Tech talks: Out of Home advertising in a world of digital innovation

Out-of-Home (OOH) is one of the oldest mediums of advertising; dating back to the Egyptian obelisks which were placed in key locations around the city to mass communicate laws and treaties to the public.

2,000 years later and OOH advertising is still one of the most effective ways of reaching a mass audience. In fact, a new study from the Outdoor Advertising Association of America claims that OOH is the most effective channel for driving search, with over 45% of people turning to Google after seeing an OOH ad.

As with most media platforms, the drive forward in data and digital innovation is transforming the Out of Home industry. From the way that we view, serve and buy OOH ads, time, content and contextual relevance will be the new pillars of OOH media placement. Data from our mobiles, smart watches and other wearable tech will change the way Digital Out of Home is targeted and deployed, creating ads that are highly relevant to those around them. The data feedback loop will also make them more measurable and powerful than ever before.

Even in this digital world, clever copy and eye-catching creative on paper-and-paste billboards and bus stops continue to command attention. But innovation, technology and data bring a whole new world of opportunities for OOH advertisers. From Augmented Reality and facial recognition, to dynamic content delivering specific messages tailored by time, audience and location; the new possibilities presented by OOH advertising makes this medium even more effective than ever before.

Technology brands are outpacing every other vertical in their investment in out-of-home media. In fact, one-quarter of the top 11 current OOH advertisers today are tech companies.

This may seem counter-intuitive: When you think about digitally native companies marketing to consumers, OOH isn’t the first thing that comes to mind. And yet, tech companies continue to invest in OOH as one of the last true mass-market mediums.

In contrast to other channels, OOH doesn’t require a specific device, website or application to reach consumers. All people need to do is step outside.

For more information on OOH and DOOH advertising, and how we can help with your next campaign, contact us today at 210-610-5012 or email service@bmoutdoor.com

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