No matter where you live, you’ve almost certainly interacted with out-of-home media. Also known as OOH, out-of-home media comes in many formats and is a perennial fixture in nearly every city and town across the US. Whether you’re passing a billboard on your way to work, picking up a brochure at your doctor’s office, or watching a major league sports event at a stadium, you’re interacting with some form of outdoor advertising.
How can advertisers put out of home media to work for them? Let’s get into it.
What is Out Of Home Media?
Out-of-home media is any type of advertising that reaches us when we’re outside our homes. Outdoor advertising is incredibly broad, and includes traditional formats like billboards, as well as digital ads on mall kiosks, banners at sporting events, digital screens at bus stops, and much more. Whether your ad is placed on street furniture, like bus shelters and newsracks, or it’s pedaling past you on a pedicab, OOH advertising takes advantage of crowded public locations to ensure your ad receives maximum exposure.
The wide variety of OOH media formats means there is something for every company and marketing budget. An OOH ad can be designed to target a highly localized demographic or a national audience, depending on your individual needs. Basically, anytime there are people in a public space there are OOH campaigns available to reach them.
How does Out Of Home Media work For Advertisers?
Out of home media takes advantage of crowded locations and high-traffic areas to get your message out to a wide swath of the population. Whether you opt for static or digital ads, incorporating outdoor media into your next marketing campaign is a smart way to increase brand awareness.
One downside to out of home media is that it can be difficult to measure impact, due to the lack of clear metrics and attribution associated with outdoor signage. Many companies will look at the CPM rates and compare those to conversions to get a good picture of how their outdoor advertising campaign is performing.
Where Is The Out Of Home Industry Going?
The out of home industry is quick to adopt the latest technology, making digital OOH advertising an increasingly popular form of marketing. In many areas, digital ads can use geotracking to increase advertisers’ ability to target their ads, making them especially popular with brands hoping to target a narrow segment of the population.
What does this change mean for advertisers?
Many advertisers will be content to continue using traditional forms of OOH like billboards and bus bench ads, and that is perfectly fine. Traditional OOH formats continue to garner widespread viewership and are strong options for advertisers to consider. Especially in suburban and rural areas, traditional OOH formats will likely continue to dominate the market.
But the growing availability of digital signage means that advertisers should learn more about the options they have when it comes to DOOH. Digital advertising has a lot of advantages, especially in denser urban areas where the competition for eyeballs is especially intense. Digital signs offer an opportunity to stand out from the ad clutter of city streets.
How does this change affect consumers?
Consumers will continue to see traditional forms of OOH, but they might begin to notice more digital ads in outdoor areas. Many of these digital ads will incorporate engaging content, like social media integrations or animated videos. Because advertisers are using data to guide their ad placements, consumers will likely experience a more tailored advertising experience.
Who is Out Of Home Media best for?
Out of home media is best for any company looking to spread their brand’s message to the wider community. There is an outdoor advertising option for every brand and every marketing budget, making OOH a lucrative opportunity for advertisers everywhere.