When considering possible advertising media most advertisers do not immediately think of Outdoor Advertising (also known as Out-of-Home or OOH) for their business. And yet, Outdoor is ubiquitous, touching almost everyone every day. So why should you use Outdoor? Consider the following 8 reasons to use Outdoor Advertising:
The Reasons:
1) Outdoor reaches 99% of consumers on a typical day. That is higher than any major advertising medium.
2) Out-of-Home costs less. OOH has the lowest average cost per 1,000 impressions of all major media.
3) According to Nielsen OAAA, Outdoor has the highest ad recall rate. 67% of consumers will recall the message of an OOH ad and 82% will recall a digital OOH ad.
4) Outdoor is pure advertising medium with no editorial or programming content. Less distraction leads to higher recall rates.
5) Outdoor allows for geographic targeting. This is probably one of OOH’s biggest strengths. With correct targeting there are few wasted impressions.
6) You can target Demographically with Out-of-Home. OOH ratings tell us race, age, gender and income of the people who pass our panels.
7) All of the standard media metrics are available with OOH. We can report on Reach, Frequency, Rating Points and CPM (cost per thousand impressions) for each panel or campaign.
8) Outdoor connects to mobile. Many people who see a mobile ad will then search for the advertiser online, access a coupon, download an app or even take a photo of the ad.
Outdoor Advertising Is Natural
Outdoor advertising is less intrusive than many other media forms. Most people do not turn on a TV to see a commercial. They don’t go to a website for pop-up ads. Outdoor ads appear more naturally in our environment. Billboards on a highway, signs on bus shelters or in train cars are expected. And if the creative is appealing it will draw our eye, even if only for a few seconds. At that moment the ad has succeeded. Just another of the 8 reasons to use Outdoor Advertising.
Outdoor Advertising Gets Better
As other media have evolved so has Outdoor. Every day more panels are converted to digital, reducing the cost of production and making changes to creative quicker and easier. Measurement techniques have become more sophisticated as well, allowing for more accurate data to evaluate opportunities. As you can see, there are really more than 8 reasons to use Outdoor Advertising. Because Outdoor has such tremendous reach and yet great flexibility in targeting it should be considered far more often by savvy advertisers. The next time you think about marketing your business consider how Outdoor might play a role.
