Five Reasons Why OOH Works

OOH (Out of Home) advertising is becoming an increasingly popular medium of advertising. There are many reasons for this change in advertising trends, and understanding what makes OOH advertising work, will help you realize that perhaps it is just what your brand needs.

OOH advertising enables your company and brand message to evolve as easily and as quickly as needed to remain current and up to date with new trends. Customer needs change continuously, and your marketing campaigns have to evolve with along with it by staying current and fresh. The world is an ever-changing landscape of needs, and change is happing faster than ever before. OOH can change as quickly as the needs of customers and consumers. 

Participants in activities like hiking, road cycling, mountain biking, road running, and trail running are increasing every year. OOH advertising close to these venues will get your advertisement excellent mileage and exposure.

The location of your advertisement is vital to grab the attention of your target audience. Specifically sourced and placed OOH advertising can get your brand the desired attention from potential clients. These locations can also change quickly and easily if your brand is not getting the desired response. The flexibility and the ability to change location can also save your company money.

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.

What makes visual advertising, especially Out-Of-Home (OOH) advertising so effective? How can getting a billboard increase brand awareness and why do people respond to it? How do you get your advertisement to attract attention, leave a lasting impression, and in the end persuade a prospective client to act and make the call or buy the product? Are your advertising methods working?

There is a lot of psychology behind why people respond so well to visual content. It is a subject matter that dates back between 40,000 and 14,000 years, seen in the form of cave art that was used to tell stories and convey messages. Though we have evolved quite considerably from the time of cave paintings, our response to visuals, our interaction with them and our reaction to them has not changed that much. People remain more visually oriented than ever and respond to visual stimulus more than any other medium.

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 (OOH) advertising or outdoor advertising, has become much more than a billboard next to the road. 

OOH and digital out-of-home (DOOH) advertising has become a critical part of the marketing mix. Nowadays OOH and DOOH advertising can pop up pretty much anywhere, including cafes, bars, restaurants, gyms, convenience stores, airports and many other public spaces. OOH ads can also be on vehicles such as taxis or trucks. 

 

The Rise Of OOH 

OOH advertising is thriving by adapting to the times by staying effective, relevant and desirable. A few years ago, OOH advertising was seen as outdated and irrelevant. Today it is the rising star of traditional media and advertisers are rethinking the role of OOH advertisings in their advertising mix.

 

Adaptability of OOH 

OOH advertising is very adaptable and offers almost unlimited potential for different marketing and advertising needs. OOH’s convergence with technology has made it even more adaptable and with new formats and more space for creativity, OOH is now able to reach even more people. 

 

An Even Bigger Reach

The technological advances mean OOH now has an even bigger reach. Technology has enabled advertisers to now where people go, what they want to see when they want to see it and in what format they want to see it. 

 

Cross-Channel Strategies

The use of OOH advertising in cross-channel strategies means advertisers can maximise their reach and target customers more directly. Cross-channel strategies have been proven to ensure that consumers are exposed to or interact with an advertising message and that they taker action. Combining OOH with social media or even television and radio means consumers take note of your brand on different platforms and in different spaces, giving them that push to take action. 

 

Location, Location, Location

OOH advertising is location-driven. According to research consumers spend more and more time outside their homes. The placement of OOH advertising is key. With the advancement in technology, advertisers can now do so much more with a location. 

It is now possible for advertisers to receive much more information about who is viewing their ads, when they are viewing them and where they are being viewed. This means advertisers can personalize content based on location, time, weather and the day of the week. Location data can be used to improve the efficiency of campaigns.

 

Creativity

OOH advertising is the ideal place for creativity and with the rise of data and other interactivity, the sky is the limit. 

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.

Out-of-home (OOH) advertising or outdoor advertising, has made it easier for advertisers to capture consumer’s attention in a world that is overloaded with information. 

 

DOOH

OOH shares the same physical space as consumers which allow for direct communication with them while they are on the move. The rise of digital out-of-home (DOOH) advertising enable advertisers to communicate with audiences in increasingly versatile ways. 

 

Advertisers can combine technology with creativity to create engaging and emotional and interactive experiences for audiences. DOOH means advertisements can become dynamic experiences, with touch screens and facial recognition technology. This allows advertisers to engage with audiences on a whole new level.

 

Artificial Intelligence 

Technopedia defines Artificial Intelligence “as an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. Some of the activities computers with artificial intelligence are designed for include speech recognition, learning, planning and problem-solving. Artificial intelligence must have access to objects, categories, properties and relations between all of them to implement knowledge engineering.”

 

Artificial Intelligence has been used in many ways in advertising and specifically with the rise in DOOH. Artificial Intelligence can be used to analyse enormous datasets. By doing this it can provide advertisers with analytics, predictions and recommendations or it can even be used for decision making. 

 

With the use of Artificial Intelligence advertisers now have more insight into who sees their advertisements and who acts on them. It also allows advertisers to personalise messages for certain audiences with facial recognition, sensors and interaction. 

 

The data that is captured and analysed by Artificial Intelligence will keep on improving giving better insight, predictions and recommendations and enable advertisers to plan advertising campaigns accordingly and to make better decisions. Artificial Intelligence can help advertisers to make sense of the massive data sets.

 

Advertisers are now able to determine how many people passed by their ads or viewed their ads, how much time was spent looking at their ads and also the age, sex and other information regarding the people who viewed their ads. 

 

The relevant technology can also be used to recognise sentiment, behaviour, expression, and location which means more personalised ads to give consumers an emotional experience with a brand and which in turn means better engagement. 

 

Advances in technology mean advertisers can now track their audience’s movement to better measure their reach and influence. It also enables advertisers to reach the right audience at the right time. 

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.

 

For more information, contact us today.

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. 

 

For more information or to book your OOH space contact us today!