Reviving OOH: A Resurgence in Effective Advertising

Ad Dollars on the Rise

According to a prediction by Kayla Caticchio in a recent article for The Drum, budgets for OOH advertising are expected to reach a whopping $33.5 billion in 2023. This surge in investment suggests a growing recognition among marketers of the effectiveness of OOH in reaching audiences. Not only is OOH cost-effective, with costs ranging from $3-to-$8 per thousand impressions compared to online impressions at $17.50, but it also maximizes audience reach and motivates consumers to take action across various channels.

Integrate Those Campaigns

A fully-integrated campaign demands more than just digital strategies. Imagine an integrated campaign without an OOH component—is it truly fully integrated? Incorporating elements such as billboards and bus cards punctuates a brand campaign, increasing awareness and engagement. For marketers advocating for digital-only strategies, the potential of OOH to complement and enhance brand visibility should not be overlooked.

Out-of-Home Meets Digital Technology

Enter digital out-of-home advertising (DOOH), a modern take on traditional billboards and display cards. The audience targeting capabilities of DOOH mirror those of online advertising, promoting brand messaging through dynamic digital displays in public spaces. From supermarkets and gas stations to gyms, DOOH's versatility extends far beyond conventional locations, offering an extra measure of brand awareness.

Checkpoints to Keep in Mind

Considering integrating OOH or DOOH into your next campaign? Here are some key points to keep in mind:

1. Plan in Advance: Ensure OOH is part of your campaign strategy from the outset, aligning it with social media plans, website updates, and eCommerce initiatives for a connected campaign.

2. Budget Properly (and Early): Allocate funds carefully, recognizing the cost-effectiveness of OOH. Early budgeting ensures a great return-on-investment.

3. Get Creative with the Creative Product: Leverage the limitless potential of eye-catching OOH or DOOH ads. Consider innovations like QR codes for customer interaction and engagement.

4. Get the Media “Right”: Partner with an experienced agency for seamless media planning and buying. The EGC Group, with over 25 years of expertise, can elevate your OOH (or DOOH) presence.

A DOOH Example from EGC

In November, EGC's creative and media planning teams collaborated with client KISS Products Inc. to promote their latest product, "Falscara At-Home Lash Extensions," in both New York City and Los Angeles.

Conclusion

As we step into 2023, saying "Oh Yes!" to Out-of-Home advertising is more relevant than ever. Marketers who embrace the resurgence of OOH and seamlessly integrate it into their campaigns stand to benefit from its cost-effectiveness, broad reach, and the potential for enhanced brand awareness in both physical and digital spaces.