Out-Of-Home marketing refers to content specifically designed for display in public spaces. These are images or videos that are showcased on signage and billboards in various high-traffic locations such as city streets, transportation hubs, shopping centres, and entertainment venues. OOH is created to capture the attention of passersby through dynamic, engaging content that often includes animations, eye-catching visuals, and sometimes interactive elements. The aim is to make a memorable impact on a broad audience, maximising visibility and engagement outside the traditional home or online environments.
Where shall I look at putting OOH Ads?
Location is extremely important for OOH Marketing as within itself OOH advertising is location driven. You need to consider where your ads would have the most significant impact. With the rise of DOOH, there is greater potential for your analytics to assist with these decisions. However, with traditional OOH advertising your ad will likely be a static image that is displayed for a certain period of time. Therefore, you need to be sure your target audience is going to notice you. Marketers have more information than ever on their consumers, so using their analytics they should be able to create a persona of their ideal customers and use this to pinpoint where their customers would see their ads.
Okay so… What is DOOH?
Digital OOH is the use of digital screens to display your adverts. This also means you can use videos to showcase on digital billboards and signs. Digital screens are even displayed within city centres now, meaning you can be more reactive when displaying your ads. Marketers have more information on their audiences than ever, meaning you can use your research to fuel your reactive marketing. You can personalise the DOOH ads, make them interactive and even display them at peak times such as rush hour or dinner time to help achieve your engagement.
What can you gain from using OOH marketing?
By capturing the interest of passersby, this advertising can make a memorable impression, increasing the likelihood of viewers remembering the brand and the message. OOH marketing is typically placed in high-traffic areas, such as city centres, transit stations, and along busy roads. This placement ensures maximum exposure to diverse audiences, significantly boosting brand visibility.
With the growth of social media and digital advertising, it can be hard for your content to cut through the noise. OOH marketing solves this by advertising to consumers whilst they are out and about within their daily routines. They are difficult to avoid as companies who own the advertising spaces have been strategic with their placement, thus meaning consumers .
What are the costs associated with producing OOH videos?
Let’s be clear, OOH Marketing is seen as traditional marketing and therefore costs can escalate quickly. Typically, you would need to consider the cost of production and the expense of wherever you choose to showcase your advert.
However, at DayOne, we have extensive experience with using the power of CGI and Ai to create visually exciting ads. By using these technologies within our arsenal, we can fabricate unique and captivating content that might otherwise be infeasible due to cost or logistical challenges. This innovative method allows us to deliver bespoke and impactful visual narratives that stand out in crowded advertising landscapes.
What do you need to make your OOH Marketing effective?
Graphics. OOH Marketing is dependant on eye catching graphic design work. Whilst we agree that the copy of your ad is very important, however, it needs to be kept short and simple. Due to the fleeting nature of OOH Marketing you need to ensure that your ad is visually exciting and will catch the attention of everyone passing by. When designing your ad, brand recognition is also vital. Meaning that the artwork of the ad needs to be easily identifiable with your brand. Passers by of a poster might not have the time to go onto your website to buy while they are stood there looking at your ad, meaning the branding needs to be easily recognisable so the next time they are stood in a shop, or looking online, people do recognise your product/brand from the ad they passed. Your graphic design team needs to ensure your ads are memorable, visually exciting, innovative and in keeping with your brand identity.
OOH Vs Faux OOH
When using OOH Marketing, the idea is to take your product/service and showcase it in traditional advertising methods, such as billboards. Whatever you choose to advertise through OOH Marketing is real life, so for example a product or an event/art installation you are able to attend. Faux OOH videos have become increasingly popular on social media as they showcase a product in a concept that isn’t able to come to fruition in real life because of location permissions, health & safety or budget restrictions. For more information on Faux OOH Videos you can check out our journal entry ‘Trending: OOH Videos’.
All images and artwork used in this article were OOH designs by DayOne.
