This is the golden age of Out of Home (OOH). There are four drivers that make it more powerful than ever before: impact, action, relevance and creativity.
Out of Home creates unavoidable impact
Out of Home is different from other media: it cannot be avoided or blocked and, as more people spend more time out and about, its audiences are increasing. It is a public, broadcast, medium with reach and impact. It conveys stature and authority, making brands famous and iconic.
"Out of Home advertising reaches 98% of the UK population every week." (Route)
Out of Home drives action
As consumers spend more and more time out and about, they are more exposed to Out of Home. Academic studies show that when consumers are out and about, they are in an active mindset. This means they are more inclined to absorb and engage with new messages. Smartphone proliferation allows consumers to respond to OOH calls to action. They snap, search, share and shop more immediately than ever before.
Out of Home has relevance in media and message
Out of Home planners have never had better tools at their disposal. Data-based analysis, geo-targeting, and OOH’s specialist audience measurement tool – Route - all allow for new levels of sophistication in planning. And greater digital inventory enables OOH campaigns to be deployed with ultimate flexibility and immediacy – by the day or even the hour. This increasing relevance creates new, almost limitless, opportunities for advertisers.
"83% of people recall seeing OOH advertising within the last 30 minutes before shopping" (Outsmart, Last Window of Influence, 2011)
Out of Home drives creativity
Out of Home is the ultimate creative medium. Classic OOH creativity offers unavoidable impact and memorability. Digital OOH provides advertisers and agencies with a wealth of creative opportunities. Time-sensitive, location-specific, contextual and other dynamic messaging triggers provide advertisers with new creative opportunities to engage with an even more defined audience.
Impact. Action. Relevance. Creativity.
Four words that are transforming OOH. Four words that define why OOH should be on all media plans.