Does the COVID-19 era mark a permanent decline of out-of-home (OOH) advertising or is the time-tested format primed for a comeback?
From billboards to buses to concert venues, out-of-home (OOH) advertising encompasses any ads that a person may encounter outside of the house. Though OOH has long been a mainstay of advertising, the pandemic has raised questions about the staying power of the medium. Has the digital era rendered OOH ads irrelevant? The answer may surprise you.
After being cooped up for extended periods of time and being hunched over screens, many are eager to spend time outside or travel locally. Given the saturation of social media marketing during the pandemic, brands have been seeking fresh, more personal ways of reaching their target audiences. The return to outdoor events, brick-and-mortar stores, and commuter traffic provides the perfect storm for an OOH advertising resurgence.
Current marketing statistics demonstrate that OOH advertising is quickly realizing this potential. Data supplied by the Out of Home Advertising Association of America indicates a 38% increase in OOH advertising revenue in Q2 compared to last year with the highest spenders being direct-to-consumer brands. According to eMarketer, “This year, US advertisers will spend $6.96 billion on OOH ads, up from $6.08 billion in 2020.”
Specifically, digital platforms, data, targeting initiatives, video screens, digital systems and processes have enabled us to come strongly out of this pandemic situation
Digital billboards and signage are leading the charge in this OOH advertising renaissance. Barry Frey, president and CEO of the Digital Place-Based Ad Association notes, “Specifically, digital platforms, data, targeting initiatives, video screens, digital systems and processes have enabled us to come strongly out of this pandemic situation”. Long gone are the days when digital and OOH were distinct advertising channels. Instead, these channels have merged into the modern space of digital OOH advertising. The result of this marriage of mediums is increased affordability for businesses and brands, presenting marketers a low barrier to entry.
Evaluating the value of OOH advertising for your business requires an assessment of who your target audience is and where to reach them. Does your product or service lend itself to a billboard or bench?
If you want to grab consumer attention while they’re on the go, then consider OOH advertising in your marketing strategy. Talk to us