The world of Out-of-Home (OOH) advertising is changing drastically, thanks to newer digital options, and it’s time to clear up some misconceptions:
Misconception #1 – OOH takes weeks to months to get to market
Web ads used to be the speed demon when it came to getting into or out of market very quickly, with a turnaround time of hours or days. Digital OOH offers the same speed advantage. Typically, traditional OOH units require creative be ready for posting weeks in advance. And if the outdoor campaign is running in multiple markets, the lead time may be even longer. Additionally, some brands have time-sensitive messaging that may restrict them from running before or past a certain date. With DOOH you can pull the plug immediately if need be, as well as rotate different creative messaging. And you can do it in time frames that are similar to those of web advertising.
Misconception #2 – The strength of OOH relies primarily on billboards
Because DOOH can be visible on screens of various sizes, DOOH networks have a unique advantage by not being constrained to outdoor venues. Screens are now available almost anywhere you can think of – malls, gyms, gas stations, movie theaters, taxi cabs, and plenty of other places aside from the side of the highway. While larger billboards allow for mass reach and awareness, the smaller screens offer more of an intimate, one-on-one communication.
Misconception #3 – OOH has a high cost of entry
High-profile OOH venues often commanded a premium, as well as a minimum length of commitment that advertisers weren’t always comfortable with. With DOOH’s speed, however, advertisers can be in and out of market as quickly as they need to be. Not only has this lowered the entry price of adding OOH to your media plans, but it’s also made possible “micro-campaigns” centered around specific events or geographies, where an advertiser can have a huge market presence for just a day or two. Perhaps a convention or conference?
Misconception #4 – OOH can’t be targeted or measured very well
OOH’s traditional lack of robust measurement was sometimes a challenge, especially when it came to peeling dollars away from other media channels to support OOH when working with a limited budget. With DOOH, the lower cost of entry makes is more feasible for an advertiser to have some form of Out of Home media on their plan.
Cross-platform targeting represents a huge recent leap forward for OOH targeting. Advancement in technology has allowed for more precise targeting through the use of Beacon technology and WiFi. Vistar Media is a prime example of a company leveraging collected data from carrier networks to understand the daily movements of consumers to ultimately build targeted campaigns in a privacy-sensitive way. This information is useful to advertisers, because they can strategically align their messaging in precise locations to ensure their reaching a precise audience. We now have the ability to execute “dynamic” campaigns that move with the target throughout the day. We also have the ability to measure precisely how many targeted impressions we were able to generate, through application of the same technology.
DOOH has opened the door to so many different opportunities and leaves room for many more to come. Media planners and buyers can use new DOOH targeting technologies to identify the key areas of advertiser target audiences to ensure messaging is seen by the right people at the right time.
Advertisers should be looking at OOH through a new strategic lens, as it’s now suited for roles it historically was unable to adequately play. No longer slow and untargeted, we need to consider it for more efforts and use it alongside mobile and other media to reach consumers on the go.
Lynnsey Rijos is a media professional with considerable HCP, DTC, B2B and International advertising experience and has managed plans across various media channels that include Print, Digital, OOH and Point-of-Care. Lynnsey is an Associate Media Director at Underscore Marketing, a firm that creates and manages integrated marketing programs for health and wellness brands. Additionally, Lynnsey is a native New Yorker and received her BA from The City College of New York.