Anyone who’s been outside recently can attest to the fact that there are more billboards, bus stop ads, and building wraps than ever before. Out-of-home advertising (OOH) is on the rise, and it’s not surprising why. OOH offers several advantages that appeal to marketers, especially in today’s climate. Let’s take an in-depth look at some of the reasons OOH is making a comeback.
What is OOH Advertising?
OOH advertising is a form of marketing that uses physical displays to reach consumers when they are outside of their homes. Billboards, bus shelters, benches, and even elevator doors are all examples of common OOH media. OOH-advertising can be traced back to the late 1800s, when businesses started using billboards to promote their products and services.
A recent study by The Harris Poll found that TikTok users are the most likely to have seen out of home advertising in their social feeds, with 82% reporting seeing such ads frequently. This is followed closely by Instagram (81%) and Facebook (80%).
Though out of home advertising is still primarily a traditional medium, with billboards accounting for about 75% of total category ad spending, digital formats such as in-office video screens and electronic displays are making inroads.
By 2026, the share of overall OOH ad spend devoted to digital will come to 41.3%, up from one-third this year. So it’s clear that social media is playing a role in driving interest in this once-declining form of advertising. And as more and more people become plugged into their social feeds, we can expect to see even more out of home advertising popping up in our everyday lives.
One of the most traditional forms of out of home advertising is the billboard. Though they may seem old-fashioned in today’s digital world, billboards are actually experiencing something of a renaissance thanks to social media.
A recent study by The Arbitron Company found that 57% of consumers said they had noticed an uptick in the number of billboards they’d been seeing on their commute, while 45% said they had noticed more OOH ads while walking or running errands. And of those who had noticed an increase, nearly half said they attributed it to social media.
It makes sense when you think about it—if you’re constantly scrolling through your feed and seeing ads for products and services, you’re more likely to notice them when you’re out and about in the real world. And with outdoor advertising companies investing more heavily in digital displays, we can only expect to see more and more billboards popping up in our everyday lives.
Flexibility and Precision
One of the biggest advantages of OOH is its flexibility. Marketers can buy OOH media in real time and take over a city for one full day. This allows them to be nimble and adjust their campaigns on the fly as needed. Additionally, OOH offers marketers the ability to target specific geographic areas with high foot traffic. This ensures that your message is seen by your target audience—and no one else.
Affordability
As budgets begin to crunch and advertisers look to spend less, now is a great time to consider out-of-home ads to help supplement what would otherwise be more expensive options. OOH campaigns are also more affordable than ever before thanks to advances in technology that have made production and execution more efficient.
OOH Is More Engaging Than Other Media Channels
In today’s world, it’s harder than ever to get people’s attention—but not impossible. People are bombarded with thousands of marketing messages every single day, so it’s important that your message cuts through the noise and actually engages with your target audience. Fortunately, research has shown that OOH is an incredibly effective engagement tool. A study conducted by Gallup found that people who see billboards spend 50% more time traveling than those who don’t—which means they’re more likely to notice and remember your ad.
OOH Is an Effective Marketing Medium
A study conducted by Ipsos found that 71% of global respondents believe that OOH advertising effectively catches their attention. And according to the Outdoor Advertising Association of America (OAAA), 80% of people who see a relevant OOH ad are likely to remember the brand it promotes. So if you’re looking for a way to get your message in front of as many people as possible, then OOH should be at the top of your list.
Integration with Other Channels
Finally, OOH campaigns can be easily integrated with other channels such as social media and influencer activations. For example, Lamar Advertising recently did a live-tweet activation during the NBA playoffs. This allowed them to reach their target audience where they were already engaged—on social media.
