In an age where digital dominates, you might think billboards are a thing of the past. But hold onto your hat, because Out-of-Home (OOH) advertising is far from obsolete.
In fact, it’s not just hanging on by a thread. It’s evolving and thriving! In fact, studies from eMarketer show that OOH ad spending hit a new high in 2023 and is expected to continue to grow at a rate of 3-5% through the end of 2028.
Though that might sound like only a modest increase, the reality is that outdoor advertising strategies hold massive potential, especially when paired with other digital traditional advertising methods.
OOH advertising is any ad that reaches the consumer while they are outside their home. It can range from classic billboards to those eye-catching digital displays you see on your daily commute. It even includes transit advertising—the ads plastered on buses, trains, and taxis.
The beauty of OOH advertising lies in its power to integrate seamlessly into everyday life. It's not just about slapping a brand name on a sign; it's about being seen, remembered, and talked about. And, as you'll discover, integrating OOH into your strategy can give your marketing campaign a substantial boost.
Get ready to take your marketing campaigns up a notch…literally, up. From digital billboards to interactive transit advertising, the world of out-of-home advertising is about to revolutionize your marketing.
Understanding OOH Advertising
Out-of-Home advertising is like the chameleon of marketing tactics—it's versatile and adaptable. Whether it’s a high-flying banner or a bus stop poster, OOH is all about targeting people on the move.
Unlike digital ads that rely on clicks and impressions, OOH works on impressions through sheer visibility.
Imagine being stuck in traffic on a Monday morning and seeing a witty billboard about coffee. It’s likely to brighten your day and make you remember that brand when you need a caffeine fix. That’s the power of OOH—constant, passive engagement that stays in the viewer's mind.
The history of OOH advertising dates back to ancient times when Egyptians used obelisks to publicize laws and treaties. Fast forward to the 19th century, and you have the birth of billboards. Coca-Cola was one of the earliest adopters, painting entire barn sides with their logo.
But then came the digital revolution. Today, digital billboards are the new kids on the block, offering dynamic content that's updated in real-time. Times Square in New York City is a dazzling example. Here, advertisers compete for attention in a sea of digital brilliance.
Yet, the essence of billboard and transit advertising remains unchanged—it's about reaching a broad audience in high-traffic areas. Whether it’s the bright lights of Piccadilly Circus or the iconic Las Vegas Strip, OOH advertising continues to evolve and remain impactful.
Types of OOH Advertising
There are a few different types of OOH advertising to pay attention to:
Billboards
Ah, billboards—the giants of the highway! Whether you're driving cross-country or just commuting to work, billboards are impossible to ignore.
There are a few different types of billboards you might see:
- Static Billboards are the traditional, steadfast sentinels of the road. Think about the iconic Coca-Cola billboard in Times Square. These billboards can make a huge impact with a single powerful image or message.
- Digital Billboards are like the Netflix of billboards—they keep things fresh and constantly changing. Consider Piccadilly Circus in London, where several brands share a rotating digital canvas, keeping the audience engaged and entertained.
- Mobile Billboards take your message on the road, literally. Picture a truck in Los Angeles advertising the latest Marvel movie with giant posters on its sides. It’s a moving canvas that takes your ad to the audience, wherever they might be.
No matter the type, billboards are perfect for brand visibility. Their sheer size and strategic placement can reach thousands daily. However, choosing the right location is crucial. A billboard in a high-traffic area will serve you better than one tucked away on a sleepy rural road.
Transit Advertising
Think of transit advertising as hitching a ride with your audience. Whether they're on a morning commute or zipping through the city, transit ads are there to make an impression. Here are some examples:
- Buses are moving billboards. Remember the colorful San Francisco Muni buses with those eye-catching ads for new tech gadgets? These ads stand out and draw attention.
- Subways are like underground art galleries where your audience has time to absorb your message while waiting for their train. New York City's subway system is often adorned with artistic ads that create a lasting impression.
- Taxis are small but mighty. They can be seen in cities like Chicago, where taxi tops advertise everything from Broadway shows to local restaurants.
Transit advertising is fantastic for reaching a mobile audience. People often remember ads they've seen during their commute.
The challenge? Transit schedules mean your ad is only visible at certain times, and maintenance might affect your campaign’s continuity.
Alternative OOH Formats
When it comes to OOH, there's more than meets the eye, and more than just billboards and transit ads to consider.. Let's look at some alternative formats that offer unique opportunities.
Street furniture ads, for example, include bus shelters, benches, and kiosks. Imagine walking through a Parisian street and spotting an elegantly designed ad for a luxury perfume on a bus shelter. It not only grabs attention but adds a touch of class.
Point-of-Sale displays, on the other hand, are great for in-store engagement. Picture a vibrant display of a new soda brand at a grocery store entrance. It entices you to try it right then and there.
But it goes beyond that, even. OOH is continually evolving, with brands getting creative in unique ways.
Consider Pepsi's use of augmented reality (AR) in London bus shelters, transforming a simple shelter into an interactive experience that made headlines worldwide. Or think about how Ikea used strategically placed ads in Switzerland to showcase how their furniture could fit into any space, large or small.
The Benefits of OOH Advertising
Whether you're a marketing professional looking to spice up ad strategies or a small business owner seeking cost-effective local outreach, OOH advertising offers a dynamic solution that can grow with your business:
High Visibility and Reach
First things first, let's talk about the elephant in the room—visibility. When it comes to OOH advertising, you're hitting the jackpot in terms of mass audience capture.
Unlike digital ads that users can block or TV commercials prone to channel surfing, billboards and transit ads are unavoidable (unless you’re driving with your eyes closed, and we really hope that’s not the case!).
Did you know that in the United States alone, 71% of people often look at the messages on roadside billboards? And that's not just the locals—visitors and tourists contribute significantly to these numbers, making it a potent medium for brand visibility.
Brand Awareness and Recall
Now, onto the secret sauce of OOH advertising—brand awareness. It's not enough for people to see your ad; you want it to resonate with them long after they've encountered it.
Let's take Coca-Cola, for example. Their "Share a Coke" campaign was brilliant in the digital realm, but they also took it outdoors. By using OOH media with personalized names on Coke bottles, they created an engaging experience that boosted brand recall significantly.
Another great example is Spotify's humorous 2019 "Wrapped" campaign, which used billboards to display quirky user data. It proved so effective that users were sharing images of the billboards online, giving the campaign an even further reach.
Targeted Audience Engagement
You might think, "How can a static billboard target specific demographics?"
Enter location-based strategies. Imagine a fitness brand placing ads near gyms or sports complexes. Or a local coffee shop advertising on transit routes frequented by morning commuters. With clever placement, OOH can become surprisingly targeted.
Nike's "Nothing Beats a Londoner" campaign is a great example. They strategically placed ads in locations around London that connected geographically with their content. Each creative piece was unique to the area, making locals feel a special connection to the brand. This kind of localized engagement transforms a simple advertisement into a community conversation.
Crafting an Effective OOH Campaign
Sold on the benefits of OOH? Awesome. Now, here’s how to leverage it for the highest possible advertising effectiveness:
Setting Clear Objectives
The OOH journey begins with crystal-clear objectives.
What are you hoping to achieve? Are you looking to boost brand visibility, increase local foot traffic, or launch a new product with a bang? Your OOH goals should seamlessly align with your overarching marketing strategy.
And let's not forget the importance of measurable outcomes. Remember, if it can't be measured, it never really happened.
Adidas, for example, launched a billboard advertising campaign in London to promote their eco-friendly initiative.
The goal? To increase awareness and drive consumers to visit their website for more information. By aligning this with their digital presence, a la DOOH (digital out-of-home or digital OOH), they doubled their website traffic in just two weeks.
Design and Messaging
Now, when it comes to design and messaging, less is more.
Think of billboards like haikus—concise yet impactful. Your visuals need to scream "Look at me!" while your message should be the catchy chorus that sticks in people’s minds. Consistency across all mediums is key; make sure your branding is as recognizable as that favorite tune of yours.
McDonald's is a master at this. Their ‘Follow the Arches’ campaign in Canada used a minimalist design to guide customers to their nearest location without the word "McDonald's" appearing in any of them. The golden arches were enough to drive thousands of hungry eyes to their doors.
Timing and Placement
Timing, they say, is everything. That’s true no matter the type of advertising, whether you’re considering programmatic ads, OOH campaigns, or anything else.
Want to capture those morning commuters? Then your message better be in their line of sight during their coffee run. Strategic placement at high-traffic areas is your golden ticket. Think Times Square in New York City or Piccadilly Circus in London.
Red Bull perfected this with their giant interactive digital board in Times Square. Strategically placed for maximum exposure and timed during peak tourist seasons, it was a caffeine-infused masterpiece that had everyone buzzing.
Measuring the Success of OOH Campaigns
So you’ve launched your campaign. Now what? It’s time to make sure it’s hitting exactly where you want it to:
Key Performance Indicators (KPIs)
You need to measure success with the right KPIs. Consider metrics like reach (how many eyeballs saw your ad), frequency (how often they saw it), and engagement (did they take any action?). There are several modern tools and technologies that can track these effectively for you.
Integration with Digital Campaigns
Why stop at just OOH? The magic happens when you blend it with your digital campaigns. Think about it—your billboard can lead people to a landing page, and your social media posts can encourage followers to check out your new transit ad.
Again, let’s look at Spotify’s ‘Wrapped’ campaign, which cleverly mixed OOH with digital marketing. Billboards teased the year’s most streamed songs, while social media encouraged users to share their personal stats using the hashtag #SpotifyWrapped.
The result was an integrated experience that enhanced ROI and built community engagement.
The Takeaway
In a world dominated by screens, OOH advertising stands out—literally. By setting clear objectives, crafting compelling designs, timing your placements, and measuring success, you'll harness the true power of billboards, transit ads, and more.
Plus, when woven seamlessly with digital strategies, it's a recipe for marketing magic.
Ready to take the leap into the world of OOH? At Kinetic319, we're here to help you create campaigns that hit the mark, no matter your size or budget.
Contact us today to explore how we can tailor OOH strategies to elevate your brand’s visibility and impact.