Out-of-home (OOH) advertising or outdoor advertising is one of the oldest forms of marketing. And the Asia Pacific region is said to have the highest-ranked OOH market share at an average of 7.8 per cent compared to the 5.6 per cent globally.
But consumer behaviour has greatly evolved since then. In today’s digital age, marketers rely on online advertisements to reach tech-savvy audiences. The best part about digital marketing is that businesses can reach their ideal customer regardless of their location.
With the rise of targeted online marketing techniques, the question becomes: is outdoor advertising still worth it?
The answer is yes. The digital transformation movement also affected OOH techniques, which gave birth to Digital Out-of-Home (DOOH) advertising.
What is Digital Out-of-Home Advertising?
Digital out-of-home advertisements refer to the use of traditional outdoor screens to deliver digital ads. As such, DOOH ads are more dynamic, vibrant and engaging compared to print ads. Marketers are able to be creative with their ad content and formats, and optimise the marketing messages to the target audiences. DOOH ads also enable marketers to think out of the box, connecting offline to online to increase user engagements and drive four times more online activity per ad dollar spent. One of the best examples of interactive DOOH is Reebok’s outdoor ad in 2016. The shoe brand installed a speed camera and tracking technology in Stockholm and challenged passers-by to run past the display. Those who beat the 10.5 mile-per-hour pace won a new pair of the ZPump 2.0 shoes. These kinds of advertisements are effective ways to drive engagement from consumers.Benefits of Digital Out-of-Home Advertising
In addition to the extensive variety of ad formats you can execute, digital out-of-home advertising also offers the following advantages:- Location-based advertising
- Proximity to point of sale
- Immunity to ad blockers
- Programmatic ad buying
- Powerful call-to-action
Conclusion
With these benefits, it’s not surprising that global consulting firm, PWC, found digital out-of-home advertising to be the second fastest-growing advertising medium. As businesses realise the value of this marketing technique, the number of digital outdoor ads will keep growing – and they’ll be more creative and sophisticated than ever. Don’t let your competitors surpass your advertising efforts. Incorporate digital out-of-home advertising into your overarching marketing campaign as a fresh and cohesive way to engage your audience, and allow your brand to establish a strong brand presence online and offline.
Share on facebook
Share on twitter
Share on linkedin
Share on email