Is Out of Home Marketing Right for You?
The internet has drastically affected all types of traditional small business marketing—except for one. Out-of-home advertising is the only type of advertising that hasn’t declined due to digital advertising, according to a report from Borrell. In fact, spending on out-of-home advertising has grown consistently since 2008–except for a small decline in 2014–and is expected to keep rising for the next five years.
As the name implies, out-of-home (OOH) advertising refers to advertising in places outside the home (as opposed to TV and radio advertising or ads in print media, which come into the home). OOH can include billboards, bus shelter or bench signage, posters and signage in malls, arenas and stadiums; bus, taxi or other vehicle wraps; pre-roll movie ads in theaters; posters and signage in commuter stations and inside buses, trains or railway cars; and “place-based” advertising such as signs in restaurants, bars and health clubs.
If your business targets a local clientele, out-of-home advertising can be a great addition to your marketing mix. According to industry organization OAAA, out-of-home advertising generates more positive emotional responses in viewers than TV or radio. It also reaches a captive audience—people can't “block” a transit station ad or change the channel. In addition, the cost per impression is significantly lower than that for TV, radio or many forms of online advertising.
Out-of-home advertising is also quite effective. Borrell reports that among consumers who viewed any out-of-home advertising in the past month, some 61 percent take action.
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