Why Top Marketers
Love OOH Advertising

Month: June 2021

Marketers struggle at the best of times to fit their campaigns into their advertising budgets. Recently, online advertising has become the norm, but it is not as effective as one may think! It can be frustrating. Ad blockers are all the rage, and even though a lot of money is spent on creating very creative online campaigns, online ad blockers prevent a large portion of users to view the ad. The others very seldom view the ad, choosing to skip over it to reach the web content they are looking for. Even if the advertisement is viewed, there are so many now, that the ad must stand out above a multitude of others to draw attention.

These problems do not affect Out of Home advertising. Outdoor advertising usually consists of billboards (static or digital), and they are virtually

Billboard Advertising

unmissable, especially when they are placed in the correct demographic areas. They are unblockable, highly visible, and attract attention. OOH is the perfect medium to send out large messages to those who matter most to your brand.

With new technology, digital components can be introduced to capture specific markets at specific times, but this does not take away from the ubiquitous presence of the static billboard. Studies performed by Ocean NeuroScience confirmed that OOH is much more likely to drive around 48% of consumers to a particular website or venue after being exposed to OOH advertising (as opposed to online advertising). In addition to this, studies performed by Nielsen and the OAAA in the USA shows that 46% of their test groups had been motivated to explore an online site after being exposed to an OOH advert. This means that even though OOH is one of the most ancient forms of advertising, that it is still very much a contender when it comes to advertising spend and effect.

Why Is OOH Suddenly Popular Again?

One of the main drivers that empower outdoor advertisers, is the introduction of digital technology. Billboards no longer have to be static. They can be programmed to display particular ads at specific times of day, depending on the audience. For instance, having a billboard in a commuter drive can entice them to purchase breakfast at a local outlet, but once schools finish for the day, the same board can be used to drive traffic to the local clothing outlets, skateparks, or malls that cater for students.

Not only is this more effective at reaching correct target markets, but a billboard can be shared by various brands, which means lower costs for the marketer. With this comes the security that the target market is being exposed to the ads at the correct time of day when they are most likely to invest in the brand. Digital technology also introduces creativity, brighter colours, movement that attracts the eye, and entertaining content.

Television and print media is static and limited, and display only to an audience that watches television or reads magazines!

Call our team at Face First Media to find out more about how we can help you to optimise your advertising budget!

With the advent of Digital Out of Home advertising, the usual static Out of Home advertising seems that have taken a little bit of a knock in the industry. OOH advertising is usually a billboard that does not include movement, other than to display an image. DOOH involves digitization that can be managed from a central point to display different electronic images and messages at different times of day, so it is generally more flexible when it comes to hitting different markets during certain times of the day.

The question remains, however, is there now space for OOH in a world that is becoming increasingly focused on DOOH? Well, the short answer is yes! This is for various reasons:

  • OOH is cheaper: Obtaining digital technologies require a significant outlay from the advertisers, and as a result, these expenses are brought over to the client. Static billboards are already in place, and they are cheaper and easier to manage.
  • No sharing: Because OOH displays a static image, there is no need to share your billboard advertising with other advertisers. This means that your billboard image remains in the same place and visible at all hours of the day until the term is up, and that you can ensure that your target market experiences only your advertising every time they drive past the billboard.
  • Effective reach: Because static billboards remain the same, they capture attention for longer, and are visible repeatedly to a well-honed target market. This means that the messages come through stronger and are retained longer.
  • Impact power: External billboards have a space in peoples’ lives and are often referred to as landmarks. Digital advertisement can also be irritating, and as a result, many people use advertising blockers on their phones and computers. Having a static billboard is not affected by this and can convey a message constantly.
  • Efficiency: Billboards are great for the distribution of information to certain segments. Caution must be exercised here though to ensure that the best locations and advertisements are chosen for maximum impact.

While DOOH also offers many benefits, there is clearly still space for static billboards in the OOH market, and when honed properly, can yield great results! So, whether you are interested in OOH or DOOH, our team at Face First Media are always at your disposal to help put together a highly subjective campaign that will hit your target markets in the correct positions and provide great results. Contact us today to find out more!