Everything You Need To Know About Out-Of-Home Advertising

In the realm of online advertising, tech giants like Facebook and Google are setting the standard. Companies turn to out-of-home advertising when they need to get the word out about a new product or feature, purchasing billboard ads all over the world.

They aren’t on their own. In mid-2018, Alexis O’Hanian, co-founder of Reddit, made an enormous investment in AdQuick, a digital billboard booking firm. Netflix stated around the same time that it had acquired assets from a well-known Los Angeles billboard company.

The explanation is simple: despite the benefits of online advertising, when you want your message to stand out, you go with out-of-home advertising, also known as outdoor media advertising.

What is out-of-home advertising?

Out-of-home advertising refers to any visual advertising medium found outside of the home (OOH). Advertisements on street furniture such as bus shelters or benches, transit hubs such as airports or train stations, and place-based ad media such as those found at a stadium or movie theatre are examples of this. These diverse OOH media firms around the world over thousands of places and millions of screens. Laqshya Media Group is one such organisation that provides out-of-home services.

OOH is a large sector that now accounts for about $29 billion in spending in important regions throughout the world. Mcdonald's, Apple, Amazon, HBO, and Coca-Cola are just a few of the world’s most well-known advertisers who use many OOH formats in their campaigns daily.

Apple’s innovative “Shot on an iPhone” billboard campaign, for example, encouraged users to send in images taken with their iPhones. They transformed standouts into billboards that appealed to the ambitions of passers-by.

Why do media buyers choose out-of-home advertising?

Online advertising can be challenging for media buyers. Even if you don’t use an ad blocker, you’ll be bombarded with adverts, making it difficult to stand out. If an ad isn’t visible above the fold on a popular website, it’s unlikely to get noticed.

These aren’t issues with out-of-home advertising. Billboards, digital screens, and other forms of out-of-home advertising are unavoidable. Except for raising your hand in front of your eyes, they’re also unblockable. There’s no fold to get lost in, and there’s no lack of visibility. They’re the ideal medium for businesses to communicate their large, colourful messages.

Media buyers who have included out-of-home in their multichannel campaigns have discovered that it boosts the effectiveness of their other channels as well. “Consumers are 48 percent more likely to click on a mobile ad after being exposed to the identical ad on an out-of-home ad initially,” according to Ocean NeuroScience research. Similarly, Nielsen and the OAAA discovered that 46% of respondents surveyed had made an online search after seeing the object of their search in an out-of-home advertisement. Similar results were got with the most popular social media platforms.

Today, OOH is on the rise, with astute marketers allocating more of their money to this form of advertising. It is the only traditional media category that is currently increasing, with a growth rate of just over 2% in 2018. By 2021, the industry is estimated to generate $33 billion in revenue.

Why is out-of-home advertising so popular right now?

Given that out-of-home advertising is one of the oldest and most lasting kinds of marketing, it may appear strange that it is becoming more appreciated and significant today. What’s behind the on-the-go renaissance? One major factor is that out-of-home is becoming more computerised. Almost all the growth in the field is being driven by the new capabilities and increased efficacy of this industry refresh. Brighter colours, m ovement, and ease are all advantages of digital out-of-home media (DOOH).

While digital out-of-home can load numerous advertisements – or even many images for a single ad – into a system at once, updating physical media is a time-consuming and labor-intensive process.

The system can then cycle between them at the owner’s specified intervals. In order to catch a piece of the action, media buyers are lining up in droves. DOOH is growing at a 16 percent annual rate, which is helping to strengthen the broader OOH sector. Meanwhile, in recent years, static out-of-home advertising has remained relatively flat.