What Does Out-of-Home Advertising Mean?

Out-of-home advertising is any advertisement that aims to reach a consumer outside their home. It takes the form of billboards, transit ads, bus shelters, kiosks, and many more. OOH campaigns are designed to pass in front of people on the move and catch their attention for the brand message, thus being a strategic marketing tool. Here are some of the most essential characteristics of OOH advertising:

• Broader Reach: OOH advertisements reach people in a public area, so they are highly exposed and exposed.
• Busy Places: Advertisements at the busiest places like shopping malls or highways reach the mass audience.
• Higher Recall Rates: The message from OOH advertisements is more likely to be recalled and enhances the brand’s memory, subsequently increasing engagement.
• Multiple Formats: To offer variety, OOH advertisements can include billboards, posters, screens, and electronic screens.
• Low Cost per Impression: OOH has a low cost per impression, placing it at the lower end of the cost spectrum compared to other media.

Is Out-of-Home Advertising a Good Investment?

Many businesses consider the advantages and disadvantages of digital vis-à-vis OOH. While digital has its merits, OOH has specific attributes, including high visibility in heavy-traffic geographies and less intruding than digital ads.

Why OOH Advertising Stands Out

• High Exposure: Advertising out-of-home, including busy routes, will always get noticed, making it impossible to ignore.
• Audience Involvement: Given that digital versions of ads allow skipping over, OOH engages the consumer as they live their lives.
• Low CPM Reach: OOH has a low cost per thousand, so it is budget-friendly for high exposure and engagement.
• Stronger Brand Image: The strategic placement of OOH creates brand credibility and reputation.
• Digital Integration: Digital OOH formats enable real-time updates, interactive content, and dynamic messaging.

OOH advertising, like other forms of advertising, is known for its capability to generate high engagement and visibility. If planned right, out-of-home advertising can be a powerful yet inexpensive way for brands to invest in long-term awareness.

Key Points to Consider for Effective Out-of-Home Advertising

Creating a successful Out-of-Home campaign requires careful planning and strategy. Here are a few essential points to remember to ensure your campaign hits the maximum mark.

Target Your Audience

• Define Your Target Audience: Who do you want to reach with your campaign?
• Customize Your Content: Delivered to relevant audience streams.
• Data Analytics: Know what your audiences do so you can place them in the correct positions.
• Segment Market Groups: Location-based data provides just the right content.
• Talk to Audience Needs: Illustrate the particular wants of your audience for higher activation.

Targeting a niche audience makes an OOH campaign more likely to be seen and responded to.

Give Your Brand Personality

• Tangible Brand Identity: Create an unforgettable design to identify your brand.
• Consistent Images: Use the same colour palette and typography to create a call to memory and retrieval.
• Play on Personality: Use messaging that speaks to the brand’s personality as well as its mission.
• Logo Placement: Place the logos in easily seen and read locations.
• Tell a Story: Use visual storytelling to communicate with the audience most effectively.

A brand character stands alone to make the ad memorable and communicate well with the viewers.

High Activity Areas

• Target Locations: Place the ads in areas where your target market spends most of its time.
• Geo-Targeting: Use location-based data to ascertain the placement location that is most likely to be leveraged the most.
• Event-Based Ads: Place the ads near the relevant events to grab the audience’s attention.
• Diverse Placement: Use various formats and locations to reach a more extensive audience base.

Select busy places for maximum visibility so that a message can be viewed and heard consistently and the impact and visibility maximized.

Using Less and Unique Eye-grabbing Content

• Simplicity: The message must be short and precise.
• Creative Design: Bold images will grab attention from their surroundings.
• Minimal Text: Short, memorable phrases for quick understanding.
• High Contrast: Pop colors against the background.
• Catchy Headlines: Attentive headlines that will capture relevant, exciting headlines.

Simplicity works better in OOH advertising. A bold, clear design catches quickly and sticks in a consumer’s mind.

Great Message

• Emotional Appeal: This uses an emotionally engaging message to invite people into the ad.
• Relevant: Deals with a pertinent issue or problem for immediate effect.
• Clear CTA: Tells the viewer what to do next—visit a website or engage with the brand.
• Happy Mood: Saying something cheerful or inspiring.
• Catchy Slogan: Creates a catchy phrase that lingers long after watching the commercial.

A great message is the magic to OOH’s success, ensuring the ad is noticed and remembered.

Maintain High Frequency

• Consistent Placement: Spread ads across different locations to keep the brand’s presence.
• High Exposure: Place ads at different locations around the city to reinforce brand recall.
• Avoid Clutter: Balance ad placement in diverse but strategic locations.
• Multiple Impressions: Increase the chances of repeated exposure to the ad.
• Optimize Exposure: Ensure the ad has maximum exposure to hit the viewers’ eyes often.

Greater visibility at different locations creates excellent brand recall and effectively engages your campaign.

Minimize Design Clutter

• Reduce Colors: Be wary of over-colouring; use bold, high-contrast colors.
• Keep It Simple: Get rid of clutter and focus on what remains.
• Add 3-D Effects: Add minimal 3-D elements to increase visibility.
• Glow-in-the-Dark Options: Make use of glowing features for increased night visibility.
• Call-to-Action and Important Elements: Get vital information, such as CTAs and attention.

A minimalistic, clean design that avoids clutter is much more attention-grabbing than sending out plenty of information, which can leave your audience confused about what to remember.

Turn Your Customers into Brand Advocates

• Interest Invitation: Use messaging that invites the viewer to participate in an experience.
• Depiction of Testimonials: Quotes/feedback from happy customers.
• Trust Building: Use social proof to make your brand look credible and relatable.
• Community Engagement: Brand values in line with community values.
• Influencer Partnerships: Get to partner with the influencers at local levels.

Those who feel part of a brand are likely to become advocates, helping to promote and amplify reach.

 Right Timing

• Seasonal Relevance: Ad launch that corresponds with seasonal trends or events.
• Product Timing: Launch campaigns well before the product is launched.
• Event-Based Campaigns: Ads are synchronized according to local events to achieve the effect.
• Aligning to Trends: Campaigns must adjust to the current social and cultural trends.
• Make In-Time Updates: With the help of digital OOH formats.

“When done right, effective timing of OOH ads results in better engagement and higher relevance.”

Out-of-home advertising remains a vibrant and robust medium to talk to consumers outside the virtual world. Done correctly, creativity, technology, and the strategic placement of campaigns make OOH great ways to create memorable brand experiences.

 Engage the Audience

The true metric of a campaign’s success is getting people to act. An ad campaign will be said to work if it can persuade people to respond to it, especially when it makes them act on your out-of-home branding. Design ad ideas that are communicatively compelling enough to elicit a positive response from the target audience and drive them to interact with them.

Example

• The CVS Beauty Mark social media campaign challenged consumers to load their unfiltered images on social media.
• Users took selfies, and just minutes from when the campaign was launched, it had caused over 3.6 billion impressions.

Key Take-Aways

• High Visibility: Obvious to any person due to its presence in high-traffic areas.
• Cost-Effective: Achieves much visibility at a low CPM; hence, it is the budget.
• Digital Integration: Interactivity is achieved through digital OOHs and real-time updates.
• Geotargeted Location and Meaningful Messages: The suitable locations with the right message will likely create the desired effect.
• High-Impact Brand Awareness: OOH is the high-impact medium through which brands can increase their visibility, initiate engagement, and enhance growth.

By following these guidelines, businesses can ensure the effective execution of OOH campaigns that deliver the message to the target audience effectively. This ensures the ultimate ways to boost engagement and brand awareness.

Final Thoughts

Out-of-home advertising is a versatile and dynamic tool that can significantly enhance your brand’s visibility and impact. With the right combination of targeting, creative content, and strategic placement, OOH advertising remains a powerful and cost-effective way to reach your audience.

The post The Right Way to a Successful OOH Marketing Campaign first appeared on Ginger Media Group.

In today’s fragmented media environment, advertisers are all looking for just one thing that is ‘engagement’. To instill a sense of trust among their customers, they are heavily relying on OOH (Out-of-Home) Advertising. As the name suggests, this latest buzzword means ‘advertising that takes place when someone is outside of their home’.

OOH, Advertising is all about building brand awareness and brand preference in a consumer’s mind. Unlike television, print media, and content viewed online, OOH media has the ability to interact and engage with consumers thus turning them into brand advocates. In the modern age, a fitting example of out-of-home advertising is printed paper cup advertising.

Owing to the upcoming elections and government campaigns in India, the outdoor media market is expected to see a 15% growth in 2018.

With technology, data, and infrastructure seamlessly coming together, OOH advertising is growing rapidly. Billboards, transit advertising, and custom cup advertising cannot be blocked or skipped by consumers. Thus it has become a core channel to reach a vast demographic at the same time across different geographic locations.

Advantages of OOH:

• Excellent channel to build trust with consumers
• Consistent messages across OOH platforms build familiarity
• The biggest driver of brand awareness and conversations in the modern age
• Establishes an identity for a brand and helps in brand repositioning
• Since OOH advertising involves pictorial representations, it stays much longer in a person’s mind.
• Ideal for promotional activities and to create a buzz around the product

Another buzzword doing the rounds is ‘DOOH’ (Digital Out-of-Home). This refers to digital media used for marketing purposes outside the home. Digital signage is a perfect example of DOOH.

With the advent of DOOH, the effectiveness of OOH media has nearly doubled and looks like this is just the start.

Here’s how popular brands have tapped the full potential of OOH media with effective marketing campaigns:

Zomato

At the end of 2017, a restaurant search and discovery platform, Zomato, was grabbing eyeballs with their OOH campaign. The app went all out and became the talk of the town. What worked in their favor is that they combined Bollywood, food, and local content to capture attention. While most social media junkies applauded their campaign, there were a few with whom the campaign didn’t go down too well.

Google Maps

Google Maps conducted an OOH campaign across tier 1 and tier 2 cities of India. They used a combination of media such as billboards, gantries, bus shelters etc. to capture attention. The #LookBeforeYouLeave campaign addressed traffic issues in various cities, and why one should use Google Maps before heading out.

Uber

Cab-aggregator, Uber, has taken a mixed media approach as part of its marketing.  Recently, as part of their OOH campaign, they turned to branded teacup marketing to announce the launch of their bike-taxi service (UberMOTO) in Chandigarh. Branded paper cups were distributed in high-traffic locations to create awareness.

The post Out of Home Advertising | Effective Marketing Campaign first appeared on Ginger Media Group.