Safeguard your advertising budget: How OOH remains one of the safest ways to advertise

OOH stands for Out-of-Home advertising. This term applies to a range of advertising opportunities which are located in public spaces. In 2023, it feels as though most marketing strategies are implemented online. Companies who have chosen to ignore the OOH strategy are missing a trick because it adds leverage to digital advertising by putting themselves out there on a bigger platform.

Outdoor advertising applies to ads that consumers see outside their homes.  Examples may include digital billboards or advertisements seen in public places or on transportation, such as on the underground or bus stops.

OOH aims to grab the attention of a wider population. Usually, these advertisements help companies develop their brand awareness within a certain geographic location. Usually, these ads use bold images and minimal words so that the content is easy to process and understand.

Out-of-Home advertising with Clear Channel is completely accessible for all types and sizes of local businesses wanting to reach local customers. With OOH advertising, potential consumers aren’t able to ignore the ad as easily as online or on their television, because it can’t be scrolled past or switched off, it’s offered directly in their faces.

Why is OOH one of the safest ways to advertise?

Fraud-free

Unfortunately, ad fraud grows unrestrictedly across digital platforms. This means that more companies are returning to OOH advertising which focuses on reaching people in the real world.

Unlike digital advertising, OOH ads are not delivered on the internet but instead on a closed network of screens. They have proven to determine total audience exposure over a period of time, which is 100% human.

TrafficGuard has predicted that by 2024, US companies will lose $100 million each day due to advertising fraud. What’s frustrating is that most ad fraud goes undetected. Then when it is identified, it can be very time-consuming and expensive to correct the inaccurate reporting.

No Ad Skipping

The fabulous thing about OOH for brands is that it is inherently unblockable and unskippable. When the ads are viewed, they are put out as life-size, creative experiences in the physical world which are difficult to ignore.

This demonstrates why a PJ Solomon research study demonstrated that ad recall for OOH is higher than any other advertising medium, this even included  TV, radio, online and print.

Brand Safety

Consumers feel safer from OOH ads because they aren’t left with the uncomfortable feeling that someone is watching them unlike online ads, which may be tailored to their search history. This makes the method more trusted by consumers.

With OOH, advertisers can effectively scout outdoor inventory, avoiding running campaigns in inappropriate locations. Being able to choose the outdoor location for your advertisement prevents consumers from building negative assumptions like they may if they see an advert on TV which feels irrelevant or offensive to them.

By engaging with consumers in their day-to-day life, OOH has a better effect,  even if the ad doesn’t resonate with every viewer,  it can build brand trustworthiness. In fact, 58% of consumers are likely to believe OOH messaging compared to TV, social media and digital ads.

Brands looking to reach real consumers should implement OOH, as it is unskippable, brand-safe messaging that drives a measurable impact.

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