Out-of-home (OOH) advertising connects with consumers while they are on the go. We all understand the power of a well-placed, attention grabbing billboard, however OOH advertising is so much more than billboards today. From taxi tops to commuter train wraps, subway posters to street furniture (such as transit shelter posters and bus benches), and bus sides to full building wraps, out-of-home advertising is everywhere. OOH spans an array of formats that all play a part in the $7.3 billion OOH media spend in 2015, a 4.6% increase over the previous year.
Today, brand managers use technology in ever increasing ways to get their brand message out to consumers. Integrated marketing strategies that leverage OOH as part of the media mix realize increased success. Recognized as a high-impact marketing platform, OOH advertising contributes to the overall effectiveness of a brand’s campaign as well as enhances the performance of all marketing vehicles across the board.
Energize brand messaging: Ad agencies, marketing firms and media buying services are often singularly focused on interactive marketing activity. By reallocating marketing funds to include OOH in the media mix, a campaign can take sales to a new level. By employing multiple media outlets, marketers remind consumers of the value of their products, reinforce their brand message and focus on a call to action. Coordinated brand messaging that incorporates OOH will see improved metrics, as OOH can provide geographically targeted campaigns tailored for different locales. Out-of-home advertising typically provides the strongest marketing lift for such diverse groups as Retail, Automotive, Beverage, Telecommunications, QSR Food and Financial Services.
The OOH marketing spend: OOH advertising speaks to your customers when they are walking on the street, driving in their car or when they on their way to the store. In our cluttered world, OOH products are typically placed in an environment where there is less competition for consumers’ attention. So, how much would you spend to reinforce your brand on an everyday basis? Overlaying a schedule of OOH advertising in conjunction with other media in order to reach the consumer and drive sales is the sweet spot in determining how best to allocate your marketing budget.
Where the real value is: It is a fact that OOH is often underrepresented in marketing budgets. Sales growth relative to an increase in OOH spending is often times greater than what would be experienced with other media. The value proposition is OOH’s ability to reach consumers on the go, customizing the brand message for specific locations thereby driving store traffic and growing customer purchases.
3 truths when considering OOH: First, be clear on what the campaign objectives are and what the desired consumer response is. For example, is the campaign about brand awareness or a call to action? Second, consider the impact of location; is it a pedestrian area, are people in their cars flying by on the freeway or stopped at the light on a city street? Will consumers have the time to absorb the brand message? Third, measure the success and the impact of the campaign, considering what data can be collected and interpreted, and how the OOH component fits into the other media channels being used.
In our next article: We break down the various media formats used in out-of-home advertising and how best to leverage those for a winning campaign!
About the author: Peter Fradin is a 25 year industry veteran and a display solutions print specialist with BPGraphics. BPGraphics is a nationally recognized screen and digital graphics printer offering large, wide and grand format print solutions for 55 years. From fabric to vinyl – to rigid substrates of all kinds – big or small, BPGraphics’ knowledge and experience in the industry is unparalleled. You can reach Peter at 602-272-7907 firstname.lastname@example.org