The Power of OOH Concept

 Introduction

How many times have you been exposed to advertisements when you are outside your house? We bet the answer to this question will be thousands of times!

Out of Home Concept (OOH) traditionally refers to the use of billboards on roads, pamphlets on bus stops and even the metro and trains too for the purpose of advertisement. With advancement in technology, it has moved towards street furniture, place-based media and possibly everything which catches our eye when we are outside our homes. The main idea behind it is that unconsciously the intended message will get registered in the minds of the people and which is actually effective!

There are many of you who might not be aware of the storyline of the show Patiala Babes but the very fact that such a show is being run on the television is due to its poster being flashed in the metro.

Origin and Types

OOH advertising can be traced back to the earliest of civilizations when Egyptians would build tall structures made from stone to publicize laws and treaties. It was during the 1450s when Johannes Gutenberg invented movable type printing and then from there began the concept of OOH in the form of handbill which has advanced to manifolds now. Point of sale, guerrilla marketing, bus advertising and billboards are the most famous ones which are adopted by many marketers.

Storytelling via OOH

Everyone loves a good story and therefore OOH and storytelling is a deadly combination as it increases customer engagement. OOH advertisements that convey emotions such as sadness, fear, excitement, or joy all have a higher chance of being noticed and remembered.

Women’s Aid is a group of charities across the United Kingdom which stands for women’s rights and aims to put a full stop on domestic violence. They created an interactive OOH campaign called Blind Eye which showed the story of a woman being abused at home. The campaign was called ‘Blind Eye' as they wanted people to stop turning a blind eye to domestic violence and create awareness around this serious issue which needs to be addressed.

 Why Digital Marketing Loves OOH

Digital and out-of-home advertising are the fastest growing media channels by spending. These two mediums are vastly different by nature - offline and online. One offers to advertise more traditionally, and the other focused on online ads and social media. However, two can work in unison to create an ideal marketing campaign that ensures a high number of impressions. Like, Nike recently launched its first-ever 3D billboard in Tokyo and it has taken the internet by storm with its jaw-dropping technology, these types of DOOH ads strengthen the message, add frequency and recall the message over and over again. The greater the recall the higher the engagement, and the higher the probability of action to be taken. “According to Nielsen’s Out-of-Home Activation Study, OOH is considered the best medium for online engagements per dollar spent compared to other mediums”.

Conclusion

Nowadays, OOH advertising has become stronger than ever before. As technology improves, OOH’s capabilities continue to expand. Through this outdoor medium of advertisement, brands are really experimenting and understanding what they are capable of in this new space. Making public places more attractive & appealing informs consumers and entertains simultaneously. As it plays a major role in influencing consumers buying decisions. Time will tell where exactly this industry will take us, but one thing is sure: OOH is revolutionizing the landscape of advertising. 

References

1. https://www.tamoco.com/blog/out-of-home-advertising-ooh/
2. https://binged.it/3tZTtKy
3. https://movia.media/moving-billboard-blog/why-digital-marketing-loves-ooh/
4. https://www.creativereview.co.uk/nike-air-max-day-3d-billboard-campaign/