Understanding Modern Out-of-Home Advertising

The Out-of-Home (OOH) industry is constantly evolving as consumers are spending more time on-the-go. Currently, the average person is exposed to at least 14 minutes of OOH media per week and this number is expected to increase to 20 minutes by 2017.

OOH ads increase purchasing behavior and create captive audiences, as consumers are 41 percent more receptive to ads in public places than at home. Below are two of the biggest, modern formats in OOH advertising to consider.

Digitalizing Displays

digital-oohWith everything going digital, it was inevitable that the traditional method of OOH advertising would experiment in developing a more modern appeal. Digital Out-of-Home (DOOH) ads have transformed the industry by incorporating the latest technology to exhibit engaging displays, vibrant screens, interactive experiences and more.

Indoor digital ads in venues like malls, airports and restaurants are often the most effective digital campaigns as consumers are either in a waiting mindset that allows for distractions, or they are open to browsing for items to purchase. Some of the most successful uses of DOOH ads include:

  • Mall kiosks with changing displays
  • Gas pumps with screens offering specials
  • Portable digital displays, like charging stations

DOOH ads also allow for more flexibility than stationary OOH campaigns since they can adapt to suit their environment. The technology behind DOOH makes it easy to alter a campaign’s targeting and messaging to fit to peak consumer traffic times.

Mobile Geotargeting

One of the best ways for a company to connect with a consumer on-the-go is to incorporate the device that never leaves their side into marketing initiatives. The current obsession with smartphones has only enhanced the effectiveness of OOH ads, with more than 40 percent of consumers having looked up information on their phones immediately after seeing an OOH ad.

mobile-ooh-adsThrough geofencing technology, a location-based targeting ability that allows advertisers to define a virtual perimeter around a location, companies can send custom offers and messages to consumers’ mobile phones when they are within a certain distance of their store.

For example, if a consumer is near his favorite retailer, the business can send him coupons or messages that will entice him to visit. Certain apps will also send popup notifications to mobile phones when users who opt in to messaging are near their locations. These mobile notifications eliminate the “out of sight, out of mind” concept and put brands right in front of consumers when they are most likely to buy.

Sixty-three percent of shoppers say they would be more likely to make a purchase if they received a mobile coupon while shopping, making geofencing one of the top targeting tools to use in your campaigns.

From customized street furniture to interactive displays, the ability to captivate new audiences with OOH advertising has become limitless. When developing your campaign, remember that creativity is king and mobile-friendliness is expected in order for high engagement.

For information about the OOH advertising opportunities in bustling malls and airports we can help you take advantage of, contact us today.

Data Sources:

iab

Image Sources:

Boris Dzhingarov via photopin cc

Garry Knght via photopin cc