Your Marketing Plan: Expand OOH Advertising as Urbanization Increases
The global population is increasingly moving to urban areas. Consequently, the impact of out-of-home advertising will continue to grow. Learn why and how you should expand OOH advertising in your future marketing plans.
What is OOH advertising?
OOH (or out-of-home) media is advertising that reaches consumers outside of their homes. It includes billboards, signs, wall panels, transit advertising, and more. OOH ads can be placed almost anywhere - along roadways, on newsstands and kiosks, and inside and outside of shopping malls, stadiums, movie theaters, convenience stores, gyms, bars, restaurants and gas stations.
According to Darcy Keller, former Communication Head at The Financial Times, the objective of OOH media is to build awareness and increase engagement.
Digital OOH messaging (or DOOH) is a newer development in the field of traditional media. Not to be confused with online advertising, DOOH ads use physical screens to display electronic messages. These digital billboards and signs can be activated and changed more quickly than traditional signage and may include features like scrolling, countdowns and live updates. A recent article from Marketing Dive estimates the number of DOOH advertising screens in America today to be about 220,000.
What are the benefits of OOH advertising?
The Out of Home Advertising Association of America explains that “OOH goes where most other media can’t go to surround and immerse consumers out of home, where they spend 70% of their waking hours.”
Whether delivered via billboards, signs, or screens, OOH ads generate repeated exposure, delivering your message over and over again. And the visual impact delivers more bang for your buck. After all, viewers can’t turn these ads off, scroll past them, or fast forward through them. This explains why a large percentage of consumers notice static and mobile billboards, and many of them take related follow-up actions.
From bike shelters to newspaper kiosks to bus wraps, outdoor ads have the power to gain outstanding exposure and impressions. As one of the first advertising touchpoints, physical media increases brand awareness and recognition. Strategically placed OOH media will help you build your brand voice and capture revenue.
Why should I expand OOH advertising in future marketing plans?
In the next 30 years, the share of the world’s population living in cities is expected to rise from 55% to 80%. Since cities only cover 2% of the world’s land surface, this is a meaningful increase in population concentration.
“A city is not gauged by its length and width, but by the broadness of its vision and the height of its dreams.'”
– HERB CAEN
Many city-dwellers are essentially a captive audience – living, learning, working, eating, shopping and socializing within a limited area. Strategically placed OOH ads concentrate your campaign on your intended viewers and generate repeat exposure.
Are you interested in starting or expanding your OOH advertising efforts?
Here at MSS Media, Inc., we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc. a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!
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