OOH Media: Feeding the Marketing Funnel in The People’s Space
By Rick Robinson, Kelly Peppers, and Ian Dallimore
January 30, 2024
Out-of-home (OOH) media is more than just static posters or digital displays. It's a dynamic force that grabs attention, ignites emotions, and drives results in ways no other medium can. Here's how OOH creates monumental impact, reaches people with serendipitous surprise, and resonates deeply within the public space:
Undeniable Results: A mountain of third-party studies over the years proves that OOH exposure significantly increases desired downstream actions vs. unexposed audiences. Search, website visits, brick-and-mortar foot traffic, brand lift, and social amplification routinely see double-digit jumps post-OOH exposure.
A Towering Canvas: Imagine your brand dominating Times Square, adorning a skyscraper, or captivating the Sunset Strip. From epic urban spectaculars to eye-catching roadside billboards, OOH's physical presence commands attention, leaving a lasting impression that lingers long after the view.
The Thrill of Surprise: Unlike targeted digital ads that follow you like a shadow, OOH surprises and delights consumers in unexpected moments. A witty bus stop poster, hand-painted mural, or a captivating digital display can spark curiosity and engagement, transforming passive viewers into active brand champions.
Contextually Captivating Conversations: OOH seamlessly integrates with the environment, using location and context to tailor messaging and amplify its impact. Imagine a gym ad strategically placed near a fitness trail or a coffee shop promotion displayed at a train station.
The Gateway to Deeper Connections: OOH acts as an inviting "way in," while most other media can feel intrusive or "in the way." A captivating OOH message sparks initial brand awareness, while search, QR codes, or social media handles can lead consumers down a rabbit hole of online engagement, building deeper connections and lasting relationships.
The Synergy Booster: OOH isn't a solo act; it's the conductor of the marketing orchestra. It primes audiences for online interactions, grounds and extends other media efforts, and injects the credibility that comes with making a public statement of confidence.
A Digital Playground: Digital OOH has become a canvas for creative innovation that meets the moment. From interactive displays to data-driven targeting, digital OOH offers dynamic experiences that keep audiences engaged and brands ahead of the curve. The possibilities are endless, blurring the lines between commerce and public information.
A Medium Loved by the Public: OOH is the people's choice. Everyone loves a great billboard, especially when it creates a memorable moment of ”theatre in the streets." Thoughtful creative messaging, a painted wall, or experiential activation transforms advertising into art. Unlike intrusive online ads, OOH can be a welcome addition to the urban landscape. People appreciate well-designed, creative OOH campaigns that brighten their day and add a touch of whimsy to their travel patterns.
The Lower Funnel's Secret Weapon: OOH's very presence fuels intrigue, inquiry, and conversions. Studies show that OOH drives significant increases in online searches, website visits, and in-store foot traffic. It's the final push that nudges consumers down the purchase funnel, making it a crucial element of any successful marketing campaign.
Simplicity Rules: OOH screams loudest with one big idea. Forget the info dump. It’s all about three elements, one statement, boom! Using intrigue and humor shows you trust the audience—they'll decipher, absorb, and reward you with their attention. OOH isn't built for novels, it's a billboard haiku. Keep it sharp, and simple, and it'll conquer the concrete jungle.
In 2024, OOH is the "new magic ingredient" that gives brands a distinct edge, helping them stand out from the crowd and win the hearts and minds of consumers. If you're looking for a medium that captures attention, sparks conversations, and drives results, look no further than OOH. It's the master of impact in the public space.
