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Rain's pouring and the thunder's drumming it's dark and darker still ooh, ooh, it goes dark2/12/2024 Outdoor advertising includes a range of ad formats from murals to transport wraps, branded food packaging and street furniture such as park benches. While billboards play a substantial role in OOH, the medium is much bigger than this particular ad format. This factor gives OOH huge potential to be included in any marketing mix, not just brand advertising. A study from Nielsen found that OOH is the most effective offline medium in driving online activity – delivering four times more online activity per dollar spent than TV, radio and print. In addition, OOH can also drive offline-to-online responses, because prospects can immediately take action on their phones. However, the original focus of OOH was to drive an immediate, direct response that viewers could perform even before returning home, and it still has the power to do that. In the past, OOH advertising was primarily used for brand marketing campaigns - think Times Square or Sunset Boulevard, where the billboards dwarf everything around them with the splashiest possible brand advertising. Hopefully, you'll come away with an entirely new appreciation of outdoor advertising, including its ability to amplify your other traditional and digital marketing efforts in a big way. So here are nine reasons you should consider allocating more budget to OOH advertising in the coming year. The truth is, OOH has changed a lot over the past few years. Many people think they know what OOH advertising is, but some perceptions are still very much stuck in the past. This is especially true for out-of-home (OOH) advertising. As marketing has increasingly moved in a digital direction over the past two decades, a lot of myths and misconceptions have prevailed about "traditional" media channels.
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