What is Out of Home Media?
Iris Portillo
Manager - New Business
iris@pjxmedia.com
May 26, 2023
What is it?
Out-of-home media (OOH) is a form of advertising that reaches consumers outside of their homes in the physical world. Out of home media formats can range from the classic billboard to posters within a subway car and even the screens you see while charging electric vehicles. When a brand uses out-of-home media to reach consumers, it’s one message being conveyed to many people, within one area and at the same time.
How to use it:
Using OOH ads builds brand awareness, creating visibility and recognition. New & emerging brands can use out of home ads to introduce themselves to consumers. CPGs can use out of home to announce new products or new flavors, or share where their product is available, e.g. a nearby grocery store. Companies which are primarily B2B can make their presence noticeable at conferences like CES by choosing airport inventory, screens within rideshare vehicles, and even the door hangers on hotel rooms near the convention center.
You can also use out of home ads to motivate your target audience to take action. Many brands and stores will advertise their Black Friday or Cyber Monday deals, encouraging consumers to visit their websites to get a good deal. One study showed when consumers noticed directions to a restaurant or store via an out of home ad, 43% visited within 30 minutes. Of that group, 78% made a purchase!
Out of Home Media has recently gained favor with performance marketers. With measurement and attribution continuing to evolve in the channel, we’re able to connect the dots between a consumer viewing a billboard advertisement and visiting a website to making a transaction on that website. Leveraging exposure data, sales data, and tracking pixels, Out of Home ads bring you the powerful combination of building brand awareness while driving lower funnel activities.
What to consider:
When designing an out of home media campaign, consider what your objectives are, which will then guide you to choose specific geo-targets, formats, and demographics. Fashion brands love high impact wallscapes on Sunset Boulevard to reach the stylish and fashionable crowd. Want to increase app downloads? Choose out of home ad units like street-level bus shelters or urban panels near the subway system where you know people will standabout and engage with your ad.
Simply put, start with outlining what your goals are for your OOH campaign, and the strategy will follow.
Contact me to ask any questions about Out of Home Media or to discuss how we can plan your first data-driven Out of Home campaign or your next campaign to reach your target audience: Iris Portillo, Manager of New Business, PJX Media, iris@pjxmedia.com.
