Out-of-home advertising is the oldest and traditional form of advertising. It remains a favorite amongst Gen-Y and Gen-Z audiences. While this may seem counterintuitive as the digital world occupies most of their time, however, a recent Kantar study report points out that their ad preferences do not reflect their habits. With the advent of internet-based media like Google Ads, Facebook, Instagram, etc. there has been a growing debate on who will rule the roost between Outdoor Media and Internet-based Media. Let’s find out why people still prefer traditional media channels over online advertising.

𝟭.) 𝗥𝗲𝗮𝗰𝗵 :
One of the primary benefits of OOH Media is ‘Reach’. Anyone passing by your billboards notices your ad. Unlike internet-based media, which is site-specific and at times people use ‘Ad-Blockers’ to restrict the ads they view. An outdoor ad can be seen by a 5-year-old boy to an 80-year-old man.
𝟮.) 𝗔𝗳𝗳𝗼𝗿𝗱𝗮𝗯𝗶𝗹𝗶𝘁𝘆 :
OOH Media is cost-effective and generates a high return of investment (ROI). It is also one of the most convenient ways to increase your brand awareness. It has been observed that OOH has lowest cost per thousand impressions (CPM).
𝟯.) 𝗙𝗹𝗲𝘅𝗶𝗯𝗶𝗹𝗶𝘁𝘆 :
Customers are free to design the OOH to increase engagements. The advertisers have a blank canvas, and they have the ability to occupy the space in unorthodox ways which can extremely eye-catching to the viewers.
𝟰.) 𝗥𝗲𝗽𝗲𝗮𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆 :
A person going to the office every day and looking at the same billboards day-in day-out has a much higher chance of conversion to purchase than a person viewing the ad on the internet occasionally.
𝟱.) 𝗘𝗻𝗴𝗮𝗴𝗶𝗻𝗴 :
It is observed that people are more likely to click on an online ad if they have previously been exposed to OOH advertising for the same brand. In addition, OOH is used to direct people toward a particular website to drive purchases.
𝟲.) 𝗗𝗿𝗶𝘃𝗲𝘀 𝗔𝗰𝘁𝗶𝗼𝗻 :
A Nielsen OOH Advertising study reported specific actions taken after seeing an OOH ad: • 21% visited a restaurant advertised • 16% immediately visited the business advertised with a directional ad
• 20% watched a movie in the theater
• 26% talked about the ad or product with others
• 35% used mobile search to look up more information about the advertiser

Although Out-of-Home (OOH) media was amongst the most hit by pandemic (COVID-19) however with unlock happening country wide and people coming out like before there is significant revival in OOH space.

According to the Out of Home Advertising Association of America (OAAA) President Anna Bager, “OOH is one of the most impactful ways to reach consumers. OAAA-Harris Poll findings state that people are annoyed by sponsored digital media content and feeling digital device fatigue, and the results of this research with Comscore should send a clear signal to advertisers: OOH is a vital part of the media mix.”

Most recent technological advances in the OOH space have made it more engaging for customers compared to Internet-based media. Some prominent trends seen are Digital Billboards, Interactive Billboards, 3D Billboards, Props at strategic locations befitting the brands, wallscapes, inflatable billboards, bus & aircraft advertising, street advertising, etc.

The market is competitive and with the attention span & retention rate decreasing, it is worthwhile for companies to invest in OOH media to stay relevant and competitive. Companies that understand the power of innovative OOH advertising ideas can achieve their marketing goals faster.