Whether it’s an online business or an offline business, promotion and advertising are a must to reach the target audiences. With advertisements, you can easily communicate your thoughts to your customers. They will learn about your products, the latest developments in the market and what services and products are available near them to make their life more comfortable.
As consumer awareness is increasing, the way of promotion or advertisement is also evolving and out-of-home advertising has been accepted warmly. Now more and more companies are investing in OOH advertising and enjoying good results.
So to make you aware of this trending mode of advertisement we have created this blog. We would cover most of the aspects of OOH advertising including its types, benefits and challenges so that you can also make your preferences.
Out of Home (OOH) Advertising – All You Need To Know
What Is Out-Of-Home Advertising?
You might have noticed Spotify’s “Text to Listen” posters across bus stops, and other traffic places in which you just have to SMS the given number to enjoy the music of your choice. Most of the commuters enjoyed this and brand awareness of Spotify increased. So what’s the name of such a technique for driving customer acquisition? Yes, right this is out-of-home advertising.
OOH advertising is the visual representation of ads that are found outside the home. It’s a traditional and ideal mode for advertisers to connect with the consumers and bring value to the brand. Most of the companies such as Apple, HBO, and McDonald’s prefer this form of advertisement. Event companies such as Google and Facebook who are already masters in online ads make use of out-of-home advertising platforms to make better connections with customers.
The visual ads you see in cinemas and other travel locations such as train stations and airports, all come under OOH advertising. In simple terms, we can say that this is the form of advertising that audiences see when they are outside their home. And most common places where you can see OOH ads include billboards, public transport, bus shelters, resting benches, mall ad panels, etc.
OOH advertising is mostly non-targeted but has a wide reach. Its main aim is to guide, spread awareness and direct individuals towards the brand or any offer. Brand awareness and engagement are more priority rather than conversion. It is the oldest form of promotion and currently, it is becoming more popular with the combination of digital marketing strategies, termed Digital Out-of-Home Advertising ” (DOOH).
Types of OOH Advertising
Many of us are familiar with billboard advertising but along with that, there are many other types of OOH advertising. Let’s check them out one by one:
The most familiar and popular OOH advertising medium is billboards. It is generally a large form of print ads, elevated on boards. This is made eye-catching so that it can capture the attention of most visitors. Advertisers can display anything related to their brand, or service. You will mostly find these billboards on highways or areas that receive high footfall such as shopping malls, stadiums, and other public places. Pedestrians and commuters get desired information from billboards.
It also gets categorized into further types depending on the shape and size.
- Static: This type of billboard is stationary and you will see them mostly on the roadside. It also has outdoor lights so that Pedestrians can easily read them after the time of day.
- Mobile: This type of billboard is usually found on the back of movable transports such as buses, trucks, taxis, and other modes of transport.
- Digital: For digital billboards, LED screens are used and ads are dynamically controlled by computer.
These are small in size as compared to billboards. They are posted in commercial and industrial areas where foot traffic is high. They are more versatile, all thanks to their size. You will notice them in waiting areas of train stations, surface streets and other such locations. Posters need to be created with much creativity and with the selection of the right color and text. Posters cost-effectively create brand awareness. Eye-popping colors should be used in posters to catch the attention of viewers.
Making creative use of transport such as taxis and buses to promote your brand comes into transit advertising. By this method, brand info gets advertised across the city and major roads. Simply it’s mobile out-of-home marketing which has larger coverage than billboards and posters. We all have seen great examples of transit advertising in the times of Covid. All public transport were posted with prevention tips and info related to Covid so that more and more people get the right information. Airports also come under transit advertising and according to research, ads displayed here get a positive response. As airports receive large numbers of people every day so none of the ads will get unmissable no matter at which corner of the airport they are placed.
In this, permanent fixtures are used for promoting the ads. Back of benches, newsstands, bus shelters, sidewalks, phone booths, mall ad panels, ATM kiosks, and other such places are used for promoting content. The positions are mostly selected near pedestrians so that they can easily view that. Individuals get interacted with ads on face to face level and offer better coverage in a variety of categories. This is also known as street-level urban media and is considered the most effective way of advertising. OOH, media agencies buy furniture available in public places and advertise over there for brand promotion.
Benefits Of Out-Of-Home Advertising
Out-of-home (OOH) advertising is one of the most cost-effective ways to reach potential customers in an impactful and visual manner. From billboards to posters, OOH ads can increase brand awareness, drive traffic to stores and websites, and even increase loyalty among current customers. Learn more about the numerous benefits of OOH advertising here.
Reach a Wide Audience in Impactful Ways
One of the main benefits of out-of-home advertising is its ability to reach a wide audience quickly and in an impactful way. OOH ads can easily be seen by people walking or driving by, thus opening up a potentially massive base of potential customers. Furthermore, since many people tend to remember what they see more than what they read or hear, OOH advertising can help create a lasting impression on your target consumers.
Create an Immersive Experience
Out-of-home advertising can also create an immersive experience for your viewers. For example, you can use interactive billboards or digital video displays to captivate viewers and draw their attention. Additionally, by using motion sensors or other technologies, you can create unique experiences that will engage the consumer and make your ads more memorable.
Make it Memorable with Visuals, Audio, and Movement
Out-of-home ads typically use a combination of visuals, audio, and motion to capture the viewers’ attention. The use of visuals is especially important when it comes to outdoor advertising because signs need to be readable even when they’re viewed from a distance. Additionally, the use of audio and motion can help add an extra layer of engagement and make your ad more memorable. For example, you could incorporate sound clips into your digital video displays or use motion sensors on interactive billboards to create an immersive experience for your viewers.
Leverage Targeted Locations for Greater Reach
By using targeted locations and areas that fit the demographic of your target audience, you can make sure your ads are seen by the right people. Advertising near a popular venue or highly trafficked area can attract more attention and visibility to your brand, giving you a chance to reach out to those who may not yet be familiar with your services. However, it’s important to keep in mind the exact type of location or area you choose—it should suit the topic and message of the ad in order to make an impactful impression.
Track Performance Easily With Digital Measurements
Out-of-home advertising gives you the power to easily track how effective your campaigns are. With digital materials, tracking performance allows you to see which ads attract the most people and where they’re located. You can use this data to adjust your strategy and make sure that each ad is reaching its target audience in order to maximize impact. By understanding the importance of location for out-of-home ads, you’ll be able to reach your target customers in their own environment and capture their attention more effectively.
Top Considerations in OOH Advertising
OOH marketing is getting immense popularity in public spaces but it does not guarantee that your brand will get successful recognition instantly. There is a need to add purpose and strategy to the OOH campaign so that it can deliver the best outcomes.
- Circulation: This is one of the biggest factors that you should consider on priority. You need to consider OOH advertising location so that you can reach your target audience. Depending upon your budget, audience target, and geography, finalize the location. Ad placement will also help you in determining the size of the ad and obviously copy and design will also get planned. You should also think about happy hours for your ads display so that your ads get the best response.
- Check Competition: Before making your decision you should check what your competitors are doing and what their outcomes are. Also consider what things attracted you and what are the missing points, formatting of content, and other creativity so that you can add them to your advertisement. By considering all these things you can make your ads more creative and increase conversion chances. It’s also up to you if you want to advertise your ad next to your competitors but you should be ready to deal with the petty thoughts of the public. We are saying this by remembering the Audi and BMW billboard war.
- Keep It Less: There is no such benefit of overdoing in your ad. You need to keep your copy short yet impactful. 14 words on ads are enough to express your thought and brand. Your design and pattern will talk with your audience. The best example of a simple but effective billboard is delivered by McDonald’s. The company knows very well that people recognize its golden arches very well and thus they created this billboard.
- Picture Perfect And Shareable: Your ad should be eye-catching so that people love to snap a pic with that, and also find it informative or creative to share with their friends and family. The more eyeballs catch your ads the more chance of brand recognition there is.
Cost of OOH Advertising in Australia
Out-of-home (OOH) advertising is an effective way to reach potential customers. From billboards, transit shelters, and digital signage, when done right, you can get maximum exposure for your message. But what does it cost? Traditional OOH advertising is usually priced per format and location.
Factors such as the size of the billboard and its visibility to drivers can affect prices. In addition, many cities use alternative structures like ‘premium locations’ in which advertisers are charged higher rates for more popular and visible locations or access to high-traffic rail or bus stations.
Prices for traditional OOH advertising can range from a few hundred dollars to tens of thousands depending on the target audience reach.
|Type of Advertisement||Cost (Approx)||Duration|
|POSTER||$750 - $2,000||1 MONTH|
|BUS ADS||$130 - $4,600||1 MONTH|
|SUPERMARKETS ADS||$800 - $1,500||1 MONTH|
|BILLBOARD ADS||$750 - $1,500||1 MONTH|
|RESTAURANTS AND BARS ADS||$200 - $1150||1 MONTH|
|DIGITAL OUTDOOR||$1,500 - $18,000||1 MONTH|