Out-of-Home Advertising (OOH) is off to another strong start this year and is projected to keep on growing, through the current economic instability. Last year was one for the record books as well, as we saw OOH quickly bounce back to pre-pandemic levels.
Based on this channel’s history, it’s no big surprise. Historically, OOH has demonstrated its resilience throughout social and economic swings. Sure, there were some under-performing years, but it always bounces back. Advertising in the outdoor space has been around for thousands of years for good reason; it works. From ancient Egyptians using stone pillars for public messaging, evolving into what we see today, OOH has had a long and colorful history. More on that here: OAAA.org
Using the power of OOH, is a must in today’s marketing environment.
With online digital marketing becoming a more difficult task, due to the increasing privacy regulations, and ad-blocker use, marketers need to expand their methodology and add OOH to the mix. To rely solely on online digital advertising will leave marketing campaigns missing the mark.
We will see brands continue to shift budgets away from digital and back into traditional OOH, as it is an effective way to reach potential customers. It cuts through the clutter, reaches target audiences, and reinforces branding, making it a powerful alternative and necessary addition to online ads.
OOH is more than just billboards. It is all advertising experienced outside of the home. Our specialty, transit advertising, includes buses, bus shelters, bus station signs, digital kiosks etc. Transit advertising is the “vehicle” that creates top-of-mind brand awareness. It is an affordable high-frequency reminder of goods and services that reinforces all other marketing efforts. Recent studies have shown that all out of home advertisements produce significantly higher ad recall with consumers versus other media channels. Consumers will see your ad out in the real world and remember it, so they can seek you out in the future.
Cities are busy again and traffic is back to pre-pandemic levels. Over half of these people notice advertising experienced outside of the home even more than they did a year ago. (*OAAA-Harris Poll) This is your year to power up your marketing mix.
Here are a few things to keep in mind as you plan this year’s marketing strategy:
Bus shelters and street level kiosks will be valuable assets. With many mobile phone users blocking location services to protect their privacy, it is difficult to target consumers using Geo-targeted advertising. In using bus shelters and kiosks, marketers can target ads to specific locations. With digital kiosks, messaging can be updated frequently, adding further value by having a more targeted message. Retail and small businesses can use bus shelters and kiosks near their store; an effective way to target customers nearby.
Bus signage will be the most efficient way to reach your target audience. In addition to the digital advertising challenges, many consumers have shifted from watching local TV to streaming TV, with many folks paying up for the ad-free tier. With less ad spend in this arena, marketers will look to OOH. Using always-on-the-move bus advertising, allows messages to be seen by larger audiences, throughout entire cities, from busy downtowns to residential neighborhoods.
Brands will plan ahead. OOH will no longer be an afterthought for the big brands. With their overall campaign goals set early, they will purchase ad space well ahead of time, securing the exact medias and locations they want. Last year likely set up a scarcity mindset, with assets being sold out for multiple quarters of the year. Not everyone could find the space they wanted.
Brands will use powerful visuals and storytelling to reinforce emotional connections. A well-designed ad will stand out immediately and stop the viewer in their tracks. It will incite emotion and drive action, like shares on social media, visits to a website or remembering that brand to later make a purchase. Consumers cannot ignore creative outdoor visual ads in the same way they can ignore tv, social or online ads. Brands that connect with consumers and acknowledge “getting through this together,” will see even more engagement. For more information on the power of good design, visit our blog article: EFFECTIVE OOH DESIGN
During an economic downturn, it is more important than ever to engage with your customers and maintain relevance in order to sustain overall brand health.
You want to remind customers how your brand matters to them and what value you bring them. Brands that maintain or boost their ad budget can see success in the long run.
So, don’t slash your marketing budget because you are worried about the current economic turbulence or possibility of a recession. Now is the time to fine tune marketing messages and develop the right kind of strategy. Being agile as a brand can mean the difference between success and failure during economic instability.
When the economy turns back around, there will be brands that gain market share by their continued conversation conveying their great products and services. There will also be those that miss out by being shortsighted. Pulling marketing budgets back could set you up to only have a small piece of the pie when the economic recovery begins.
So, trust in the power of OOH advertising. It is an essential advertising choice and will remain effective through any economic uncertainty. Don’t cut back on your slice of the pie, position your business to take a bigger piece!