Outdoor advertising, or out-of-home (OOH) advertising, describes any kind of media from the physical world employed for commercial and educational purposes to help behaviors, spread awareness and offer utility for the average man or woman. OOH campaigns use larger-than-life visual displays with calls to action and bold graphics to capture the attention of people as they move during their daily journeys.
As among the most valuable types of advertising, Outdoor ads are an essential piece of any strategic effort to succeed in a broad audience of potential customers. Plus, modern data science platforms offer advertisers advanced attribution capabilities for determining OOH performance.
Common Kinds of Outdoor Advertising
A standard perception is that outdoor advertising signs are merely your standard freeway Billboard. OOH comes with a wide array of formats that brands can leverage to optimize their ability to communicate with target audiences along with other media channels.
Traditional or ‘Classic’ Out-of-Home Formats
Traditional outdoor advertisement formats are commonly the cornerstone of OOH campaigns and they are familiar sights throughout roadways and cities.
A number of common examples include:Bulletins: Billboard advertising represents the most common-sized large format OOH placement, offering maximum visibility for brand messages. These are typically situated on major freeways and thoroughfares, reaching vehicular traffic because they move through the market.
Posters: Most often positioned on secondary roadways and native arteries. Posters produce an opportunity for brands to arrive at their audience within a local capacity and will help bolster program frequency.
Wallscapes: One of the most impactful kinds of outdoor ads, Wallscapes blend seamlessly into the fabric of the city, generating high levels of awareness in areas with good volumes of pedestrian and vehicular traffic.
Digital Out-of-Home Formats
Digital Out-of-Home (DOOH) advertising has become one with the fastest-expanding formats from the OOH space. DOOH is easily becoming the go-to for many advertisers mainly because it provides creative flexibility and often quicker turnaround times for production and installation. Digital media provides advertisers income target specific audiences at relevant times/dayparts also to create timely messaging depending on occurrences, triggers or happenings.
Some of the forms digital OOH advertising range from:
Digital Bulletins: Point about this inventory is situated on major freeways and thoroughfares, reaching vehicular traffic as they move through the entire market. Digital Bulletins are large-scale digital screens that illuminate high-traffic areas income run dynamic brand messages.
Digital Place-Based Ads: Situated near or at shopping destinations, restaurants, filling stations and other retail locations, these smaller-scale digital ads capture the eye of consumers because they start their day.
Digital Street Furniture: Affixed to Bus Shelters, Newsstands along with other ground-level formats that get up on their very own, digital street furniture supplies a major impact on pedestrian and street traffic on the hyper-local level.
Street Furniture Formats
Eye-level street furniture ads give brands the opportunity to connect to consumers in the more personal manner. This type of format ensures the company is the surface of mind as consumers ignore on their daily routines.
There is a number of outdoor Street Furniture that exists out there :
Bus Shelters and Bus Benches
Newsracks and Newsstands
City Information Panels (CIPs), Digital Kiosks, Phone Kiosks
Urban Panels
Transit Media
Transit Media Formats
Transit outdoor ads are commonly tied to the bus systems (rail and bus on their own exterior and interior) through the market. Transit advertising includes a great dual functionality because her ability to reach riders as well as those walking and driving through the market. Transit OOH formats are widely-used to help bolster reach and frequency on the market, as it could reach places where traditional OOH sometimes cannot.
Examples of transit-based advertisements include:
Bus, Commuter Rail, Subway (Interior and exterior)
Taxi Tops
Truckside Displays
Mobile Billboards
Place-Based Advertising
Placed-Based OOH does a fantastic job at allowing advertisers and types to succeed in their clientele within many different venue types (retail, healthcare facilities, entertainment venues, mall advertising and so forth). Placed-Based advertising is a terrific strategy to reach consumers at point-of-sale.
This just-in-time approach can offer great ROI for retail brands, including small enterprises. Place-Based ads are continually evolving. This dynamic format will take many shapes, fitting into surroundings where consumers are more than likely to invest time.
Why Outdoor Advertising is essential for Brands
OOH advertising is important given it gives brands to be able to reach large sets of consumers with engaging visuals and powerful messages, all reading the identical message simultaneously. That’s powerful. OOH has shown and can continue to prove it’s a necessary channel inside the marketing media mix. With advances in technology, demographic/psychographic targeting and measurement, OOH will continue to evolve and provide brands an unending creative landscape to reach everyone in real-time.
An outside campaign is the opportunity for a brand to go out in the world where consumers work, shop and play. Within a world where competition among online advertisers is fierce, OOH represents a route for brands to communicate in straight to customers that are likely to be thinking about their messages. As a consequence of OOH’s scale, outdoor campaigns enable brands to get clients together with engaging their existing customer base.
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