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Why Out-of-Home Advertising and Digital Marketing are the Perfect Pair
Written by: Jennifer Nelson - Oct 25, 2024 9:32:11 AM
In the dynamic advertising world, digital marketing has become a cornerstone for brands aiming to connect with their audiences.
However, to maximize impact, it’s essential to integrate other channels, and one of the most effective complements to digital strategies is Out-of-home (OOH) advertising. In this post, we’ll explore how OOH can enhance digital marketing efforts, backed by compelling facts and figures. We’ll also provide an overview of the various OOH formats and discuss the benefits of partnering with an OOH media buying agency.
The Power of OOH Advertising
Recent statistics from OAAA reveal that OOH advertising continues to thrive, with spend on OOH hitting $8 billion in 2022—a 20% increase from the previous year. This growth underscores the medium’s relevance in today’s advertising landscape. Here’s how OOH can amplify digital marketing campaigns:
- Expansive Reach and Visibility
A Nielsen study found that 68% of adults notice OOH advertising while reaching 90% of the U.S. population each month. This level of exposure is difficult to achieve through digital marketing alone, particularly when considering the ad-blocking trends that have emerged in recent years. With such extensive visibility, OOH can effectively target audiences in their daily environments—whether commuting, shopping, or socializing. This widespread exposure complements digital channels, reinforcing brand messages and increasing the likelihood of consumer engagement.
- Increased Brand Recall
Studies show that OOH advertising significantly boosts brand recall. According to the OAAA, OOH campaigns can increase brand awareness by up to 48%. When combined with digital marketing, the recall rate rises even further—consumers exposed to both OOH and digital ads are 43% more likely to remember the brand than those exposed to digital ads alone. This heightened recall is crucial for creating lasting impressions in a crowded marketplace.
- Effective Targeting
Today’s OOH advertising is highly sophisticated, allowing for targeted campaigns based on demographics, location, and even real-time data. For instance, advertisers can customize messages according to weather conditions or traffic patterns. A study by Geopath found that targeted OOH campaigns can enhance audience engagement significantly, making it a powerful tool for digital marketing agencies aiming to deliver the right message to the right people at the right time.
- Driving Online Engagement
OOH advertising plays a vital role in driving online interactions. Research from Google indicates that 48% of consumers visit a brand’s website after seeing an OOH ad. By incorporating elements such as QR codes or social media handles into OOH campaigns, brands can connect offline and online experiences seamlessly, encouraging consumers to engage directly with digital content.
- Measurable Impact
The ability to measure OOH advertising effectiveness is a game changer. Agencies using OneScreen’s OOH measurement capabilities can now track foot traffic, brand lift, app downloads, and web lift resulting from exposure to billboards, transit ads, and other OOH formats.
According to the Location-Based Marketing Association, OOH campaigns can increase website visits by 20% and sales by 10%. This level of accountability allows digital marketing agencies to refine their strategies based on solid data, maximizing ROI.
Overview of OOH Formats
Out-of-home advertising encompasses a variety of formats, each offering unique advantages:
- Traditional OOH (Digital and Static): Static and digital billboards provide high visibility and can deliver dynamic, attention-grabbing content. Posters are slightly smaller roadside displays that can effectively permeate local neighborhoods.
- Transit Advertising: Ads on buses, subways, and taxis engage commuters and travelers, reaching audiences in transit.
- Street Furniture: Bus shelters, benches, and kiosks place ads in everyday public spaces, capturing attention during wait times.
- Place-Based OOH: From airports to convenience stores to laundromats and malls, place-based advertising reaches consumers as they frequent their favorite local trusted businesses.
- Experiential OOH: Experiential OOH provides a rich, immersive, real-life experience that can foster deep engagement and brand affinity. It also allows for highly shareable moments to amplify a client’s social media presence.
Benefits of Partnering with Onescreen
For digital marketing agencies, partnering with OneScreen can offer numerous advantages:
- Expertise and Strategy: We bring specialized knowledge in planning and executing campaigns, ensuring effective placement and maximum impact.
- Comprehensive Database: OneScreen maintains a comprehensive database of OOH inventory in the U.S.--every vendor, every format.
- Creative Integration: OneScreen helps seamlessly integrate campaigns across channels, ensuring that OOH and digital strategies complement each other.
- Data-Driven Decisions: With access to advanced analytics and insights, Onescreen’s proprietary data-driven platform informs and enhances digital marketing strategies.
- Measurability: Onscreen uses mobile IDs (MAIDs) to track the effectiveness of OOH campaigns. MAIDs allow for granular measurement, similar to digital ad reporting, providing insights into reach, engagement, and conversions. MAIDs offer your agency the ability to run a retargeting campaign if that is one of your stronger offerings from the list of mobile IDs we provide our customers.
Conclusion
Integrating Out-of-home advertising into your digital marketing strategies can significantly enhance brand visibility, engagement, and recall.
With various formats and the ability to measure impact, OOH advertising is a powerful tool for modern marketers. By partnering with Onescreen, digital marketing agencies can amplify their campaigns, creating a comprehensive strategy that resonates with audiences across multiple channels. Ready to take your marketing efforts to the next level? Contact us today to learn how our OOH solutions can work alongside your digital strategies.