Out of home (OOH) marketing is an incredibly traditional form of advertising – however, its outreach is anything but, continuing to be one of the most effective advertising strategies in the world.
If it ain’t broke, don’t fix it, after all! So, here are a few ways that your OOH marketing can make consumers go “Aah!” when you get it right.
Increasingly popular marketing strategy
Global expenditure on OOH advertising is roughly around 33.85 billion US dollars, and is expected to rise to 39.62 billion US dollars by 2023. Hailed as ‘one of the oldest forms of advertising’, OOH ad spend is £700 million in the UK alone, with a predicted 19.2% growth in 2022.
OOH adverts include roadside billboards, digital screens in shopping centres, posters on bus shelters, phone boxes, and on the sides of buses. In fact, £187 million is spent on OOH adverts in transport environments in the UK. But this isn’t everything – marketers are always looking for new and innovative ways to reach their target audience.
High visibility and frequency
OOH advertising exposes people to marketing messages when they are driving in their cars, waiting for the bus, and even walking down the street. As it takes a consumer more than one exposure to make any action, OOH ads ensure that they are observed at a high frequency, in highly visible places.
When done so effectively, this can be much more likely to convert to a sale than, for example, a digital advert on a smartphone or a TV advert. This is because the visibility and frequency that the advert is viewed is an essential part of any marketing strategy.
Complete market coverage
Pre-COVID and everyone working from home, the average commute time in the UK was almost an hour. Some people may take the same route every day, whereas others like to switch it up. Thus, OOH adverts should gradually change their positioning until the ad has been seen by everyone in the whole area.
This allows you to have complete market coverage, targeting the specific locations that your target audience commonly drive or walk through.
Whether OOH advertising is digital or not, static or mobile, they are always visible. Billboards and bus shelter advertising can be lit up by LEDs at night to ensure that people can still see them even in the dark.
This means that consumers will be exposed to the advert at all times, for as long as you have the advertisement up – they will constantly be seen by everybody.
OOH advertising can be considerably less expensive than its newer, technical counterparts. You can also get more value for money, as you can spend more money on your actual campaign than the technical programming behind it.
If a consumer sees an OOH advertisement whilst roaming the streets, more often than not they are likely to pop into their nearest store to check it out. These consumers have the capacity to be more influenced, as they are already at the point of purchase – they just need to know where to buy it!
And there you have it – six ways that your OOH marketing campaign can make consumers go “Aah!” when done right.