Summary

        Every industry uses advertising for various reasons. Some industries use it to earn more money and some others just use it to inform. Advertising could be seen online and outside our homes. For a time, a big bulk of advertising was seen outside our homes. It was seen mostly in malls, billboards, and every flyer you see. But, given the current pandemic, the world’s advertising landscape is now leaning into Out of Home Advertising. In this article, we will discuss the perks of digital display in OOH.

Advertising Landscape

        The Advertising Landscape has two main goals, to influence consumers and change them to leads or customers. It is divided from traditional to digital (Goorevich, 2019). Specifically, Digital Advertising is harnessing the power of the internet and customized to audience demographics.

Source: https://landerapp.com/blog/great-image-advertising-campaign

Its branches out to the following advertising strategies: Paid search advertising, Social media advertising, Native advertising, Display advertising. Every website with advertising and every online advertisement you see online is digital advertising. But online ads and website ads have different digital advertising strategies. People resort to Guerrilla advertising and Public service advertising (Suggett, 2020). On the other hand, Traditional Advertising focuses on printing materials, radios, and televisions. Traditional Advertising is shown through the following: Print Advertising, Broadcast Advertising, Product placement advertising, Outdoor Advertising.

Out of Home Advertising (OOH)

        Out of Home Advertising has been around for a long time. It has been tried and tested to boost a lot of businesses. Basically, this traditional advertising strategy is a way of reaching an audience when they are outside their homes (Lister, 2020). Some examples of OOH are the following: Billboards (digital or traditional), Street “furniture,” Public transit placements, Point-of-sale. OOH offers a lot of advantages. First, these ads are not skippable. It’s the kind of ads that gets noticed and cannot be skipped like online ads and commercials. Second, it gives the impression to the customers that your products are currently available for sale. Neilsen and the OAAA found that 46% of surveyed adults searched online for a brand or product they first saw in an OOH ad. Ocean Neuroscience found that consumers are 48% more likely to click on a mobile ad after seeing the same ad OOH first. It is already established that customers trust OOH. Lastly, OOH is the best way to show a brand’s creative side. Generally, a brand should make its OOH shareable, choose its location wisely, investigate their competition, and don’t overdo it in order to maximize their ads.

Source: https://techstory.in/platooh/

        OOH is an expensive category, with $29 billion across key markets around the world. But almost every big company in the world uses this type of advertising (Broadsign.com, 2018).. To reiterate, this type of advertising is very distinguished and unlockable other words, they are the ideal vehicle for the big, colorful messages that brands are trying to get out. The industry is expected to reach about $33 billion in sales by 2021. This forecast was also since OOH is going digital. Digital out-of-home media (DOOH) is more efficient. It lets physical media play multiple ads. Companies utilize DOOH by creating impactful advertising campaigns, being creative, using locations intelligently, and purchasing in real time (Ewen, 2020). Furthermore, it provides better optimization, and this means that advertisers can create more personalized messaging. If the users of OOH or DOOH strictly take advantage of their data collection, sharable campaigns, and location; this type of advertising would boost the business.

Perks of Digital Display in OOH

        Although OOH is one of the classic advertising strategies, its effectiveness is still seen across generations. Again, this type of advertising cannot be blocked and is really an attention seeker. Even though admittedly, it costs a lot more than other strategies, it is already tried and tested. This strategy provides efficiency, eco friendliness, and increase in publicity. From billboards to digital screens, it’s all part of the OOH which people across ages, races, etc. subscribe to.

Sources:

Broadsign.com (2018). Everything you need to know about out-of-home advertising. Retrieved
from https://broadsign.com/blog/out-of-home-advertising/.

Ewen, J. (2020). Out Of Home Advertising (OOH) – All You Need To Know In 2020. Retrieved from https://www.tamoco.com/blog/out-of-home-advertising-ooh/.

Goorevich, E. (2019). 7 Types of Advertising (+How They’re Used). Retrieved from
https://learn.g2.com/types-of-advertising.

Lister, M. (2020). Get Started with Out-of-Home Advertising: Here’s How. Retrieved from
https://www.wordstream.com/blog/ws/2020/02/26/out-of-home-advertising.

Suggett, P. (2020). The Different Types of Advertising Methods Available to You. Retrieved
from https://www.thebalancesmb.com/different-types-of-advertising-methods-38548.