Out of Home (OOH) Advertising, Types, Tips & Benefits

Out Of Home Advertising (OOH) – All You Need To Know

Whether it’s an online business or an offline business, promotion and advertising are a must to reach the target audiences. With advertisements, you can easily communicate your thoughts to your customers. They will learn about your products, the latest developments in the market and what services and products are available near them to make their life more comfortable.

As consumer awareness is increasing, the way of promotion or advertisement is also evolving and out-of-home advertising has been accepted warmly. Now more and more companies are investing in OOH advertising and enjoying good results.

So to make you aware of this trending mode of advertisement we have created this blog. We would cover most of the aspects of OOH advertising including its types, benefits and challenges so that you can also make your preferences.

What Is Out-Of-Home Advertising?

What Is Out-Of-Home Advertising

You might have noticed Spotify’s “Text to Listen” posters across bus stops, and other traffic places in which you just have to SMS the given number to enjoy the music of your choice. Most of the commuters enjoyed this and brand awareness of Spotify increased. So what’s the name of such a technique for driving customer acquisition? Yes, right this is out-of-home advertising.

OOH advertising is the visual representation of ads that are found outside the home. It’s a traditional and ideal mode for advertisers to connect with the consumers and bring value to the brand. Most of the companies such as Apple, HBO, and McDonald’s prefer this form of advertisement. Event companies such as Google and Facebook who are already masters in online ads make use of out-of-home advertising platforms to make better connections with customers.

The visual ads you see in cinemas and other travel locations such as train stations and airports, all come under OOH advertising. In simple terms, we can say that this is the form of advertising that audiences see when they are outside their home. And most common places where you can see OOH ads include billboards, public transport, bus shelters, resting benches, mall ad panels, etc.

OOH advertising is mostly non-targeted but has a wide reach. Its main aim is to guide, spread awareness and direct individuals towards the brand or any offer. Brand awareness and engagement are more priority rather than conversion. It is the oldest form of promotion and currently, it is becoming more popular with the combination of digital marketing strategies, termed Digital Out-of-Home Advertising ” (DOOH).

Types of OOH Advertising

Types of OOH Advertising

Many of us are familiar with billboard advertising but along with that, there are many other types of OOH advertising. Let’s check them out one by one:

  • Billboards

The most familiar and popular OOH advertising medium is billboards. It is generally a large form of print ads, elevated on boards. This is made eye-catching so that it can capture the attention of most visitors. Advertisers can display anything related to their brand, or service. You will mostly find these billboards on highways or areas that receive high footfall such as shopping malls, stadiums, and other public places. Pedestrians and commuters get desired information from billboards.

It also gets categorized into further types depending on the shape and size.

  1. Static: This type of billboard is stationary and you will see them mostly on the roadside. It also has outdoor lights so that Pedestrians can easily read them after the time of day.
  2. Mobile: This type of billboard is usually found on the back of movable transports such as buses, trucks, taxis, and other modes of transport.
  3. Digital: For digital billboards, LED screens are used and ads are dynamically controlled by computer.
  • Posters

These are small in size as compared to billboards. They are posted in commercial and industrial areas where foot traffic is high. They are more versatile, all thanks to their size. You will notice them in waiting areas of train stations, surface streets and other such locations. Posters need to be created with much creativity and with the selection of the right color and text. Posters cost-effectively create brand awareness. Eye-popping colors should be used in posters to catch the attention of viewers.

  • Transit

Making creative use of transport such as taxis and buses to promote your brand comes into transit advertising. By this method, brand info gets advertised across the city and major roads. Simply it’s mobile out-of-home marketing which has larger coverage than billboards and posters. We all have seen great examples of transit advertising in the times of Covid. All public transport were posted with prevention tips and info related to Covid so that more and more people get the right information. Airports also come under transit advertising and according to research, ads displayed here get a positive response. As airports receive large numbers of people every day so none of the ads will get unmissable no matter at which corner of the airport they are placed.

  • Street Furniture

In this, permanent fixtures are used for promoting the ads. Back of benches, newsstands, bus shelters, sidewalks, phone booths, mall ad panels, ATM kiosks, and other such places are used for promoting content. The positions are mostly selected near pedestrians so that they can easily view that. Individuals get interacted with ads on face to face level and offer better coverage in a variety of categories. This is also known as street-level urban media and is considered the most effective way of advertising. OOH, media agencies buy furniture available in public places and advertise over there for brand promotion.

Benefits Of Out-Of-Home Advertising

Benefits Of Out-Of-Home Advertising

Out-of-home (OOH) advertising is one of the most cost-effective ways to reach potential customers in an impactful and visual manner. From billboards to posters, OOH ads can increase brand awareness, drive traffic to stores and websites, and even increase loyalty among current customers. Learn more about the numerous benefits of OOH advertising here.

  • Reach a Wide Audience in Impactful Ways

One of the main benefits of out-of-home advertising is its ability to reach a wide audience quickly and in an impactful way. OOH ads can easily be seen by people walking or driving by, thus opening up a potentially massive base of potential customers. Furthermore, since many people tend to remember what they see more than what they read or hear, OOH advertising can help create a lasting impression on your target consumers.

  • Create an Immersive Experience

Out-of-home advertising can also create an immersive experience for your viewers. For example, you can use interactive billboards or digital video displays to captivate viewers and draw their attention. Additionally, by using motion sensors or other technologies, you can create unique experiences that will engage the consumer and make your ads more memorable.

  • Make it Memorable with Visuals, Audio, and Movement

Out-of-home ads typically use a combination of visuals, audio, and motion to capture the viewers’ attention. The use of visuals is especially important when it comes to outdoor advertising because signs need to be readable even when they’re viewed from a distance. Additionally, the use of audio and motion can help add an extra layer of engagement and make your ad more memorable. For example, you could incorporate sound clips into your digital video displays or use motion sensors on interactive billboards to create an immersive experience for your viewers.

  • Leverage Targeted Locations for Greater Reach

By using targeted locations and areas that fit the demographic of your target audience, you can make sure your ads are seen by the right people. Advertising near a popular venue or highly trafficked area can attract more attention and visibility to your brand, giving you a chance to reach out to those who may not yet be familiar with your services. However, it’s important to keep in mind the exact type of location or area you choose—it should suit the topic and message of the ad in order to make an impactful impression.

  • Track Performance Easily With Digital Measurements

Out-of-home advertising gives you the power to easily track how effective your campaigns are. With digital materials, tracking performance allows you to see which ads attract the most people and where they’re located. You can use this data to adjust your strategy and make sure that each ad is reaching its target audience in order to maximize impact. By understanding the importance of location for out-of-home ads, you’ll be able to reach your target customers in their own environment and capture their attention more effectively.

Top Considerations in OOH Advertising

Top Considerations in OOH Advertising

OOH marketing is getting immense popularity in public spaces but it does not guarantee that your brand will get successful recognition instantly. There is a need to add purpose and strategy to the OOH campaign so that it can deliver the best outcomes.

  • Circulation: This is one of the biggest factors that you should consider on priority. You need to consider OOH advertising location so that you can reach your target audience. Depending upon your budget, audience target, and geography, finalize the location. Ad placement will also help you in determining the size of the ad and obviously copy and design will also get planned. You should also think about happy hours for your ads display so that your ads get the best response.
  • Check Competition: Before making your decision you should check what your competitors are doing and what their outcomes are. Also consider what things attracted you and what are the missing points, formatting of content, and other creativity so that you can add them to your advertisement. By considering all these things you can make your ads more creative and increase conversion chances. It’s also up to you if you want to advertise your ad next to your competitors but you should be ready to deal with the petty thoughts of the public. We are saying this by remembering the Audi and BMW billboard war.
  • Keep It Less: There is no such benefit of overdoing in your ad. You need to keep your copy short yet impactful. 14 words on ads are enough to express your thought and brand. Your design and pattern will talk with your audience. The best example of a simple but effective billboard is delivered by McDonald’s. The company knows very well that people recognize its golden arches very well and thus they created this billboard.
Keep It Less
  • Picture Perfect And Shareable: Your ad should be eye-catching so that people love to snap a pic with that, and also find it informative or creative to share with their friends and family. The more eyeballs catch your ads the more chance of brand recognition there is.

Cost of OOH Advertising in Australia

Cost of OOH Advertising in Australia

Out-of-home (OOH) advertising is an effective way to reach potential customers. From billboards, transit shelters, and digital signage, when done right, you can get maximum exposure for your message. But what does it cost? Traditional OOH advertising is usually priced per format and location.

Factors such as the size of the billboard and its visibility to drivers can affect prices. In addition, many cities use alternative structures like ‘premium locations’ in which advertisers are charged higher rates for more popular and visible locations or access to high-traffic rail or bus stations.

Prices for traditional OOH advertising can range from a few hundred dollars to tens of thousands depending on the target audience reach.

Type of Advertisement Cost (Approx) Duration
POSTER $750 - $2,000 1 MONTH
BUS ADS $130 - $4,600 1 MONTH
BILLBOARD ADS $750 - $1,500 1 MONTH
DIGITAL OUTDOOR $1,500 - $18,000 1 MONTH

*** These prices are just for information purposes for our readers. It may change depending on factors such as the size of the ad, location, duration and other factors.

Tips for OOH Campaigns

Tips for OOH Campaigns

OOH advertising demands the exact planning and execution that you do with another form of marketing. So here we would like to add some tips that can help you in making an effective OOH campaign.

Before planning to create your winning ad it is necessary that you identify your target audience. try to understand the pattern and preference that your target audience demands and what influences them to take action.

The goal of your ad should also be clear. Each billboard or ad you are creating should be based on specific goals. Knowing what you want in return you should create your concept. Your goal preference can get categorized according to:

  • Creating brand awareness
  • Call to action
  • Educating viewers
  • Promoting the new product line
  • Trying to establish the brand in the new geographic area

A traditional mode of marketing (print and online ads) will offer immense words to the viewers but your OOH ads should be brief and catchy. Your audience should be able to digest the content in a few words. You can go with trending hashtags or company names for brand awareness.

The image of your OOH ads acts as a hero so if you are using that then it should be well-designed and relevant to your message. It should convey the right message and capture the attention of the viewer.

Color preference is very important in OOH advertising. Considering viewers’ readability, bright and high-contrast colors should be selected. Also, you should be consistent in your choice. Fonts, colors and hashtags should be consistent so that viewers can remember and recognize your brand.

“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.” – Jef I. Richards

The Challenges of OOH Advertising

The Challenges of OOH Advertising

There is no form of advertising that is completely perfect and this goes with OOH advertising also. This is true that it helps a lot in offering brand recognition but it won’t be the best option for all forms of business and in all business areas. So here we are mentioning some of the challenges that you need to keep in mind if you are following OOH advertising.

  • Targeting Audience: Yes it is said that you should position your ads according to the location to attract the ideal market. But in that open space, everyone who wishes can see that ad but there is no specific guarantee that the target audience has seen it or not.
  • Restricted Remarketing: Remarketing is easy on YouTube and other marketing platforms where one can easily target the same customer with different ads or the same ads. This is quite a proven technique that offers effective outcomes. Whereas with out-of-home advertising, it’s all dependent on viewers when they will be out of their homes and see that ad.
  • Doesn’t Go Viral: Video ads and other online ads get viral easily as they are easy to share and brand awareness gets increased. OOH ads also get fame but they get limited to articles and news as they lack visibility tools.
  • Scalability Issue: According to the likeness and interest of viewers in online ads, marketers can easily scale that ad but the same does not go with out-of-home advertising.
  • The implementation process is slow: With just a click online ads get placed. On the other hand, OOH advertising will take a longer time in setting, which will slow down the momentum.
  • No Option Of Quick Action: Quick action can be taken by OOH ad viewers but it depends upon their preference. In online marketing, users get clickable links that will take them to the action page which is not available in OOH advertising.

What’s the Future of OOH Advertising, DOOH Advertising?

What’s the Future of OOH Advertising, DOOH Advertising

OOH media is basically physical but to overcome its challenges and considering the new trends, more digital screens are now preferred for OOH marketing. Digital media advertising term is used for this marketing. Ads are displayed on digital screens in public spaces to grab the attention of visitors. The digitized form of OOH is basically the combination of the traditional approach and digital tools to make advertising more effective. Ads which were previously posted on paper will be displayed on a digital screen. This is a more engaging way to target customers as such ads can also be targeted on mobile devices.

There are several benefits of DOOH. There is no requirement to kill so much time on completing all daunting tasks. The setting of digital ads is easy and can be changed according to the subject and marketers can display multiple ads simultaneously. Marketers hold complete rights when to display the ad so that more and more attention their brand can receive.

Digital OOH is expected to be more in trend rather than traditional patterns. The scalability factor gets increased with DOOH. Way of better optimization and more personalization options keeps it on top choice of business promoters. Data accuracy and consistency will be ensured easily. In simple terms, DOOH advertising is making real-time marketing feasible and convenient.

Bottom Line

If you are looking to make your marketing more strategic then OOH advertising should be under consideration. There are many mediums by which you can advertise your content in public spaces. Billboards, public transportation, park benches, and other public spaces act wonderfully in catching the attention of customers. One should look outside of home advertising as a long-term campaign to get the best results towards the brand. This is a tried and tested method of advertising that will help in increasing brand awareness and enhance the engagement of customers in the brand. OOH advertising is becoming more effective with the combination of digital media.

We hope that with this blog you have learned something interesting and helped you in making your brand more successful.

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