What is OOH?
Out-of-home (OOH) marketing is one of the oldest and most well-established forms of advertising in the world – some of the most famous examples of OOH marketing are Times Square and its iconic billboards and London’s Piccadilly Circus.
The rise of digital marketing may lead brands to view out-of-home marketing as a less attractive option in today’s market, with some assuming that there are more effective options that offer better ROI and wider reach – this isn’t necessarily the case!
The OOH advertising industry is continually growing, offering new and more creative ways to target consumers with visually-appealing and impactful messaging in the real world – as well as reaching customers online via UGC.
What are the benefits?
Scalable campaigns: Brands can choose to go as big or as small as they want when it comes to out-of-home marketing. National OOH campaigns can help your brand reach large audiences across the country, where audiences can be filtered using demographics or locational factors (e.g. urban vs suburban). This makes it a versatile option for brands that want more nuance to their targeting. Local-level campaigns can be useful to local businesses for whom there’s no value in targeting consumers beyond a certain radius. National brands can still benefit from localised campaigns – for example, if there are regional differences in their products or services, or a brand who is launching a new venue in a new city.
For instance, when we worked with Tonight Josephine on launching their new Liverpool location, we raised brand awareness through OOH – using ‘Wanted’ posters across sites in the city with high footfall. The posters tapped into our wider ‘Have you seen Josephine?’ campaign, and the posters doubled as mirrors to encourage passersby to take selfies, tied in with a QR code that drove people to Tonight Josephine’s social media and to make bookings before launch.
High visibility, high impact: The offline advertising world has far less market saturation than the online one. This makes it easier for brands to cut through the nose – and with out-of-home reaching over 90% of the UK each week, it’s an option to seriously consider when devising new strategies.
OOH doesn’t just reach large numbers of people. It also engages them, with an estimated 70% of people claiming that outdoor advertising has influenced their decision to visit a store or make a purchase, according to a survey by Outsmart.
Design Impact: OOH advertising can work especially well for brands that are looking to make an impact on the public – whether that is with beautiful design and visuals or a strong message.
In 2022, Non-governmental organisations were found to stand out for addressing the public in especially creative and effective ways. Among OOH with the best rapport were the ‘Last Photo’ suicide prevention initiative of the Campaign Against Living Miserably (CALM), ‘Horniculture’ that addressed rising levels of sexually-transmitted infections (STIs) among the UK population aged 65 and older, by relationships charity Relate; and Women’s Aid’s ‘He’s Coming Home,’ which drew attention to sports-linked domestic violence.
When working with Feel Good Club to promote their ‘Blue Monday’ poster campaign, their positive messaging was posted across Manchester, Sheffield, Liverpool and Brighton – to brighten up people’s days on the ‘most depressing day of the year’. The posters were scannable, enabling passersby to pass on a message of positivity to a loved one via a free postcard – sent by the Feel Good Club team.
Hyper-targeted audiences: Digital OOH in particular allows brands to hyper-target to their market, with data enabling audience segmentation at a super specific level. But this doesn’t make it the only option to hyper-target audiences – this can be done with more traditional OOH methods such as fly posters.
For example, a digital screen can react to passersby, or be tweaked easily to fit different locations but a fly poster campaign can be just as effective – for example, when working with NQ64 on their move to a new venue (located right next door to the original), we planned and managed an OOH fly poster campaign which saw over 50 posters spread across Manchester city centre with a focus on the Northern Quarter. The posters used 1* Google reviews about the old NQ64 venue being small with ‘too many people crammed in there’. The aim of the campaign was to highlight how the new venue is bigger, better and next door, to get those passing by to stop, take a picture and share with friends. This hyper-local placement resulted in social coverage from local news outlet, The Manc, highlighting the poster’s tongue-in-cheek messaging.
Looking to expand your marketing strategy into the offline world? Get the Scoop on OOH – email@example.com.