Also called outdoor advertising, Out-of-Home (OOH) advertising refers to any type of advertising campaign aimed at consumers outside their homes. It is a powerful mass-market medium for reaching people as they go about their daily activities. Whether they are driving, walking, or traveling, people will remember the details of some form of outdoor advertisement.
Extending back to the 18th century, OOH advertising is one of the most profitable methods to promote business.
Although the term ‘outdoor’ might immediately make a person think of billboards, OOH advertising has become more elaborate than that. Using technology, Digital OOH has increased advertising reach across large urban areas by incorporating more dynamic methods and has succeeded in keeping pace with trends, digital innovation, and consumer expectations.
Where Can OOH Be Used?
OOH advertising is adaptable and offers limitless potential to advertisers of all types. It can be used by many people from top designers and tech giants to small business owners. Places to deploy OOH include airports, shopping malls, transit, in-store retail, bus panels, gyms, and highways. The purpose of OOH can include general or localized branding or a clear call-to-action.
Types of OOH
OOH advertising uses various formats. Some major ones are:
- Billboards: Traditional larger-than-life advertising displays which are usually over 50 feet high.
- Street Furniture: Advertising displays placed at eye-level in areas with high pedestrian and vehicular traffic targeted at shoppers, pedestrians, and slow-moving traffic.
- Transit: Attached or integrated onto/into moving vehicles. Further, displayed in the lobbies of transit areas like airports, bus, or train stations.
- Place-Based OOH: Various advertising formats placed in locations where people gather in groups. For example, convention centers, concerts, campuses, clubs, and restaurants.
- Alternative OOH: All of the above formats can include alternative OOH methods. From ads in elevators to hand sanitizing wellness stations, OOH advertising can cover almost any life activity. Further, it lowers your CPM, increases engagement, and delivers targeted ads right into your prospects’ hands. With QR codes, SMS, and augmented reality capabilities, you can make your OOH actionable, interesting, engaging, and drive a strong ROI.
Traditional vs. Alternative OOH
In today’s current state of affairs, approximately 98% of OOH advertising is traditional and does not capitalize on alternative tactics. Companies such as Terraboost Media deliver a more precise, localized, targeted approach. For example, many small businesses sponsor a hand sanitizing billboard, which can get frequented up to 100 times per year by an average grocery shopper. Even in this age of e-commerce, supermarkets can generate more than 1 million visits per year locally.
All in all, Terraboost has a network spanning 72,000 hand sanitizing billboards, generating an aggregated 200 million daily impressions in popular retailers such as Bed Bath & Beyond, Rite Aid, Walgreens, Stop & Shop and more. Advertisers can go beyond simple impressions by leveraging QR codes (now built right into iOS), augmented reality, and SMS. Because the billboard is within arms reach, the media is now highly differentiated vs. OOH because it’s immediately actionable.
Why Use OOH?
Worldwide audience measurement systems have shown that OOH advertising closely competes with that of the ever-present TV, and even has greater reach than other major media. In a world over-saturated with online ads, catching and holding the attention of the average consumer can be problematic. OOH amplifies the awareness, except when distracted by media because it can reach almost everyone. Indeed, it integrates itself into their environs and daily routine. It’s intrusive but in a good way. It gets noticed, without viewers feeling like their private space has been invaded.
Also, OOH provides less expensive and easy reach. These days, it is quite pricey to create and share complex messages on mediums where people will only glance at them for a few seconds. With OOH, your advertising is always out there, unlikely to be overlooked and reaching consumers no matter what their media habits are.
The Future of OOH Is Here
With innovative ideas like QR codes, augmented reality, SMS codes, web addresses, social experiments, and publicity stunts, alternative formats of OOH advertising can motivate consumers to start viral trends, and start a conversation that draws awareness to brands and campaigns. These new formats are more relatable to a technology-driven society and promote interactions with consumers and their mobile devices. Being part of the two percent that is tapping into this lucrative niche will set you apart from the competition.
Digital OOH eliminates costly production fees, offers more targetability, forced exposure and much stronger value. Alternative OOH, including digital as a sub-set, can generate much stronger returns and engagement. These include coffee cup media or hand sanitizing wellness billboards located at retail that also double as a way an advertiser can give back to the community. All this, at a CPM that’s on average 90 percent less expensive and 10 times more impactful due to the utilitarian nature of alternative. Alternative media is available in digital format, allowing advertisers to further leverage techniques such as dayparting.
In an ever-evolving and highly competitive advertising landscape, using Digital OOH and, more specifically, alternative digital OOH, provides brands and businesses with strategies that ensure high engagement with their consumers at a low cost that packs a powerful punch and ROI. If you’re ready to explore more, contact us.