OOH advertising: What it is, how it can be used and why is the perfect publicity tool for your brand
With the rise of the digital age, advertising strategies, as we know them, have changed their presentation method. However, in 2021 the new OOH trend has revolutionized outdoor advertising. Today we will delve deeper into their types.
The user or client loves to see creativity in their products and/or services. In consequence, over the years we have seen a wide variety of outdoor advertising that follows the same pattern. However, each design has its own essence.
Likewise, creativity is infinite for advertising, and one of the most ingenious and attractive ways of its presentation. Additionally, we know that there are different ads, but we are talking about OOH, outdoor advertising. In this area, we know that ads are divided into categories. We’ll explain each of them.
What is OOH?
Have you ever heard of or read this term? Maybe you did, but you didn’t know what it was.
OOH advertising stands for “Outside the home”.
This element allows a great variety of combinations, montages, frequencies, impact, and interaction with other media.
It goes hand in hand with Brahma Decoration, a company specialized in the conceptualization and assembly of public furniture in airports.
Types of OOH advertising
The vast majority of brands rely on outdoor advertising or OOH since it allows them to connect with many viewers. According to the BTL Information Research Department, brands allocated 245 thousand dollars in 2016 in street marketing strategies.
Therefore, after carrying out an exhaustive investigation about outdoor advertising and its different types. We have realized that there is no organization in charge of the affected categories. Although in places like LATCOM they comment that there are outdoor, indoor, digital, transport, cinema, and mobile advertisements. The fact is that there is no adequate conceptualization of them.
First, we can divide outdoor advertising into two types: DOOH, which means Digital Out Of Home, and specific ads. One of the most important characteristics of the DOOH is that they use electronic platforms for its realization; while electronic advertisements don’t make use of this tool.
You could ask yourself:
“How can there be outer and inner OOH advertising?”
The first refers to advertising in open spaces. For example, a street. While the second one refers to ads in public spaces but closed, like a plaza.
We can sub-classify them into:
OOH advertising, Outdoors.
This category includes all the specific advertising supports on avenues, routes, and principal streets of a city.
Its key attributes are frequency and coverage.
Their supports are:
OOH advertising Large formats:
It comprises reproducing messages and images in formats whose size exceeds those used in traditional standard signage.
Nowadays, more and more stores and businesses are turning to billboards and large tarpaulins on facades to promote their products and services.
Therefore, to major size, greater visibility, and that supposes greater public impact.
It’s the set of objects and pieces of equipment installed on public roads for various purposes.
Likewise, this set includes benches, litter bins, traffic barriers, mailboxes, bollards, tiles, paving stones, public transport stops, and telephone booths, among others.
we define it as an outdoor advertising structure comprising flat support on which we attach advertisements.
Thus, fences have become a regular part of the urban and interurban landscape by presenting advertisements or advertising messages.
They’re one of the oldest advertising supports.
They’re on public roads, mounted on the scaffolding of a building under construction or under restoration.
Renowned firms make them for a single product.
How can a clock be a public medium? Watches are one of the best tools to transmit the brand and fix it in the mind of your consumer.
Another question you may have is:
How can a watch achieve so much?
Usually, a person looks at the time between 50 to 100 times a day. If you include your brand on it, your potential client will see your logo or message the same number of times.
Magnificent! Isn’t it?
It’s much easier to remember your brand or company if you give advertise it and even more if it’s useful.
These devices are in shopping centers, airports, points of sale, metro terminals, trains, buses, cruises, among others. Additionally, its key attributes are the quality of contact and segmentation.
Its supports are:
It’s a form of consistent Internet advertising.
It includes a graphic advertising piece within a web page.
Its aim is to generate brand recognition and attract traffic to the website of the advertiser that pays for its inclusion.
They’re advertising supports installed in elements of urban furniture in the busiest and most central places of our cities.
Thus, we find them at bus stops or isolated in areas of human transit.
These are the stairs as we know them, perhaps electric or not.
So, think about the number of people who can go through a mall, airport or stores and have to use the stairs.
This space gives you the key advantage that the consumer comes into direct contact with the brand by “touching it” and giving it a unique experience.
There are a lot of types; panoramic, with sliding or automatic doors.
The ideal for this advertisement is to carry it out where the greatest traffic of people is. For example, the shopping center’s elevators.
If you like this idea, imagine the number of people you will surprise by the innovative advertising you will be doing.
OOH advertising BTL:
Below The Line. It comprises using non-massive forms of communication aimed at a specific segment.
Creativity, surprise, and a sense of opportunity are the key resources, creating innovative channels to communicate the desired message.
OOH advertising Backlight:
It’s a translucent canvas designed for a backlight. Therefore, this canvas allows light to filter in from the rear and is ideal for both indoors and outdoors.
OOH advertising, Digital:
Movement and sound characterize this method. Likewise, their interactive potential transforms it into a category. Its key attributes are dynamic interaction and impact.
Its supports are:
- Digital Light: It’s a system of LED headlights capable of displaying messages on the asphalt. It connects these headlights to the electronic management of the vehicle. Then, it extracts all the information gotten by the cameras, sensors, and the various control systems equipped by the car. Afterward, it projects all kinds of messages on the asphalt.
Here is an example:
This cylinder allows converting existing mechanical seals into an electronic access control system with no wiring or modifications to the door.
Therefore, it’s an important object for the consumer because they can use it every day at different times, even at all hours.
They’re ideal places for brands to exist.
This is because consumers, during the purchase process, remain exposed to advertising messages for a longer time and have a greater opportunity to capture them.
It’s a special configuration of professional screens that match to show contents and simulate a large screen. The latter has a very high economic value.
For this reason, a Video Wall is an excellent cost-benefit alternative when we require displaying large content.
It’s an electronic device made up of LEDs or light emitters.
They can display data, information, images, or videos. Thus, it’s an effective way of attracting the attention of consumers and capturing their attention since it allows us to relate to them with a certain closeness.
OOH advertising in Transport
The supports are in means of transport, whose key characteristic is displacement. Its key attributes are coverage and frequency.
it distributes them both in the entrances, corridors, stairs, and waiting platforms.
This makes this medium one of the most effective to advertise for travelers on the metro network.
OOH advertising, Buses:
It comprises placing advertisements inside and outside the buses, is a partial or total upholstery of the vehicle, and belongs to outdoor advertising.
In these advertisements, you can find the premiere of a movie, the recent collection of perfume, or some political propaganda.
This is one of the most popular options.
It comprises labeling with vinyl parts or the 100% wagons.
OOH advertising, Taxis:
Advertising in taxis will be anywhere and everywhere.
You can see ads for airports, hotels, restaurants, discos, schools, big events and the list can go on.
OOH advertising, Why advertising in taxis?
Because they travel during the day and night carrying passengers in an illuminated environment, which increases the visibility of your brand.
These fences are in lobbies, stairs, and platforms.
Circuits can hire them or by selected single fences according to the needs of the client.
OOH advertising, Bicyfence:
It comprises handling an innovative concept of mobile advertising and can promote your brand.
A uniformed bicyfence promoter is the one who drives this advertising. They usually wear a cap and a shirt with the brand’s logo to then travel through strategic routes at low speed. This allows it to affect the audience. In addition, it doesn’t pollute and can circulate in parks, avenues, and squares
The Scooter circuit includes the key points of the city with the highest traffic and public influx.
They’re a different and creative way to convey a message to a wide audience.
OOH advertising, Mobile
MOOH is the synergy between traditional Out Of Home elements and Mobile devices.
What are its advantages?
- Expand the segmentation, impact, and coverage of an OOH campaign.
- It increases the radius of action, allowing to communicate a greater scope of the message.
- Add a new distribution channel, offering multiple possibilities of contact with customers.
OOH advertising, Movie Theater
Advertising displayed in entertainment centers enables you to reach a receptive, engaged, and expectant audience.
Its key attributes are the quality of contact and Advertainment.
In OOH advertising there are several types of announcements which are:
- In walls: They’re installed on a wooden board or sheet on public roads, intended to cover the perimeter of a work in progress.
- Attached: It comprises those advertisements that adhere or fasten by any means to a facade, wall, and railing.
- Self-supporting: It’s one that is supported by one or more columns supported by a foundation, or by a trail displaced from the ground
- Denominative: Why are the announcements denominative? Because they contain the name, trade name, or logo with which we identify a natural or moral person, or a building.
- Neon: As its name implies, it’s characterized by being integrated with neon or argon gas.
- Optical projection: Although similar to neon signs, this is used by a light system comprising spotlights, reflectors, or diodes. It reflects static or dynamic messages on the opposite surface.
- On the roof: This advertisement is on the upper horizontal plane of a building.
- Inflatable: It comprises a body expanded by air or some other gas.
- Sponsorship: It’s one that includes the name of the natural or moral person who pays the cost of a good or service intended for a social purpose, or that incorporates any of the trademarks that identify said person.
- Overhang: because of its shape, it can only be installed perpendicular to the face of the facade.
- Integrated: It’s the one that, in high or low relief, or openwork, is an integral part of the building.
- Mixed: Covers elements of a word and propaganda ad, including slogans.
- Modeling: It’s characterized by comprising a human, animal, or abstract figure, whatever the material from which we make it.
- Virtual: It’s used in a lighting system to project images that have a clear (virtual) existence and not a real one.
- Propaganda: Messages of a commercial, political, or electoral nature characterize this advertisement.
OOH advertising, How much can you spend on outdoor advertising?
For example, in Argentina, in 2013, according to the Argentine Chamber of Media Agencies, they spent around 1,800 MDD, of which the investment in OOH advertising was 5.2%.
However, the investment you make in outdoor advertising will depend on many factors.
What are OOH’s strengths?
By observing OOH advertising, the consumer lives the experience.
What do we mean by this?
When we see a high-impact advertisement, of any category, in a matter of seconds our mind imagines ourselves with that advertisement, whether it’s “eating”, “traveling” or “at a concert”.
Studies show that we usually process over 60,000 thoughts daily, 1 per second, and this influences our behavior. Of these, 95% are repetitive and 80% are negative. This is a piece of information that we could take into account regarding the management of our advertising strategy since our brain classifies these thoughts.
OOH advertising offers a greater impact on our knowledge
The campaign that is part of that space of our brain needs not to be processed.
For example, “M”
When we see this “M” as part of a brand, we know what it refers to. Here is the impact of the product.
We need not think
It’s often said that we don’t plan the best moments. We believe the same in this area.
It’s a direct effect of this advertising.
For example A Christmas campaign at the airport, the momentum is direct and there is no need to think before buying.
OOH advertising, The information received by the consumer is not aggressive since the information is part of our daily life.
There is no better way to say it. It’s like when we see a novel, read a book, or identify ourselves with some propaganda. Consumers love everyday life. Hence, they see some advertising and say: “I want to have it and I can do it.”
Bus stops, outdoor fences, street furniture, etc. Now more than ever, become one more element of the daily landscape and are part of that scenario in which we are the protagonists.
The consumer must feel comfortable and aware of what they’re seeing, even if they haven’t yet gained it.
It’s the ideal complement to other, more direct campaign types.
For example, TV commercials. They’re a positive combination for reaching consumers. This is because their connection is such that it becomes the perfect showcase to reach the public.
Likewise, we can implement this concept in spaces such as airports, together with the “Out of home”. The fact of taking advantage of this space makes it more comfortable for the consumer. This is because of the impact it caused on them.
Since they feel that they live the experience and launch themselves into the unknown because of the impact it caused on them.
OOH advertising, Take advantage of public movements
This is the aim to generate more interest and expectation regarding the product we are exhibiting.
It’s not a form of subliminal advertising since it’s a direct and clear message. However, yes, it’s the key that opens the trunk of our memories when buying. It not only works in the subconscious but in the conscious as its part of our daily lives.
An example to familiarize ourselves with this is when we see the advertising of a recliner and feel comfortable without having tried it. In some furniture fairs, they let you use and detail their objects so that the consumer lives the experience. In other words, the person who saw the advertisement and experienced how good it felt, remembers the advertisement and tries it out at one of these fairs.
What do you think this guy will do?
And only because of the use of good tangible advertising space that allows you to use it and live the experience.
OOH advertising as brand visibility
The challenge can always be, like any other, knowing how to seduce the consumer through a plan that integrates innovative, differentiated, relevant, and surprising marketing strategies. Likewise, these are some basic purposes of any brand that wants to preserve the preference and trust of the target, beyond just offering quality products or services.
Given this tireless search for applying to the life of the target audience and which identifies their favorite brand. There are a hundred companies that make use of various formats, both traditional and BTL.
The saturation of messages, the indiscriminate use of promotional tools, and the visual contamination present in urban areas can sometimes overshadow OHH. This is because companies believe that the target has to able to identify them anywhere and at any-time.
However, even if several cities may overuse OOH advertising. The innovation in its design, strategic location, clarity, and forcefulness of its messages, makes it a high-impact advertising tool.
And far from being annoying to people or being part of the visual pollution. They transmit an idea. To the point of where consumers and sometimes, even international BLT marketing experts, praise them for it.
At the end of 2017. A report showed that the global investment destined for OOH amounted to 38 billion dollars. Of which 24,500 were for the physical format, and the remaining percentage went to the digital format. Also, at the end of 2018, the capital used to develop this marketing reached $39.5 billion.
It’s interesting what an investment in this advertising can achieve!
The world of OOH advertising and BluCactus
Finally, we now know that OOH OOH advertising can be used in many ways and formats. Every single one with its own advantages and characteristics. Find the one that best suits your company and brand. And if you can’t decide, and need a little help? We’re here to help you!
We are BluCactus. We are a Digital Marketing company specialized in increasing your profits and helping you achieve your goals. For us, it’s important to see you grow and achieve the visibility of your company.
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