Whether it’s commuting to and from work or school, going for a run, or just enjoying a lazy Sunday at a nearby park, virtually nobody stays inside their house all day. As a result, most people are exposed to Out of Home (OOH) advertising when they step outside. The average consumer is exposed to 19.6 hours of OOH advertising per week, 2nd only to TV[1], and 75% of consumers ages 18 and over are reached by OOH advertising each month[2]. And with studies showing people making a purchasing decision within 30 minutes of seeing an OOH ad, their effectiveness cannot be denied. So if you are wondering if you should add Out of Home advertising to your campaigns, consider these facts:
OOH Advertising is More Advanced Than Ever
Once it became clear in the 90’s that the whole internet craze was not merely a fad, industry experts have been eager to ring the death knell for OOH advertising. After all, how can a stationary picture on a billboard on the side of the road compare to the more active and engaging sights and sounds of advertising done via the internet or television? A picture may be worth a thousand words, but that does not necessarily translate to thousands of consumer dollars.
But today’s OOH advertising is not billboards; it’s also mall kiosks, bus shelter advertisements, ads on park benches, and much more. And as for not being able to compete with other media technologically, think again. Out of Home advertising knows it must evolve to be a viable force against other forms of media, and it has exceeded expectations in this regard. With the cost of producing LED screens being lower than ever before, there is a significant increase in digital screens being used in OOH ads. Many ads are also using technology for a more interactive experience with consumers, such as the domestic violence campaign which features a battered woman’s face “healing” the longer people look at it, or the Coca-Cola ads at bus shelter spaces in Chicago, which were actually able to dispense complimentary 240 ml cans of its product to people. OOH advertisements are more engaging and noticeable than ever, and when a memorable call-to-action such as a vanity 800 number is a part of the campaign, its impact is even greater.
Today’s OOH Advertising Means More Accurate Targeting & Tracking Data
When it came to the best placement for their OOH campaigns, advertisers of the past had to make choices based on rudimentary elements such as the size of the billboard and the geography with the most traffic (auto and/or foot). But even with all the planning and best estimates, businesses were still unable to accurately assess if their decisions were actually yielding the desired results. Thus, targeting specific demographics relied more on guesswork than anything else.
These days, tools to help pinpoint exact demos with greater precision are available to OOH advertisers. Advancements such as digital capabilities and companion technologies like beacons and geo-fencing have been boons for hyper-targeting audiences. For instance, Clear Channel Outdoor uses a form of beacon technology called RADAR, which gathers non-personally-identifiable information from nearby mobile devices each time they pass a specific OOH ad and then delivers that data to advertisers. Advertisers can then get a clearer picture of when and where their ads are being seen, and by what types of consumers. As a result, advertisers can better market towards precise demographics in future campaigns. Also, for companies who may not have access to such technology, tools such as call tracking also serve as highly effective ways to gain accurate knowledge on how a campaign is functioning. With the right assets in place, Out of Home Advertising can be geared toward exactly whom a business wants, and the results can be seen and felt.
Couple this targeting accuracy with inbound call metrics you’ll have access to through the unforgettable phone numbers you include in your advertising stratgey, and you’ll have access to the marketing data necessary to fine tune advertising strategies to ensure success and improving return on investment metrics.
Revenue for Out of Home advertising rose 4.1% percent in 2016’s second quarter, compared to 2015[3]. And as it is set to rapidly evolve over the next year and a half, OOH advertising is also predicted to hold its own in spending all the way through 2019. So stop viewing OOH advertising with yesterday’s eyes, and start making it a part of your campaigns today!
Sources:
[1] https://www.marypomerantzadvertising.com/blog/outdoor-advertising-association-pokes-holes-digital-ads
[2] https://www.goodmediaideas.com/blog/benefits-of-traditional-media-out-of-home
[3] https://www.oaaa.org/NewsEvents/NewsArticles/IndustryRevenue.aspx