Why Out of Home Should Be Integrated into Your Digital Marketing Mix
Advances in geo-fencing, location and time data, and smart data layering mean that digital advertisers can leverage Out of Home marketing to improve the overall ROI of other marketing channels.
Outdoor Advertising has seen steady growth for a number of years in a row, making OOH the only media channel that has not seen declines in ad dollars and users on the market today. While it may be surprising that a traditional media form is steadily and consistently growing in popularity given the digitized nature of the global state, the reasons why Outdoor Advertising is effective isn’t much of a surprise.
Un-skippable, screenless and analog, Out of Home advertising has serious advantages in delivering ad messaging where digital devices just can’t.
OOH isn’t just for small players, either. Netflix, Apple, Google are among some of the biggest spenders in the Outdoor Advertising industry, making OOH for Tech one of the largest categories in OOH media spend. The fact that the extremely savvy marketers at these large tech companies feel confident in OOH’s powers speaks volumes to the effectiveness of OOH as a channel. Why should marketers invest in Out of Home advertising for their brands?
Offline Reach Means Stronger Reach
Multi-channel campaigns are nothing new in the complete marketing cycle, and have even become the new norm in the complete marketing funnel. With so many different devices in the hands of consumers at any given time, it’s becoming more and more difficult to reach audiences with just a single channel strategy.
Distracted viewers, in this case viewers who are also viewing a mobile device while consuming media, make up a considerable amount of TV viewers, according to a Deloitte study.
If a TV ad plays but the viewer is on their phone while it plays, does it count as an impression?
What’s your favorite ad blocker? Chances are high that most consumers will have an answer to this question. Advancements in ad blockers and privacy settings can hinder the digital reach of ad messaging. Additionally, advertising on social media channels is becoming more and more costly for the same views as the industry turns to a more genuine, influencer-heavy ad strategy.
You can see how OOH advertising options have a distinct advantage over TV, digital-only and other forms of media. While these channels can and are still very effective forms of advertising, OOH’s true power lies in its offline reach.
While TV ads are easy to miss, physical messaging in the real world is much harder to ignore. There is no way to X-out of a billboard or a truck ad. By taking advantage of the physical world around us, OOH can reach audiences that digital cannot.
Location Targeting’s Game-Changing Capabilities
One of the most significant advancements in the OOH industry is the ability to use location data to understand long term engagement, data measurement, and attribution. Through the use of mobile location technology, marketers are better able to gather consumer insights and make more accurate analyses of incoming data.
Advancements in Digital OOH options can even update creative based on real time information, such as traffic levels or current weather.
Traditional OOH, while not as advanced as DOOH in its real-time capabilities, is often more effective when location-based information is added into the mix. Tailoring your advertisements to your audiences is nothing new -- context and ‘speaking the language’ of the locals who will be viewing your ads makes them more memorable and more impactful than ad messaging that does not evoke the same sort of connection.
Location leverage also increases OOH’s strength in supporting multi-channel strategies. For example, if a consumer sees an OOH advertisement on the main highway along their commute, that same consumer could be retargeted with another advertisement on their mobile device later on.
The OAAA reports a 15 percent increase in overall click-through-rates (CTR) when cross-channel, OOH ads are also utilized.
By leveraging location-targeting, smart marketers can better tailor their multi-channel marketing strategy to their audiences and can see significant brand lift across all channels.
Out of Home’s Advanced Measurement and Tracking
One would be hard-pressed to find a marketer who claims that Out of Home advertising doesn’t work. However, given the impression-based nature of Outdoor Advertising, it can be difficult to prove OOH’s effectivity with tangible data. Assumptions and estimations are often applied to categorize and understand incoming OOH data.
While DOOH continues to advance in tracking mobile device information to prove impressions, the ability to accurately measure OOH views continues to be a challenge.
Digital Out of Home utilizes location data to track things like in-store foot traffic after showing an ad and transitional points throughout a user’s day that would be ideal for ad messaging, but even then, the true and accurate data that comes in from OOH channels is still not as trustworthy as digital data.
Many brands are developing technologies that can extend impression times of OOH ads and better understanding consumer data to make better, smarter advertisements. Concepts like machine-learning and household data-layering are advancing every day, making OOH advertisements stronger and more effective.
Multiple Marketing Touch-Points Generate Stronger ROI
It’s estimated that consumers need to ‘see’ or interact with a brand multiple times before the individual consumer feels familiar and remembers a brand or a brand’s messaging. It’s estimated that it takes 7 touch-points for a consumer to be able to recall a brand and potentially take a desired action (like making a purchase).
Psychologically, we humans experience what’s called the Familiarity Principle, which means that people tend to react more positively towards objects, concepts, and brands that are familiar to them than they do to ones that are unfamiliar to them.
This makes a strong case for multiple, cross-channel targeting when reaching a specific consumer audience, and in a world of distracted viewers, ad blockers, and more than one screen at any given time, OOH has a unique advantage in the marketing mix.
OOH’s unique ability to reach consumers where digital ads cannot earns itself a place in a smart advertiser's marketing mix. By folding Out of Home marketing strategies in with other forms of marketing, such as digital or TV, marketers can reach more audiences and stand out from the marketing noise that surrounds us.