ADVANTAGES OF OUTDOOR ADVERTISING
- 2024.11.21
These days good old “traditional” advertising models are often given short shrift. After all, how can communication channels, which have been around for decades, compete with shiny new digital options? Outdoor advertising or out of home (OOH), certainly one of the oldest offline media, continues to evolve and reach some of your best prospects. Read on to learn why outdoor advertising remains vital to any media plan.
WHY YOU NEED OUTDOOR ADVERTISING
Outdoor advertising offers a wide array of benefits for brands in all sectors. It increases ad recall, meaning your message is more likely to stick. Today’s active young consumers are likely to be out and about, in just the right places to see your ads. Research shows that adding out of home advertising to your mix can result in a lower cost per acquisition.
OUTDOOR ADVERTISING BY THE NUMBERS
Outdoor advertising is associated with higher engagement. Recent Out of Home Advertising Association of America (OAAA)-Harris Poll research indicates that nearly half (49%) of adult consumers are now paying more attention to out-of-home (OOH) advertisements compared to a year ago, as Americans resume their regular routines following the pandemic.
Gwen Stefani “You Make It Feel Like Christmas,” Mall Kiosk in Los Angeles’ The Grove.
4:44 billboard in Times Square.
Out-of-home advertisements produce “significantly higher ad recall with consumers” across both printed and digital OOH formats, compared to other media, per research from financial advisory firm, Solomon Partners.
Most importantly, outdoor advertising spurs action. According to Nielsen, 40% of consumers visited a business after seeing their poster and nearly a quarter made a purchase. Forty percent discussed the ads that they saw with friends or family and 13% recommended a business based on seeing their outdoor ads.
TRADITIONAL ADVERTISING, MODERN TECH
How has OOH advertising remained so vital well into the digital age? The answer is that new technology hasn’t supplanted out of home advertising. It has enhanced its reach and its effects.
According to survey resultsfrom the OAAA and Morning Consult, nine in ten adults (88%) notice OOH ads and nearly 80% of those viewers are inspired to take action. Approximately three-quarters (76%) used a mobile device to get additional information about a product showcased in an OOH ad, slightly over half (51%) used their mobile devices to seek further details about the advertiser, and 43% completed an online purchase.
Kelsea Ballerini’s ‘Rolling Up The Welcome Mat’ release ad at Nashville’s Bridgestone Arena.
OOH’s adoption of 5G technology is allowing advertisers to deliver ads more dynamically, and with data-driven targeting options becoming more available programmatically, this number is only expected to increase. In turn, marketers are already allocating more of their ad budgets to OOH than before.
HOW CAN YOU INCORPORATE OUTDOOR ADVERTISING TODAY?
If you really think about it, the term “out of home” once was reserved for billboards, posters, and transit but you could argue it now includes Cinema, Mobile, Radio/Podcasting and out of home TV viewing.
Savage X Fenty launch ad in Toronto Eaton Centrer
Source from: TEC DIRECT MEDIA. "ADVANTAGES OF OUTDOOR ADVERTISING" *TEC DIRECT MEDIA*, https://tec-direct.com/why-outdoor-advertising/.
These days good old “traditional” advertising models are often given short shrift. After all, how can communication channels, which have been around for decades, compete with shiny new digital options? Outdoor advertising or out of home (OOH), certainly one of the oldest offline media, continues to evolve and reach some of your best prospects. Read on to learn why outdoor advertising remains vital to any media plan.
WHY YOU NEED OUTDOOR ADVERTISING
Outdoor advertising offers a wide array of benefits for brands in all sectors. It increases ad recall, meaning your message is more likely to stick. Today’s active young consumers are likely to be out and about, in just the right places to see your ads. Research shows that adding out of home advertising to your mix can result in a lower cost per acquisition.
OUTDOOR ADVERTISING BY THE NUMBERS
Outdoor advertising is associated with higher engagement. Recent Out of Home Advertising Association of America (OAAA)-Harris Poll research indicates that nearly half (49%) of adult consumers are now paying more attention to out-of-home (OOH) advertisements compared to a year ago, as Americans resume their regular routines following the pandemic.
Gwen Stefani “You Make It Feel Like Christmas,” Mall Kiosk in Los Angeles’ The Grove.
4:44 billboard in Times Square.
Out-of-home advertisements produce “significantly higher ad recall with consumers” across both printed and digital OOH formats, compared to other media, per research from financial advisory firm, Solomon Partners.
Most importantly, outdoor advertising spurs action. According to Nielsen, 40% of consumers visited a business after seeing their poster and nearly a quarter made a purchase. Forty percent discussed the ads that they saw with friends or family and 13% recommended a business based on seeing their outdoor ads.
TRADITIONAL ADVERTISING, MODERN TECH
How has OOH advertising remained so vital well into the digital age? The answer is that new technology hasn’t supplanted out of home advertising. It has enhanced its reach and its effects.
According to survey resultsfrom the OAAA and Morning Consult, nine in ten adults (88%) notice OOH ads and nearly 80% of those viewers are inspired to take action. Approximately three-quarters (76%) used a mobile device to get additional information about a product showcased in an OOH ad, slightly over half (51%) used their mobile devices to seek further details about the advertiser, and 43% completed an online purchase.
Kelsea Ballerini’s ‘Rolling Up The Welcome Mat’ release ad at Nashville’s Bridgestone Arena.
OOH’s adoption of 5G technology is allowing advertisers to deliver ads more dynamically, and with data-driven targeting options becoming more available programmatically, this number is only expected to increase. In turn, marketers are already allocating more of their ad budgets to OOH than before.
HOW CAN YOU INCORPORATE OUTDOOR ADVERTISING TODAY?
If you really think about it, the term “out of home” once was reserved for billboards, posters, and transit but you could argue it now includes Cinema, Mobile, Radio/Podcasting and out of home TV viewing.
Savage X Fenty launch ad in Toronto Eaton Centrer
Source from: TEC DIRECT MEDIA. "ADVANTAGES OF OUTDOOR ADVERTISING" *TEC DIRECT MEDIA*, https://tec-direct.com/why-outdoor-advertising/.