Unlocking Impact: The Power of Multi-Format OOH

The Power of OOH Advertising

James Byrne, marketing manager at PML Group, recently shared insights in this week’s Out \ Look on Out of Home (OOH) advertising. Contrary to popular belief, Aristotle didn’t say, “A whole is greater than the sum of its parts,” but he hinted at a similar idea. This philosophy reflects the nature of OOH advertising, which is a multi-format medium designed to resonate with our multi-dimensional lives.

OOH advertising plays a powerful role in today’s media strategies. As a key touchpoint in the consumer journey, OOH, encompassing both classic and digital formats, amplifies your campaign’s impact, driving stronger brand engagement and visibility.

Increasing Attention to OOH

The release of the ROI TGI 2024 r2 data has confirmed that people are spending more time Out of Home while also seeing more OOH advertising. The study highlights that OOH is particularly effective at reaching elusive young, urban, upmarket audiences.

A notable statistic shows that 66% of Irish adults recall seeing at least one form of OOH advertising in the past week. This figure rises to 72% among Dubliners, 76% of Gen Z, and 72% of ABs. The combined strength of classic and digital formats is reinforced with recall rates of 62% and 59% respectively. The enduring power of classic Out of Home formats, combined with the immediacy and flexibility of Digital OOH, are driving growth in the sector. Our IMPACT research program has shown that multi-format OOH campaigns can boost recall by up to 70%.

Effective Campaign Traits

Earlier this year, we published the winners of our annual IMPACT Awards, recognizing the most effective campaigns in the medium last year. Analysis of the twelve category winners reveals common traits that highlight what works in generating impact and awareness through OOH campaigns.

All twelve winning campaigns were multi-format and multi-environment in nature. Engaging consumers at various key touchpoints in their daily lives builds both coverage and frequency, and a complementary multi-format approach garners the best outcomes. Both classic and digital elements were common across all winners, with 75% incorporating retail presence and two-thirds utilizing transport formats as part of their OOH mix.

Innovative and Dynamic Messaging

Many successful recent campaigns have integrated dynamic messaging or innovative specials to enhance their mass marketing approach. Our Liveposter Dynamic platform enables brands to deliver contextualized, optimized content across multiple media owner digital networks at scale. This content can be served based on pre-scheduled timings or live data, allowing brands to benefit from mass reach with optimized messaging. This integration of classic formats and digital innovation is a powerful combination, facilitating nuanced conversations with consumers.

The Shift in Consumer Behavior

According to TGI surveys, over a million Irish adults (29%) now use public transport at least once a week, which is a 6% increase since 2022. In Dublin, this figure rises to 53% (up 11% in two years). Furthermore, 26% of Irish adults spend nine or more hours traveling weekly—up from 23% two years ago. This increase highlights the significant exposure opportunities for OOH campaigns, magnifying their potential impact.

Out of Home advertising is equipped to build brands, influence consumers, and drive response. It serves as the ultimate creative canvas. While digital innovation is transforming the medium, it’s essential to recognize the merits of classic formats like billboards, 6 sheets, and bus panels. These formats continue to resonate with consumers and deliver results for brands year after year.

Driving Response and Engagement

In terms of driving response, two-thirds of OOH consumers have taken action after seeing an outdoor ad, and 26% often discuss things they have seen advertised on posters. Heavy travelers are particularly likely to act after encountering an outdoor advertisement.

The latest IPA TouchPoints report emphasizes the prominence of OOH as a leading medium throughout the day, week, and year. OOH advertising remains unrivaled in delivering over 90% weekly coverage since 2019. It allows brands to reach mass audiences at the right time and in the right place, ensuring that ads are seen in a brand-safe public forum where they cannot be skipped.

Conclusion: The Power of Multi-Format OOH

In summary, individual formats and environments all have key strategic strengths, but when combined to create sophisticated mass marketing campaigns, OOH reaches its full potential. As we continue to embrace espectaculares, DOOH, and marca in our campaigns, we position ourselves to maximize impact and awareness in an increasingly complex media landscape. Aristotle would undoubtedly appreciate the logic behind this multi-faceted approach!

 

 

 

 

 

 

 

 

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