What’s next for OOH marketing?
Today’s out-of-home media provides advertisers and their agencies new technologies, new formats, and more creative thinking to help them convey their message further. To keep up with where advertising and consumers are headed, the industry has embraced innovation in all aspects of the business. New digital technologies and convergence, new lighting and materials, more innovative business techniques, and a new audience ratings system are all being introduced into the out-of-home sector.
Consumers can be reached with OOH marketing regardless of their media consumption patterns. It goes where most other forms of media can’t, surrounding and immersing consumers outside of their homes, where they spend 70% of their waking hours.
Wherever people work, shop, travel, and play, OOH’s varied formats provide a “blank canvas” creative potential to cut through the clutter and hold people’s attention.
OOH is extremely versatile and has practically limitless potential. It could be:
Anything: From billboards to digital boards, bus wraps to kiosks, we’ve got you covered.
Anywhere: From highways to city streets, airports to shopping malls, we’ve got you covered.
Anytime: From morning to night, with dynamic content and always-on displays that capture people’s attention when they’re on the move.
What are the benefits of OOH advetising?
Out-of-home advertising might be a fantastic alternative to digital advertising on the internet. It has limitations; for example, due to the rise of adblockers, the viewability of digital adverts isn’t always optimal. When you consider the vast quantity of information that customers are exposed to on the internet, it’s simple to see why digital advertising isn’t always the greatest option.
This isn’t an issue with out-of-home advertising. Because of their scale and contrast to the real-world environment, OOH ads are impossible to ignore, and they can have a major impact on consumers.
Furthermore, as a complement to digital advertising, OOH has a favorable impact. Consumers are 48 percent more likely to interact with a digital ad after first seeing an OOH ad, according to one study.
Advertisers prefer out-of-home advertising because of the potential impact it can have on customers. They pay attention to these enormous OOH advertisements.
When compared to TV, radio, or mobile, which can often be turned off or the customer can switch to another channel, OOH advertisements can’t be ignored. This means advertisers can create highly visual, effective campaigns that capture customers’ attention and help brands get their message across.
In the world of advertising, out of home is a terrific location for creativity to flourish. Large-scale, impactful advertising space is an ideal environment for creativity to flourish. When you combine this with the requirement to communicate a clear and lasting message, it’s ideal for putting some of your brand’s most innovative ideas to the test.
When you consider the rise of data and new interaction in the OOH arena, it’s simple to see why creativity is such an important part of OOH campaigns.
Location based impact
Location is tremendously important in out-of-home advertising. In the real world, advertisers must decide where their ads should be placed in order to have the greatest impact. Advertisers can now do far more with location than they could before, thanks to the rise of DOOH and other adtech stacks.
For example, the demographics of people who are close to OOH ad inventory can be analyzed in real time. Advertisers can therefore send dynamic adverts that are tailored to the needs of their customers at any given time.
OOH advertising has caught up to digital marketing offerings in terms of providing precise data and analytics regarding ad engagement and conversion. Campaign impressions can now be tracked, and attribution is also available, making out-of-home commercials a valuable tool for any marketing department.
Purchasing OOH ad inventory used to be a time-consuming and labor-intensive process. The period between purchase and viewability has been reduced to minutes thanks to digitization and innovation. This means that ads can be more adaptable and more likely to engage with the present surroundings and conditions of consumers. Changing creatives based on the weather, for example.
Because of these advancements, the category is swiftly gaining traction among marketers and advertisers, with most of this development coming to the OOH space’s digitization.
OOH marketing campaigns require specialized printing services to adapt to the increasing creativity, unique ideas and complex ideas that media buyers and agencies are creating in the OOH marketing field. Gorilla Printing has over 20 years experience working with agencies and companies to print and deploy large format printing campaigns through New York and the USA. From mobile billboards, wheatpaste posters and 3D signage, we’ve got the know-how and capabilities to print any sized OOH campaign. Talk to one of our team today to find out how we can be your partner in print.