Out-Of-Home Advertising: Everything You Want To Know About The Digital Revolution In OOH Media Advertising
Tech companies like Google and Facebook are the top players in the online advertising industry. Yet, when they want to showcase their new market product, they turn to OOH media advertising. OOH is an acronym of Out-Of-Home.
Even Reddit’s founder has turned towards OOH media advertising with his substantial investment in a digital billboard booking company known as AdQuick. Netflix has also increased its advertising infrastructure by purchasing assets from a top billboard company on the coasts of Los Angeles.
What’s driving this sudden interest in OOH media advertising? The answer is simple. Ads when outside the home will have a huge psychological impact. Online ads cannot produce the same feeling in customers.
What is Out-Of-Home advertising?
OOH media advertising consists of any visual advertising media that is viewed outside the home. This can include signs, billboards, bus shelter ads or benches, rail stations and airports.
OOH is a broad category and right now represents spending of nearly $ 30 billion across major markets around the world. Some the world’s top MNCs like Apple, Amazon, Coca-Cola and HBO are advertising through OOH media advertising.
Why Media Buyers are in love with OOH advertising?
With the widespread use of Adblockers, online advertisers are in a bind. The number of ads that are bombarded on a non- Adblocker website are too many to make a particular ad stand up. Billboards, digital screens and signs are unskippable to the general eye. They just stand up in front of your eye with full visibility and demand attention from the potential customer’s brain.
Media buyers have incorporated OOH media advertising in their multi-channel campaigns. Reports have indicated that 46 per cent of an all-adult survey has searched for the product online, after seeing it first through an OOH ad.
Why the upsurge in OOH media advertising now?
OOH Advertising is one of the oldest advertising methods in the world. It has withstood the test of time and survived the modern trends of the new millennium. Why a sudden uptick in the OOH advertising sector?
There’s one critical driver: OOH media is going digital. Digital OOH media (DOOH) offers brighter contrasting colours, movement and a whole lot of positive effect on the reward centres of the brain. Its predecessor, the physical media is labour intensive and time-consuming process.
The digitization of OOH media advertising can enable multiple Ad loading. The ads can be frequently changed depending on the owner’s business needs. Lots of images can be fitted into the screen, which makes the ad so much effective in the minds of the clients. Cycling through an extensive number of images increases the visual appeal of the product in the ad.
Media buyers are leaving nothing to chance and gobbling prime real estate space in across the world. Digital OOH media advertising is increasing at 16% year on year in industry growth.
One of the primary reasons for the increase in OOH advertising is privacy concerns and government regulations. Consumers are very concerned about the breach of their privacy by social media giants. This has led to government regulations regarding customer privacy. This has media buyers at a very disadvantaged position in online media advertising.
Since the data that is used in OOH media advertising is unknown, DOOH is being touted as a safer and friendlier alternative for showing highly appealing visual ads to the masses.
What’s the future of OOH advertising industry?
OOH is embracing digitization in a big way. Newer models for the middle transacting media, also known as buyer media, are being developed. The programmatic DOOH can automate ad transactions and can deliver similar results, such as online advertising. Product advertisers are concentrating on the interactive content delivery aspects of digital OOH. With dynamic content, externally inputted data like traffic, sports and weather can serve as a trigger for targeted advertising.
