Billboards are the best way to inform the viewers about the businesses, promotions or products and hence are the most feasible choice to post advertisements. Most of the companies try to keep consumers updated about their products with effective outdoor advertising. According to driving surveys, Indians, on average, spend most of their time travelling. So you’re bound to have noticed billboard advertisements lining either side of the road when commuting to work. People spend so much time on the streets but does viewing billboard advertisements effective? Which marketing is the best marketing? Two types of marketing can help ensure that your company attracts the appropriate customers. But the nature of the two mediums — online and offline — is drastically different. Digital and out-of-home (OOH) advertising continue to be the fastest-growing media channels in terms of spend. However, one could argue that the same factor is driving their growth: increased consumption mobility. Outdoor advertising is a type of marketing in public locations that promotes services or products. Typically, such advertisements are put in public places or on the road. Digital technologies can also be used to advertise outdoors. Advertising is strategically placed in high-traffic areas to increase visibility. What is Out of Home Advertising (OOH) OOH is defined as any advertising material shown outdoors that promotes a business. Common tools and spots used for OOH are billboards, benches, vehicles, and walls. OOH also includes newer advertising tactics like flash mobs and digital billboards. Now that we have a clearer view regarding this two types of advertising, it is now time to learn more about when you should use OOH and Digital advertising. Which one should you use? Is OOH right for me? While most companies are quickly transitioning from traditional to digital advertising, it might be wise to step on the brakes and reassess your strategy. According to Nielsen, OOH advertising is the only form of traditional media to get a bump in terms of sales. In 2018, outdoor advertising grew from $7 Billion to $7.3 Billion. And there is good reason for companies to still patronise OOH. While it is true that this type of advertising has been overshadowed by the digital kind, there is still some merit that OOH can give to businesses. Outdoor advertising still has a huge audience – Bus bench advertising in cities like Bangalore or Delhi, for instance, can still command an audience of 35000 to 50000 people per day. The reason for this is because OOH has evolved with newer technologies. The spike of digital billboards, as well as creative advertisements still makes OOH relevant to this day. A good example of the evolution of OOH is an ad campaign created by advertising companies. When the company launched in tier 1 city, they placed digital screens on outdoor boards that showcased GIFs of their original shows. The clever bit is that these GIFs reacted to the current events of tier 1 city .   1) OOH delivers where digital advertising falls short Let’s face it – we all skip ads. Most of us use ad-blockers, and hardly any of us deliberately click on pop-up or website ads. Getting the attention of online web surfers or social media users is becoming one of the biggest dilemmas for the advertising industry. The only way to get the attention  of young audiences is to reach them when they’re off their devices and not distracted! And OOH does just that. When people are on their way to work or school and  commuting via public transit, walking, or driving, they’re more alert to their surroundings and  less distracted by their mobile devices. For advertisers, capturing the undivided attention of wandering eyes is like hitting the jackpot! 2) OOH amplifies and optimizes omni-channel messaging For top digital brands, increasing their consumer base and audience engagement doesn’t solely entail investments in the digital and online market space. As marketing experts from these companies have figured out, consumers still want and need a substantial sense of connection, familiarity, and trust in brands they’re patrons of – a connection that is best fostered through physical media like OOH. Therefore, it’s unsurprising that OOH is one of the best ad mediums when it comes to increasing the overall reach of an omni-channel marketing campaign and improving return on investment (ROI). According to the OAAA and Nielsen’s latest advertising study, OOH disproportionately increases the reach of other media, including online search by 42%, TV by 26%, radio by 14%, and social media by 15%.   3) OOH simply works! OOH is one of the most cost-effective mediums when compared to TV, radio, online, or print. With recent tech advancements, brands also have the ability to view real-time impression analytics and programmatically purchase ad placements. OOH is the only medium that provides incremental linear returns as spending increases, while other media like TV and print show diminishing returns at higher ad spend. How Digital Megabrands leverage OOH As much as the advertising world is becoming increasingly digital, traditional media continues to provide unmatched value to brands as far as driving brand awareness and consumer confidence. For this reason, digital brands are spending more on traditional media like OOH, in hopes of engaging with their current and prospective consumer base in a way that is more authentic and genuine than pixels on a screen. Facebook gets friendly In 2018 – just weeks after  CEO Mark Zuckerberg testified in front of congressional lawmakers on multiple data privacy scandals, Facebook launched its then largest brand marketing campaign. The campaign, titled “Here Together”, delivered reassuring messages that addressed its users’ concerns head-on – from topics such as clickbait to data misuse, and fake news to fake accounts. The campaign also spanned across TV, cinema ads, and on Facebook Apple’s personalized creative Apple is known for their sleek, sophisticated, and user-friendly tech designs. Their advertising efforts don’t deviate far from their core values. As you’re probably familiar with, Apple’s “Shot on iPhone” campaign – which has been running since 2015 – features images by amateur photographers worldwide using their iPhones. The images humanize our connection to the devices and emphasize the importance of owning them to capture personal and memorable moments – all without saying more than 4 words! Spotify shares its stats In their buzzworthy 2018 campaign, Spotify wasn’t afraid to share user data. The music streaming company is known for their witty and creative ads that make you want to stop and snap a picture. On a regular basis, you’re sure to find the platform’s latest music releases advertised on big digital screens in urban centres. Conclusion Upon looking at how top digital brands are using OOH to reach their audience, it becomes clear that OOH continues to be an effective advertising medium – even in the increasingly digital world.  

2022-06-11 16:08:01

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