OOH Advertising VS Digital Marketing

Jun 02, 2020

It might sound counterintuitive to invest in Out-of-Home Advertising (OOH) in a time when so many organizations are strengthening their brands through digital marketing. While shares, clicks, and likes are integral especially in this day and age, they still do not displace the unique benefits OOH brings. Here are the top four benefits of OOH Advertising:

  1. OOH delivers on mass reach cost-effectively
    A typical OOH broadcast campaign can reach the majority of the population within days and 80%+ of any audience within two weeks 1. OOH is actually right behind TV in speed of impact, making national-level coverage very cost-effective.
  2. OOH is an exceptional tool for long-term brand building
    With its far reach and exposure, OOH advertising helps build long-term brand equity and drives top-of-mind brand awareness. Research shared in Campaign2 shows that mobile click-through rates increase by up to 15% when supported by OOH. Moreover, research from Outsmart shows that OOH activity drives a 17% lift in smartphone actions, further demonstrating the impact of OOH.
  3. It has less noise to cut through
    The average person today sees 6,000 to 10,000 ads every single day - most of them being online3. In fact, the influx of advertisements have pushed 47% of consumers to block ads4. Users are so ad-adverse that there is even a term coined called “Banner Blindness” that describes the phenomenon that occurs when users unconsciously ignore banner-like information because they’re associated with ads.
  4. When creative, it pays dividends
    According to a 2018 insight from Nielsen, 1 in 4 Americans has posted an image of an outdoor ad to Instagram5. Bold OOH ideas grab attention and can create a powerful, emotional impact with users who will then become earned media. Especially when the physical spaces are leveraged to create culture and artforms, OOH advertising can be an excellent tool for engagement.

While digital marketing is highly advantageous in its own right, OOH advertising should not be a channel to be overlooked. At Adsight, we make it easier for you to capture value through OOH advertising in ways we could never before. If you’re looking to make the leap, send us an e-mail here.

1. https://www.commb.ca/strengths-of-ooh/
2. https://www.campaignlive.co.uk/article/mobile-meets-ooh-sweet-spot-location-based-marketing/1445624
3. https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-world/#372a84c8626e
4. https://www.forbes.com/sites/tjmccue/2019/03/19/47-percent-of-consumers-are-blocking-ads/#769be37d2037
5. https://www.fastcompany.com/90276531/how-instagram-is-giving-billboards-a-second-life
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