Making Informed Decisions: Is Out-of-Home Advertising Right for Your Marketing Strategy?

The public sphere has been a longstanding platform for reaching audiences, and even in futuristic movies, we see actors walking amidst digitally displayed advertisements. The future is undoubtedly digital, and at Beeyond, we made the difficult decision to focus solely on Digital Out-of-Home (DOOH) advertising, leaving behind traditional analog billboards. This blog post will explore the reasons behind this choice and the significance of including out-of-home advertising in your marketing planning.

Understanding Out-of-Home Advertising

To determine whether or not to include out-of-home advertising in your marketing strategy, it's crucial to understand its role. Out-of-home advertising undoubtedly supports commercial efforts, but it is not a direct performance tool. It is akin to influencer marketing, where brands often collaborate with athletes, actors, or socialites to enhance their image. While such partnerships can increase social media engagement, they may not necessarily translate into direct sales. Experienced brand managers understand this distinction and recognize that influencers provide validation but not always direct sales. Similarly, out-of-home advertising can significantly impact various aspects of your business, helping position your brand in the minds of consumers, differentiating you from competitors, and shifting the focus away from price-based competition.

The Power of Out-of-Home Advertising

Out-of-home (OOH) advertising is a crucial tool for brands aiming to become top choices among consumers. It enables businesses to break free from commoditization and position themselves as desirable options. With its wide reach and visual impact, OOH advertising drives brand awareness, fosters consumer trust, bolsters distribution channels, maintains healthy profit margins, and sets brands apart from competitors. Statistics support the effectiveness of OOH advertising: it reaches 90% of the U.S. population weekly, with 46% of adults visiting a brand's website or conducting online searches after seeing an OOH ad. Moreover, OOH ads are memorable, with 71% of respondents finding them more noticeable than other media formats. Millennials engage with OOH advertising, with 84% noticing the ads and 66% taking actions like visiting stores or sharing on social media. In urban areas, where people spend more time outside their homes, OOH ads are particularly effective. Additionally, the integration of digital technology in OOH advertising allows for dynamic and interactive campaigns. By leveraging these statistics, businesses can recognize the relevance of OOH advertising in creating brand preference and driving commercial success.

Determining Your Approach

So, how do you decide whether to include out-of-home advertising in your marketing planning? The first step is to define your goals. Do you have specific distribution channels for your product? Are you seeking to maintain profit margins? Do you want to stand out from the competition? Are you looking to build consumer trust? Are you venturing into new business verticals and need to leverage your brand? If the answer to any of these questions is "yes," then out-of-home advertising can undoubtedly support your objectives.

It's essential to approach out-of-home advertising as a complementary channel rather than merely an additional one. The channels focused on performance should be complemented by brand positioning efforts. Experts in the field of marketing emphasize the importance of branding in synergy with performance. Without effective branding, products can easily become commoditized. It's crucial to remember that while there may not be an identical substitute for your product, consumers can always turn to alternative substitutes.

My take

As businesses grow and invest in brand building, it becomes imperative to consider investments in brand positioning. Out-of-home advertising, particularly DOOH, can significantly contribute to this process. By leveraging its power, you can elevate your brand, differentiate yourself from competitors, and create a lasting impression on consumers. Remember, in the ever-evolving digital age, the public sphere remains a valuable platform for reaching audiences and building brand equity.

 

by Alejandro Donzis,  CEO at Beeyond Media 
Twitter: @aledonzis