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A just-out survey of marketers across the country revealed that only 13% of those who use out-of-home in their omni-channel campaigns are using both traditional and digital out-of-home media.Frankly, we were shocked.
Almost half of the survey respondents (45%) said they use only traditional OOH. Another 42% said they use only digital OOH. That means 87% of marketers are failing to take 360o advantage of advertising opportunities in the real world.
It begs the question – well, why not?
You wouldn't post on social only to only half of your followers, or follow up with only half of your sales leads, or (heaven forbid!) spend only half of your marketing budget.
Interestingly, marketers who work for small and midsize companies are leading the way. They are 114% more likely than those at enterprise companies to use both OOH and DOOH. In fact, SMBs were 20% more likely to have used some type of OOH in 2021 than enterprise-level brands.
So, why such a strong preference for one type or the other?
The appeal of traditional OOH
Among marketers who rely solely on traditional out-of-home, a resounding 96% are confident in their results.
Static OOH is a highly effective, refreshing alternative to online advertising consumers are tired of seeing. OOH has the power to stand alone, but it’s a chart-topper when you use it to boost reach and response of online advertising. Simply adding billboards to your Facebook ad campaign can generate 4x lift, more affordably.
One reason OOH is so effective is that it literally does stand alone – in place and offering 100% viewability 24/7, unfettered by a surrounding clutter of other ads or distracting content that so often dulls the value of online ads.
With OOH, you can:
- Make lots of lasting impressions to build brand awareness or exploit longer dwell times using contextual targeting and content to motivate a specific type of engagement
- Place ads sequentially to follow audience travel patterns
- Add dimension and intrigue with clever extensions or 3D components
- Measure results in surprisingly sophisticated ways
The appeal of digital OOH
Among marketers who rely solely on DOOH, 75% are confident in their results.
According to a DPAA study in 2021:
- 81% of advertisers said they planned to include DOOH in their 2022 budgets
- 77% said they were at least researching DOOH to learn more
You can go live with new ads (or make changes) quickly, since it's all electronic – nothing to print or physically post. You can create dynamic content that changes according to the weather, the time of day or other factors. You can use video.
You can reach highly targeted audiences almost anywhere indoors or outside where there are digital screens.
Increasingly available programmatic automation makes it easier to buy and target ad placements as well as measure results, whether you’re using DOOH alone or in conjunction with multi-channel campaign.
The 13% are getting it right (you can, too)
You cannot be in the right place at the right time with the right message if you're limiting your options! Together, OOH and DOOH offer a plethora of inventory choices and placement possibilities.
Just as you choose among multiple channels to craft a campaign that will carry your message and deliver results most effectively, you can consider any of the myriad out-of-home options based on your campaign audience and goals. Mix and match, as they say.
Maybe you don't need both digital and traditional OOH every time, but limiting your choices up front does is self-defeating.
With such a small percentage taking full advantage right now, there is ample opportunity for canny marketers to forge ahead of the competition by connecting with audiences at exactly the right moment wherever they are in the real world.
- 98% say their company's interest in OOH advertising in tier 2 and tier 3 cities has increased over the last year. This may be because so many of the marketers who understand the comprehensive value of D/OOH are working in SMBs.
- 92% of marketers who are already using OOH and/or DOOH are increasing their out-of-home budget in 2022, and 15% of them are pulling funds from email, paid social and paid search to make it happen.
The truth is, traditional and digital OOH are different, which makes them perfect complements to one another. Nearly all (94%) of marketers agree that OOH is the best at surprising and delighting viewers. Using OOH + DOOH gives you more ways to surprise and delight.
Is it complexity that's holding you back?
A little more than half of those who didn't use OOH at all in 2021 cited difficulty of buying and managing inventory. But there's no reason to let confusion or lack of confidence keep you from going whole hog with OOH.
You can do this. And you should, if you hope to out-market the competition. Half-measures just won't do in 2022. At OneScreen.ai, we're excited about the potential of out-of-home so we're here to help marketers reach their full potential using OOH.