Out of home (OOH) or outdoor advertising is just that; advertising on spaces in the public arena which talk to a wide audience. Over 90% of people in the UK see outdoor advertising. A rare medium that can reach large audiences (in a fragmenting media market) and create Fame and Personalisation for brands in relevant locations where the audience is alert and receptive.
It is a traditional broadcast medium, which has the enviable space to grow and thrive. Annual growth in the OOH sector grew by 2.7% in 2014, and throughout this year, estimations suggest growth will increase further.
Source: AA/Warc Expenditure Report
The growing success in the OOH / outdoor sector can be attributed to the rapid adoption and adaptation to new digital technology.
There is much more to outdoor advertising than the typical billboard. It has the ability to make sure you are communicating with your audience at the right time in the right place. It accesses many environments; malls, railway stations, cinemas, gyms, supermarkets to name a few. It is this relevant placement which creates the connections you need with your audience.
As the medium evolves and technology develops, so does its tactical potential. Not only can it build brand awareness, it can encourage consideration (by filling in dead time with copy heavy messaging on trains and buses) and activate conversions using mobile technology or POS messaging.
With the phenomenal growth in digital screen advertising, there is a new reactive angle to OOH. It now delivers day part messaging and the ability to react instantaneously to breaking news, weather conditions and media events. Digital screens and the experiential side of OOH can also facilitate shared social experiences, which are increasingly important communications objectives.
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