On average, we spend most of our time outdoors as opposed to indoors which means that we spend less time on our televisions. Having paid attention to this, advertisers came up with “Out-of-Home Advertising”.
Many of us may not be familiar with this term but have obviously seen brands and company logos on Kiosks, busses, Taxis, Billboards, Posters, and on streets.
To answer the question of what Out-of-Home Advertising is good for, the first focus should be directed to numbers. It’s important to take note of the fact that Out-of-home advertising abundantly benefits the advertiser in terms of reach.
A recent study showed that 40% of people are more likely to click on an ad or search for a product that they have seen on an out of home location. Audiences have a very short memory span as reports have proved that a common human, forgets the texts they read much quicker compared to visuals.
First and foremost, Out-of-home (OOH) advertising has a longstanding and extensive impact for a brand on its consumers. Consumers pay much attention to displays and billboards. Unlike television and radio advertisements where someone can easily change to a different channel at time of adverts, it’s quite impossible with Out of Home Advertising.
Out-of-Home Advertising takes advantage of location to target audiences more than any other form of advertising. Marketers easily use statistics when deciding on where to place adverts to reach the target audience at the right time. With this, audience reach is guaranteed.
Out-of-Home advertising has now replaced television as the single biggest driver of brand awareness and conversations in this era, implying that it offers a great opportunity to create an instantly recognizable and familiar identity even in a competitive market place.