What is Out-of-Home Advertising?

In our digital world, it might feel like all marketing is done online. But, that would mean ignoring an incredibly effective strategy—out-of-home advertising.

Out-of-home advertising (OOH) refers to the process of reaching consumers while they are, you guessed it, out of their homes.

While this may conjure images of NYC Times Square billboards, there are many mediums that qualify as out-of-home advertising.

The best news is, these methods are highly effective.

In fact, according to the Out-of-Home Advertising Association of America, 66 percent of smartphone users took action after interacting with an out-of-home advertisement.

Additionally, 74 percent of those who visited a business after interacting with an out-of-home advertisement made a purchase.

Those are some pretty compelling statistics that should make you think twice about adding out-of-home advertising to your campaign’s strategy playbook.

Not sold? Check out the below infographic that identifies which advertising mediums consumers trust the most. See number five? Out-of-home advertising comes in way ahead of search ads or sponsored posts.

out of home advertising as fifth most trusted mode

In short, if you’re not considering out-of-home advertising, you’re missing out on valuable leads.

Types of Out-of-Home Advertising

While we already mentioned the NYC Times Square billboard, there are less ubiquitous mediums for out-of-home advertising. These include:

local billboards
complimentary merchandise (t-shirts, cups at sporting events)
transit placement (bus stops, benches, kiosks)
point-of-sale displays (backs of taxi cabs, diner tables, flyers at the grocery store)
blimps

While it is unlikely your organization will opt to sponsor a blimp, there are many options for marketers looking to establish new sources for attracting new consumers.

6 Tips for a Successful Out-of-Home Advertising Campaign

Much like any advertising or marketing campaign, your execution is only as good as your plan. There are six must-have steps to help you get your out-of-home advertising campaign off the ground.

1. Research Your Location

Regardless of your out-of-home advertising campaign’s goals, you need to do some research on the location.

This information will not only inform the size and limitations of your ad but will also help you decide which locations are worth your budget and which are not.

Imagine you’re a local restaurant in a pedestrian-heavy area. Advertising your drink specials with a clever slogan on a chalkboard is going to be much more beneficial than a billboard with the same message.

Conversely, if you’re a car dealership offering end-of-the-year deals, a billboard is going to be a much better strategy than a sign outside of your building.

When it comes to location, you need to ask four specific questions:

Is this visible?
Who travels through this area?
What do those passing by want or need?
How can my product(s) solve this need?

After you’ve answered these three questions, you can start building your out-of-home marketing strategy around these answers.

2. Go Digital

Just because you’re advertising out-of-home doesn’t mean you have to go technology-free. Digital billboards are a great alternative to conventional billboards. In fact, here are three reasons you should …read more

Source:: Kiss Metrics Blog