Advertising is one of the industries that has borne the brunt of the COVID-19 pandemic.

Lockdowns across the world led to an immediate drop in advertising spend. Out-of-home advertising (OOH) has for the past few years been the only form of traditional advertising that has maintained steady growth and the COVID-19 pandemic has had a huge impact on this.

With phased re-openings, more people are leaving their homes and OOH and digital out-of-home advertising (DOOH) is poised for a big comeback.

A New Message

COVID-19 forced brands to alter their advertising campaigns and change their messages. The pandemic is also changing consumer behaviour which in turn means that advertisers need to alter how they speak to audiences and how their messages are conveyed. COVID-19 has in some instances changed consumer behaviour and patterns which in turn influences their consumption.

OOH’s Digital Transformation

COVID-19 has demonstrated the need to be able to quickly adjust when something unexpected happens and has brought DOOH even more to the front. With DOOH advertisers were in the position to change and update advertisements much quicker and easier with just a few clicks. Advertisers were able to run new and relevant campaigns and were able to communicate with audiences in increasingly versatile ways. COVID-19 has fuelled OOH’s digital transformation to DOOH as businesses are rethinking their digital strategies and consumers’ priorities have changed.

Transformation of The Medium

COVID-19 has also brought new opportunities and has given the OOH and DOOH advertising industries time to reflect on how the medium is perceived. The pandemic has brought along an increased demand for digital technologies. New technologies and displays are likely to be introduced keeping public safety in mind and adapting to the way’s technology have been embraced during the pandemic.

More Relevant Than Ever Before

With people more excited than ever to leave the house because of worldwide lockdowns, OOH and DOOH can be more visible and relevant than ever before. Advertisers now need to get creative with their messages and content to capture the attention. Using cross-channel strategies advertisers can maximise their reach and ensure that consumers are exposed to or interact with an advertising message and that they act. Advertisers can create more relevant and responsive campaigns and convey messages that resonate with consumers in a meaningful way.

OOH digital billboards are also becoming an attractive option to companies. Digital billboards can be updated instantaneously according to market needs and trends. This can be very convenient for specials that are only available for a specific time and limited edition products of which there is limited stock. When the special ends, the advertisement can immediately change or be removed.

Digital billboards also allows for interactive messaging. This is especially useful for “breaking news” or traffic type of messages that inform people of the latest happenings.

There are very few advertising mediums that are as versatile and adaptable as of Out of Home (OOH) advertising. Face First Media is a market leader in OOH and will be there to advise you on what the best ways are to get your brand out there, large, and outdoors.

Every product and service differ, and its appeal to different markets can change at the blink of an eye. Consumer responses can change just as fast, and your brand needs to be ready to change with them at just a moment’s notice. Some products or services require a longer advertising campaign, of say up to 1-2 months. It is however sometimes more advantageous to run a shorter advertising campaign. This is especially relevant in an ever-changing landscape of customer needs and product evolution. An advertising option that is utilised for a shorter term may be better suited for several reasons.

Some products and/or services require a shorter advertising campaign or need to change more often. OOH is an option that is easy to change as needed and adaptable to your brands advertising needs.

Products or services that are on offer for a limited time, like a campaign run for a special discount or promotion are perfect examples of how shorter-term options could work better. It is easier to end the campaign and take down the billboard as soon as the promotional offer ends. A shorter-term option gives you the option of more flexibility in your campaign to keep your brand engaging and relevant to customer needs. Consumers can quickly get bored with the same images and messages, OOH can change as you need it to, with the same range and traction you require to reach your target market.

Your advertisement may become less compelling over an extended time. In print media advertising, your advertisement and message cannot change very quickly. With OOH, as soon as you see that viewer trends are changing, you can instantly adapt and change with it. This will give your brand a massive advantage.

Marketers and advertisers have been using the art of psychology and how it can attract attention using the right visual material most effectively. OHH because of the unique placement you can get at a location that serves your brand best is regarded as an excellent medium.

Once you have chosen OHH as your preferred medium of advertising for your business, there are a few things you have to take into account to make it as effective as possible and to get the impact and reach you need.

• Your visuals and colour need to make people want to read the content.
• Images within your content will increase the chance of people viewing.
• Moving images in the form of digital billboards attract the most attention.

Most visual advertising attracts attention, brings out emotions in people and may change or cement our attitudes. OHH takes all the advantages of visual advertising and enhances the experience for you and your clients. You know where your brand is most effective and where your advertising will get the most attention.

Get the right visual content in the perfect location with OHH and let Face First Media take your brand to the next level. Contact us today!

Out-of-home advertising (OOH) can seem intimidating and out of reach, especially for small businesses, but this is not necessarily the case. 

OOH advertising shares the same physical space as consumers and allows for high-frequency direct communication with audiences. OOH is not just a billboard next to the road but extends to a mix of products such as place-based media and digital displays that create consumer engagement.

Small business owners may be of the view that OOH as a way of advertising is too expensive, confusing or downright just overkill for their business. It may seem that it will be too much of a schlep to decide on the type of OOH advertising, the design that will be used and the locations of the OOH advertisements. 

OOH Won’t Necessarily Break the Bank 

It is just accepted that OOH advertising is only reserved for the big companies who can invest a lot of money in advertising and that small businesses must make use of cheaper options such as social media ads or small ads in newspapers or short ads on community radio stations. 

In some cases, OOH advertising can be very competitive with their prices in comparison with other advertising channels and mediums. Do the necessary research about the different media sellers available to ensure that you choose the right OOH provider platform that is cost-efficient and gives you the best options for your business. 

Why Should Small Businesses Choose OOH?

Consumers are bombarded with information daily. On social media and other channels, consumers have the power to block ads. OOH advertising cannot be closed or blocked like other forms of advertising and OOH has thus become one of the few advertising mediums that can reach consumers where other media channels fail.

With OOH advertising small businesses can reach their geographical area with a lot of impact. OOH advertising also can be used in conjunction with other advertising mediums which means it can amplify a marketing campaign. This will, in turn, extend the reach of the campaign and help drive consumers to engage with a brand.

OOH ad campaigns have become unmissable thanks to creativity and out-of-the-box ideas. Advertisers are using storytelling to connect to consumers and to deliver impactful messages. Many small businesses are all about connecting with their customers on a more personal and deeper level. 

We live in the age of disruption and distraction where rapid changes in technology are bringing about significant and permanent change. 

Out-of-home advertising (OOH) is being described as an effective disruption in the age of distraction. Everyday consumers are bombarded with information from different mediums such as radio, television, social media, and the internet. This means an unlimited supply of media and advertising. 

On social media and other channels, consumers have the power to block ads. OOH advertising cannot be closed or blocked like other forms of advertising and OOH has thus become one of the few advertising mediums that can reach consumers where other media channels fail.

OOH Attracts Attention

OOH has the unique potential to engage with customers in this era of disruption and change. Studies have found that consumers are in an active state of mind when they are outside and in public places which means they are receptive and attentive to their surroundings and OOH. 

OOH advertising shares the same physical space as consumers which in turn allows for high-frequency direct communication with audiences. OOH is not just a billboard next to the road but extends to a mix of products such as place-based media and digital displays that create consumer engagement.

OOH Has A Real Presence 

OOH has the ability for true interaction with consumers and studies have found that OOH leads to engagement and drives consumer action. The research has found that consumers search for a brand or take action on their mobile devices after seeing an OOH ad. 

In a world where we are flooded with information throughout the day consumers are looking to connect to a brand and for some more meaningful. Consumers want to be drawn to a brand that speaks to how they feel. 

OOH has the potential to connect with customers in their daily routine in a meaningful way. Creativity and purpose-driven content allow brands to stand out. Content should speak to consumers by having deeper value and by connecting to them. 

Connecting to Consumers

Advances in technology have made it possible for advertisers to get to know their audience on a deeper level. Advertisers now have the power to know which locations their target audience is visiting, their interests and how they use different media.

Consumers are attracted to and want brands that speak to how they feel. They also want to feel that they are not just a number but that you are speaking to them directly.

Out-of-home advertising (OOH) has seen exponential growth in the past decade whereas other traditional media have seen significant declines.

The growth in OOH has been largely attributed to people spending more time outdoors and the fact that OOH can’t be switched off. OOH has a physical presence and unlike TV, radio and even new technologies such as social media can’t be switched off or blocked. OOH has also evolved and kept up with the times with the rise of digital out-of-home advertising (DOOH).

Extending Reach 

OOH advertising’s ability to be used in conjunction with other advertising means it can amplify a marketing campaign which in turn will extend the reach of the campaign and help drive consumers to engage with a brand.

Ability to Adapt

OOH remains more relevant than ever due to its ability to evolve and thanks to innovation. OOH, and DOOH has due to many technological advances stayed relevant and constitute an important part of the advertising mix.

OOH Is Memorable 

OOH ad campaigns have become unmissable thanks to a burst of creativity and out-of-the-box ideas. Advertisers are using storytelling to connect to consumers and to deliver impactful messages. Technological advances have made it possible for OOH to become interactive, entertaining and relevant. Seeing the same billboard or another form of OOH advertising day after day means that a consumer is becoming familiar with a brand and is likely to choose this brand amongst others not seen or heard of before.

Psychological Impact Of OOH

A lot of research has been done regarding psychology and advertising. This tends to explain why some advertisements work and others don’t. In advertising psychological techniques are used to entice audiences to buy a product or service or to feel a certain way about a certain brand.

Consumers are exposed to hundreds of advertisements daily but not all of these advertisements make an impact.

With regards to OOH studies have found that people consciously process featured messaging when they look at billboards. It has also been found that a large percentage of people do pay attention to billboards they pass. People who do not actively notice an advertisement in their surroundings, do so unconsciously.

OOH Cannot Be Ignored

OOH advertising cannot be closed or blocked like other forms of advertising and OOH has thus become one of the few advertising mediums that can reach consumers where other media channels fail.