According to Tamoco, "consumers are 48% more likely to interact
with a digital ad after being exposed to an OOH ad first." This means that if companies are not looking at marketing their brand outside of the home environment, they might be missing a huge amount
of their target audience.
Marketers, out-of-home marketing might seem slightly old school — especially
if you are accustomed to marketing to audiences via their personal devices — but this type of campaign is still reaching significant
numbers. So, do you want to learn more about OOH? Then let's jump right in:
Now, what exactly is out-of-home advertising?
The first thing that might come to mind when thinking of OOH is billboards — and you wouldn't be wrong. Yet, OOH adverts are not only limited to billboards.Think of any advertisement you will see outside your home — that's OOH. According to Penji
, this includes:
- lamp post
- guerilla advertising
- point of sale
- stunt advertising, and
- outdoor advertising.
And no — it doesn't count as OOH advertising if you are watching YouTube on your laptop in a coffee shop and seeing an ad there.
Why does out-of-home advertising still work?
Yes, it might seem like the world is glued to their smart devices 24 / 7, and that is where a lot of companies place their focus on showcasing adverts. Yet, OOH adverts might actually
have the upper hand here. Why, you ask
? Well, since people get advert fatigue, they often either buy subscriptions like YouTube Premium where they don't see advertisements, or they just get an ad blocker. On the other hand, when consumers are on their phones and see an advert that they can't skip, they might simply not pay attention to it.
But let's change the vibe just for a second, shall we? Think of that Verimark voice here: "Introducing … out-of-home advertising!
Just like this change in tone here caught your attention, so too does this type of marketing allow a brand to stand out
and demand attention from the consumer with a unique perspective. This is especially
true with out-of-home and digital out-of-home billboards because, in their varying environments, these ads are eye-catching.
"OOH campaigns can't be ignored
— unlike TV, radio, or mobile, which can often be turned off, or where the consumer can move to another channel," says James Ewen, author for Tamoco.
OOH, advertisement is also something that a person only sees while in the car, or out and about and on the move. This means that if they see something that catches their attention but not their focus, they can't quickly scroll to that ad on their phone. Therefore, this type of advertising encourages people to pay closer attention.
"The average driver will only have about five to 10 seconds to view your billboard design
, read any text and comprehend the message," according to Leap Innovation. Thus these ads work well because they use short, punchy copy and striking images that make them memorable even when people quickly glimpse them.Have you recently come across an OOH campaign that you really liked? Be sure to let us know in the comments section below.
*Image courtesy of Pexels