Marketers are under constant pressure to improve performance. Engagement, reach, scale, and buyer consideration are just a few of the components that are subject to this pursuit. Let’s take a look at 4 ways marketers are using out of home advertising as part of their media mix to boost the success of their campaigns.
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- OOH advertising is a great way to get your message out quickly. The quality of impressions that are generated by different forms of advertising vary drastically, and influence the path of purchase in different ways. Using outdoor ads to secure high levels of quality impressions has proved to be a critical aspect of the marketing mix for some of the largest advertisers in the nation that need to reach a massive audience efficiently with a simple message.
- Many purchase decisions happen at a specific time of day. Tech companies such as Grubhub are finding that OOH catches their target market at times that paid search and organic search doesn’t. A previous marketing director for Grubhub shares that the food delivery service utilized “paid search on top of organic search”, but 50{7dd1416ee44d296125d5309095d205871b45e29241d016cbe67a952aece7c226} of Grubhub’s orders are placed between 6pm and 8pm. In the time leading up to their orders- the ideal time to reach consumers- they are commuting home from work or school. Grubhub found that using OOH alongside paid & organic search created a low client acquisition cost and a high lifetime value. (1)
- Ads perform best when they are in the right place at the right time. One potential drawback to digital advertising is that it doesn’t always naturally fit well with what a user is doing when they see the ads. Out of home ads can be placed to correspond with consumer location and state of mind. The ability to deliver a message that complements what the consumer is experiencing at that moment is a key contributor to the success of OOH. (2)
- Successful campaigns are managed with the both the quality and cost of impressions in mind. Brands must maximize the reach of their campaigns within budget and optimal frequency. OOH helps deliver efficient advertising campaigns by reaching a targeted audience with a lower investment per impression than online or broadcast. The average cost to reach 1,000 consumers with radio is $10. The cost to reach 1,000 consumers with truckside billboards is less than $2. (OAAA US Major Media CPM Comparison, 2016)
What does the research say?
Omnicom Media Group’s BrandScience has performed extensive research on the topic of campaign effectiveness. They found that marketing campaigns result in higher sales when OOH is utilized as part of the media plan. Furthermore, when the marketing mix features a higher OOH spend, the results of the campaigns are further improved. BrandScience also concluded that the optimal ROI occurs when the “overall ad spend is low, but the proportion of OOH in the media mix is high”. (3)
As the list of advertising platforms keeps growing, the tried and true way to maximize the effectiveness of your campaign is to incorporate OOH. This specific form of advertising reaches a large audience, at the right time, for a lower cost in comparison to other advertising mediums. Some of the world’s largest advertisers are seeing improved campaign results by incorporating OOH in their media mix!
