Out-of-Home Advertising: Shifting Focus to Conversion

For years, out-of-home advertising has been a staple for startup brands looking to make a splash in major cities. From provocative subway ads to Broadway-inspired billboards, the goal was simple: get people talking, sharing, and, hopefully, buying. But as marketing budgets tighten and profitability becomes paramount, brands are reevaluating their out-of-home strategies. No longer just about awareness, they're shifting focus to conversion. Let's explore how brands are adapting to this new landscape.

The Evolution of Out-of-Home Advertising

Traditionally, out-of-home advertising was directional with a clear call to action. However, with the rise of direct-to-consumer (DTC) brands, it became an opportunity for clever and provocative campaigns. Venture capital-backed startups saw it as a milestone, bringing their online presence into the real world. But in recent years, the goals have become more granular.

Targeted Approach to Drive Sales

Today, brands like Saint James, Dagne Dover, and Coterie are using out-of-home not just for brand awareness but also to drive sales. They're targeting specific demographics and locations, leveraging digital, AI-powered displays to reach local shoppers. For example, Coterie's OOH campaign featuring brand ambassador Karlie Kloss aims to establish brand awareness while targeting areas frequented by parents interested in their products.

Measuring Success

Metrics are crucial in evaluating the effectiveness of these campaigns. Coterie has seen an increase in website sessions in key markets, while Saint James tracks performance through QR code coupons on billboards. For Dagne Dover, the focus is on targeting specific demographics likely to purchase their products, leading to increased interest and conversions outside their usual audience.

Bridging Awareness and Conversion

While out-of-home advertising is often seen as an awareness play, brands like Saint James view it as a bridge between awareness and direct action. By strategically placing billboards near retail locations, they can drive foot traffic and sales. In today's data-driven world, out-of-home advertising is evolving to become a more targeted and effective channel for driving conversions.

As brands continue to rethink their out-of-home strategies, one thing is clear: the days of splashy billboards solely for brand awareness are evolving. In this new era, out-of-home advertising is becoming a powerful tool for driving real-world results.