Out-of-home advertising (OOH) has for the past few years been the only form of traditional advertising that has maintained steady growth.
Other traditional advertising mediums have been severely impacted by the digital age. A few years ago, billboards were seen as outdated and irrelevant, but the traditional billboard has evolved and adapted to technology to remain an important and effective advertising medium.
Adapting to Technology
Technology has completely changed and disrupted the advertising scene. The rise of digital and mobile has forced traditional advertising forms such as print media, television, and radio to adapt and find new ways to stay relevant.
Advertising online and on social media has brought about new challenges, which includes algorithm changes, rising ad costs, getting noticed in overcrowded feeds and authentic connection with the audience.
Traditional outdoor advertising has however embraced technology. With this form of advertising, there is no need to worry about ad-skipping or ad blocking as is the case with other forms of online advertising.
The technological advances also mean that OOH now has an even bigger reach. Advertisers have heaps of data available at their disposal which enables them to know where people go, what they want to see when they want to see it and in what format they want to see it.
Technology has also enabled advertisers to be more creative and to be much more flexible as campaigns can be changed with the press of a button.
Integration with Other Mediums
OOH’s effectiveness is also due to its effortless integration with other advertising mediums. With the use of cross-channel strategies, advertisers can maximise their reach and retarget customers.
For example, a consumer has seen a brand on social media, television and heard about it on the radio. By seeing the brand again via OOH, it is possible to ensure brand engagement across multiple channels and devices.
OOH can be greatly amplified by other advertising mediums such as social media. A photo of an eye-catching billboard posted on social media can immediately start trending and this means advertisers can maximise their reach and target customers more directly.
Cross-channel strategies have been proven to ensure that consumers are exposed to an advertising message more than once and on different platforms which improves interaction and the call to action. OOH’s integration with other mediums can also mean more personalised communication and extended reach.
OOH can adapt, it is memorable, it has impact and cannot be ignored.
