Out of home advertising (OOH) includes any form of advertisement that is found outside of a consumer’s home. They differ from your regular digital campaigns in that they offer different purposes and yield different results. But how can you know if OOH advertising is right for your brand? You have to understand what your marketing goal is with paid advertising and whether or not OOH campaigns are the right strategy to meet those goals. Not sure exactly what kind of results OOH campaigns deliver? Don’t worry. We’re here to explain.
Unlike digital ads, out-of-home ads can’t be skipped, blocked, or deleted. Therefore, out-of-home ads are more likely to get the attention of a larger audience. According to statista, about 80 percent of American consumers stated noticing a billboard ad in 2019, so if reach is in your marketing goal, OOH might be the right strategy for you.
OOH campaigns are very effective if your marketing goal is to target a group of people in a specific location. A common misconception about OOH campaigns is that they are only to be used if you are a large national corporation. That isn’t true! OOH advertisements are very effective for local businesses because they target everyone within their consumer market.
Unlike other forms of advertising, OOH advertisements have shown to be more well-perceived according to various public opinion polls. No one likes having their tv show interrupted by an annoying ad. With OOH campaigns, however, consumers have shown to find them informative instead of annoying.
Contrary to popular belief, OOH advertisements aren’t as expensive as you would think. At a range of $3.38-$8.65 per thousand impressions nationally, the only advertising medium that comes close is radio.
If your target audience is a niche group of people, you might want to stray away from OOH campaigns. Although they are very specific in terms of location, that’s pretty much where the targeting ends for OOH campaigns.
If your ads require contact information like phone numbers or email addresses, OOH campaigns might not be the way to go. It’s unlikely that a consumer will take the time to write down contact information when they are driving or are in an outdoor setting.
Now you know if OOH campaigns meet your marketing objectives! If they do, our team at Grova Creative has experience working with OOH advertising in the past and would love to work with your brand to create your next outdoor campaign. To start meeting those marketing objectives, let’s talk today!