OOH advertising refers to any form of advertising that reaches the consumer while they are outside their home. This type of advertising has been used for many years and continues to be a popular choice for marketers. Here are some of the main reasons why businesses choose to use OOH advertising:
- High Visibility: OOH advertising is placed in high-traffic areas, such as busy streets, transit stations, shopping centres and supermarkets. This ensures that the message reaches a large and diverse audience.
- Constant Exposure: Unlike some other forms of advertising that people can skip or block, OOH advertising is often in a fixed location and is visible 24/7. This constant exposure helps reinforce the brand message and creates a lasting impression.
- Broad Reach: OOH advertising can reach a broad and diverse audience. It’s an effective way to target both local and wider UK markets, depending on the placement strategy.
- Complements Digital Campaigns: OOH advertising can work in conjunction with digital marketing campaigns. For example, a billboard might include a website or social media call-to-action, providing a seamless transition for consumers to engage with the brand online.
- Creativity and Impact: OOH advertisements often allow for creative and impactful designs. Large billboards, digital screens, and innovative installations can capture attention and leave a memorable impression on viewers.
- Hyper-local Targeting: OOH advertising can be strategically placed in specific geographic locations to target local audiences. This is particularly beneficial for businesses with a physical presence in certain areas.
- Cost-Effective: Depending on the location and format, OOH advertising can be cost-effective compared to other forms of advertising, especially when considering the potential reach and frequency of exposure.
- Increases Brand Awareness: OOH advertising is an effective way to build and reinforce brand awareness. The repeated exposure to a brand message helps consumers remember and recognise the brand when making purchasing decisions.
- Immediacy and Call to Action: OOH advertising can include immediate calls to action, such as directing people to visit a nearby store or take advantage of a limited-time offer. This can drive instant engagement.
- Non-intrusive: Unlike some digital advertising methods that can be perceived as intrusive, OOH advertising is often seen as less disruptive, allowing consumers to engage with the message at their own pace.
OOH advertising can be a valuable tool for marketers to enhance their overall advertising strategy, providing high visibility and constant exposure, with the potential for creative and impactful messaging in a variety of locations.