3 Reasons Why Out-of-Home Connects With Consumers

Out-of-Home (OOH)* marketing is ideally placed to bring meaning back to advertising and help businesses reconnect with consumers, achieving strategic presence in a crowded media landscape.  Analysis concludes:

OOH can achieve long-term brand value at a time when attention often becomes focused on short-lived clicks, shares and instant gratification.

  • Effective use of OOH means selecting locations based on campaign objectives and audience.
  • Combine high-profile locations with supporting localized spots to maximize impact, reach and relevance.

Consumers and businesses have become disillusioned with online media:

  • One in three consumers say they dislike online ads, while more than half use ad blockers.¹
  • Businesses question the impact of their online ad spend which is driven by a trend for short-term gain, as they grapple with online ad fraud and viewability².

Digital Out-of-Home:
OOH comes into its own in the digital age with Digital Out-of-Home (DOOH):

  • DOOH offers opportunities to cut through the noise and grab consumers’ attention with unrivaled creativity.
  • DOOH can be central to long-term brand building to counteract the short-term objectives driven by online media.

In a world defined by consumer choice, OOH should be an integral part of a media mix.  Businesses must focus on quality and remember the importance of brand building for delivering long-term value.

*Out-of-Home Examples include: billboard, DMV, transit, gas station, etc.

¹Study by Choozle

²Viewability:  an online metric that tracks only impressions that can actually be seen by users. For example, if an ad is at the bottom of a webpage but a user doesn’t scroll down to see it, that impression would not be deemed viewable.

Source:  WARC Best Practice paper, How Out-of-Home Can Deliver Cut-Through in the Attention Economy; Steve Payne-Kinetic