Out-of-home (OOH) or outdoor advertising is one of the oldest forms of advertising but thanks to technology and changing behaviours it remains one of the most successful advertising platforms.

Digital Transformation 

The digital transformation gave rise to digital out-of-home (DOOH) media which includes digital billboards as well as screens that are found in places such as malls and other businesses. Digital billboards give advertisers the possibility to update their advertisement much easier. This makes it easier to run new campaigns and to advertise at peak times. Digital billboards also allow advertisers to be highly creative seeing that they can use videos, moving images or live streams in their campaigns.

Creativity and Out-of-the-box Ideas 

Storytelling is one of the big trends for 2020 and DOOH enables advertisers to engage customers even more with creative out-of-the-box ideas. Stories help people to remember something and a riveting story even more likely so. Storytelling helps brands to stand out from the competition by making their brand more memorable and by doing so gaining a competitive edge.

With OOH and DOOH the trick is to tell a story in only a few seconds as consumers are generally only exposed to this form of advertising for a few seconds. They, however, are very likely to be exposed more than once.

In marketing, there is the Rule of 7. According to this rule, a consumer needs to be exposed to or interact with an advertising message at least seven times before they are likely to take action. With storytelling, a memorable story can lead a consumer to take action quicker.

The concept of telling a story in parts with OOH and DOOH is also very popular. Here a consumer sees only one part of a story one a billboard or screen and has to wait for the next billboard to see another part of the story. Or even wait a day or two to see another part of the story. This helps to build a climax for the story and to hopefully make it more memorable. It can also serve to build a story character.

Creativity and out-of-the-box ideas are key to storytelling. There needs to be innovation and engagement. A consumer must be able to connect with the story for them to like and trust it. The story needs to be impactful.

Different Mediums 

Storytelling can also be told by the use of cross-channel strategies. This means the story is being told by the use of different mediums, such as social media, television, radio and then also OOH.

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Outdoor advertising, better known as Out-of-home (OOH), increases consumers’ interaction with a brand and is likely to compel them to act. 

In advertising effective frequency refers to the number of times a consumer must be exposed to an advertising message before a response is made, according to Wikipedia. In marketing, there is the Rule of 7. According to this rule, a consumer needs to be exposed to or interact with an advertising message at least seven times before they are likely to act. 

Importance of OOH in Advertising Mix

The Rule of 7 highlights OOH’s vital role in the advertising mix. The use of cross-channel strategies helps to maximise reach and retarget customers. This means that your audience is being exposed to your brand on different mediums for your brand to get to the Rule of 7. 

Using cross-channel strategies means a consumer is exposed to your brand through different mediums which means the effective frequency can be reached quicker than only using one advertising channel. A consumer may, for example, see your brand on social media, television and hear about it on the radio. By seeing your brand again via OOH, you are one step closer to effective frequency. 

Reach and Frequency 

Reach is defined as the total number of different people exposed, at least once, to a medium during a given period. In advertising reach without frequency equates to a failed marketing campaign and a waste of money. 

Effective reach is defined as the percentage of the targeted audience that is exposed to a particular advertisement during a specific period that leads to the purchase of a product or service. When developing an advertising campaign, thought must be given to the importance of reach and frequency for the specific campaign and how to maximise either one of them. 

Reach is usually maximised in an advertising campaign when launching a new product or service. It can also be maximised to improve sales or when focusing on a specific promotion. 

Frequency is usually maximised to ensure exposure to a certain audience. Brands that want to establish themselves will also maximise frequency or to improve trust in their brand. 

All advertising campaigns are unique because of amongst other things the medium used, the location, the impact and the product or service advertised. Reach and frequency will thus depend on these factors and the execution of the advertising campaign. 

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Dynamic creative optimisation is nothing new, but it is expected to become the norm with out-of-home (OOH) advertising.

Dynamic creative optimization can be defined as technology that creates personalized ads based on data about the viewer at the moment that the ad is served.

One of the most common uses of this technology is retargeting ads. If a consumer visits a website but leaves without buying anything or without making use of a service, they will probably see an ad for the same business on social media or other websites shortly thereafter.

That’s a retargeting ad that businesses use to attract visitors back to their sites seeing that the majority website traffic does not convert on the first visit.

Evolution of Dynamic Creative Optimization

It has long been known that different people respond differently to ads at different times and different contexts. The focus has shifted to develop and deliver tailored messages to consumers varying on the time of day, location, weather, individual consumer profiles, search history and browsing behaviour.

Dynamic creative optimization also gives advertisers the ability to react to real-time events using real-time audience data insights.

This means that the graphical elements or click-through actions in an ad can be tailored to the user or even the conditions around the user. Consumers’ behaviour can be captured across multiple channels meaning advertisers can deliver more applicable and creative content and this, in turn, means they no longer have to rely on assumptions.

Responding to individual user data, such as using location information, means advertisers can identify the best moment for the ads to be placed in front of different users at different times.

Advertisers will also, with the use of dynamic creative optimization, be able to use campaign data from previous campaigns to inform future campaigns. Dynamic creative optimization also enables multiple campaigns to run concurrently meaning more insights can be obtained.

It is also expected that dynamic creative optimization will in the future also make use of augmented and virtual reality which can enable advertisers to understand how consumers interact with them and being able to adapt to that.

The advances in wireless networks, i.e. 5G, meaning superior high-speed connectivity also means better coverage and more capacity. Devices will be able to communicate much quicker over wireless networks. This will benefit the industry greatly and ensure more creativity using real-time audience data insights.

Out-of-Home (OOH) advertising has been around for many years and has not only gone from strength to strength but is set to overtake newspaper ad sales in 2020.

Why Does OOH Still Work?

OOH advertising remains one of the most popular advertising types mainly because of its effectiveness and ability to adapt. The growth of digital media was seen as a threat to OOH advertising but in fact, it has made OOH advertising even more effective.

OOH advertising drives consumers online due to social media and people’s immediate interaction and reaction to their environment. This means consumers are taking photos and making videos of outdoor advertising and posting it online resulting in greater reach for brands.

What Makes OOH Different?

With OOH advertising it can be much harder to compel engagement from consumers. But if it does work it can have a lasting and large impact. Consumers do take notice of massive static and digital displays. As it is a fixed medium it is not easily ignored.

Creativity Is Key

Advertisers have the opportunity to create unique, flexible and responsive campaigns. OOH advertising in a way forces advertisers to get creative. Elements such as big white backgrounds, too much copy, the wrong font, a boring message can all contribute to an OOH advertisement not getting the necessary attention.

OOH advertising needs to be creative and in order to catch consumers’ eye in order to draw them in and put them into action. The evolvement of technology regarding OOH advertising also means more ways to be creative seeing that these forms of advertising can be changed in seconds and can be adapted to individual consumers in order to catch their attention.

OOH advertising campaigns are integrating more and more with mobile, digital channels, social media and television and in fact helping to fuel the growth of these mediums. There has been an increase in omnichannel campaigns to reach multiple audiences and this is very efficient as it ensures consistency across all mediums.

Omnichannel campaigns also make it possible to take creativity to the next level seeing that different messages can be communicated on the different platforms which in the end ties everything together. OOH advertising in an omnichannel campaign is only one of the mediums used but can be as creative as possible seeing that it only communicates one part of the total message being conveyed with the campaign.

Outdoor advertising, better known as Out-of-home (OOH), keeps on evolving and 2020 promises smarter advertising, more storytelling and better integration.

Four big trends for outdoor media in 2020 include:

Audience Targeting

Outdoor advertising has always been a highly effective medium for targeting a specific audience. This is a trend that keeps on evolving and in 2020 it will become even easier to reach exactly who you want and when you want. Mobile locational data marketing gives way to personalized context and with improvements in real-time, it is allowing OOH to become hyper-targeted.

This could, for example, mean that a shopper can be targeted to receive offers based on location, time and even weather and that OOH media units can be personalized to their context.

Location data can also be used to determine ideal target markets, develop audience profiles, analyse audience patterns, and improve the efficiency of campaigns.

Digital Integration

OOH advertising is integrating increasingly with mobile, digital channels, social media and television and helping to fuel the growth of these mediums. There has been an increase in omnichannel campaigns to reach multiple audiences and this is very efficient as it ensures consistency across all mediums.

Omnichannel refers to a multi-channel approach that involves multiple mediums and is customer centred. This is a combination of physical and digital which is also called phygital – consumers want both a digital and physical brand experience.

Artificial Intelligence

The rise in the use of artificial intelligence in Ooh advertising means more insight and personalisation than ever before. AI is being used to analyse data sets and keeps on making better predictions and recommendations which enables better decision making.

New and better software such as facial recognition, sensors and other smart features also means net level interaction with target audiences and more engagement with technologies such as augmented and virtual reality.

Storytelling

Stories engage customers and even more so when there are creative out-of-the-box ideas involved. Stories need to have an aim, catch, and keep the audience’s attention, needs to evoke emotion, have a plot, have a satisfying ending, and deliver a valuable end-experience.

The conceptualisation of an impactful campaign is key to deliver a simple but meaningful message in a memorable way. Consumers receive information overload which is why storytelling can prompt a natural and emotional response that is memorable. Consumers are looking for more personal and intimate engagement through experiences that also involves human interaction.

Out-of-home (OOH) or outdoor advertising is set to overtake newspaper ad sales in 2020.

This is according to GroupM data seen by the Financial Times. According to data, this segment accounts for about 6.5 per cent of the $600bn global advertising market.

According to estimates from GroupM advertisers will spend $40.6 billion on outdoor advertising in 2020, about $4 billion more than on newspapers. GroupM expects outdoor advertising will exceed spending on newspapers and magazines combined by 2024.

Market Growth

According to a new report by the technology research and advisory company Technavio the global outdoor advertising market is poised to grow by $8.26 billion during 2019-2023.

“Growing penetration of LED mobile billboards has been instrumental in driving the growth of the market. However, the growing popularity of digital ads on mobiles might hamper market growth,” the report found.

According to the latest research study released by HTF MI, the growth of the market can also be attributed to the expansion of infrastructure used, growth in the digital medium, and advances in the technology used.

Newspaper vs. OOH Advertising

Advertising in newspapers has traditionally been more expensive than other traditional media such as billboards. Each, however, has its strengths and weaknesses, pros and cons, and benefits.

Newspaper ads are very targeted seeing that they are distributed to a certain geographical area and also target specific demographic and psychographic segments. Newspapers are seen as a trustworthy type of marketing and also offer a variety of different advertising options and many newspapers now also have a digital extension such as a website or social media which offer more advertising options.

There has however been a steady decline of newspaper readerships year on year. Newspapers also have a short shelf life and a limited audience and can be weak for branding.

OOH has also become a trustworthy type of marketing. One of the main advantages of OOH is visibility, reach and frequency. Competitive pricing and the non-intrusive nature of billboards make it a very popular advertising type.

OOH advertising can also become expensive seeing that if often requires buying space in more than one location and for a minimum amount of time. OOH advertising also comes with obvious distractions such as driving and competition such as radio ads.

The audience also only has a short period to consume the marketing message. OOH advertising, however, remains a very powerful advertising tool despite some drawbacks.

Most people who have journeyed on a long road from one location to another have at some stage been stirred into action by a billboard announcing a rest stop, restaurant, or gas station. For instance, a billboard that displays a delicious-looking burger and an ice-cold drink and says, “Turn right at the net exit to bag Bobby’s Burger!” immediately calls to the person who needs to break the monotony of the drive or one who likes the look of the burger. In cities, these types of billboards are commonly spaced closer together to indicate the presence of a business or establishment. More billboards are located in places where traffic moves slowly, such as bottlenecks, traffic junctions and airport turnoffs. This provides the driver and passengers to peruse the message streamed to them via the billboard. If advertising media could be seen as a family, the billboard is the energetic uncle that does not visit very often, but when he does, he immediately captures the attention of everyone in the room. This makes him stand out, and because he stands out, he becomes memorable. Such is the power of the billboard.

Other pros you can expect when using billboard for your advertising campaign include the following:

• Cost-effective: Billboards provide an outstanding return on investment. Compared to other advertising media it is inexpensive but just as effective. The placement, design and location all have an impact on how effective the billboard is, but modern science and advertising studies have honed the skills of billboard companies to pick up the best locations and to design a top-notch billboard that gets noticed. They are especially useful for small businesses with small budgets because they pack a lot of punch for relatively little money.
• Large: Because billboards are tall, wide and large, they stand out above the landscape, which makes it easy for them to grab all the attention and stick in the memory of those who they impact.
• Targeted audiences: While some people consider billboards to be a very general and unscientific advertising medium that targets a wide but irrelevant audience, they cannot be more wrong. It is indeed possible to appeal to specific target markets or demographics. Location and design are very important factors here, for instance, a brand new young sportswear line could be featured outside a gymnasium or sports club, or a luxury vehicle brand can be featured near an exclusive golf club or in a high-income neighbourhood.
• Multiple exposures: Most marketing campaigns need a ‘multiple touch’ approach in order to be effective, especially when the brand is new. Billboards are highly suited to this kind of approach because they can provide a number of exposures before the call to action is made. Repetition reinforces the concept to market the brand effectively and deliver results.

There are many other reasons why businesses choose billboards and outdoor advertising to market their brands. For more information speak to our experienced team at Face First Media!

Most marketing managers or business owners often wonder whether billboards actually work. Because there are now so many different, modern ways to advertise, including social media, there is a whole myriad of advertising media to utilise, and because billboards have been around for more than a century, some people may view it as a rather antiquated way to advertise. They may even question the effectiveness of billboards as a result.

The answer is easy. While billboards have been around for centuries and are still used very widely, it proves that it is an advertising medium that has retained its usefulness and effectiveness. They do produce a good return on marketing investment because, compared to television or radio, they are inexpensive, yet they attract a very wide audience.

The average person spends close to twenty hours per week in some form of transport, and some a lot more. Whether they are driving their own vehicles or commuting via public transport or taxi, they are on the road, and keen to enjoy the landscapes around them. They do listen to the radio and this provides great advertising opportunities, but radio advertising at peak times is very pricey. One of the most cost-effective ways to take advantage of the time that people spend travelling is the use of billboards and some other forms of outdoor advertising. There is a captive audience just waiting to be thrilled or entertained by your billboard advertisement, and you can leverage this with great results.

The placement of billboards is of importance and can have a great impact on the return on the investment. The design is also a critical factor that can impact ROI. Different locations will call for different designs; for instance, a billboard next to a highway with a lot of traffic will have to make an impact within 1 – 4 seconds, and a billboard at a busy intersection or bottlenecks where traffic routinely come to a standstill typically has more time to make an impact while vehicles are stationary. The design has to be adjusted accordingly to get the right results. Where traffic is slow, more information can be provided, where traffic flashes past, less is more. Impulse buying decisions can also be influenced by billboards. For instance, indicate the presence of a shop or restaurant further along the highway, and people may suddenly remember that they need to pick up some groceries or get something to eat on the way.

Getting the billboard noticed is great, but it only forms part of the strategy. You need to ensure that your advertisement is memorable once it was observed and that people take action accordingly by investing in your brand. It then goes without saying that yes, billboards are still one of the most cost-effective and effective ways to appeal to a large audience!