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.

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!

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.