The demand for OOH campaigns has been constant through the years. Thanks to tech advances combined with the traditional benefits of real-world ads, OOH is even more powerful and a cornerstone of any marketing and advertising campaign.
So what do you need to know about out of home advertising? We’ll cover it all here.
What Is OOH Advertising
Out of Home advertising, also called Out of Home media or OOH for short, includes any form of visual advertising media a consumer might come across outside their home. The first image that comes to mind is the crowded Times Square billboards of New York City, and it is not far off: OOH displays can be everything from billboards to bus wraps and signage.
The key to identifying and implementing OOH successfully is creativity: for example, you are likely to have seen BBC’s campaign for their TV show Dracula on social media. This is an excellent case where a brand used interactivity on an advertorial space to test their creative ideas on a large scale and it proved to be an incredibly successful Out of Home campaign.
Why Is Out Of Home Advertising Important
In today’s world, it may feel like all marketing is done online, but that would be ignoring the effective strategy that is Out of Home advertising. OOH ads leverage digital advertising to get a brand message heard across a bigger platform of people which makes it a very powerful tool.
The potential impact an OOH ad can have on consumers is undeniable: they can’t turn it off as they would a TV or change channels like a radio station. In fact, OOH is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving consumers online, according to the OAAA. This means a creative, highly impactful visual campaign is more likely to get a brand message across.
Examples Of Out Of Home Advertising
If you see an ad outside your home, and not on your mobile, you are most likely looking at an example of OOH advertising. Examples of OOH advertising include billboards and posters, complimentary merchandise (t-shirts, cups at sporting events and other branded souvenirs), airports and other transport hubs (like tube systems and metro stations), busses, taxis and other vehicles, and on-street furniture (like benches or kiosks).
OOH Advertising Case Studies
To better understand these examples take a look at some of the OOH campaigns Contra Vision® has been a part of:
- Transit Advertising: De Museumfabriek, in the Netherlands, used Contra Vision’s perforated window film to create six different window graphics, applying them on bus windows. This type of OOH essentially transforms vehicles into moving billboards.
- Retail Window: JLG Industries, Inc. advertorial campaign for their 50 years in business is an excellent example of how to make a short-term campaign stand out. By successfully promoting their business in five separate locations, their OOH ads are cohesive and translate the message of a successful and long-lasting brand.
- Transport Hubs: there are plenty of ways to advertise in travel locations, but this unique OOH campaign focuses on glass safety barriers in platforms. The see-through qualities allow passengers to still look into the train for empty carriages whilst the ad is in plain view of anyone on the other side.
Need inspiration for an Out Of Home campaign? Take a look at some of our OOH Advertising Campaigns.
Benefits Of Out Of Home Advertising
Digital advertising saw its boom in recent years, but with increased data protection laws, ad blockers and just the sheer amount of information consumers are bombarded with online daily, it is not a perfect strategy.
OOH advertising provides the ideal blend of the best of both worlds: traditional ads and tech-powered tools. In fact, one study found that consumers are 48% more likely to interact with a digital ad after being exposed to an OOH ad first.
Out of Home ads are difficult to avoid and reach a massive audience, with location not being limited to one single spot. For example, through transit advertising, brands are guaranteed to reach a large number of people in various places throughout the day.
OOH ads bring numerous benefits to the table, forming eye-catching messages thanks to their size, design and pure contrast with the surrounding environment. Plus, the conversion process is now faster than ever: the purchase of OOH ad inventory after viewing has shrunk down to minutes, thanks to digitisation and innovation.
Digital Out Of Home
Trends in Out of Home advertising are currently intrinsically linked with DOOH. Despite OOH ads featuring physical products, more and more digital screens are part of Out of Home campaigns.
Advertisers can generate more tailored messaging on digital screens since they provide better optimisation. How? Several types of triggers can be used to activate a more dynamic form of OOH advertising. Advertisers may now provide dynamic media depending on mobile device demographics and behaviour in real-time, thanks to better and more precise data.
An example of a DOOH application is Digital Projection Mapping. Digital projection mapping is a technique for transforming irregularly shaped objects into video projection surfaces. Buildings appear to be animated, and when paired with audio information, the result is a tremendously engaging experience. Contra Vision® Window Films are great for digital projection mapping onto windows and glass. The films provide a projection screen for images while maintaining excellent see-through from inside buildings when the projection is switched off. Take a look at how BUPA Great North Run used digital projection mapping to transform the iconic Sage building in Gateshead into a digital backdrop.
There are several channels you may utilise for innovative OOH advertising, whether you want to add to your present digital marketing plan or opt for a solely Out Of Home campaign. If you are unsure of where to start, visit our 100 applications of Contra Vision page and let yourself be inspired.