OOH advertising is one of the oldest and most visible forms of advertising that is still used today to raise awareness of a brand or product.
OOH is an abbreviation for the English term Out-Of-Home , which means “outside the home”. It is a type of advertising through outdoor advertising surfaces such as posters and billboards, which is why OOH advertising is also called outdoor advertising .
Although outdoor advertising is a relatively old way of sending promotional messages to a large number of people, the development of digital technology has enabled innovations that have made this form of advertising much more interesting for companies in recent years.
Content
OOH advertising – types
Advantages of outdoor advertising
OOH advertising – types
Outdoor or OOH advertising comes in various forms, depending on where the advertising surfaces are located, what format they are in, and whether they are digital or traditional.
These are the most common types of outdoor advertising:
Billboards
Billboards are the first thing that comes to mind for most people when they think of outdoor advertising. They are large advertising surfaces that are usually located along roads or locations where a large number of people pass through. They are in paper form and may or may not be illuminated.
billboards OOH advertising
Digital displays
Recently, an increasingly popular form of OOH advertising is digital displays , which are much more impactful because they allow for dynamic content, unlike static paper billboards. In addition to better attracting user attention, an additional advantage of digital advertising screens is the ability to quickly change visuals.
outdoor digital advertising
On the other hand, digital OOH advertising also brings higher costs for the advertiser, so only larger companies can include this form of advertising in their marketing strategy .
Posterity
Posters are a very common form of outdoor advertising that is more cost-effective than billboards, as they take up significantly less space and have a shorter reach. However, posters can be placed in a wide range of different locations, which gives them some flexibility.
outdoor advertising posters
Possible locations for placing promotional posters are bus and tram cp number stops, freestanding displays on sidewalks, kiosks, etc. Posters come in various sizes such as citylight , street-light and span-master (posters on light poles).
Transport
In addition to static locations, outdoor advertising also allows for the rental of advertising space on public transport such as buses and trams , as well as taxis . This is one of the most visible forms of OOH advertising, but is subject to regulations in individual cities.
OOH advertising on buses
The advantage of advertising on the surface of buses, trams or taxis is that the vehicles move around the city, so the potential reach of the ad is quite large.
Other advertising spaces
In addition to the most common types of outdoor advertising listed above, there are numerous others, among which the following advertising areas stand out:
next to sports fields
in shopping centers
and rainbow
on truck tarpaulins
at airports and train stations
on street furniture (e.g. benches)
Advantages of outdoor advertising
An increasing number of companies are incorporating OOH advertising into their marketing mix , and these are the main advantages of this form of advertising:
Great reach
Outdoor advertising surfaces are intentionally positioned in a way that will be noticed by as many people as possible . Whether we like it or not, when we pass by billboards or other posters, there is a high chance that we will notice them, as well as the message they send us.
With outdoor advertising, it is therefore possible to attract the attention of a very large number of people, especially in high-traffic locations.
Strikingness
Since they are often placed along the road or on buildings, where the landscape is not overly interesting, outdoor advertisements can easily stand out from the surroundings, which further directs the attention of passers-by towards the advertisement.
In order for an advertisement to be as striking and thus more effective as possible, it is necessary to have high-quality graphic preparation with interesting visuals, and this is especially important for digital screens.
Location targeting
Outdoor advertising is always tied to a location . When renting ads, it is therefore possible to carefully choose locations to maximize their effectiveness.
For example, ads near a physical store or restaurant location can increase the number of customers who visit you. Sometimes just a reminder that you are nearby is enough to convert a potential customer into a buyer.
Complementing digital advertising
Digital marketing is the most popular form of advertising today, but traditional marketing, which includes OOH advertising, is an excellent complement to it because it allows you to reach market segments that cannot be easily reached through digital channels, such as the elderly.
Outdoor advertising is therefore of great importance for so-called 360 campaigns that aim to reach as many different people as possible.