Okay, let’s talk about OOH. You might be thinking, “OOH? What’s that?” Don’t worry, it’s simpler than it sounds, and you see it every single day.
What is OOH?
Ever walked down a street and seen a giant billboard with a cool picture? Or waited at a bus stop and noticed an ad on the shelter? Or maybe even seen a digital screen in a shopping mall showing off the latest deals? Yep, you’ve been experiencing OOH.
OOH stands for Out-Of-Home advertising. Pretty straightforward, right? It’s basically any type of advertising that reaches you when you’re… well, out of your home. It’s all those ads you encounter in public places, outside your house.
OOH in the Digital Age – Still Relevant? Seriously?
Now, you might be thinking, “In this digital age? With smartphones glued to everyone’s hands? Is OOH even still a thing?” That’s a fair question! We live in a world of internet ads, social media campaigns, and videos popping up everywhere online. So, does old-school, physical advertising still matter?
Actually, yes, it really does. And the story is more interesting than you might think. While social media marketing has taken the industry by storm, the idea that traditional ways of reaching consumers like TV ads or billboards are fading away isn’t entirely accurate.
Think about how people live today, especially in cities. We’re always on the go. Commuting, shopping, meeting friends, heading to events. We’re spending more and more time outside our homes. And guess what’s waiting for us out there? OOH ads.
OOH advertising has long been a go-to for brands, big or small, because it offers something digital often can’t: diversity in reaching a wide range of people. Consider this: a well-placed billboard in a densely populated city like Mumbai can catch an average of 15,000 eyeballs daily. Major companies like Coca-Cola have conducted extensive research over the years, and the impact of billboard campaigns has consistently been positive.
OOH advertising is uniquely positioned to reach urban audiences – and these are often valuable audiences. We’re talking about people with spending power, people who are in the know, people who set trends. And OOH can grab their attention consistently throughout their busy days.
Contrary to popular belief, the OOH industry has actually seen an uptick since COVID-19. People are now paying more attention to their physical surroundings than before. A study by Business Wire found that 77% of consumers are noticing their physical surroundings more now than before the pandemic. What’s even more compelling is that around 80% of consumers have confirmed recalling a brand through its billboards, eventually leading them to visit the stores or websites for more information. According to Solomon Partner’s 2023 benchmark report, OOH marketing has the highest recall rate, even surpassing other traditional and online brand campaigns in today’s digital age.
These urban folks, from business leaders to young professionals, they’re moving around the city constantly. Whether it’s their daily commute or a weekend shopping trip, they’re out and about. And when they’re out, they’re in what you could call the “Active Space.”
What’s the Active Space? It’s that mental zone people enter when they’re out of the house. They’re alert, they’re taking in their surroundings, and they’re actually more open to visual messages. They aren’t distracted by their phones (well, less distracted!) or other media in the same way they might be at home. And that’s where OOH advertising shines.
OOH ads are a natural part of the city landscape. They become part of the environment. And when they’re done well, they don’t feel intrusive. Instead, they can actually be helpful, informative, even entertaining in the flow of a busy day. Plus, cool OOH campaigns get people talking – online and offline. They can drive people to search online and share on social media.
In a world where so much media is segmented and targeted very narrowly, OOH is still ubiquitous – meaning it’s everywhere. It’s a powerful way to get a message out to a mass audience, quickly. For product launches, for building brand recognition, OOH is still a go-to.
Think about it: consistent exposure day after day, in places where people are already moving and doing things – that’s powerful for building brand familiarity and trust. And because OOH ads are often seen right before people are about to shop or make decisions, they can be super effective at influencing choices at the right moment.
Okay, so OOH is definitely not just “still a thing” in the digital age – it’s thriving! Let’s check out some of the different flavors of OOH you might see.”
Types of OOH – From Classic to Cutting-Edge
OOH isn’t just billboards anymore (though billboards are still a big part of it!). There’s a whole range of ways brands get their messages out there when you’re on the go.
Here are some common types:
Billboards
The classics! These are the big ad structures you see alongside roads and highways. They can be static (printed) or digital (using screens to show changing ads). Digital billboards are especially cool because they can show different ads at different times and even use animation.
Street Furniture
Think bus shelters, benches, newsstands, and kiosks. These are all opportunities for OOH ads right in the middle of pedestrian areas. They’re great for reaching people who are walking around and are often seen at eye level.
Transit Advertising
Ads on buses, trains, subways, taxis, and inside stations. These reach commuters and travelers. Transit ads can be inside the vehicles or on the outside, making them visible to both passengers and people on the streets.
Place-Based Advertising
This is a broad category that covers ads in specific locations like shopping malls, airports, gyms, cinemas, restaurants, bars, and even elevators. These ads can be very targeted to the people in those specific places. Think about digital screens in malls showing ads for stores in that mall.
Digital OOH (DOOH)
This is the future of OOH! DOOH uses digital screens instead of traditional printed posters. This opens up a ton of possibilities: animated ads, video ads, interactive ads, and even ads that change based on the time of day or the audience. Digital billboards, digital screens in stores, and interactive kiosks all fall under DOOH.
10 Benefits of OOH – Why Businesses Love It
So, why are businesses still investing in OOH? What’s so good about it? Plenty!
Mass Reach
OOH has an unparalleled ability to reach a vast audience simultaneously. Think about a billboard strategically placed on a major highway or in a bustling city center. Thousands upon thousands of people, from all walks of life, will see that ad every single day. This broad reach makes OOH ideal for building general brand awareness and getting your message in front of a diverse demographic.
High Frequency
Unlike a fleeting social media ad or a TV commercial that might be easily missed, OOH ads often become a consistent part of people’s daily routines. Whether it’s a bus shelter ad seen during the morning commute or a digital screen in a shopping mall passed multiple times, this repeated exposure reinforces your brand message and increases recall. OOH provides regular touchpoints throughout the day, building consistent brand communication across all audience sectors.
Builds Brand Awareness
Consistent and well-designed OOH campaigns are incredibly effective at making your brand visible and familiar. By placing your brand message in the public sphere, you’re constantly reminding potential customers of your existence and what you offer. This consistent presence helps to build top-of-mind awareness, making your brand the first one consumers think of when they need your product or service. Daily exposure and rapid coverage make OOH an ideal medium for product launches and establishing brand fame.
Contextual Relevance
OOH advertising offers the unique advantage of contextual placement. You can strategically position your ads in locations where they are most relevant to your target audience and their immediate needs. For example, advertising a coffee shop right outside a busy train station or showcasing a new movie near a cinema complex creates a direct connection with consumers who are likely to be interested in those offerings at that very moment. Ever-present at the point of purchase, OOH increases contextual exposure to brand messaging and helps build brand attractiveness and recall.
Creative Impact
OOH is a fantastic canvas for creativity. With large formats, eye-catching visuals, and the increasing use of digital screens, brands have endless opportunities to create memorable and engaging ads. Think about vibrant colors, striking imagery, and even interactive elements on digital billboards. These creative executions can truly capture attention and leave a lasting impression. The ingenuity of OOH campaigns has even led to boosts on social media channels, as seen with campaigns like the clever ads by Zepto .
Drives Online Engagement
While OOH is a physical medium, it can be a powerful driver of online activity. A compelling OOH ad can pique curiosity and encourage people to search for your brand online, visit your website, or engage with you on social media. Including clear calls to action, QR codes, or social media handles on your OOH ads can bridge the gap between the physical and digital worlds. OOH campaigns are naturally positioned to encourage mobile interaction and are known to trigger mobile search.
Reaches Mobile Audiences
In today’s mobile-first world, people are constantly connected while they are on the go. OOH advertising intercepts these mobile audiences in real-world environments, capturing their attention when they might be more receptive to visual stimulation. This makes OOH a valuable tool for reaching consumers throughout their daily journeys.
Point-of-Purchase Impact
OOH ads are often strategically placed in close proximity to retail locations and shopping areas. This proximity provides a crucial opportunity to influence purchasing decisions right before consumers are about to make them. Seeing an ad for a specific product or store on their way to shop can be the deciding factor for many consumers. Like no other medium, OOH allows brands to physically place themselves in the same environment as their consumer.
Ubiquitous and Unavoidable
Unlike many forms of digital advertising that can be easily skipped, blocked, or ignored, OOH ads are a natural part of the urban landscape. They are present in public spaces and are often unavoidable for people going about their day. This constant presence ensures that your message has a high chance of being seen by your target audience. While some might see the unavoidable nature as a potential drawback leading to ad fatigue for those on the same route daily, the industry is innovating with digital OOH to address this.
Versatile and Adaptable
OOH advertising offers a wide range of formats and can be adapted to suit various locations, budgets, and marketing objectives. From small posters in local businesses to massive digital billboards in Times Square, there’s an OOH solution for almost every need. Coordinated and customized messaging across different urban OOH environments allows brands to incorporate storytelling and mass personalization, building a deeper, more emotional relationship with consumers.
Drawbacks of OOH – It’s Not All Sunshine
OOH is powerful, but it’s not perfect. There are some downsides to consider:
Can Be Expensive
Securing prime OOH locations, especially in high-traffic urban areas, can indeed be a significant investment. Large-format billboards and prominent digital screens, particularly in iconic spots like Times Square (where a 15-second feature can cost $150), come with a hefty price tag. This can sometimes make traditional OOH campaigns feel inaccessible to smaller businesses or startups with limited budgets.
Limited Message Length
Because people typically view OOH ads in passing, your message needs to be concise, impactful, and easy to understand within a few seconds. You can’t convey complex information or lengthy narratives on a billboard. This requires careful crafting of your message and visuals.
Measurement Challenges
While advancements in technology are making OOH measurement more sophisticated, it can still be more challenging to directly track the return on investment (ROI) of OOH campaigns compared to digital advertising. Knowing precisely how many people saw your ad and what actions they took as a result can be less straightforward.
Location Dependency
The effectiveness of an OOH ad is heavily reliant on its location. A creatively brilliant ad placed in an area with low foot traffic or poor visibility won’t yield the desired results. Thorough research and strategic placement are crucial for OOH success.
Environmental Concerns
Traditional printed OOH can contribute to environmental waste. However, the increasing adoption of Digital OOH (DOOH) offers a more sustainable alternative, allowing for dynamic content and reducing the need for frequent printing.
Creative Restrictions
Depending on the specific location, format, and local regulations, there might be restrictions on the size, content, and placement of your OOH ads. It’s important to be aware of these limitations during the creative process.
Weather Dependent
Outdoor OOH is susceptible to weather conditions. Rain, snow, extreme heat, or strong winds can impact the visibility and durability of your ads. This is less of a concern with digital displays, which are typically built to withstand various weather conditions.
One of the traditional OOH challenges has been the lack of flexibility and the potentially long go-live time, often upwards of four weeks, influenced by the specific location. Additionally, with a fixed number of prime billboard locations, there’s often intense competition and bidding among advertisers. While OOH is generally unavoidable, repeated exposure to the same ad on a daily commute can sometimes lead to ad fatigue, making the billboard almost invisible to regular viewers.
Want to See OOH in Action?
Ready for some visual inspiration? Check out this collection of over 40 OOH ad examples. You’ll see just how creative and impactful OOH advertising can be in the real world.
OOH – Still Outside and Still Powerful
So, there you have it – OOH advertising in a nutshell. It’s been around for ages, and despite the digital revolution, it’s not just surviving, it’s thriving!
In fact, in our busy, always-on-the-go world, OOH advertising holds a unique and powerful place in the marketing mix. From grabbing attention on busy streets and building brand awareness across entire cities to leveraging the power of digital displays and even driving online engagement, OOH continues to be a force to be reckoned with.
The industry is even seeing exciting innovations, utilizing digital billboards to offer more flexibility and potentially reduce ad fatigue. While challenges remain, the inherent ability of OOH to reach mass audiences in the ‘Active Space’ ensures its continued relevance and impact in the advertising landscape.
