What Is Out-of-Home (OOH) Advertising?
Out of home advertising (OOH) is a type of marketing campaign that seeks to reach consumers when they are outside of their homes. The goal of OOH advertising is to communicate marketing messages to people as they are going about their busy days. There are many effective locations for OOH advertising, including bus and transit stations, retail centers and TV screens at gas pumps. One of the most successful methods of OOH advertising is on billboards. For more than 100 years, the billboard has been one of the most effective ways to reach consumers with marketing messages.
Benefits Of Out Of Home Billboard Advertising
Being Outside Is Very Popular
Nearly all people go outside and interact with the world at some point during their day. For a majority of those people, they are going to be somewhere in the vicinity of a billboard. It is estimated that billboard advertising reaches at least 5/10 consumers in most markets and up to 9/10 in densely populated areas. Billboards performs very well, even when compared to television and radio advertising.
Modern technology today gives consumers the ability to block or filter out most advertising messages. Television is a great example, as many digital recording devices and streaming services allow consumers to either skip or block out advertising campaigns completely. Billboards are positioned advantageously such that they cannot be missed by consumers. Advertising on billboards is available for all to see without the threat of being invalidated by modern technology.
Encourages Eye Catching, Creative Campaigns
Most conventional forms of advertising, such as TV and radio have a somewhat limited ability to grab the attention of consumers. Billboard advertising by its very nature can easily attract consumer interest by displaying bold colors, clever text messaging and special effects, such as 3D visuals and physical extensions that jut out from the billboard itself. In an ever increasingly noisy world of marketing, advertisers have to make every effort to stand out and be noticed. Billboards are literally a blank canvas and can be created into anything an advertiser wants them to be.
Planning Your Out-of-Home (OOH) Advertising Campaign
Decide What You Want To Accomplish
Successful campaigns are the result of great planning. Before anything else, you will want to decide what you want to accomplish with your advertising efforts. Knowing what your goals are at the beginning of the process will ensure that all of your next steps are aligned with achieving those objectives. Whether you are wanting to increase sales, introduce a new line of products or build awareness for a charity/nonprofit, make sure that the campaign’s goals are crystal clear in the collective mind of your marketing team. Once everyone is on the same page, it is easy to reverse engineer a successful advertising effort.
Who Are You?
Establishing your brand in the marketplace is a critical part of achieving your advertising goals. It’s very important to solidify in the consumers’ mind what your product does. Once your brand is firmly fixed in the market place, shoppers will think of you when needing what your company has to offer. Branding is one of the fundamental steps in establishing a trusted relationship between you and customers. Once shoppers equate your brand with a specific product or cause, it will be very difficult for competitors to put any cracks in the loyalty shoppers have established for you.
Creative = Memorable
The advertising marketplace is extremely crowded today with so many sellers trying to grab the attention of the buying public. No matter what you are advertising, use creativity to make a strong impression on your audience. Making buyers think about your product or service in a new way can’t help but make it memorable for them. Creativity makes your campaign simple to remember and difficult to forget. Find a new way to excite consumers about what you have to offer. Not only will your advertising dollars be well spent, your consumers will help spread the word about you.