportation advertising draws people's attention while they are on the road. This is not limited to just driving a car with advertising.
The advantage to transit advertising is that it draws people's attention while they are on the road anyway, and they are not distracted. In addition, this type of advertising reaches people who might otherwise not notice any advertising. Because they don't read a newspaper or watch TV, for example.
3. Ambient Media
Ambient media refers to a specific form of out-of-home advertising that focuses on taking advantage of the viewer's surroundings. Typical methods for ambient media are advertising on:
Nozzles at petrol stations
Billboards at schools or universities
A study by Arbitron and Nielsen Media Research shows that ambient media attracts 82% more attention than conventional out-of-home advertising. Compared to television, this is still 34% more and to radio 69% more. Such statistics make people curious about ambient media. However, this strategy is not suitable for every company. Small and medium-sized companies in particular should think carefully before investing in the production of ambient media advertising.
4. Banners & Poster Advertising
This form of advertising is often found in the form of posters, banners, billboards, digital ads, or illuminated signs as large-scale advertising at locations such as train stations, airports, and downtown areas. OoH advertising is usually optimally visible and can therefore be noticed even at unplanned moments. The messages communicated with this form of advertising therefore typically stick in the memory better than those conveyed with newspaper ads or flyers.
Unlike other forms of advertising such as TV or print advertising, banners and posters are typically not noticed as intrusive. Although, the rule does not necessarily apply.
Why is Out-of-Home advertising interesting for Companies?
By advertising in places where people are out and about, the company increases awareness of its brand and appeals to potential customers. This can be summarized in five bullet points:
The target group is on the move.
OOoH advertising is creative and eye-catching.
It reaches the target group even at high turnaround speed.
OoH advertising is location-based and relevant
The effect of OOH advertising lasts longer.
Through OOH advertising, companies reach their target group at various places. These include city centers or shopping malls, but also transport hubs such as train stations or airports.
This is joined by another important point: a significant number of people no longer leave home without a smartphone. This generation reacts immediately to outdoor advertising. That means they research, buy or make contact. And they do so spontaneously.
OoH advertising can be placed in a highly targeted manner. Companies address their target group precisely through Out-of-Home Marketing and target their advertising to people's needs. By placing advertisements in strategic locations, companies ensure that their target group notices the advertising and is interested in their product or service.
High Acceptance of OoH Advertising
An Out-of-Home advertisement is always noticed, as a viewer cannot flip over it or switch away from it like magazine or television advertising. This is why out-of-home campaigns are suitable for companies that want to reach a broad audience.
Long lasting effect
Out-of-Home advertising is an effective and long-lasting form of advertising. Through the combination of visible presence and extraordinary design, it attracts people's attention and remains in their memory for a long time.
OoH advertising also has some disadvantages. Among other things, it is relatively expensive to purchase and maintain. In addition, it can be easily overlooked if it is not well-placed. Nevertheless, OoH advertising is a very effective form of advertising, which is particularly convincing due to its flexibility and high visibility.
What can Out-of-Home Advertising be used for?
Out-of-home advertising is often underestimated compared to classic advertising media such as TV, radio or print advertising and is considered less effective. Yet OoH advertising has advantages.
Out-of-Home Advertising as a Recruiting Measure
Out-of-home advertising can be used as a recruiting measure because it sends a clear message to potential candidates. By choosing the right poster locations and formats, the target group is specifically addressed.
Out-of-Home Advertising as a Marketing Measure
Out-of-home advertising often serves as a marketing measure to attract new customers and draw attention to your company. By combining creative design elements with a strong message, you can effectively reach your target audience and leave a lasting impression.
Out-of-Home Advertising as an Information Source
Out-of-home advertising as a source of information is also often underestimated. Feel free to offer Out-of-Home advertising as a source of information for consumers. Due to the high visibility of advertising in different locations, you can quickly and easily inform consumers about your products or services.
In addition, OoH advertising promotes your services directly on site. This is especially important when consumers have the opportunity to purchase the product immediately after seeing the advertisement. In this way, advertising helps to improve the image of your company.
How do you Measure the success of OoH Advertising?
It's important to measure the success of your Out-of-Home campaign to make sure you're spending your money effectively. However, successfully measuring impact is challenging. The most common measurement methods include:
Sales Data Analysis
Media Data Collection
Each of these methods of measurement has advantages and disadvantages. The most suitable method depends on the objectives and the type of OoH campaign.
According to a study by Nielsen, 78% of all OoH advertising elements are noticed and lead to an increase in brand awareness. The study also found that OoH advertising is more effective than TV advertising, radio advertising or online advertising. Another study by Arbitron and Nielsen Media Research found that OoH advertising attracts consumer attention and leads to an increase in purchase interest. According to the study, OoH advertising leads to an increase in purchase interest of up to 58%.
Generally speaking, measuring the success of an analog Out-of-Home campaign is difficult. The digital variant DooH enables far more and more reliable data to be collected through sensors installed on the screen.
Exciting Out-of-Home Trends 2022 / 2023
Out-of-home advertising is currently experiencing a boom and there are already exciting trends to discover for the future. The main focus here is on digitization, personalized advertising, and interaction.
More and more companies are turning to Digital-out-of-Home advertising to stay competitive in the future. This form of advertising uses digital technologies to interact with customers. These include interactive screens, augmented and virtual reality. Modern technologies enable companies to get even closer to their target group and create unique experiences.
Personalized advertising will play an increasingly important role in the future. New technologies make it possible to tailor advertising specifically to individual needs. For example, the illumination of an LED wall adapts to the daylight or transmits personalized messages to passers-by.
In this context, we can be curious about how legislation will solve the upcoming challenges regarding data protection and privacy. Will this possibly be another Eldorado for caution lawyers?
Interaction is another important Out-of-Home trend for the future. The main aim here is to involve people more in the advertising media. In this way, you transform your customers into active participants. One example of this is QR codes, which can be used to call up further information about the advertised product or company. AR applications also offer many breathtaking opportunities for interacting with passers-by here.
I'm curious to see what other exciting trends will develop in the coming years and look forward to experiencing them!
Out-of-Home advertising is a promising way for companies to roll. By advertising in places where people are out and about, they reach their target group and leave a lasting impression. Choosing the right advertising media and locations determines the success of the campaign.
Let the possibilities of Out-of-Home advertising inspire you and set creative accents in your marketing strategy. Through the immediate presence in public, you are guaranteed to achieve attention and strengthen your brand in the long term.