If you’ve ever thought out of home (OOH) advertising was for other businesses but not yours, think again.
As the oldest form of advertising, having been around for more than a century in the form of signs, posters, and billboards, OOH is also one of the most versatile and visible forms of advertising for any business.
With the upswing in digital screen usage around the world as more smart cities arise, OOH advertising has morphed from singular posters to coordinated screens, interactive advertisements, and app-enabled engagement.
Digital screen usage in OOH advertising has created new opportunities for virtually any business to leverage smart screens in their marketing mix. In fact, digital signage is widely recognized as one of the most powerful tools in advertising.
Why use OOH?
Out-of-home advertising has a multitude of benefits for businesses in all sectors and of all sizes. With its vast reach and the new opportunities for digitization, OOH is surprisingly affordable – giving businesses one of the best bangs for the buck spent.
DOOH provides all the benefits of OOH with the added boost of moving screens, the use of sound, more vibrant colors, and the ability to capture data to help you better target your customer base, allowing you to make informed decisions about your campaigns. In addition, DOOH allows you to quickly and cost-effectively update ads mid-campaign for greater impact based on learning.
How to get started
You’ll need to start by determining where your ads will run. Because OOH advertising can impact the path-of-purchase, outdoor advertising in areas geographically near your business are a great starting point. Don’t have a physical location? Don’t fret – consider placing signage in the most high-traffic areas where you know (or can feel assured) your customers frequent. If you’re still not totally sure, consider this: 56% of the population in the Philippines regularly uses public transportation. Bus terminals, train stations, and subway platforms are a great place to start.
Outdoor advertising is high impact. Unlike other forms of advertising media, outdoor advertising is part of the environment. It can’t be turned off, closed, or ignored the way television, digital, or radio ads can. Since the viewer has no control over whether they see it or not, outdoor advertising gives your campaign more impact for a longer period.
Because it stands alone, outdoor advertising demands attention. Often large in size, outdoor ads make themselves visible at both close and large distances and tend to be creative and expressive to further gain more attention for consumers. With a high reach and mass audience, outdoor ads are public and produce a high return on marketing investment in all categories. Just think of New York’s Time Square.
But just because the advertising is out of home doesn’t mean it has to be outside. When considering the competition between signage in outdoor spaces, indoor screens can also provide your business with a ticket to success.
Indoor DOOH advertising can include signage within your location, such as kiosks throughout the space or at cash registers, but more likely it includes screens in public spaces. For example, you can run ads on digital signage inside shopping centers or transit spaces (bus terminals, subway stations, airports etc.); television screens within hospitals or healthcare centers; jumbo-trons within arenas, and a multitude of other indoor spaces – like coffee shops or business centers.
Digital signs placed directly in your place of business provide an opportunity to sell, up-sell, and further engage your customers through special offers or self-serve options.
For brand awareness and optimum audience-targeting, consider the spaces your potential or current customers might frequent. If your business is in the health and wellness sector, medical office waiting room screens can be leveraged to capture the right audience. Automotive service businesses can go on-the-nose by choosing large-scale digital signage near motorways and car parks. Professional service providers, like print companies, might advertise on the screens within professional center elevators. The opportunities are endless.
Choosing the right screen(s)
Now that you’ve determined where you’ll advertise, it’s time to consider what screens you’re using to promote your business. Choosing the right signage for your OOH advertising is an important step in using digital signage. Digital screens can vary in size, vibrancy, and capability. Determining the type of advertisement you intend to run will dictate the best form of screen to use.
Screens located near to or behind your cash area can help you close a sale, while kiosks with interactive technology like tablets throughout the store allow customers to help themselves and create up-selling opportunities. If your shop is within a larger space, use the screens within the shopping center’s food court or common areas to direct customers to your space.
And, don’t forget: Timing is everything. Coffee shops may want to schedule advertisements to run between 5 am – 11 am during weekdays, while upscale dining restaurants choose 2pm – 7pm ad times closer to the weekend. Run your ads at the times that make the most sense for your business and ramp up seasonally as required, like before major holidays.
The Bottom Line
Chances are good you wouldn’t discount traditional advertising as a good choice for your business, so why not DOOH? Whether you’re a small, family-run business or a large, multinational conglomerate, DOOH helps you close the loop on your digital marketing efforts and can act as a strong player in your marketing mix.