The critically acclaimed and Academy Award nominated film 3 Billboards Outside Ebbing Missouri has put a bigger spotlight on outdoor advertising than has been seen in quite some time. 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 7th consecutive year of growth for OOH advertising, and 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, nearly every potential consumer is going to be 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 such as airports or malls, and even niche sites that were unheard of in years past, such as elevators, taxicabs, gyms, etc. And unlike other forms of advertising, OOH ads are much harder to ignore. After all, you can’t just walk around with your eyes closed when you’re outside (well, you can, but you probably shouldn’t). 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, which makes sense considering the advancements we’ve seen in the medium. Businesses know their OOH ads have to truly connect with people, which is why many are implementing digital technology to create ads that intrigue and delight consumers. DOOH ads are often able to interact with people, can respond to real world and real-time events, and just be more compelling, overall. 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 being noticed by more people, but their reactions are being better evaluated, as well. Many OOH ads have technology that gathers data on the people who observe them. This lets companies know exactly which demographics are more likely to notice their marketing, giving them the chance to 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. Out of Home advertising is a surefire way to make sure your advertising gets results.