TAKE YOUR MESSAGE FURTHER.

Billboards surround us. You and your customers can hardly get from point A to point B without seeing billboards or other out of home (OOH) advertisements for a variety of products and services. That’s why out of home advertising reaches people no matter how they consume their media. As part of your marketing plan, OOH is proven to extend reach, amplify a campaign, and drive customers to engage with brands. With a low CPM and a high ROI, out of home engages customers and delivers high-value audiences, driving social, local, and mobile marketing.

OUT OF HOME ADVERTISING TODAY7out10

The ever-increasing mobility of consumers and continued fragmentation of other media is driving the growth and effectiveness of the OOH industry. In a study conducted by the Traffic Audit Bureau for Media Measurement, seven out of ten people recalled specific OOH ads they had seen in the last month and said that such ads would influence a purchase. The OOH industry has also continued to embrace innovation, especially with digital technology. Across the nation, over 6,000 billboards have been converted to digital.

THE VALUE OF OUT OF HOME ADVERTISING

Out of home advertising is one of the most cost-efficient media formats. Its ability to deliver specific target audiences at low costs makes it a valuable addition to virtually any media mix – to amplify impressions and stretch media dollars. Although it is generally true that additions to a media mix will elevate reach and frequency, out of home is more effective due to its low CPM, bridging the gap between advertising messages delivered inside the home and purchases made outside the home.

Click through the media formats below to view the specific limitations for each format and learn how the addition of OOH to a campaign media mix provides a solution to these obstacles.

Limitations
  • Audience share is generally declining due to fragmented audiences
  • Increasing use of DVRs diminishes the impact of commercials
  • Many television shows skew older and lower income
  • Typically high CPM costs and rising production costs
  • Primetime is no longer the preeminent reach builder with a large part of the viewing population not substantially reached by the primetime networks
  • Increasing ad clutter as commercial pods lengthen
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Combining with OOH
  • OOH reinforces television messages when viewers are away from their homes during the course of daily activities
  • OOH minimizes wasted coverage and improves an advertiser’s campaign by providing the ability to target ad messages geographically
  • Television is expensive; OOH improves the efficiency of a television campaign buy by driving down CPM costs
  • OOH reaches light TV viewers who are younger, mobile, and more affluent than heavy TV viewers
Limitations
  • Smaller audiences than broadcast television
  • Excessive fragmentation producing relatively small audiences for many channels
  • A greater number of commercials per hour compared to broadcast television
vs.
Combining with OOH
  • The combination of OOH and cable television offers advertisers similar benefits to the combination of OOH and broadcast television
  • OOH reinforces television messages when viewers are away from their homes during the course of daily activities
  • Cable television delivers relatively small but targeted audiences compared to broadcast television
  • OOH improves cable television’s delivery by improving the overall reach of a campaign
  • OOH offers localized media reinforcement of cable television advertising
Limitations
  • No visual component
  • Advertisers must buy multiple stations and formats to accumulate audience reach
  • Peak listening is during morning and evening drive times with relatively low audiences during other day parts
vs.
Combining with OOH
  • The combination of radio and OOH reaches a mobile audience, offering a balance of sight and sound
  • Radio messages are susceptible to channel surfing; OOH can maintain the market presence of a brand featured on radio after listeners have switched stations
  • Radio is considered a frequency medium and OOH can increase the reach of a radio campaign by providing broad market appeal to radio listeners
Limitations
  • Specific issue audience data is not typically available
  • Magazines produce minimal short term (daily/weekly) reach
  • Broad market reach is difficult to achieve because of niche readership behavior
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Combining with OOH
  • OOH strengthens an overall magazine ad campaign by providing a constant presence in the marketplace
Limitations
  • Decreasing market penetration and readership with many newspapers reaching less than 50 percent penetration
  • Low younger audience (18-24) readership
  • Costly frequency medium
  • Some ad recall studies show less than 50 percent of newspaper readers recall noting ads
  • Ad clutter
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Combining with OOH
  • OOH can resolve some of newspaper’s distribution shortcomings by offering selective targeting; OOH penetrates newspaper zones that are too large for reaching neighborhood target areas
  • Newspapers have a short shelf life; OOH can extend the life of a newspaper campaign by presenting ad messages in a marketplace 24 hours per day, seven days per week
  • Readership rates are declining and will likely continue due to increasing numbers of alternate news sources; OOH’s very nature is unavoidable and impacts consumers lost to other source options
Limitations
  • Limited frequency across millions of websites with users able to access only a fraction of sites available
  • Privacy and security concerns
vs.
Combining with OOH
  • Internet and OOH advertising reach similar audiences; both market to a younger, educated, affluent, and mobile audience
  • OOH extends the reach and frequency of an Internet campaign when users are offline
  • The brevity of OOH copy is ideal for driving traffic to a website

ADDING OOH TO OTHER MEDIA CAN POTENTIALLY INCREASE REACH BY UP TO 316%

Out of home advertising trumps other mediums when it comes to generating connections. It builds brand affinity at levels akin to TV and prompts more positive reactions than TV or radio. It also connects people, stimulating online activity with greater efficiency than any other offline medium. It influences active people when they’re more likely to use their mobile devices, boosting viral sharing, and enables consumers to engage in two-way communications with brands.

No other medium stretches the boundaries of creativity like out of home, which heightens ad awareness and grabs consumers’ attention. It prompts people at critical moments during the day when they’re actively purchasing products, nudging them forward on the path toward purchasing. And it works with mobile to make transactions possible in any place and at any time on the customer journey.

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THERE’S NO INDUSTRY THAT CAN’T BENEFIT FROM THE USE OF OUT OF HOME MEDIA. WHAT CAN WE DO FOR YOU?

  • Books & Book Stores
  • Attorneys
  • Advertising Agencies
  • Financial Institutions
  • Construction
  • Computers
  • Grocery Stores
  • Healthcare
  • Lawn & Garden
  • Military/Armed Forces
  • Office Supplies
  • Universities & Colleges
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