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The timeless value of traditional out-of-home (OOH) in a programmatic era

Arsalan Nasir

• 2 min read
The timeless value of traditional out-of-home (OOH) in a programmatic era

In today's digitally-driven ads landscape, where programmatic campaigns dominate, the significance of traditional Out-of-Home (OOH) media might seem overshadowed. However, dismissing traditional, printed OOH as outdated would be a mistake.

Traditional OOH media encompasses non-programmatic enabled screens and static displays that require physical installation and production. This includes billboards, airport and transit advertising, street furniture (like benches and bus shelters) and more. Unlike programmatic digital ads, traditional OOH relies on manual placement and scheduling.

While programmatic advertising continues to gain momentum, traditional OOH still holds a significant share of the market. According to recent industry reports, traditional OOH accounts for approximately 64% of overall OOH spending, showcasing its enduring relevance.

The Value Proposition of Traditional OOH

  1. Guaranteed Exposure: Traditional OOH offers guaranteed visibility in high-traffic areas, ensuring exposure to diverse audiences. Unlike digital ads that can be blocked or skipped, OOH commands attention in real-world settings.
  2. Share of Voice (SOV): With traditional OOH, advertisers enjoy a substantial share of voice in specific geographical locations. Own a lat/long with static media, no sharing with other advertisers or dealing with your ad being on a rotation that will be missed by customers who didn’t walk by at the “right time.” This allows for effective targeting and brand reinforcement within local communities.
  3. Cost-Effectiveness: Traditional OOH often comes at lower prices compared to digital alternatives plus guaranteed buys have more room for negotiation. This affordability makes it accessible to businesses of all sizes, enabling them to reach a broader audience without breaking the bank.
  4. Precise Placement: Advertisers have precise control over where their ads are displayed, allowing them to tailor messages to specific demographics and contexts. Precise placement can be helpful when you are bringing your team out to celebrate an achievement, competitive conquesting, driving foot traffic to stores, being memorable by associating with market landmarks, and more. This level of customization enhances the effectiveness of campaigns.

Crafting a Comprehensive OOH Strategy

Rather than viewing traditional and programmatic OOH as competing forces, savvy marketers recognize the synergy between the two approaches. Here's how they can work together to create a compelling OOH strategy:

  1. Data-Driven Planning: Leverage data (audiences, datasets, 1st party data) to identify the most effective traditional OOH placements based on audience behavior, demographics, and traffic patterns.
  2. Complementary Messaging: Align traditional OOH campaigns with programmatic efforts to create a cohesive brand narrative across multiple touch points. This integration reinforces brand recall and fosters engagement.
  3. Dynamic Content: Incorporate dynamic elements into programmatic OOH displays, such as promotional QR codes or NFC tags based on the day of the week, varying products based on weather, etc to bridge the gap between offline and online interactions and drive actions. This encourages audience interaction and facilitates measurable outcomes.
  4. Optimized Campaign Management: Reserve traditional units to guarantee presence and sprinkle in digital screens to create a domination effect. Utilize programmatic platforms to streamline the planning, buying, and monitoring of OOH campaigns. Programmatic offers flexibility, enhances efficiency, and maximizes ROI.

Wrapping up…

While programmatic advertising continues to evolve, traditional OOH media remains a cornerstone of effective marketing strategies. Its guaranteed exposure, cost-effectiveness, and precise targeting capabilities make it a valuable asset for brands looking to make a lasting impression in the physical world. By integrating traditional OOH with modern programmatic approaches, marketers can unlock the full potential of out-of-home advertising in today's dynamic landscape.

And good news, at AdQuick we make it easy to do both traditional and digital OOH, together. Contact [email protected] to learn more about implementing an effective strategy, or visit our site to explore at your own pace.