Last year, Apple used a series of billboard advertisements to promote the camera capabilities of its iPhone 6 model – a marketing decision that proved highly successful. It may sound odd to hear of a technological pioneer such as Apple using a seemingly old-fashioned advertising method like a billboard, but the truth is that Out of Home (OOH) advertising has proven time and time again to be effective. For each dollar spent on OOH advertising, an average of $5.97 is yielded in product sales. In fact, OOH is shown to offer consistent ROI growth than other traditional advertising formats, despite OOH having less ad spend. Here are just some of the reasons why Out of Home advertising is the only traditional media that demonstrates perpetual growth:
OOH Advertising Has Evolved with New Technology
One reason OOH has managed to stay relevant is its realization that it must keep up with the times, which means it can no longer rely solely on the old way of doing things. Many companies are moving away from stationary billboards to incorporate digital technologies that bring their advertisements to life in new and innovative ways. These ads connect with people not only visually, but emotionally, as well. The impact of digital OOH ads is so prominent, that studies show it will continue to gain ground, with ad spending predicted to reach $4.5 billion in 2019 (a $1.8 billion increase from 2014) in the US, alone.
OOH Advertising Has Strong Purchasing Influence
Another reason successful companies continue to utilize OOH in their marketing campaigns is the proven effect Out of Home advertising has on people’s purchasing decisions. Since most people view OOH ads when they are in a prime position (both physically and mentally) to buy something, it makes sense that nearly 2/3 of purchases are made within half an hour of seeing said advertisements. And 58% of people claim to knowingly pay attention to OOH ads, which can influence purchasing decisions even more. It even has a long-term impact, since ad retention for one week is higher for OOH at 55% than it is for print or radio (49% and 35%, respectively).
The evidence clearly shows OOH advertising is a formidable part of any marketing strategy. In fact, simply increasing one’s OOH ad spend by as little as a percentage point can lead to great results. And businesses can make their OOH ads even more impactful by featuring an unforgettable vanity number as the call to action, which will not only make it easier for people to recall how to contact a business, but can lead to more valuable incoming leads, as well. When it comes to advertising campaigns, Out of Home deserves a prominent place.