Discover how IKEA harnesses outdoor advertising to boost brand fame, achieve remarkable customer growth, and drive impactful ROI through creative campaigns.

Outdoor Advertising: The Power Behind IKEA’s Brand Fame

Outdoor advertising (OOH) is the powerhouse that drives brand fame. IKEA, the furniture giant, has mastered this by leveraging spectaculars and DOOH (Digital Out Of Home) campaigns to achieve outstanding results.

Outdoor Advertising as Content

Unlike other media, outdoor advertising doesn’t disrupt content; it is the content. High-quality creative placed in the right locations at the right frequency drives customer growth, ROI, and sales. According to a report from oOh!media, IKEA saw a 60% increase in new customers after a campaign across five metro markets.

Brand Fame: A Key Element

Brand fame is a critical measure of a brand's prominence in consumers' minds. Creative billboard campaigns that inspire audiences to share their appreciation are four times more effective at generating share of voice (SOV) than their less creative counterparts. This phenomenon is essential in today’s fragmented media landscape, where OOH stands out as the most powerful medium for building brand fame.

Reach and Creativity in Outdoor Advertising

As some traditional broadcast channels face audience declines, outdoor advertising remains an unstoppable force. OOH not only reaches audiences but does so at moments when they are most receptive to brand messages. From billboards on highways to digital street furniture, OOH integrates into consumers’ lives in ways that other media cannot match.

Creative Impact: The Secret to Brand Fame

While reach is crucial, creative impact is what truly cements a brand in consumers’ minds. According to research from Analytic Partners, 41% of OOH’s ROI comes from the quality of the creative itself. Campaigns that break through the clutter with bold, emotionally resonant ideas succeed. OOH allows for creativity in ways that other channels simply cannot. When done right, OOH doesn’t just catch attention; it demands it.

Building Brand Fame Consistently

True brand fame is built over time through repeated, impactful exposures. Campaigns that run across both classic and digital formats can achieve over a 30% uplift in sales. In the case of IKEA, a prolonged campaign using a multi-format OOH strategy led to a remarkable increase in new customers and brand penetration.

OOH: The Perfect Solution in Times of Uncertainty

Amid economic challenges and tightening media budgets, now is the time to prioritize brand-building efforts. OOH delivers high ROI, bridging short-term activations with long-term brand awareness. With a network of 35,000 digital and classic assets across the country, OOH ensures brands stay top-of-mind when consumers are ready to buy.