Will OOH survive in the digital world?

Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer’s home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it’s not on your mobile), then you are most likely looking at some kind of OOH ad. We all spend time outdoors, and with the growth of digital advertising, it can sometimes be hard to get your message heard. OOH solves this and is now combining with digital advancements to make it a powerful tool for advertisers and marketers.

The reason that advertisers love OOH advertising is due to the potential impact that it can have on consumers. They take notice of these large OOH ads. OOH campaigns can’t be ignored, compared to TV, radio, or mobile, which can often be turned off, or the consumer can move to another channel. This means that advertisers can launch highly visual, impactful campaigns that attract the attention of consumers and allow brands to get their message to cut through.

Things to remember for an OOH Ads :

1. Be creative

Out of home is a great place for creativity to thrive in the world of advertising. Large scale, impactful ad space is a fantastic place for creativity to thrive. Couple this with the need to provide a clear and lasting message, it’s perfect for testing some of your brand’s most creative ideas. Combine this with the rise of data and new interactivity that is growing in the OOH space, and it’s easy to see why creativity is a key component of OOH campaigns.

2. Use location intelligently

Out of home advertising is extremely location-driven. Being in the real world, advertisers must consider where to place their ads to have the most significant impact. With the rise of DOOH and other adtech stacks, advertisers can now do much more with location than previously available. For example, it’s possible to understand, in real-time, the demographics of consumers that are nearby to OOH ad inventory. Based on this, advertisers can deliver dynamic ads that best suit the consumers at any given moment.

In the same way that digital marketing has evolved to provide detailed insights and analytics into ad engagement and conversion, OOH advertising has now caught up. Campaign impressions can be measured, and attribution is now possible — all making OOH ads a powerful toolkit for any marketing department.

3. Purchasing in real-time

In previous years the purchase of OOH ad inventory was a laborious and time-consuming process. Today, digitization and innovation have meant that the time between purchase and viewability has been decreased to minutes. This means that campaigns can be more adaptive and more likely to engage with consumer’s current surroundings and situations. For example, changing creatives based on the weather.

These advances have meant that the category is growing quickly amongst marketers and advertisers, with much of this growth being attributed to the digitization of the OOH space.

Some of the best OOH Ads are :

While the majority of OOH inventory is physical, more digital screens are now a crucial part of OOH campaigns. Digital screens are providing better optimization, and this means that advertisers can create more personalized messaging. ON top of this, it’s possible to use different kinds of triggers to trigger a more dynamic form of OOH advertising.

This innovation is no longer in its infancy, and advertisers have shown precisely how effective digital OOH can be. As well as this, they have demonstrated the scalability of DOOH. Better and more accurate data is assisting in these innovations. Advertisers can now offer dynamic media based on the demographic and behavior of mobile devices in real-time. Real-time advertising is critical, but in reality, it is part of a growing trend in which the industry is becoming a more reactive solution. The large amount of data that marketers now have at their disposal is fueling this. This versatility is driving OOH personalization and leading to fantastic results for advertisers that are using DOOH to achieve their goals.

What are your thoughts on OOH and DOOH ads? Do you think such type of advertising will have immense opportunity in future? Tell us in the comments down below!