OOH advertising refers to all the advertising spot which consumers are exposed to when they are away from home. Out of home advertising is probably one of the oldest marketing formats and has been around for over 4 centuries. Billboards are probably the most known examples of out of home advertising although currently there are lots of different things which serve as OOH to place ads, such as aeroplanes, digital screens on locations where there is a huge volume of people passing by, buses, taxis…
In every street, shopping center or road, the gigantic 14x48 ads of Google, Netflix, Amazon cover loom over leveraging billboard advertising and increasing brand awareness. Not long ago, billboards were considered as outdated and irrelevant next to the petrol station or our motorways but today they are one of the fastest-growing advertising formats on the market. But it is growing because digital is becoming so commonplace.
However since the internet has revolutionized the way humans communicate, it seems that OOH has occupied a secondary position in the advertising panorama even though it delivers high ROI and is still one of the most effective channels to promote any services or products. It is ideal to use in combination with a digital format although ultimately any advertising agency would use the so-called omnichannel approach. If you are thinking of promoting your services using any out-of-home format, at Top Media Advertising, we are experts at buying and delivering effective and creative campaigns that will make a lasting impression on consumers. Below I have listed the most relevant and up to date OOH statistics to help you understand whether this format would serve your purpose or not.
Although it might seem irrelevant for this purpose as nowadays we seem to be looking at our phone every minute. It is important to note that digital advertising is very powerful and convenient but we are not always on our computer and actually spend most of our time outdoors, either eating out, commuting or just on our way to our destination. Internet is not ruling our lives as much as we think it might.
Also, OOH is so effective today because unlike digital or screen advertising, it does not need to compete with lots of information and ads at the same time. When we turn on our computer, we are instantly bombarded with multiple ads, call-to-action button and window and plenty of information trying to get our attention. The average person is exposed over 1,700 banners a month but only half of them are ever viewed. However, outdoors all these distractions and competition is reduced.
OOH has always been very effective at driving customers to physical stores and creating brand awareness even today as 26% of store traffic is derived somehow from out of home advertising banner. If you take into account that the click-through rate for digital ads is between 1-6%, ooh advertising appears as a very catchy and powerful format as opposed to digital ads due to its higher engagement rate. Many think that traditional advertising methods are dated and ineffective in a digital world but the truth is that many of them remain very effective at reaching consumers and creating engagement.
OOH does not sound as fancy as Facebook ads but the truth is that manages to reach 98% of the population. In spite of having a lot of competition from Google, social media and newer marketing formats, OOH continues to show strength. It is actually much more effective at driving consumers online than television. OOH advertising creates more impact than digital ads as the internet offers more slots in smaller spaces.
Running an advertising campaign on a local tv station could be costly - most advertisers spend a minimum of $5 dollar per 1000 viewers for a commercial which lasts 30 seconds. In the United States, an average national commercial cost $115,000 according to Adage. And when ads are shown during prime time, the costs can be much higher. On the other hand, OOH advertising could be as cheap as 20 pounds a week although in the UK it costs an average of 200 pounds a week. In general, investing in ooh advertising is an effective way to increase revenue and in most cases, the return on the investment can be really high.
The digitalization process that is happening in our society is affecting almost every aspect of our lives including something so traditional and old such as billboards. The all static printed billboards are being turned into digital screens which offer more flexibility to advertisers by allowing to show dynamic ads with video and to have more control over ad scheduling. The digitalization process is happening very fast and will eventually turn every single billboard into a digital screen.
A study published on Warc showed that 43% of consumers were reached by OOH media an hour before preceding mobile shopping activity. You can find out more about it on this link. This could help plan a campaign considering reaching people with OOH media could improve your sales and brand awareness.
A study in 2015 showed that more than half of the time spend online happened via mobile phones yet 85% of the purchases took place on desktop computers. Mobile browsing is quite unpredictable and ubiquitous, we all have smartphones and we use them every time we are just stuck somewhere rather staring at walls. Many mobile usages are just all about killing time or what it is called pass time usage, waiting at the bus stop, on the queue and using public transport. On the other hand, mobile shopping can be a bit frustrating. Therefore this data shows that people are accessing brands and information via mobile but when it comes to purchasing, consumers prefer desktops for convenience.
Running an OOH advertising campaign can be very profitable. Today most marketers are focused on internet and digital advertising which is a very effective channel but it does not mean that traditional format such OOH are outdated and ineffective. Out-of-home advertising is actually more effective than Google Ads as the return on investment on OOH advertising is really $3.79 per every one dollar as opposed to $2 per every $1 spent on Google Ads. If you are looking to start an OOH campaign, please get in touch with us and tell us what your goals are and one of our experts will advise what it would work for you.
To the surprise of many, OOH remains extremely effective and it is one of the best traditional advertising formats. in 2015 a study conducted by Outsmart showed that OOH ads helped to increase engagement by 38% in mobile phones. And in general, 17% of consumers engaged with brands after seeing an ooh ad. Considering that over half of the purchases made at shopping centres are spontaneous and triggers such buy now and reduced products account for the majority of these impulse purchases.
OOH becomes more powerful when using it as a trigger to drive consumers to stores but especially online. Outdoor messaging encourages mobile engagement, which ultimately should be per of an integrated campaign. Over half of the purchases are triggered by spontaneous decisions and most of those impulsive decisions are driven by special offers, discounts or persuasive displays. Combining creative and persuave messages with discounts and attractive selling propositions like discounts helps increase OOH effectiveness.
OOH is old yet a powerful and lucrative way to effectively drive consumers to stores and local businesses too. Although it might seem outdated with new technologies coming up more and more often. It still remains very impactful, so as to drive 32% of consumers who saw a billboard to local business within seven days of them being exposed to it. If you run a local business, it would be great and very cost-effective way to drive new customers.
At Top Media Advertising, we can help you create effective and creative OOH campaign, if you would like to know more, please get in touch with us.