Accessibility
One thing that OOH media has to its credit big time would be the accessibility issue. A large portion of the advertising that the average consumer is subjected to these days is advertising that comes at them when they are in their home. Internet advertising, television advertising, newspaper advertising and magazine advertising are all examples of this. Because OOH is not associated with these, it is definitely a type of medium that can be used with great accessibility advantages.
Association
Another advantage of OOH media is the fact that it is associated with something that consumers are doing when they are out of their home. Unless the consumer in question is someone that is ultra-technological, they will still do a reasonable share of their shopping out of the house. This means that they are seeing your OOH advertisement when they are out already shopping for something. The buying mood is one that they are already in. Therefore, the association with buying in your OOH ad and their buying mood can potentially be advantageous for you if the linkage comes around at the right time.
Status
Companies that do OOH advertising are generally companies that are associated with a lot of status. Think about the companies that advertise at bus stops or on large billboards. These are companies that are usually very large and knowable, partially because of the fact that they have done OOH advertising on a large scale. Status is something that can on its own create sales momentum for your company and it does sometimes come with OOH advertising.
Branding
OOH advertising gives you a unique chance for branding in a way that no other form of advertising can. Take the specific case of OOH advertising on a billboard. What kind of brand recognition could you promote that would be anywhere near as effective as getting your brand blown up to thousands of percentage points on that gigantic billboard? The answer is a very obvious nothing. Nothing else can match that when it comes to branding, making this another OOH media advantage.
Impression Efficiency
Compare billboard advertising to advertising on the television or the radio. Sure the billboard advertisement is more expensive. Sure the radio will give you a better going rate and so will the television. But when you are advertising OOH, the whole city can potentially see your advertisement. This is unlikely to happen when you are dealing with other forms of in house advertising. That is certainly something worth keeping in mind beyond the issue of absolute cost for both of these advertising types.
Final Thoughts
These are by no means the only advantages that you'd get through OOH advertising, but they are certainly a list good enough to illustrate the point. A lot of people would claim that the internet has killed OOH advertising, but nothing could be further from the truth. The internet will never kill OOH advertising for the simple reason that it can never be out of home in the real sense of the phrase.
One thing that OOH media has to its credit big time would be the accessibility issue. A large portion of the advertising that the average consumer is subjected to these days is advertising that comes at them when they are in their home. Internet advertising, television advertising, newspaper advertising and magazine advertising are all examples of this. Because OOH is not associated with these, it is definitely a type of medium that can be used with great accessibility advantages.
Association
Another advantage of OOH media is the fact that it is associated with something that consumers are doing when they are out of their home. Unless the consumer in question is someone that is ultra-technological, they will still do a reasonable share of their shopping out of the house. This means that they are seeing your OOH advertisement when they are out already shopping for something. The buying mood is one that they are already in. Therefore, the association with buying in your OOH ad and their buying mood can potentially be advantageous for you if the linkage comes around at the right time.
Status
Companies that do OOH advertising are generally companies that are associated with a lot of status. Think about the companies that advertise at bus stops or on large billboards. These are companies that are usually very large and knowable, partially because of the fact that they have done OOH advertising on a large scale. Status is something that can on its own create sales momentum for your company and it does sometimes come with OOH advertising.
Branding
OOH advertising gives you a unique chance for branding in a way that no other form of advertising can. Take the specific case of OOH advertising on a billboard. What kind of brand recognition could you promote that would be anywhere near as effective as getting your brand blown up to thousands of percentage points on that gigantic billboard? The answer is a very obvious nothing. Nothing else can match that when it comes to branding, making this another OOH media advantage.
Impression Efficiency
Compare billboard advertising to advertising on the television or the radio. Sure the billboard advertisement is more expensive. Sure the radio will give you a better going rate and so will the television. But when you are advertising OOH, the whole city can potentially see your advertisement. This is unlikely to happen when you are dealing with other forms of in house advertising. That is certainly something worth keeping in mind beyond the issue of absolute cost for both of these advertising types.
Final Thoughts
These are by no means the only advantages that you'd get through OOH advertising, but they are certainly a list good enough to illustrate the point. A lot of people would claim that the internet has killed OOH advertising, but nothing could be further from the truth. The internet will never kill OOH advertising for the simple reason that it can never be out of home in the real sense of the phrase.
About the Author:
Digital out of home media allows you to tell a compelling story as your consumer travels throughout their day. Adding a mobile marketing component to your digital out of home advertising is a great way for consumers to interact with your campaign message.
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