For many marketers and advertisers, the world of out-of-home advertising is now inevitable due to technological advancements as well as the traditional advantages of real-world advertising. We examine digital out-of-home advertisements in great detail, including their history, companies, and potential future developments
Out of Home Advertising
OOH refers to forms of advertising that are displayed outside of a consumer’s house. Billboards, bus shelters, benches, and everything in between are included in this tradition. You are most certainly viewing an OOH ad if you see one outside of your home (and it’s not on your mobile device!).
We all enjoy spending time outside, but with the rise of digital advertising, it may occasionally be challenging to spread your message. OOH provides a solution to this and is currently merging with digital improvements to become a potent tool for marketers and advertising.
Examples For Out-Of-Home Advertising
Out-of-home advertising is used by almost all well-known firms, particularly retail brands, for some of their marketing initiatives. Here are some illustrations of outdoor advertisements that stood out from the competition.
#1. McDonald’s Sundial Ad
One of the top out-of-home advertising efforts was, and still is, the billboard advertisement utilized by McDonald’s in 2006. When presenting a variety of McDonald’s food options in the advertisement, McDonald’s chose to use an M-shaped sundial.
The advertisement also detailed the kinds of refreshments that were offered at different times, such as coffee in the morning and cheeseburgers in the afternoon.
#2. Spotify Latest Playlist Ads
The Spotify advertising campaign from 2017 is another illustration of OOH advertising. The greatest trending playlists on their platform were recognized in this promo.
In a short time, the advertising campaign became viral, and the number of Spotify subscribers skyrocketed.
Pros And Cons Of Out Of Home Advertising
Companies and start-ups continue to frequently use out-of-home advertising to promote their brands to consumers. It does, however, have a unique mix of benefits and drawbacks. Which are:
Pros
- The best kind of advertising for reaching a moving populace is outdoor advertising.
- Due to their installation for a considerable amount of time and subsequent increase in audience engagement, it leaves the public with a lasting impression of the brand.
- They give advertisers the most economical way to raise brand recognition.
- They can also be erected in a variety of high-traffic areas, such as a city center, train stations, bus stops, business hubs, shopping malls, etc.
Cons
- Outdoor marketing can reveal little about a product or service.
- Posters, billboards, and advertisements on public transportation are all designed to be seen briefly. People then find it quite challenging to write down the contact information as a result.
- Outdoor work could result in rapid wear out due to the high frequency of exposure. People can grow weary of seeing the same advertisement every day.
- It seems unlikely that the outdoor advertisement will spur action, and its impact is difficult to gauge.
Digital Out of Home Advertising
It goes without saying that increased digitalization is the main factor driving the advertising industry. Some believe it is the future. As a result, it has become increasingly common for brands and advertising agencies to make substantial investments in their digital out of home advertising.
Today’s advertising sector is seeing growth in digital out-of-home advertising, often known as digital signage. By utilizing digital media like digital billboards, digital signage, display screens, etc., DOOH advertising provides businesses with an engaging and appealing advertising technique. Additionally, DOOH demands a level of ingenuity to attract attention that online display ads have lost over time.
Examples of Digital Out of Home Advertising
Online pop-up ads have increased over the past ten years, yet click-through rates have decreased at the same rate. All thanks to ad-blockers (yes, that’s watching this ad option, which both you and I have frequently clicked on!)
Digital-out-of-home advertising has exploded thanks to ongoing advancements in interactive and programmatic smart digital signage technology. Here are some of the most well-liked and effective DOOH strategies!
#1. Digital Billboards
The digital billboard signs that display your brand ads everywhere, from congested motorways to motel rooftops, are the most noticeable and possibly the greatest example of DOOH advertising. According to studies, 81% of consumers interact with the firms whose billboards they see.
Digital billboards have already entered the future. Also, large-scale outdoor advertising content will practically reach out and touch viewers at arm’s length thanks to 3D digital billboard technology.
#2. Bus Stop DOOH Advertising
On bus stop DOOH screens, some of the most captivating and futuristic advertising campaigns have been tested. The cause? Most people are idle, and it’s likely that they’d prefer to interact with advertisements to pass the time during their monotonous waits.
Example IRL: Pepsi Max AR DOOH screens at a bus stop in London
Everything let people leap out of their seats, snap photos, and, if memory serves, speak about this for days to come. This included flying UFOs, monsters eating people in the street, and enormous flying robots shooting lasers from their eyes.
#3. Footpath DOOH
Digital out-of-home installations on the sidewalks of the street obtain the maximum impressions, ahead of billboards and car-top displays. You can always spare a quick glimpse at a bright HD digital poster with a humorous ad copy, whether you are out jogging or running to make the 9 a.m. bus. Due to their ease of mobility, sidewalk DOOHs really have the highest outreach per thousand (more than the reach of your Instagram post) and the lowest outdoor digital signage advertising expense.
IRL Example: Emily Crisps’ digital walkway in the UK
#4. DOOH on a car
Your advertising is no longer exclusive to Uber users thanks to the installation of these digital panels on top of vehicles; you can now reach the largest audience conceivable! Car-top DOOH signs are useful since they can use geo-targeting technology to show ads based on the time of day and the actual location of the car. You can save on the expense of distributing several location-specific advertisements by using this form of DOOH signage, which is another benefit.
Example IRL: In the USA, Uber’s clever Car-Top DOOH
#5. Elevator DOOH Screens
Nowadays, the majority of elevators at corporate tech parks, retail centers, and hotels have an embedded flat 15-inch screen that plays movie trailers and ticket prices for the nearby movie theater or advertises discounts from the workplace cafeteria!
Best feature? Nobody can avoid your ads here; if they’re in the elevator, they’ll undoubtedly notice them.
Example IRL: Elevator commercials for Lasik MD
The digital out-of-home campaign from Lasik MD will debut in 2021 on Target hydraulic elevators across the US. Also, these programmatic advertisements used technology to determine whether someone in the elevator was a prospective Lasik patient.
Digital Out of Home Advertising Companies
If you want to investigate further OOH advertising options, we’ve put together a list of the top 9 largest digital out of home advertising companies in 2023, ranked by revenue (according to a Statista analysis). These market leaders have proven their mettle, shown their skill at drawing attention, and increased brand recognition.
#1. JCDecaux
JCDecaux was established in 1964. One of the companies that specializes in digital out of home advertising, brand marketing, and advertising in France. Their main office is on the French island of Ile-de-France, in Plaisir. More than 1 million advertising panels in more than 80 countries are part of the family-run company that Jean-Claude Decaux set up.. JCDecaux is also the only multinational company that develops street furniture, transportation, and billboard advertising only for outdoor use. Their resume is really excellent and is packed with ambient, traditional, and digital work.
#2. Clear Channel Outdoor
The oldest digital out of home advertising company in the US is Clear Channel Outdoor. It was first established in Oregon in 1901 as Foster and Kleiser, and then in 1986 it was sold and rebranded to Patrick Media. In 1995, it was sold once more and changed its name to Eller Media Company. In 2001, Clean channel’s digital out of home company was created. Additionally, it joined the iHeartMedia family and relocated its US offices to San Antonio, Texas. Anything that falls under the category of outdoor advertising, including billboards, bus shelters, subways, transit equipment, street furniture, posters, and airports, is of interest to Clear Channel.
#3. Focus Media.
Focus media, a Chinese outdoor advertising company, is responsible for running the largest digital out of home advertising network in China. It mostly uses digital signage and online advertising. Its main office is in Shangai, China, and Jason Jiang Nanchun started it in 2003. It began trading publicly in 2005 on the American market before returning to private status in 2013. Along with static and interactive screens, they also specialize in movie theater advertising. In 2018, they generated $2.201 billion in revenue. They solely conduct business in China, and among their many notable clients are Canon, Procter & Gamble, Unilever, BMW, Mercedes, Nivea, Clarins Paris, Audi, and KFC.
#4. Ströer
With its headquarters in Cologne, Germany, Ströer is a well-known provider of out-of-home media. It was established in 1990. With the aid of the content and direct media sectors, they offer the entire marketing and sales value chain, as well as services like personalized advertising and fully harmonious, end-to-end solutions. The “OOH plus” approach originated by Ströer and stresses the benefits of the OOH industry. They were additionally collaborating with digital media extensively. They offer some services for Netflix, Coca-Cola, Nike, Esprit, Coca-Cola, and Adidas while only operating in Germany. In 2018, they made $1.869 billion.
#5. Lamar
With more than 340,000 displays spread across the United States and Canada, Lamar is one of the biggest outdoor advertising companies in the world. Charles M. Lamar and J. M. Coe started it as a partnership in 1902, and it hasn’t stopped expanding since. They possess a sizable collection of conventional billboards in addition to the largest U.S. network of digital billboards, which has 3,300 displays. They collaborated with companies like Pandora, Chevrolet, and Nissan. In 2018, they made $1.627 billion.
Nissan collaborated with Lamar to saturate the market with an eye-catching OOH campaign in order to promote its new store. They concentrated on particular areas where Grand Blanc Nissan’s product would benefit from the sustainability provided by the HHI.
Why Is Out of Home Advertising Important?
Any marketing strategy must include it because of its adaptability, capacity to improve brand awareness and trust, increased ad recall, special audience reach, flexibility, and favorable effects on the effectiveness of other media channels
How Much Is Out-Of-Home Advertising?
By the end of 2022, it is anticipated that out-of-home advertising spending will total over 39 billion dollars worldwide. Nevertheless, this showed a rebound from the coronavirus epidemic-related decline in the previous year. This figure continues to increase over the next years, with global spending likely to reach 45 billion US dollars by the end of 2024.
How Effective Is Out-Of-Home Advertising?
The more often a consumer sees a brand, the more probable it is that they will identify with and remember the brand when making decisions about what to buy. Out-of-home advertising is quite effective in establishing brand recognition. For instance, if a customer sees your advertisement daily while traveling to work, it will have an effect.
What Are Examples of Ooh Media?
Examples of Outdoor Media and Out-of-Home Advertising
- Billboards.
- Posters.
- Airport
- Transit
- Street furniture.
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