What Is OOH Marketing? Tips For A Successful Campaign

With the change in technology and increasing consumer awareness, OOH marketing has grown by leaps and bounds in recent years. It continues to grow daily as more companies invest in this field. Therefore, in this article, CleverAds will discuss with you what OOH marketing is, its types, advantages and disadvantages, and tips for a successful OOH campaign.

1. What is OOH Marketing?

OOH marketing, also known as out-of-home marketing, is a form of advertising that can be found outside your home. If you see an ad outside your home (and it’s not on mobile), chances are you are viewing some kind of OOH ad.

This marketing strategy targets customers while driving, shopping, or commuting. It will include many types, such as posters on bus shelters, mall signs, digital advertising on airport kiosks, etc.

2. Types of OOH Marketing

Today, there are many types of OOH marketing. Corresponding to each type will have different characteristics and focus on different objects. However, CleverAds has summarized into 4 most popular types of OOH marketing.

2.1. Billboards

Billboards are one of the most commonly used types of OOH advertising presented in the form of large panels. In addition, they are often located along roadsides, highways and near high-traffic areas, such as shopping complexes, malls, and stadiums.

2.2. Transit advertising

Transit advertising is advertising in or on public transport vehicles or public transport areas. This advertising method can be placed anywhere, from the side of buses, trains, and taxis, to inside subway cars, inside bus stops, and near train or bus platforms. The primary purpose of transit advertising is to reach passengers and get to know your brand.

2.3. Street Furniture  

This advertising refers to displays placed on sidewalks, bus shelters, kiosks, newsstands, benches, and other related furniture and appliances. Companies that want sharp, clear, well-communicated signage from a distance will use this form of advertising.

Furthermore, Street furniture ads are posted in a way close to pedestrians so that advertisers can effectively bring brand awareness to their products.

2.4. Point-Of-Sale advertising

Point-of-sale advertising will include communication materials used to capture the consumer’s attention at the time of purchase. The primary purpose of POS is to encourage customers to make a last-minute purchase.

For example, displaying complementary products such as phone cases and headsets at a mobile store might be considered a form of point-of-sale advertising.

3. What are the pros and cons of OOH marketing?

3.1. Pros of OOH marketing

OOH marketing has three significant advantages businesses should exploit to suit the intended use.

• Cost-effective: OOH is one of the industry’s most affordable forms of advertising. Advertising on billboards, benches, or stores can impress customers at a meager cost. Even in high-exposure areas, outdoor advertising can still be cheaper than digital marketing. For a small business looking to advertise to the local community, outdoor advertising is cost-effective.
• It immediately impacts customers: If lucky, your target customers will see your ad. That can make an immediate impact on them. Potential customers who see an outdoor ad, whether it’s on a billboard or a bus, may decide to stop by and contact your business at the phone number, email, or website featured on the ad. You must ensure that your ad is placed in the right place where they can read the billboard and contact information.
• Encourage purchases: The sole purpose of outdoor advertising is to stimulate potential customers to buy what your business offers because it is what they need. Ads are strategically placed in such a way as to address the emotional and physical state of the viewer in the present. Hotels advertise on billboards along highways because people feel tired after driving all night and are most likely looking for a place to stay. This form of advertising reinforces the positive aspects of a brand message while creating a valuable promise that the product or service will meet one’s needs.

3.2. Cons of OOH Marketing

Each type of marketing has its advantages and disadvantages. OOH Marketing is no exception. With the outstanding benefits that CleverAds mentioned above, there are two disadvantages that we need to pay attention to:

• Cannot directly reach the target audience: Outdoor advertising does not target any specific audience. It attracts new customers through circumstances rather than a planned marketing strategy. If a billboard is placed on a highway, thousands of people pass by it every day, but none of the people driving by there may need the product on that billboard.
• Difficult to remember contact information: Billboards on vehicles or posters are seen for a very short period of time. In this case, it is difficult for someone to record the communication.

4. Tips For A Successful OOH Marketing Campaign

Through the above sections, CleverAds has helped you answer the question of what OOH marketing is, and we have also outlined its advantages and disadvantages. In this section, CleverAds will reveal four tips to help your OOH campaign succeed.

As with any marketing campaign, a well-prepared plan is vital to ensure you get the most value from OOH advertising. That’s why CleverAds has put together some essential tips to ensure that your OOH campaigns are successful.

• Data is an essential tool: one of the most significant transformations to hit the advertising and marketing worlds is data availability. This has resulted in better personalization, improved targeting, and more accurate measurement.
• Try a shareable campaign: The best outdoor advertising campaigns are designed to generate buzz. These campaigns work better when people talk about them and share them.
• Sometimes advertising in one busy location is better than many: It may be more successful to buy multiple sites or cheaper places. But with OOH advertising, it could be much better to take a different approach. It focuses on just one area reaching many people rather than many locations but reaching few people.
• Keep it simple with OOH marketing: it’s crucial to ensure your message is simple. When it comes to OOH you need to be minimalist because most consumers will only see your ad for a short time. With a few seconds of attention, it’s essential to keep word counts to a minimum and use attention-grabbing visuals. The purpose is to intrigue rather than inform.

Conclusion

Through the above article, we have discussed together what OOH marketing is and its characteristics, such as advantages and disadvantages. In addition, CleverAds has also revealed to you tips to help your OOH campaign succeed. Please let us know in the comment section below if you have any other questions.

In addition, CleverAds is proud to be a pioneer in new-generation advertising services and technologies in Vietnam & Southeast Asia. We have been giving customers a Stop Digital experience with a diverse service system, comprehensive and comprehensive solutions on a digital platform.

With five offices in 3 countries, CleverAds has successfully implemented many advertising campaigns for more than 20,000 customers in many industries at home and abroad.

If your business needs Digital Marketing solutions, don’t hesitate to contact us at cleverads.com.ph.