What is OOH

08 May 2019

Advertising your brand used to mean a painted billboard at the side of the road or plastered to telephone poles. In days gone by, reaching your customers was a much less nuanced challenge; consumers were not as jaded or as bombarded by content as they are today. Combined with the phenomenon of on-demand content, it is harder than ever to get your message across.

Luckily, that's where OOH advertising comes in. By using modern technologies and techniques, it's possible to reach customers in their day to day lives, and in both spectacular and unobtrusive ways. In this post, we take a look at OOH advertising, and how digital screens make the difference.

Leading the way

The UK’s OOH trade association, Outsmart, produced a report that showed digital out-of-home (DOOH) advertising rose 29.7% in the 5 years leading up to 2014, a figure that has transformed much of the advertising we see. By the end of 2018, OOH was worth £1,209 million annually.

DOOH is so popular because it has given businesses new power, as @OutsmartOOH explains:

“[The diversity of digital] offers brands mass coverage and scale. But it also provides advertisers with incredible creative scope to target people on the move in innovative ways and exploit consumer connectivity by acting as a catalyst for action. The simplicity and visual impact of classic OOH, coupled with the versatility, motion and instantaneous nature of digital, enables the medium to deliver great things for advertisers: big ideas, big campaigns and big results.”

DOOH

The best way to take advantage of DOOH’s enormous benefits is by installing your own screen solution. As Outsmart mentioned, DOOH offers versatility and motion - meaning your digital marketing can be innovative while using an established medium. But DOOH’s benefits are realised through a synergistic approach to your marketing - once you’ve got your screens you should utilise them properly, taking advantage of their benefits.

Why? Because of the way DOOH reaches consumers. As an example, one major brand’s effort with DOOH reached a whopping fifth of their target demographic, of which 73% said it had made them want the product.

Although online marketing is still going to be a major part of your efforts, DOOH has proved its usefulness in an age where we are bombarded by online content. Users often click through ad content without looking at it, considering it a price to pay for accessing a video or an article. This is a transaction with the user: content for ad time.

DOOH is a wholly different experience. If you can make your advert or content exciting and visually interesting, the ad is the content, and people will crane their necks to gaze at it.

Taking advantage

If you want to ride this incredible wave of DOOH into the future, you’re in the right place. Take a look around our site for examples of our work, or get in touch with a member of our team to find out what we can do for your business.


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