Out of Home Advertising Continues to Make Its Mark

The critically acclaimed and Academy Award nominated film 3 Billboards Outside Ebbing Missouri has put a bigger spotlight on outdoor advertising than ever before. But while Out of Home (OOH) ads may not always get a lot of recognition, smart business owners know how crucial they are to their marketing strategies. 2017 saw the 7^th consecutive year of growth for OOH advertising.

That trajectory is not expected to slow down. Experts predict OOH will increase at a 4.6% CAGR (Compound Annual Growth Rate), reaching upwards of $45.4 billion by 2019. Here are some of the secrets behind OOH advertising’s continued success.

Reaching More People Than Ever Before

At some point, every potential consumer goes outside each day, whether it’s commuting to work, going for a jog, or just taking a walk downtown, which gives OOH advertising numerous chances to be seen. And new developments in OOH advertising mean it has the potential to reach people no matter where they are. Thanks to Digital Out of Home (DOOH) marketing, businesses have more chances to show their ads in prime locations.

These locations include airports, malls, bus stops, and even niche sites, such as elevators, taxicabs, gyms, etc. And unlike other forms of advertising, OOH ads are much harder to ignore. This gives OOH more potential to have a real impact on people.

Better Content Means Better Results

Another way in which digital is changing the outdoor advertising game is by allowing for more innovative and influential content. An Adweek poll shows that 25% of the top 100 businesses investing in OOH ad spend are tech companies. This makes sense considering the advancements we’ve seen in the medium. Businesses know their OOH ads have to truly connect with people.

That’s why many are implementing digital technology to create ads that intrigue and delight consumers. OOH ads are often more interactive and respond to real world and real-time events. Overall, they’re just more compelling. As a result, people find themselves not only noticing these ads, but actually wanting to pay attention to them. Digital helps Out of Home let people experience advertising, not just see it.

More Accurate and Effective Targeting

Technological evolution means not only is Out of Home advertising noticed by more people, but marketers can more easily evaluate the results. Many OOH ads have technology that gathers data on the people who observe them. This tells companies exactly which demographics to target so they can create ad campaigns that will resonate with the right people.

And by adding a strong call to action tool such as an unforgettable vanity number with call tracking capabilities to their ads, companies can take targeting even further. Call tracking lets companies see not only which people saw their ads, but who was compelled to take action. This data can be used to determine which content and placement of future ads will be the most successful.

When businesses invest in OOH as part of their ad campaigns, they know the outcome will be well worth it. And businesses of all sizes are able to take advantage of all the advantages today’s Out of Home advertising can offer. No wonder Magna Global expects OOH ad spend to grow 14% on average in 2018.

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