understand what Out of Home media is and why include it in your strategy – WAU
Out of Home media can be defined as the set of messages and advertising actions capable of reaching your audience outside their homes. Do you want to know more about these media and how they have reinvented themselves? Then check out this post!
If you think that posters, informational pillars and billboards are a thing of the past for marketing, know that you are partially correct.
These and other similar disclosure formats are really old and help us to understand what Out of Home media is, but the truth is that OOH still has its place in the present and promises to continue making a tremendous success in the future.
The biggest highlight of the moment, however, is DOOH, or Digital Out of Home, a small variation of OOH that describes the use of digital monitors to display ads. According to the Global Digital Out of Home Market survey, until 2022, this market must exceed $ 5 billion.
It is also wrong to think that these advertising spaces only serve traditional consumer goods companies. The big internet players, for example, have already realized the importance of establishing their space on the streets, and the impacts are even greater when these two worlds combine.
Still not convinced? Don’t worry, we still have several concepts, data and cases to prove once and for all that the Out of Home media is one of the biggest marketing stars of all time! Continue reading and check it out!
What is Out of Home Media?
The main objective of the Out of Home media is to reach people during their journey through streets, avenues and highways or in public spaces, such as squares, shopping malls, parks and exhibitions. We can define the Out of Home media, then, as the set of messages capable of reaching consumers outside their homes.
The most iconic example of OOH is Times Square. The famous New York commercial intersection is already home to more than 50 digital panels that are open 24 hours a day, every day of the year, and the display price for every square inch on them is no less than $ 5,000 a month.
The name Times Square came up with the arrival of the newspaper “The New York Times”, a time when its prominent luminous panels began to be installed and the streets gained a new landscape that has only been strengthened throughout history. Coca-Cola is one of the veterans of the place, having been present since the 1920s.
What advantages does OOH offer?
Throughout its history, Out of Home media has increased its popularity and results as people have spent more time away from their homes. But, in addition to contemplating these behavior patterns, what can the Out of Home media offer to a business?
Excellent value for money
Advertising in Times Square may not be for everyone, but in general, the cost-effectiveness of OOH media is quite advantageous, even for small businesses.
According to data from Forbes magazine, the return for every dollar invested in Out of Home media is around $ 5.97 in revenue. And the advantages of this type of advertising go far beyond an attractive ROI (Return on Investment).
Currently, Content Marketing is one of the main strategies adopted by companies in the most varied sectors, as it is an ingenious solution to attract the modern consumer, who enjoys the freedom to consume the information he wants, at the time he wishes.
In this “on demand” scenario, with ad blockers and commercials that can be easily ignored, external advertising also appears as a alternative for brands to remain present in people’s daily lives, albeit in an interruptive way.
The increasing flow of migration to large urban centers, the greater presence of women in the labor market and the increase in the population itself is increasingly populating the streets, and all efforts by the OOH media are aimed at reaching this consumer on the move.
Millions of people can move around the same places every day and, no matter how distracted they are by their needs and commitments, it is undeniable that several of them will be impacted by the messages that cross their paths.
Efficient for mass or segmented disclosure
The general characteristics and particularities of people who walk the streets can vary significantly, however, it is possible to distinguish specific groups when considering different variables, such as time, day of the week, destination and, mainly, location.
Therefore, the Out of Home media proves to be a efficient strategy both for companies with a wide audience, which need to reach large masses, and for organizations that work with specific niches.
It is not by chance, even if the message has a wide exposure, it can be developed to attract the attention of only a certain group.
What are the main Out of Home media formats?
Posters and billboards are undoubtedly the best known, but there are several other Out of Home media formats that can be used by companies that want to leave their mark on the streets. Check out the main ones below!
- billboard: very common in avenues and highways, the billboard is the traditional wooden or metal panel made to house an advertisement printed on paper or canvas;
- posters: one of the simplest and most accessible formats, posters are printed on paper, canvas or similar materials, usually hung on storefronts;
- backlight: very common in bars and other types of night shops, backlights are structures with internal lighting made for advertisements printed on translucent material;
- frontlight: similar to the backlight, the frontlight differs only in that it features external front lighting focused on the print ad;
- backbus or busdoor: they are the advertisements affixed to the back of the buses.
Less traditional formats
- gable: large ad spaces available in buildings with windowless walls. It is a famous format in large shopping centers, but it is not so common as it is prohibited in some municipalities;
- projection media: instead of spending several kilos of paper or canvas printing a big ad, why not design it on clean panels or building facades? In addition to being sustainable, this media draws a lot of attention;
- digital panels: they are already frequent in capitals and large cities, but have not yet gained much strength in small municipalities. The expectation, however, is that this picture will change soon;
- interactive panels: high definition monitors with internet access and viability for technological innovations such as 3D ads and augmented reality are the main trend of Out of Home media.
What metrics are used and how to measure them?
Assessing the return on investment of OOH shares has always been a challenge for marketing managers, but new technologies promise to guarantee much more accurate results. Check out!
Municipalities in general usually offer statistical data on the flow of vehicles and people on certain streets and regions. This information can be used to estimate the reach of an ad positioned in a specific location.
However, more accurate data can be obtained through video monitoring and image analysis via software, in addition to the use of more refined resources such as WiFi Tracker, a tool capable of identifying devices with WiFi and even estimating the time spent by each of them in a certain location.
Lenght of stay
In addition to real-time monitoring and WiFi Tracker, other interesting features can be implemented to obtain data on the public in circulation, such as geolocation and integration with digital platforms.
The cat’s jump, therefore, is in the implementation of means that enable the exchange of data between smartphones and the platforms that manage OOH media.
From the data collected, it is possible to estimate the geographic coverage of the ads and the impact range of the message in a region.
As people tend to work away from their homes and focus on big cities, a well-located ad can carry a message over long distances, and even out of the state when positioned in tourist regions.
Social media engagement
In addition to increasing public contact time with your brand and stimulating engagement, social networks are an excellent tool for measuring the performance of offline media.
Capturing new followers in OOH ads or promoting specific campaigns using the panels, it is possible to estimate the number of people who are really reached by the message.
How to combine OOH with digital marketing practices?
The world’s largest digital monitor installed in Times Square and opened in 2014 had Google as a newcomer, and Netflix invested about $ 150 million in buying 32 panels on the Sunset Strip in Los Angeles last year.
It is clear that internet giants have already realized the importance of OOH media, even though they have consolidated their brands on digital platforms. The fact is that we are living in a moment of integration in which the online world is increasingly blending with the offline.
In this sense, the possibilities of the Out of Home media become even greater and the chances of capturing public attention as well. Look at that!
OOH and social media
Imagine marrying the immense potential for social media engagement with the incomparable reach and impact of Out of Home media. Quite a combination isn’t it?
Currently, encouraging the use of a hashtag is the most common action promoted by companies, but several other resources can be exploited.
This is the case with goals to be achieved in exchange for presentations or prizes (such as number of likes or posts), and promotions that encourage the production of content by the public (such as photos, videos and posts), among others. In any case, creativity is essential!
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OOH and digital platforms
Have you ever imagined buying an advertising space on a digital billboard in your city without having to leave your home and still have metrics and segmentation resources?
This is already possible in some regions of the country and the expectation is that the hiring of Out of Home media services will be progressively simplified and similar to the purchase of sponsored banners on the internet.
The advancement of technology in monitors is turning this equipment into real windows for the internet. The experience in large shopping centers will be more familiar with the experience of users on websites and blogs that generally share their “landscape” with interactive ads.
Still, even on traditional panels, pillars, flyers and posters made of paper, it is possible to work on interaction with digital platforms.
We can quote, for example, the combination of advertised messages with application functionality (such as the QR code) and the availability of promotional codes that award prizes or discounts in e-commerce.
OOH and segmentation
Segmentation is one of the strongest points of Digital Marketing and the Out of Home media is not far behind in this sense, although its formats are usually aimed at mass dissemination.
One of the main differentials of digitizing external inventories is that ads come to life and are able to transform multiple times, according to the advertiser’s strategies and preferences.
More advanced monitors allow you to synchronize the images with the time, commemorative dates, people flow in the place and even the current weather conditions. If you work selling ice cream or soft drinks, for example, imagine how convenient it would be to show your ad at exactly the hottest times of the day.
How does it all work in practice?
It’s time to see how it all works in practice! To end this article with a flourish, we separated some cases of OOH beyond famous ones that reveal the power of these media today.
To demonstrate the effectiveness of OOH media and their integration with social networks, the London Association of Out of Home created a very creative campaign called Robson’s Life.
Always with a small clue about his life, images of a mysterious man named Robson were spread over the cities of São Paulo and Rio de Janeiro, on billboards, subways and bus stops.
That was enough for the campaign to become a mystery case with huge repercussions on social networks, but soon the creators revealed the whole story, making clear the impact that the Out of Home media are still capable of generating.
Netflix Gif Campaign
Seeking to fully exploit the potential of its digital panels, Netflix caught the world’s attention with a rather unusual campaign in London.
Several different monitors installed in a large commercial area were programmed to display scenes according to the events of the place where they were located.
When stores were full, hundreds of crazed zombies were displayed, and when it rained, the screens changed the image to rainy scenes. In total, there were more than 100 gifs prepared to run if any kind of thing happened on the spot.
Have a break, have a Kit Kat
The success of Out of Home media is not just due to technological innovations and online strategies. Even without surprising resources, some cases make it clear that good old creativity can be enough. This is the case of Kit Kat, which, with a mere “incomplete” billboard, inspired advertisers around the world.
When announcing his famous slogan “have a break, have a Kit Kat” (take a break, take a Kit Kat) on a panel, only part of the message was fixed with a ladder positioned exactly where the image stopped, implying that the person responsible took the slogan too seriously.
So, did you like to know about OOH media? Then also benefit to continue learning by reading our complete content on performance media!