Out of Home Advertising
Out of Home advertising accounts for a broad category of ads that reach consumers when they’re away from home. Ads on billboards, posters and transit ads are all considered OOH ads. Because of their reach, you can find OOH advertising everywhere after leaving your home. Unlike other advertising formats, out-of-home advertising continues to see positive growth.
There are a lot of arguments for businesses to include OOH Advertising in their marketing strategies. It’s different from any other marketing method in that it can’t be clicked away or ignored. When driving, most people can’t help but to look at the billboards or give a glance at the posters that are up on buses. OOH advertising is one of the few ways to promote brands that isn’t controlled by the consumer. Other benefits to OOH are:
- Predictability. You know exactly where your ad is, which gives you guaranteed access to your audience. In a busy area, that view count is as frequent as daily.
- Customization. With OOH you have a different level of control over design and coverage that you can’t get with other ads. You can decide where it will display, how and the length it will run based on your demographic for a more targeted approach.
- Visibility. Ideally the medium would be big, colorful messages get brands in front of their audience, and OOH ads can’t be hidden. They can’t be blocked or skipped unless someone wants to put their hands over their eyes. The level of visibility far exceeds other mediums.
With all of these benefits, it’s important to understand what specific elements make up the category of OOH advertising. Regardless of which one you choose, they all give you the targeted reach unique to OOH.
While you may initially only think of the static, large billboards that line most major highways and pop up at downtown intersections. However, this category of OOH advertising is actually much more diverse. Especially with today’s technological advances, billboards have come a long way. The biggest perk is the sheer volume of consumers you can reach with a single ad. In cities like Atlanta, where daily commuter traffic is heavy, a strategically-placed billboard along the highway could hit a huge percentage of your audience both as they drive to work each day and as they come home. In addition to traditional billboards, you can also take advantage of digital billboards, posters and bulletins.
Offering more flexibility within the same reach potential as traditional billboards, digital options have the unpile ability to make changes on-the-fly. Instead of putting up a single, static message for your brand, you can create a series of messages that cycle through over any period of time. You can countdown to a big sale or event with a new message daily or offer up one ad as people go to work and another as they head home. The versatility of digital billboards allows businesses to develop more intricate OOH advertising campaigns.
Just as billboard advertising targets commuters who drive to work each day, transit advertising reaches the portion of your consumer base who take public transportation to get around. Not only will transit advertising hit the daily bus riders and subway goers, but it can also target tourists. Focusing on busy parts of town where there is a lot of foot traffic, advertising options in transit areas have a lot of potential to promote brand awareness and impact profitability. Each type of transit — subways, busses and taxis offer different opportunities to advertise.
Now that you see how many choices you have when incorporating OOH advertising into your marketing campaign, you may feel overwhelmed with narrowing the list down. There are a lot of options, and certain ones will align better with your advertising goals. Working with an advertising agency, experienced in matching client needs with available ad space is essential. At Creative Brands Marketing, we spend time getting to know you and understanding your business goals before working alongside you to locate the best and most visible OOH advertising. Whether it’s billboards, posters or covering a subway station with your business, our decades of experience in the industry help you get the best deal for the best location to make OOH advertising work for you.