Outdoor Advertising has been there for as long as one can remember. Over the past few years it has undergone drastic changes. The OOH market has grown by 9% in 2016 and is now a ₹3000 crore market. This mirrors the level of certainty that exists in this medium and here are few reasons for it.
1. Capturing Targeted Audience
One of the main reasons for the growth of this medium is its capacity of effectively capturing the right audience at the right place and time. The OOH channels use in-depth demographic data to ensure that the advertisement is placed strategically at the right location.
2. Cost Effective and Flexible
The OOH channels have the traditional paper billboard advertising methods that are cost effective and even can prove to be a feasible option for not only high end brands but local businesses as well.
3. Engaging and Impactful
OOH channels like posters and digital billboards are seen as natural and organic mediums for influencing people. Customers are thought to actively seek out advertisements at bus stops, train stations and other such locations which explains why OOH advertising across the globe has an impressive engagement rate of around 16%.
4. Broad Reach
OOH helps the business grow by reaching out not only to their existing customers but also the future customers. The fact that it’s everywhere is its strength.
It can be trusted both by the public who see the message on the billboard as a sign of strength and stature, building trust, and also by the brands who can be assured of a safe neutral editorial context which displays their message with clarity.
6. OOH and Media Mix
It’s the basic advertising rule that consumer needs to see something 10 times before they call to action. OOH complements other advertising mediums so well that the ad is viewed multiple times and had the ability to reach a vast area. When combined, these points make a persuasive argument for businesses to opt for the OOH medium.
Why Is Outdoor Advertising Important?
People spend a lot of time outside the home: Average of 4 hours a day, according to the research. 1/3rd of your day is spent outside when you are not in your house. That leaves a few hours for advertisers to connect with you using outdoor advertising.
In the zones waiting for the bus, Ads at the back of the shelter for a coffee shop catches your eye. After-work caffeine break, people head to that coffee shop. Impactful right? It’s accessible, measurable and effective, less intrusive than many other forms of advertising.
- Three-quarters of the people in India notice digital billboards.
- 60% say billboards & hoardings are a good way to learn about new products, services & companies.
- A survey found nearly 1/3rd went for purchase after seeing an outdoor ad for it.
Outdoor ads often have a lower CPM (cost per thousand) than other forms of media. Brands can use outdoor ads for a variety of purposes, ranging from branding to promoting a certain event. Target the sort of mass audience you cannot reach with other forms of media. Ultimately, outdoor advertising matters & works, and it will continue to work no matter what other forms of new media come along.