What is OOH and What can it do for you

What is OOH

Out-of-Home (OOH) Advertisement is a specific sector in the marketing landscape that includes all physical advertisement that the audience encounters when outside of the home - this means: billboards, street signs and street furniture advertisements such as on bus shelters or within our advertisement kiosks. Other sectors include TV, Radio, Print in Newspaper or Magazine and of course Digital.

 

“OOH’s connection to digital media is undeniable. OOH campaigns boost online engagement more than traditional media can”

— OAAA's Nancy Fletcher

how effective is OOH

Out-of-Home Advertisement is certainly not new, but it remains remarkably effective. A study by Nielsen for Outdoor Advertising Association of America (OAAA) found that for every one dollar spent on OOH $5.97 were generated in sales revenue. They found that OOH is particularly useful in combination with other ad strategies, especially digital - OOH increases the effectiveness of digital search by over 40%. 

21% of consumers made a purchase after seeing an OOH ad

ONDEVICE, 2021

let’s get specific

OOH is not only effective in its own right, but it a powerful tool when combined with digital. OOH outperforms other sectors in delivering online activations and drives 4 times the amount of online activity per dollar spent when compared with Print, TV or Radio - activity that includes online search and Facebook, Twitter and Instagram activations. It is thus THE most effective offline medium for driving online activity.

They also found that nearly 50% of US adults had performed an online search after exposure to a related OOH ad in the previous six months.

Some facts according to the Canadian Out of Home Marketing and Measurement Bureau:

  • 43% of adults became aware of a product, service or sale after seeing an OOH advertisement in the six months prior. 24% went online to search.

  • Consumers are 33% more alert when outside their home, resulting in “lasting brand impressions”.

  • OOH is effective throughout the year: the ad recall was almost the same in Summer as in Winter, Fall or Spring.

  • OOH is as effective in building brand awareness for new brands or short-term excitement for launching new products as it is for establishing known brands or sustaining long campaigns.