![Is Out-of-Home Advertising Still Relevant in the Digital Age? [Podcast]](http://kinetic319.com/cdn/shop/articles/file_3dad4f17-a185-42cf-a27d-ca6ad6ed6350.png?v=1727371973&width=1100)
If you think billboards went the way of the dodo, think again. In a world where you can't scroll through Instagram without seeing an ad for something you thought about once, out-of-home (OOH) advertising is making a surprising comeback.
OOH advertising - which includes billboards, transit ads, and other outdoor media - is far from obsolete. In fact, it's evolving and growing faster than we can keep up with it.
In a recent interview on the "What's Working in E-commerce" podcast, Adam Ortman, founder of Kinetic319, highlighted why OOH advertising is still a powerful player in today’s digital landscape.
In this post, we’ll explore why OOH advertising remains a crucial part of a successful marketing strategy - and how it pairs perfectly with digital channels to deliver outstanding results.
What Is Out-of-Home Advertising?
Out-of-home (OOH) advertising refers to any advertisement that reaches consumers outside their homes. This can include traditional billboards, transit ads (on buses, trains, or taxis), posters, and even digital screens in public spaces. It's like the Swiss Army knife of marketing—always handy, always effective.
OOH is one of the oldest forms of advertising, yet it continues to be a powerful tool for brand awareness and engagement.
In today’s world, OOH advertising has leveled up. Advances in technology have enabled advertisers to create more dynamic and interactive ads. You’re no longer stuck with just static billboards; you’ve got digital billboards, geo-fencing technology, and mobile retargeting.
The Evolution of OOH Advertising
Adam Ortman mentioned during the podcast, "Out-of-home is defined as anything that's billboard, digital screens, or even paste-up screens. You can put it on the side of a bus, or a boat - it's rich media in the physical world."
One of the most exciting developments in OOH advertising is the integration of technology.
Today, OOH can be combined with digital marketing to track user engagement, measure ROI, and even retarget users who have interacted with the OOH ad. Imagine seeing a billboard and then having a personalized ad pop up in your Instagram feed later. This level of interactivity makes OOH ads not just effective for brand awareness, but also for driving conversions.
Why OOH Advertising Is Still Relevant
Despite the increasing dominance of digital marketing channels, OOH advertising remains highly relevant for several reasons:
Unavoidable Presence
Unlike digital ads, which can be skipped, blocked, or scrolled past, OOH ads are unavoidable. Whether on a busy highway or at a bus stop, OOH ads grab your attention.
Picture this: you’re stuck in traffic, contemplating life’s mysteries, and bam! There’s a giant billboard in front of you. You can’t swipe left; you’re forced to engage. It’s a marketer’s dream come true.
Boosting Brand Recall
OOH advertising has been shown to have a high recall rate. One report study found that 47% of people who see an OOH ad are likely to engage with the brand later, either by searching for it online or visiting the brand’s website.
That’s nearly half of your audience saying, "Yeah, I remember you." In the world of marketing, that’s a unicorn.
Complementing Digital Campaigns
OOH ads can enhance the effectiveness of digital campaigns by increasing brand exposure. A consumer may see your brand on a billboard during their commute and then encounter the same brand again online. It’s like a one-two punch of brand recognition.
Cost-Effective Compared to Digital Ads
Digital ad costs are on the rise, and it’s enough to make any marketer break into a cold sweat. Enter OOH advertising, the cost-effective hero we didn’t know we needed.
According to Ortman, the cost-per-thousand impressions (CPM) for OOH is often lower than digital media, especially in highly competitive industries.
Generating Buzz
High-quality OOH campaigns often generate buzz and media coverage, especially when they feature creative executions.
For example, a 3D billboard ad or a branded mural in a high-traffic area can attract attention not just from consumers but also from the media - the “IRL” version of “going viral.”
Technological Advancements in OOH
One of the key factors contributing to the resurgence of OOH advertising is the advancement of technology. Today’s OOH campaigns are more than just static billboards - they’re dynamic, interactive, and data-driven.
Ortman explained during the podcast, "Surface-level boards can now pick up your device signal. We can understand if you've been within viewing range of a specific board and then potentially remarket back to you online."
This ability to track user engagement with OOH ads and retarget them online is a game-changer. Brands can now create more seamless, cross-channel experiences for their audience.
OOH and Digital: A Winning Combination
Far from being a competitor to digital advertising, OOH is a complementary medium that works in tandem with digital channels to deliver a cohesive brand message. By integrating OOH with your digital campaigns, you can create a more holistic approach to marketing.
Here are some tips:
Geo-Fencing and Mobile Retargeting
With geo-fencing technology, brands can track mobile devices that have been in close proximity to their OOH ads. Once a user’s device is within the geo-fenced area, they can be retargeted with digital ads, creating a multi-channel experience. Essentially, you’re leaving digital breadcrumbs for potential customers to follow.
QR Codes and Social Media Integration
Adding QR codes to your OOH ads allows users to easily scan the code and access a landing page, coupon, or promotional content. You can also encourage users to share their experience on social media by offering a unique hashtag or incentive. It’s a win-win situation - more engagement for you, and freebies for them.
Sequential Messaging
Create sequential messaging across OOH and digital channels. For example, a user may first see an OOH ad with a brand slogan, then encounter a follow-up ad on social media with more detailed information or a call to action. You’re telling a story, one ad at a time.
Measuring the Success of OOH Campaigns
One of the biggest challenges with OOH advertising, like many other forms of advertising, has been measuring its effectiveness. The good news is that modern technology has made it easier to track the success of OOH campaigns.
Here are some methods for measuring OOH performance:
In-Market Testing and Control Groups
As Ortman mentioned in the podcast, brands can conduct in-market testing by running OOH ads in a specific region and comparing the results to a control group where no OOH ads were run. This allows marketers to measure the impact of the OOH campaign on brand awareness and sales.
Latency Testing
Another method Ortman suggested is latency testing, which involves measuring performance before and after the launch of an OOH campaign. By comparing the metrics during these two periods, brands can gauge the impact of OOH on their overall marketing performance. It’s all about timing.
Cross-Channel Attribution
With the integration of geo-fencing and mobile tracking, brands can now attribute online conversions to offline interactions with OOH ads.
For example, if a user sees a billboard and later visits the brand’s website, the OOH ad can be credited with driving the conversion, helping you connect the dots in your marketing puzzle.
Case Study: Kinetic319 and Out-of-Home Advertising Success
During the podcast, Adam Ortman shared a case study of how Kinetic319 successfully used OOH advertising to enhance a brand's digital campaign: "We worked with our OOH partner, Quan Media, to create a campaign that blended traditional OOH with digital marketing. The results were fantastic - higher brand awareness, lower CPMs, and more engaged customers."
By combining OOH with digital ads, Kinetic319 was able to create a seamless experience for the audience, driving both online and offline engagement. It’s like having your cake and eating it too - if your cake was a highly effective marketing campaign.
Final Thoughts
As digital advertising costs continue to rise, OOH offers a cost-effective alternative that can complement and enhance your digital efforts. With advancements in technology, OOH is now more measurable and interactive than ever, making it a key component of a successful marketing strategy.
To learn more about the future of OOH advertising and how it fits into your marketing mix, listen to Adam Ortman’s full interview on the "What's Working in E-commerce" podcast.
Now go forth and conquer. And remember, when it comes to OOH, the sky (or really, the billboard) is the limit.