Out Of Home advertising appears to have bucked the trend, not only surviving the recession but actually enjoying increasing popularity. While budgets for press and TV advertising are slowly decreasing, more is being spent on OOH advertising than ever before.
This trend is likely to persist. With longer working hours and increased leisure opportunities, consumers are spending more time outside their homes than ever before. It is therefore likely that OOH advertising will continue to benefit from the opportunities being created to reach ever larger audiences.
Advantages of OOH Advertising
By means of OOH advertising, companies wishing to build a brandcan reach large numbers of potential customers at a much lower cost than peak time TV advertising.
The sheer size of the medium allows advertisers to get creative and make an impact on their target audience. The vivid colours, striking images and punchy tag lines used ensure that consumers are more likely to remember the brands behind the campaigns.
From billboards at the side of major roads to a building wrap which envelops the frontage of an entire building, OOH advertising is everywhere. It enables advertisers to draw consumers’ attention all day from the moment they step out of their home, thus reinforcing the marketing message.
Integration with Other Media
A growing number of brands are now choosing to integrate OOH advertising into their wider marketing campaigns. An excellent example is HTC’s recent ‘Exceptional’ campaign to mark the launch of the HTC One mobile phone in the UK.
HTC ran an interactive banner advertising design competition which offered many of the UK’s young creative a chance to have their work installed onto blowUP media’s Giant Posters promoting HTC One Mobile in major cities. This campaign was a huge hit with the public and industry leaders.
Fashion advertising is a sector that particularly lends itself to large format advertising. The success enjoyed by many OOH campaigns for clothing brands and luxury goods means that these big budget advertisers will continue using OOH media for branding purposes and tactical campaigns.
OOH advertising is a rapidly evolving sector. It is likely that in the near future OOH media will become even larger and more innovative, offering consumers increased opportunity for engagement and interaction.
In the coming years, innovative forms of OOH infrastructure, platforms and advances in technology, particularly the development of electronic media, will provide brands with an unprecedented opportunity to reach out to consumers and dominate urban landscapes.