Out of Home Advertising Explained: Types, Benefits, and Top Trends
As the advertising industry moves forward, Out of Home advertising has come out as one of the most powerful tools for brands to reach their target audience in real-world environments. You might not know OOH advertising has been around us since historical times. From simple posters and billboards to highly dynamic, tech-driven campaigns that grab the attention on the go, OOH advertising has come a long way.
Today, OOH advertising has become an essential part of a well-rounded marketing strategy. In this blog, we will be discussing the various types of OOH advertising, we will also be exploring the important benefits of OOH advertising. To understand the future of OOH advertising, we will also cover the future trends that will shape the future of this dynamic industry.
Whether you’re a marketer or a business owner, discover how OOH can elevate your brand’s visibility and impact in today’s competitive landscape. So, let’s begin with what exactly is OOH advertising.
What is OOH Advertising?
Out-of-home (OOH) advertising is a form of paid media that helps brands interact with their target audience outside their homes. The OOH ad format includes ads on transit, street furniture like bus shelters and benches, billboards, and more. It also includes digital screens in public spaces, urban murals, and more.
Unlike other traditional advertising mediums, OOH ads bring a brand to life in the physical world and seamlessly integrate your brand presence into the daily lives of your consumers. Now that you know about out-of-home advertising, it’s time you get to know about its different types of OOH advertising because it is not just a billboard.
Types of Out of Home Advertising
Whenever we mention Out of Home advertising, the first thing that comes to mind are those huge billboards, but you might not know, there are other different types of OOH advertising. Let’s discuss each type in detail.
Billboard Advertising
Billboard advertising is one of the most prominent types of Out of Home advertising in which advertisements are shown on big structures. These billboards are often positioned beside highways, high traffic areas or in metropolitan areas. One of the biggest reasons behind their popularity is the great visibility it offers. Moreover, billboards also come in various sizes and can be static or digital, which gives advertisers the freedom to experiment with their creativity. This is one of the reasons why demand for Billboard advertising services is increasing day by day.
Transit Advertising
As the name suggests, any sort of advertising that appears on or inside public vehicles such as trains, buses, subways, taxis and aircraft is referred to as transit advertising. Transit advertising comes in a wide variety of formats including. Posters, wraps, digital displays and in some cases even entire vehicle branding. It is a popular form of outdoor advertising that allows brands to reach a huge number of people most effectively. Another great advantage of transit advertising is the opportunity to reach a large pool of audiences with geographic targeting capabilities.
Digital OOH (DOOH)
You may have come across the term DOOH often times in the advertising world. It is called Digital OOH advertising which basically means using dynamic screens and displays to showcase ads in real time. You may have seen digital screens in locations such as shopping malls, airports, premium marketplaces and bus stops as well. DOOH is one such advertising medium that allows for interactive and time-sensitive campaigns, offering flexibility for the brands to adjust messaging quickly.
Posters on Metro Station Locations
In recent times, the metro has become another popular public transportation system daily commuters rely on. This makes metro station locations a primary spot for OOH campaigns. As a result, posters on metro stations can be used to sell a product or service, publicize an event or simply raise awareness for a social cause. These posters are usually used on station walls, platforms, display boards or at the entrances.
Mobile Billboards
Heard of Billboards but there’s also a thing called mobile billboards. It is another prominent form of out of home advertising which involves the usage of vehicles outfitted with large advertisement panels that drive through the targeted areas. This form of advertising allows for flexible campaigns that can reach multiple locations in a single day, resulting in maximum exposure for brands. Generally, mobile billboards are particularly effective for local campaigns or event-driven marketing.
Airport Advertising
The travellers who are difficult to reach via other media can be accessed by airline advertisements. In this type of outdoor advertising, we put ads at the airport areas such as waiting lounges, boarding passes, food trays and sometimes in-flight areas as well. When ads are placed at these sections around the airport or flight, passengers are compelled to have a look and ads do not go unnoticed. We all know how airports are a place brimming with emotions, providing the right atmosphere for brands to connect with their audience.
Street Furniture Advertising
You might have heard about the street furniture advertising concept. If not then they are generally the ads that are placed on public structures like kiosks, benches, public shelters and bike racks. These ads are placed in areas where there is high foot traffic. The locations include specifically the pedestrian areas as they become an effective ad with which people can connect at eye level. It is an essential advertising strategy that helps in improving the safety, functioning and aesthetic appeal of the public spaces.
Point of Sale (POS) Advertising
Point of Sale advertising is a simple marketing strategy or call it an approach that involves promoting products or services at the point of sale. This is usually done at the checkout counter of the retail store or an online shopping cart. The purpose of purchase advertising’s main goal is to influence the customers and boost sales at the time of purchase. Some common examples of Point of Sales advertising are in-store displays, discounts, product samples and digital screens. This type of OOH advertising is highly effective for driving last-minute purchases or promoting in-store offers.
EV Charging Stations
For brands who are conscious about the environment and focus on sustainable advertising practices then EV charging stations are the perfect place to take advantage of advertising opportunities. Promoting your brand at EV charging stations helps you reach eco-conscious consumers who prioritise sustainability and innovation in their purchasing decisions.
The Top Benefits of Outdoor Advertising
We have discussed the various types of outdoor advertising now. So, now you might have an idea that OOH advertising does offer several unique benefits that make it a cornerstone of effective marketing strategies today. Whether it’s on highways, in busy urban centres, or in public transit, OOH can captivate diverse audiences in a way that digital ads often can’t. Let’s discuss some of the key benefits of outdoor advertising in detail.
Cost-Effective Branding
Compared to traditional media like TV or radio, OOH advertising can be more affordable, offering high impact for a relatively low investment. There are so many affordable branding options for out of home advertising that brands can consider. Digital billboards, for example, allow for multiple ads on the same platform, reducing costs while increasing visibility.
High Reach and Visibility
OOH advertising provides wide-ranging visibility, particularly in active locations. OOH advertisements can reach millions of people, whether they are placed in busy city centers, highways, or transit hubs, giving them constant exposure to a large audience. For instance, a protein advertisement may be put next to the gym, or a billboard advertising a luxury car could be erected in a neighborhood with a high traffic volume.
Targeted Advertising
Another amazing benefit of Out of home advertising is the opportunity for targeted advertising. OOH ads can be strategically placed to reach specific demographics. Whether it’s placing ads near shopping malls, universities, or business districts, OOH allows advertisers to target consumers based on location, timing, and audience behaviour.
Increased Engagement
Outdoor advertising is a driver of engagement because it has the ability to frequently reach consumers while they are out and when they are more open to receiving advertising messages. This is the reason why OOH campaigns are carefully placed in high-traffic areas such as busy streets, retail centres and transit hubs. Another reason why it helps in driving engagement is because it frequently uses eye-catching graphics that have the potential to grab attention.
Complements Other Channels
OOH works well alongside digital and social media campaigns. A strategically placed billboard can drive online traffic or social engagement, creating a cohesive brand presence across multiple platforms. OOH reinforces brand messaging and drives consumers to act, whether it’s visiting a website or engaging on social media.
Top Trends To Look Out For Out of Home Advertising
The Outdoor advertising industry is evolving rapidly. A big thanks to technological innovations and shifting consumer behaviours. But what is everyone talking about when it comes to outdoor advertising? What are the trends that are going to dominate the coming years and beyond? After discussing the benefits of out-of-home advertising, in this section, we will be looking at the key advertising trends shaping the future of OOH advertising:
Programmatic Out-of-Home Advertising
By enabling the purchase and real-time display of advertisements, comparable to online ads, programmatic buying is revolutionizing out-of-home advertising. It is currently one of the most prominent ooh advertising trends. Advertisers can target particular audiences using programmatic OOH by using information such as location, time of day, and weather to make sure the correct people see their message at the right time.
Integration of Augmented Reality (AR)
AR is increasingly being used in OOH ads, creating immersive and interactive brand experiences for consumers. For example, you may have seen digital billboards showing an AR code that allows consumers to interact with the brand using their smartphones. This results in deeper engagement and creates a memorable brand experience. This change will be very helpful in getting data on ad performance and user behaviour.
Sustainability in OOH
The OOH sector is changing as consumers and companies have begun to worry about the future of sustainability. Organic out-of-home advertisements, such as those that use recycled materials or solar-powered billboards, are becoming more popular. Additionally, brands are choosing environmentally conscious marketing that is sustainable. Additionally, marketers can use OOH advertising to promote sustainability by branding EV taxis and charging points.
Interactive Digital OOH Advertising
Interactive DOOH is gaining momentum, allowing consumers to engage with ads in real-time. From touch screens to motion sensors, these ads create a personalized experience, which not only grabs attention but also increases the likelihood of conversion. Brands are increasingly adopting interactive DOOH to engage passersby in new ways. Interactive digital OOH advertising encourages direct consumer interaction, increasing engagement and brand recall.
Mobile Integration
Mobile promotional strategies are becoming more and more integrated with out-of-home advertising. Brands may drive consumers from the street to their online platforms by bridging the gap between physical and digital media. It will happen through the use of QR codes, NFC tags, or SMS call-to-action alternatives. Through the measurement of user interactions, this mobile connection not only increases consumer engagement but also enables marketers to more precisely track the efficacy of their OOH initiatives.
CONCLUSION
One of the most effective ways for companies to interact with customers in real-world settings is through out-of-home (OOH) advertising. OOH has advanced much beyond conventional billboards. A big thanks to its capacity to communicate effectively to a wide range of audiences. Outdoor advertising is becoming more dynamic, interactive, and quantifiable. That’s because of the new trends including programmatic buying, augmented reality, digital integration, and sustainability. By implementing these advances, brands can produce immersive, highly targeted advertisements. These new-age ads can draw in viewers, increase brand recognition, and encourage customer interaction.
CASHurDRIVE, a leading OOH advertising agency is at the forefront of this evolving landscape. Whether you’re looking to harness the power of billboards, transit ads, or cutting-edge digital OOH solutions. We offer tailored advertising strategies that ensure maximum impact. Our extensive network, innovative technologies, and expertise in both traditional and digital OOH Advertising services guarantee that your brand reaches the right audience at the right time.
