A Complete Guide to Out-of-Home Advertising

What Is Out-of-Home (OOH) Advertising?

Why Is Out-of-Home Advertising So Effective?

  • Increased Time Spent Outside: In spite of a rise in remote work, people are spending plenty of time outside. After two years of near-isolation, those in safe areas are eager to get back to normal. They’re out and about, shopping in person, enjoying nights out with friends, and commuting on the highway, watching billboards go by.
  • A Growth in Opportunities: As the world continues to open up and life goes back to normal, there’s plenty of growth to come. Moving now will ensure ideal placement over those who dawdle.
  • Less Intrusive Options: Online ads are seen as increasingly intrusive, but OOH ads are more accepted as an unavoidable way of life, leading to less frustration for consumers.
  • Digital Programmatic Options: OOH is no longer limited to old-school methods. With digital programmatic options, it’s easy to customize offerings based on evolving needs.

Why Is Having an Order Management System (OMS) Important When Starting OOH Advertising?

The Benefits of OOH Advertising

  • Cost-Effectiveness: OOH advertising isn’t always expensive. In many cases, putting up billboards or placing ads on bus benches can be much cheaper than large-scale digital campaigns or TV spots on major channels, providing an option to gain eyes without breaking the bank.
  • Immediate Impact: The influence of out-of-home is immediate. There’s no way to turn it off or eliminate it, so consumers are forced to see ads and process the information. And, when placement is strategic, consumers will be motivated to make purchases without delay.
  • Encourages Impulse Buying: As is implied by an immediate impact, OOH advertising encourages impulse buying. When ads are in close proximity to products, like end caps in stores or bus stop ads with QR codes that allow for instant contact, shoppers are in a much better position to make a purchase in real-time.
  • Highly Noticeable: It’s hard to ignore things like billboards. Even if consumers don’t want to look at ads, they’re forced to when ads are all around them. There’s no way to make it through life without seeing advertisements, so OOH placement guarantees eyeballs.
  • Accepted by Consumers: Unlike internet ads, which are increasingly frustrating, and even TV ads, which have been a pain point with viewers for years, consumers don’t complain about ads like billboards. When ads aren’t as frustrating, people are more likely to process the information without bias.
  • Benefits Multiple Ad Campaigns Simultaneously: The less intrusive nature of OOH advertising can benefit other ads. According to one study, customers are almost 50% more likely to interact with mobile ads when contact is first established on an OOH platform.
  • Builds Branding and Customer Recall: When ads can’t be ignored, customers are more likely to remember a brand. With a combination of out-of-home and more traditional digital avenues, it’s possible to build a more robust presence among customers.

The Challenges of OOH Advertising

  • Troubles with Targeting: In a space, everyone can see, connecting with a target audience isn’t guaranteed. Yes, in theory, ads would be placed in a location best positioned to appeal to an ideal market, but OOH advertising by nature results in a lot of wasted impressions.
  • Limited Remarketing: In other forms of advertising, like video ads before YouTube content, it’s possible to target the same customers again and again, sometimes in different ways. This has proven to be very effective. Unfortunately, with OOH, remarketing is dependent on customers happening to see another out-of-home placement.
  • Measurement Complications: Traditional digital and linear advertising platforms offer somewhat reliable measurement tools, but OOH is a different beast. Because ads exist in public spaces, there’s no good way to ensure ads are making it in front of the right eyes.
  • Reduced Ability to Go Viral: Online ads, like social media marketing and video ads, go viral quite often, springboarding brands into the public eye. While OOH ads can certainly garner attention and end up in articles or reposted online, there are fewer tools available to encourage widespread visibility.
  • Less Scalable: Out-of-home ads are far less scalable, in large part because they’re harder to measure. When online ads perform well, it’s easy to scale them quickly, but that’s not so true when ads are inside subway cars or on signs at the airport.
  • Slow Implementation: Online ads can be placed with a click, but in many cases, getting OOH campaigns off the ground takes a lot longer. This can slow momentum, especially when time is of the essence, which may cost impressions and sales.
  • Inability to Try Different Ads: It’s erroneous to say that it’s impossible to try different ads with OOH avenues, but it’s significantly more difficult. Once an ad is up in an OOH setting, there’s no quick way to determine efficacy, and no good way to make tweaks based on customer reactions.
  • Customers Can’t Always Take Action Immediately: While customers can take action immediately with some products, particularly those advertised close to a point of sale, this isn’t always true. Online ads allow the ability to click through and head right to checkout, but this can’t be done in the same way for out-of-home campaigns.

Cross-Channel Challenges for OOH Media Companies

Cross-Channel Inventory Management

Consolidation of Ad Placements

Utilizing Data from Multiple Disconnected Platforms

Effective Cross-Media Ad Sales For OOH Media Companies

Out-of-Home Advertising Trends

  • OOH advertising, much like digital advertising, can benefit from telling a story and drawing customers into the buyer journey rather than just pitching products.
  • Digital OOH offers plenty of potential, from programmatic placement to interactive advertising, as well as the crossover between mobile ads and DOOH avenues.
  • One OOH platform isn’t always enough. Some brands are taking advantage of multiple platforms in the same spaces, like billboards and bus bench ads in the same location, to increase awareness.
  • Artificial intelligence is spreading into advertising of all kinds, and that includes OOH as well. Learning how AI works in the ad space, as well as the potential across all areas of ad sales, will benefit companies.

DOOH Advertising Technology Trends

  • Hardware enhancements and evolution in software development allow for things like programmatic placement and putting ads in front of eyes in flexible, dynamic ways.
  • Screen quality in digital areas, like bus stop ads in cities like NYC or digital billboards, is vastly improving, meaning crisper pictures and more video creativity.
  • Avenues with cameras and motion detectors can allow for interactivity, giving consumers a way to engage with ads in real-time — and often in creative and engaging ways.
  • Mobile technology makes a difference, too. Things like QR codes and geofencing help advertisers to allow cross-platform engagement, whether willingly or through location services, for retargeting purposes.

What Is Out-of-Home (OOH) Advertising?

Why Is Out-of-Home Advertising So Effective?

  • Increased Time Spent Outside: In spite of a rise in remote work, people are spending plenty of time outside. After two years of near-isolation, those in safe areas are eager to get back to normal. They’re out and about, shopping in person, enjoying nights out with friends, and commuting on the highway, watching billboards go by.
  • A Growth in Opportunities: As the world continues to open up and life goes back to normal, there’s plenty of growth to come. Moving now will ensure ideal placement over those who dawdle.
  • Less Intrusive Options: Online ads are seen as increasingly intrusive, but OOH ads are more accepted as an unavoidable way of life, leading to less frustration for consumers.
  • Digital Programmatic Options: OOH is no longer limited to old-school methods. With digital programmatic options, it’s easy to customize offerings based on evolving needs.

Why Is Having an Order Management System (OMS) Important When Starting OOH Advertising?

The Benefits of OOH Advertising

  • Cost-Effectiveness: OOH advertising isn’t always expensive. In many cases, putting up billboards or placing ads on bus benches can be much cheaper than large-scale digital campaigns or TV spots on major channels, providing an option to gain eyes without breaking the bank.
  • Immediate Impact: The influence of out-of-home is immediate. There’s no way to turn it off or eliminate it, so consumers are forced to see ads and process the information. And, when placement is strategic, consumers will be motivated to make purchases without delay.
  • Encourages Impulse Buying: As is implied by an immediate impact, OOH advertising encourages impulse buying. When ads are in close proximity to products, like end caps in stores or bus stop ads with QR codes that allow for instant contact, shoppers are in a much better position to make a purchase in real-time.
  • Highly Noticeable: It’s hard to ignore things like billboards. Even if consumers don’t want to look at ads, they’re forced to when ads are all around them. There’s no way to make it through life without seeing advertisements, so OOH placement guarantees eyeballs.
  • Accepted by Consumers: Unlike internet ads, which are increasingly frustrating, and even TV ads, which have been a pain point with viewers for years, consumers don’t complain about ads like billboards. When ads aren’t as frustrating, people are more likely to process the information without bias.
  • Benefits Multiple Ad Campaigns Simultaneously: The less intrusive nature of OOH advertising can benefit other ads. According to one study, customers are almost 50% more likely to interact with mobile ads when contact is first established on an OOH platform.
  • Builds Branding and Customer Recall: When ads can’t be ignored, customers are more likely to remember a brand. With a combination of out-of-home and more traditional digital avenues, it’s possible to build a more robust presence among customers.

The Challenges of OOH Advertising

  • Troubles with Targeting: In a space, everyone can see, connecting with a target audience isn’t guaranteed. Yes, in theory, ads would be placed in a location best positioned to appeal to an ideal market, but OOH advertising by nature results in a lot of wasted impressions.
  • Limited Remarketing: In other forms of advertising, like video ads before YouTube content, it’s possible to target the same customers again and again, sometimes in different ways. This has proven to be very effective. Unfortunately, with OOH, remarketing is dependent on customers happening to see another out-of-home placement.
  • Measurement Complications: Traditional digital and linear advertising platforms offer somewhat reliable measurement tools, but OOH is a different beast. Because ads exist in public spaces, there’s no good way to ensure ads are making it in front of the right eyes.
  • Reduced Ability to Go Viral: Online ads, like social media marketing and video ads, go viral quite often, springboarding brands into the public eye. While OOH ads can certainly garner attention and end up in articles or reposted online, there are fewer tools available to encourage widespread visibility.
  • Less Scalable: Out-of-home ads are far less scalable, in large part because they’re harder to measure. When online ads perform well, it’s easy to scale them quickly, but that’s not so true when ads are inside subway cars or on signs at the airport.
  • Slow Implementation: Online ads can be placed with a click, but in many cases, getting OOH campaigns off the ground takes a lot longer. This can slow momentum, especially when time is of the essence, which may cost impressions and sales.
  • Inability to Try Different Ads: It’s erroneous to say that it’s impossible to try different ads with OOH avenues, but it’s significantly more difficult. Once an ad is up in an OOH setting, there’s no quick way to determine efficacy, and no good way to make tweaks based on customer reactions.
  • Customers Can’t Always Take Action Immediately: While customers can take action immediately with some products, particularly those advertised close to a point of sale, this isn’t always true. Online ads allow the ability to click through and head right to checkout, but this can’t be done in the same way for out-of-home campaigns.

Cross-Channel Challenges for OOH Media Companies

Cross-Channel Inventory Management

Consolidation of Ad Placements

Utilizing Data from Multiple Disconnected Platforms

Effective Cross-Media Ad Sales For OOH Media Companies

Out-of-Home Advertising Trends

  • OOH advertising, much like digital advertising, can benefit from telling a story and drawing customers into the buyer journey rather than just pitching products.
  • Digital OOH offers plenty of potential, from programmatic placement to interactive advertising, as well as the crossover between mobile ads and DOOH avenues.
  • One OOH platform isn’t always enough. Some brands are taking advantage of multiple platforms in the same spaces, like billboards and bus bench ads in the same location, to increase awareness.
  • Artificial intelligence is spreading into advertising of all kinds, and that includes OOH as well. Learning how AI works in the ad space, as well as the potential across all areas of ad sales, will benefit companies.

DOOH Advertising Technology Trends

  • Hardware enhancements and evolution in software development allow for things like programmatic placement and putting ads in front of eyes in flexible, dynamic ways.
  • Screen quality in digital areas, like bus stop ads in cities like NYC or digital billboards, is vastly improving, meaning crisper pictures and more video creativity.
  • Avenues with cameras and motion detectors can allow for interactivity, giving consumers a way to engage with ads in real-time — and often in creative and engaging ways.
  • Mobile technology makes a difference, too. Things like QR codes and geofencing help advertisers to allow cross-platform engagement, whether willingly or through location services, for retargeting purposes.

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Publisher’s all-in-one business software solution for efficient ad sales management built on Salesforce with customers in 25+ countries. http://advendio.com/

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Publisher’s all-in-one business software solution for efficient ad sales management built on Salesforce with customers in 25+ countries. http://advendio.com/