As the accessibility of technology has increased in recent years, we have seen a society-wide shift towards relying solely on digital platforms for advertising. This societal change has led to a lot of misconceptions about out-of-home, or OOH, advertising. Many people are under the misconception that OOH advertising is not effective anymore and that the only type of advertising that really works is digital advertising. This couldn’t be further from the truth. Not only is OOH advertising extremely effective in today’s day and age, but it also has unique advantages that sets it apart from your average digital advertising. Today, we’re going to talk about what those major advantages are. If you have a company and are considering using OOH advertising, then you’re in the right place. Whether you’re trying to set up billboards in Boston, a wallscape ad in Los Angeles, or anything in between, you’ll be fully convinced that now is the time to dive into OOH advertising by the end of this article. To learn how to increase your company’s brand reach and loyalty like never before, keep on reading.
1. OOH Advertising is Cost-Effective
If you want to start advertising your business more but are on a budget, then OOH advertising is definitely the way to go. Out of all the different types of advertising, whether that’s on social media, TV, or anything else of the sort, OOH advertising is by far the most affordable. The average cost per mille (CPM, or cost per thousand impressions) is about $5 on average, which is substantially lower than digital advertising. This might be surprising to you, as many people think that OOH advertisements are quite expensive. This all depends on the size and location of your advertisement. If you rent out a giant spectacular billboard in the middle of Times Square, it’ll cost you a pretty penny, but something like billboards in Boston, for example, are very affordable.
2. OOH Advertising Builds Brand Familiarity
Let us set the scene for you: you have to drive down the same road to work every single morning, so you notice this billboard off of that road. You subconsciously remember the name of the company on the billboard because you see it day after day. Before you even realize it, you are extremely familiar with the brand, so when someone mentions the name of that company in passing, you perk up and start paying attention. This is the powerful effect of brand familiarity. OOH advertisements such as billboards are the gold standards for achieving this effect. You might be thinking that brand familiarity isn’t very important for the effectiveness of an advertisement, but did you know that scientific research in the field of psychology has shown that familiarity increases liking? Specifically, numerous studies have shown that the more familiar you are with someone or something, the more likely you are to favor that person, thing, or brand, in this instance. OOH advertisements can help build brand familiarity among your potential ideal customers, increasing the business you receive as a result of your OOH advertisements.
3. OOH Advertising Options are Endless
One of the best things about OOH advertising is that you get to be totally creative with it; the options for types of OOH advertisements are nearly endless. You have billboards, flyers, wall murals, posters, bus shelters, taxi cab wraps, pedicab wraps, elevators, LED trucks, and so much more. A great way to get the widest reach possible is to not just stick to one type of OOH advertising but to advertise in a variety of different forms. You can have billboards, posters, and a mural all within the same few blocks to gain a huge amount of brand familiarity with the people who live or work in that particular area. You could also advertise your business on the outside of taxis or buses, allowing your company’s advertisement to literally drive itself around the city. We recommend gathering an advertising team to determine what type of OOH advertisements and what specific combination of OOH advertisements would be best for your company.
In summary, here are the three major advantages of out-of-home advertising we discussed today:
- OOH advertising is cost-effective
- OOH advertising builds brand familiarity
- OOH advertising options are endless
We hope this article has gotten rid of any misconceptions you had about OOH advertising. Even in today’s digital age, the powerful effect of OOH ads cannot be ignored. Your company will see growth and reach like never before if you start investing in OOH advertisements. You can thank us later.
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