OOH advertising is still a powerful marketing tool today. Discover its advantages, different types, and how you can use it for your brand.
Out-of-Home (OOH) advertising is a type of advertising placed in outdoor locations to reach audiences while they are engaged in activities outside of their homes. Examples of OOH advertising include billboards, posters, transit advertising, and other advertising media that can be seen in public places.
Despite the rapid growth of digital advertising, OOH remains relevant. This is because OOH can reach a diverse audience in various strategic locations, including high-traffic areas. By placing ads in busy areas, OOH can also provide significant 24/7 exposure, without the risk of being ignored like digital ads that can be skipped.
Additionally, creative designs with large sizes and attractive formats make OOH easy to remember and effective in creating an impression. Moreover, OOH can also trigger digital interactions, such as motivating audiences to search for brands online or participate in social media campaigns.
This combination makes OOH one of the most effective marketing strategies in the modern era.
Types of Out-of-Home Advertising
Source: City Vision
There are several types of OOH advertising, each with its unique characteristics and advantages:
1. Billboard
Static and digital billboards are the most common forms of OOH advertising. This type of OOH is highly visible to large audiences and is effective in creating a strong impression through striking visuals. Ideal locations for billboard installations include major road intersections, densely populated urban areas, or along highways.
- Static Billboard: A static billboard uses a permanent image or text printed on a large board.
- Digital Billboard: A digital billboard utilizes LED screens or other technologies to display moving or changing content.
2. Transit Advertising
Transit advertising is a type of Out-of-Home (OOH) advertising that is placed on or inside public transportation vehicles and facilities. Examples include posters inside buses or trains, vehicle wraps on buses or taxis, and advertisements in airports, terminals, and train stations.
The advantages of transit advertising include:
- Reaching a captive audience: This includes commuters and travelers..
- High exposure: Due to strategic locations and a diverse audience.
3. Street Furniture Advertising
This refers to advertisements placed on public street furniture. Examples include bus stops with posters or digital screens, as well as integrated advertisements on trash cans, newspaper racks, or public telephones. The advantages are:
- Location: Often in city centers or residential areas with high pedestrian traffic.
- Natural and integrated: Appears natural and integrated into the environment.
4. Place-Based Media
Place-based media utilizes advertising media situated in specific locations to reach a targeted audience. Examples include advertisements in shopping malls (such as video screens or posters), banners in sports arenas during major events, and commercials before movie screenings in cinemas. The advantages of place-based media are:
- Audience segmentation based on location or activity.
- Increased engagement through the contextualization of advertising messages.
5. Digital Out of Home (DOOH)
DOOH is a modern form of OOH that utilizes digital technology. Its key feature is interactive ad displays such as touchscreens and dynamic content that can change based on time or audience. Examples of this type of advertising include digital screens in Times Square, New York, and interactive panels in malls for product promotions. The advantages of DOOH are as follows:
- Flexibility in real-time content management.
- Higher visual appeal compared to static media.
Each type of OOH has its own unique characteristics and advantages, allowing it to be tailored to specific target audiences and marketing objectives.
What are the Benefits of OOH Advertising for Businesses?
Businesses can reap several benefits by utilizing Out-of-Home (OOH) advertising:
- Wide Reach: OOH allows businesses to reach a broader audience, including those who may not be as active on digital platforms.
- High Frequency: The fixed location of OOH ads creates opportunities for high-frequency exposure. This repetition increases the likelihood of audiences remembering the brand over time, thus strengthening brand recall.
- Visual Appeal and Brand Awareness: Engaging visual designs capture attention and leave a lasting impression. These visual elements also contribute to enhanced brand awareness, making the brand more memorable to consumers.
- Increased Credibility and Trust: The presence of ads in strategic public locations conveys a sense of professionalism and credibility to the audience. People tend to trust businesses that appear to be able to invest in large-scale advertising seen by many.
- Effective Combination with Digital Advertising: Integrating OOH with digital media can create a more interactive and powerful marketing experience. For example, adding a QR code to a billboard allows audiences to instantly access additional information or online promotions.
Also read: Utilizing Roadside Billboards to Boost Brand Awareness
How to Implement OOH Advertising for Businesses
Source: City Vision
The practical methods and steps necessary for implementing OOH advertising are as follows:
1. Determine the Right Target Audience and Location
- Analyze Mobility and Behavior: Study the habits of your target audience, such as daily routes, gathering places, or favorite locations.
- Choose Strategic Locations: Focus on areas with high traffic or locations frequently visited by your audience, such as offices, shopping centers, or public transportation.
2. Engaging and Clear Visual Design
- Grab Attention in Seconds: Use eye-catching designs with contrasting colors to attract attention.
- Easy-to-Read Text: Choose a large font size and a concise message that can be understood quickly, within about 5-10 seconds.
- Consistent Visual Elements: Don't forget to add your logo or branding elements to increase brand recognition.
3. Choose the Right OOH Format
- Billboard: Ideal for wide reach in urban areas.
- Transit Advertising: More effective in reaching public transportation passengers.
- Street Furniture: Such as bus stops or small billboards in pedestrian areas, suitable for more localized campaigns.
4. Scheduling and Duration of Ad Display
- Optimal Timing: Place ads during peak traffic times (morning/evening rush hours) or special occasions such as weekends and national holidays.
- Optimal Duration: Ensure that the ads are displayed long enough to give the audience repeated opportunities to see the message.
5. Utilize Analytics to Measure OOH Impact
- Traffic Data: Analyze the volume of vehicles or pedestrians passing by the ad location.
- Brand Awareness Surveys: Conduct surveys or studies to measure changes in brand awareness post-campaign.
- Geo-tracking Technology: Leverage location-based data provided by various vendors for deeper analytics.
Tips for Choosing the Right OOH Advertising Vendor
If you're currently considering a marketing strategy that can boost your brand's visibility, it's time to leverage OOH advertising! This campaign not only provides extensive exposure but also builds consumer trust through compelling and consistent messaging. However, choosing an OOH vendor shouldn't be taken lightly. Here are some tips to keep in mind:
- Choose a vendor with a good reputation and experience handling OOH campaigns similar to your business needs.
- Ensure the vendor can provide various types of OOH, such as conventional or digital billboards, and is flexible in meeting your campaign requirements.
- Check if the vendor has access to strategic locations that align with your target audience.
- Don't forget to check reviews from previous clients or ask for references to understand the quality of services offered by the vendor.
Also read: Guide and Smart Tips for Renting Billboards for Advertising
City Vision is the Right Solution for Out-of-Home Advertising.
City Vision is one of Indonesia's leading Out-of-Home (OOH) advertising providers, committed to helping you bring your business campaigns to life. With extensive experience and innovative technology, City Vision offers a variety of strategic locations in urban areas, both digital and conventional media, to reach a wider audience. Additionally, we provide data analytics support to ensure the effectiveness of your campaigns.
Combine the power of OOH advertising with your business strategy to create maximum impact. Contact the City Vision team today!
