One of the stand out stars in the advertising world is out-of-home advertising, or OOH advertising for short. This type of advertising includes a wide range of promotions that customers and potential customers will see outside of their homes.

Such things as billboards (static and digital), adverts on buses, posters, bus shelters, train stations and point of sale advertising all fall into the category of OOH advertising.

Read on to find out why this form of advertising continues to be popular in promoting both products and services.

OOH Advertising Is Very Effective

It has been proven that OOH advertising is a highly effective form of advertising that gives excellent bang for your buck. The reasons for this are varied, including:

• Being able to target a specific audience by careful selection of target locations.
• Competitive pricing for constantly visible advertising versus other forms of advertising that can be “turned off”.
• The constant presence of this form of advertising fosters brand familiarity and brand loyalty.
• Companies using OOH advertising report perceptible increases in sales due to the increased exposure generated for their product or service.

OOH Advertising Is A Way To Increase Marketing Exposure Across Other Channels

While out-of-home advertising is effective as a stand-alone effort, it also has the knock-on effect of increasing access to other marketing and communication channels with your organisation. In this digital age of instant gratification, what is the first thing a potential customer will do after being attracted to your OOH advertising? Reach for their phone and look for you online on their favourite channel, like searching for your website or blogs, or connecting via a social media app.

To guarantee the best possible outcome, your coverage on other channels should continue the potential created by your OOH adverts. This multi-faceted approach will strengthen your marketing campaign and lead to the positive results that you are looking for.

So the question you should be asking yourself is why you are not using this highly effective tool in your marketing campaign? The hype is justified because OOH advertising is a proven method of building brand loyalty and increasing sales.

When choosing the marketing strategy for your organisation, a good place to start is to be reminded of the four basic principles of marketing. They are also known as the 4 Ps: product (or service), place, price and promotion.

The one of interest to us here is promotion. Promotion includes activities such as advertising, public relations, direct marketing, personal selling and sales promotions. The good news is that OOH advertising (out-of-home advertising) is an excellent form of promotion that will tick many blocks for your marketing campaign.

What Is The Purpose Of Advertising?

The core purpose of advertising is three-fold:

• To inform – Advertising should create awareness of your brand, your product or service and provide pertinent information about the values and objectives of your organisation.
• To persuade – The objective is to sway customers’ perceptions to believe that your products or services are the best quality, value or best suited to satisfy their needs and wants.
• To remind – Advertising serves to remind customers about your product or service and reinforces information about the features, benefits and opportunities it will provide to them.

How Does OOH Advertising Help To Achieve These Purposes?

OOH advertising, like billboards, are an excellent way to achieve the intentions set out in any advertising campaign by targeting people who are looking to purchase your product or service.  They create a desire for purchase right at that moment, but they also promote long-term growth and loyalty to your brand by their presence over an extended period of time.

In addition, this type of advertising will target specific markets that may be overlooked by more traditional forms of advertising like TV, radio or print adverts. By strategically selecting the placement, frequency and location of your OOH advertising, you are in a unique position to target specifically identified audiences.

And unlike other forms of advertising, OOH advertising has a constant presence. It can’t be turned off, turned down, or page turned, so the message is broadcast on a continuous basis, increasing its visibility potential.

OOH advertising is a cost-effective tool to include in the advertising portion of your marketing campaign.