Out-of-Home is Making a Resurgence
Out-of-Home (OOH) Advertising, most often referring to billboards, is making a resurgence. Once more, those who predicted that traditional advertising methods would no longer be viable due to the latest media opportunities, are being proved wrong. And part of the reason is because OOH is changing with the times.
Advertisers have always known the advantages of using billboards in their campaigns. Billboards can target a very specific geographic area. They have total market reach and are always “on” — 24 hours a day, 7 days a week — with limited distractions from other media, and they are more cost effective than most other media forms. They qualify for frequency of viewing because the same people pass by them day after day. And they are great for immediacy of call to action and can send viewers directly to your venue.
In a 2013 Arbitron advertising study, it found that 84% of people travelling in vehicles pay attention to the billboards they view. And with 98% of the population spending time in the car, averaging about 20 hours a week on the road, you’ve got a captive audience for your message.
In many places, digital boards are being used to replace the traditional vinyl or paper boards. The advantages of digital over traditional boards include lower production costs, ability to change the message with frequency, and the ability to end a campaign at a specific time.
In recent months, there has been an upsurge in OOH buying, and often from companies that own digital properties. One of the reasons given for this was that because there are so many digital outlets vying for attention in the same space, using another medium that has mass-scale reach and a “tangible real-world expression,” can set one brand out from its competition. Another reason for the choice of OOH is that online channels are becoming more expensive and this gives a more cost-efficient means of reaching consumers. OOH is becoming so popular that Netflix recently purchased a Los Angeles-area billboard company to promote their products!
So, when planning your next media buy, consider the advantages of adding Out-of-Home to your media mix for a plan that will draw new customers to your business.
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