Outdoor, or out of home, advertising includes any type of marketing done outdoors to grab people’s attention. The most popular format is billboard advertising, but there are a range of other options, many of which now boast digital components. Of course, the nuances of outdoor advertising expand the definition of this format to include a whole bunch of things you may never have even considered: Experiential advertising, such as the famous "Carrie" in the coffee shop prank:
The list goes on and on. These days, you can find an exhaustive number of examples of outdoor ads, which brings us to part two of our opening question.
Why is Outdoor Advertising Important?
There are so many answers to that question, each of which we'll explore in depth. But the key takeaway is this. We spend a great deal of our lives outside our homes. Advertisers increasingly fighting to stand out amidst the clog of ads on analog and digital devices need a less-cluttered environment to deliver their message. Enter outdoor advertising.
What Constitutes an Outdoor Ad?
The umbrella of outdoor advertising covers just about everything you find outside the home. Some may quibble over whether mobile advertising is also outdoor - after all, most people use their phones outside their house - but the accepted definition of outdoor advertising puts more focus on the medium than the device used to deliver it.
Outdoor ads often rely on their surroundings to help make a point. Ads are tailored to the format to make a bigger impact. For instance, a billboard for a movie that you see on the side of the road will be different than an advertisement for the same film on the side of a bus.
Outdoor is arguably the most creative canvas for advertising because the most successful ads reflect the imagination. Outdoor advertising is about seeing things in a new way and helping your audience to see that, too. It means a banana is no longer just a piece of fruit but suddenly the perfect vehicle to promote banana-colored minions from a kids’ cartoon.
The Top Forms of Outdoor Advertising:
You could spend an hour trying to list all the forms of outdoor advertising and still leave a few out, since just about anything can become a channel for outdoor ads. But, according to the Outdoor Advertising Association of America, these are the top categories:
Including traditional, bulletin billboards, digital billboards, mobile billboards and more
Bus, train, subway, cab and other forms of vehicle-focused advertising
Ads on bus shelters, kiosks, benches, parking garages, bathrooms and more
Commercials before films begin and other ads around the movie theater
Increase Your Brand Recognition:
Outdoor advertisement can provide some of the most powerful messaging that can be achieved through any medium. It provides an ideal platform towards brand reinforcement or getting your company’s name out there. Out-of-Home (OOH) advertisement displays company information in a visible, unique, creative and attractive way to inform the consumers about your message, brand, logo, contact information and the services that you provide.
Targets Specific Consumer Location:
OOH advertisement takes advantage of specifically targeted locations. Outdoor advertising can be located in many areas where it will most likely be useful. The list of outdoor advertising options can range from traditional tools like billboards to more unconventional avenues like ‘foam-like floating’ logos (flogos). A range of formats and unique locations can deliver larger-than-life impact in the minds of the viewer. It is essential to tailor your message depending on your location of your prospective customers.
The human eye rapidly fixate on an outdoor ad sign to help pass time or avoid boredom. If a person is stuck in traffic or waiting for a bus stop to pass, positioning ads in the line of human sight can be ingenious in these areas. Outdoor advertisement can be posted in malls, gas stations, bus stops, office buildings, highways, etc., where people spend a lot of their time. If the outdoor sign is placed strategically in locations, then it can attract attention. Outdoor sign, with higher display quality and engaging design, grabs more attention. As an outdoor sign provides a constant, unavoidable exposure. It can be in the surrounding, immersing the audience with real and powerful, advertisements. It can be used wherever consumers live, work, travel, shop, and play. You may rent an outdoor sign from an outdoor sign rental to get more insight in terms of budget and design if needed.
Connects with the Audience:
Outdoor advertising strengthens the bond between brands and consumers. It improves targeting and the return on investment (ROI). OOH advertising drives awareness and brand affinity. OOH advertising is a proven amplifier as it extends the reach and frequency in the integrated campaigns. It is the most efficient driver of mobile, social and digital engagement with the audience.
People who tend to see the ad over many times are more likely to buy the product. It helps to pique the interest of new customers who can get intrigued by the ads showcasing your products or services of your company. OOH advertising reminds the existing customers that the product/service is still available in the market. It also creates a continuous invitation for consumers to make a purchase.