OOH Advertising: Marketers' Touchdown in Super Bowl

Remembering the Big Game's Big Ads

Remember the buzz around Tina Fey's appearance in a Super Bowl ad? Or Mr. T? Or that quirky gelatinous red creature dancing to "Flashdance"? If not, don't fret. Super Bowl ad recall is declining, despite the exorbitant costs, hitting a record $7 million for a 30-second spot this year.

The Enduring Power of Out of Home Advertising

While TV commercials from the big game quickly fade from memory, certain visuals endure. Who could forget the Luxor hotel morphing into a Doritos chip or the Strat hotel transformed into a colossal Don Julio 1942 Tequila bottle? These images, often glimpsed on social media, stick with viewers long after the final whistle.

This is the magic of out of home (OOH) advertising. Its ability to captivate audiences on a variety of formats sets it apart from traditional mediums. OOH boasts higher recall rates than TV, podcasts, radio, print, and online ads, making it an invaluable tool for marketers.

A Cost-Effective Alternative for Super Bowl Advertisers

In a world where every marketing dollar counts, Super Bowl advertisers could have gained more traction with an OOH campaign. For the same $7 million, brands could secure four weeks of exposure on digital billboards across top markets, garnering nearly one billion impressions. To put that in perspective, the Super Bowl attracted 123.4 million viewers this year.

Standing Out in a Sea of Competition

During the Super Bowl, when competition for attention is fierce, TV commercials risk being overlooked. But an OOH campaign always stands out. Just look at the creative executions in Las Vegas – hotels, tourist spots, transit platforms, even the iconic Strip became eye-catching canvases. Some TV spots during the game even nodded to OOH, showcasing its strength and effectiveness.

Extending the Reach Beyond Vegas

From Hellmann's to Budweiser, brands capitalized on OOH advertising, crafting innovative campaigns for the Sphere’s digital dome. Cheetos even built a Cheetos Chapel on the Strip, embodying the city's playful spirit.

But OOH's impact didn't stay in Vegas. These ads spread globally on social media, generating 5.9 times more posts than any other medium. With creative and technical advances, OOH empowers marketers to reach the right audience at the right time, cost-effectively.

A Game-Changing Strategy for Marketers

Consider the numbers: in 2023, the cost per thousand impressions (CPM) for a Super Bowl ad was around $63, while OOH's CPMs ranged from $2 to $9.

As marketers plan for Super Bowl LIX in New Orleans, one thing is clear: OOH should be part of their playbook. It's not just about reaching audiences; it's about leaving a lasting impression.

In conclusion, out of home advertising presents a compelling opportunity for marketers to break through the noise and make a lasting impact. With its creativity, versatility, and cost-effectiveness, it's no wonder that OOH is becoming an integral part of marketing strategies, especially in high-profile events like the Super Bowl. As we look ahead to future advertising endeavors, embracing OOH could be the game-changing strategy marketers need to score big with their audiences.