Out-Of-Home advertising (OOH) is one of the oldest and most enduring marketing tactics used today. It entails a dynamic mix of billboards, digital displays, transit, sports arenas, and/or specific commercial locations to reach consumers while outside their homes.
However, in this digital age, many businesses don’t see the value of adding OOH to their marketing tactics. This dismissal of OOH could be from the perception that outdoor is irrelevant in today’s digital-savvy market, or maybe it’s from the complexity of measuring tangible ROI results from a billboard. Ultimately, there are a number of reasons to add OOH advertising to your marketing strategy.
Marketing Tactics: 3 Reasons To Add OOH Advertising
If OOH isn’t already part of your marketing mix, there are three main reasons to consider it:
- Works Best When Combined With Other Marketing Channels
OOH is a team player. When combined with other marketing tactics, OOH can extend advertising reach and drive more consumer actions. In fact, one of its most powerful features is its capacity for sales activations. Research by Outdoor Media Centre (OMC) suggests that OOH is the medium most seen by consumers in ‘the last window of influence’ before they make a purchase.
- It Pays For Itself
In terms of return on investment, OOH continues to be a golden goose. For every dollar spent on OOH advertising, businesses see an average profit of $5.97, according to Out-Of-Home Advertising Association of America (OAAA). It’s also cost-effective in comparison to other marketing mediums. For example, billboard marketing costs 80 percent less than TV advertising.
- It’s Everywhere Your Consumers Already Are
The main advantage of OOH is mass exposure—the ability to be seen by thousands of people every day, as well as incite action, stimulate intrigue, and create instant brand awareness. And, unlike digital advertising, this ad format cannot be overlooked by skipping, fast-forwarding, or paying more to avoid it.
Marketing Measurement for OOH Success
“More than ever, brands are seeking analytics to help them understand the value of their marketing investments,” says Stephen Freitas, CMO of Out-Of-Home Advertising Association of America (OAAA).
One of the primary benefits of OOH advertising is the delivery of actual viewed impressions. Unlike other digital media, where measurement is based on viewable impressions, OOH gives the number of people who saw your ad, also known as visibility adjusted contacts (VAC), versus the number who could have seen it, Opportunity to Contact (OTC).
There are several marketing attributions for measuring the effectiveness of OOH ad campaigns. In most cases, it breaks down four ways:
- Store Visits: the percentage of consumers that purchase in a physical store as a direct result of seeing an OOH advertisement
- Purchase Consideration: customer evaluation of how the offering meets their need
- Purchase Intent: the probability that a consumer will buy a product or service from OOH advertisement
- Ad Recall: the percentage of consumers who recall a specific OOH advertisement or brand after exposure has ceased
As with any multi-channel marketing campaign, there are several touchpoints along the path to conversion. This is known as multi-touch attribution, which tracks and assigns fractional credit to these touchpoints along the conversion path.
One of the best ways to track OOH performance is through digital trails. This includes vanity URLs, microsites, promo codes, links, and other information featured in the ad, allowing marketers to track how frequently people are visiting them based on your OOH advertisement.
Is OOH Right For Your Audience?
Out-of-Home can be a powerful ally to your marketing tactics, but is it right for your audience?
First and foremost, it’s important to approach this outdoor strategy with careful planning and precision. It’s also critical to have a clear understanding of your targeted audience, their personas, and how OOH influences them. This includes understanding your multi-touch attribution model, as well as assigning a value for every touchpoint.
With more insights and stronger data, businesses can better define the true impact of their marketing tactics to learn what’s driving results.