Out-of-Home Advertising is Outrunning Expectations

Noticed any attention-grabbing ads lately? Specifically, have you noticed ads that are on display when you’ve been driving, walking, or waiting for a bus, among other places? If recent findings are any sign of the times, you’ll be seeing many more out-of-home ads in the future.

The comeback of out-of-home advertising (with help from digital)

During the “digital revolution,” the traditional method of getting the word out about a brand— known as out-of-home (OOH) advertising—was considered to be outdated. Wrong! Ads that appear on billboards, posters, or any public space have experienced a comeback. And this comeback was revolutionized by adding digital into the mix. Yes, digital out-of-home (DOOH) is a marketing force to be reckoned with, and thus makes the term at the beginning of this paragraph—“digital revolution”—even more complete.

Onward and upward

Since the beginning of this year, the renewed interest in OOH—and particularly DOOH—advertising has steadily grown, with budget expectations equaling $33.5 billion. As if this were not impressive enough, recent news indicates that this interest will continue far into the future. Global Newswire, citing a report from SNS Insider, projects that digital out-of-home advertising will reach an astounding value of $50.79 billion by 2030. (Yes, $50.79 billion!) This growing popularity stems from the benefits of real-time engagement that users have with DOOH ads, which are based on data-driven insights. These insights determine which ads are to be programmed for display. Now for a word about programming…

Adding “pr” to “DOOH”

That’s not “pr” as in “public relations” but for “programmatic.” Any DOOH ad that the public takes notice of is not random. Based on the data-driven insights mentioned above, programmatic digital out-of-home (or prDOOH) ads are strategically scheduled to run at specific times and days. As with television commercials, these ads are carefully programmed to appear before passerby (and potential customers) who might take not only notice but interest in the content on display. (Indeed, prDOOH ads give new meaning to “being in the right place at the right time.”) This is especially relevant for one particular audience…

Z marks the spot (Generation Z, that is)

Contributing to the mammoth growth of prDOOH is that youthful audience—Generation Z. Yes, those shoppers born between the mid-1990s and early 2010s have purchase power beyond compare—along with very definite likes and dislikes. Where dislikes are concerned, Generation Z gets easily annoyed by certain digital realities, such as pop-ups and ads they do not seek out. A programmatic out-of-home ad, however, can be ignored or paid attention to. In short, this form of advertising gives Generation Z a choice. This connection strengthens the power and popularity of prDOOH. Its future is as bright as a DOOH ad is when seen at night.

Sample of EGC’s out-of-home advertising…

EGC knows full well about the power and reach of effective out-of-home advertising. Here are two cases in point:

  • This past May, we planned and executed an outdoor campaign to help client KISS Products promote its imPRESS® Press-on Falsies™ product line—right in the heart of New York City, and which can be viewed on Instagram.
    KISS Times Square
  • Most recently, our Craft Beverage Division launched a brand refresh for two beverages of Garvies Point Craft Brewery—“Crescent Kölsch-Style Ale” and “Battalion 5 Pilsner.” Part of this promotion to spread aware of this refresh was a 5K presentation of the Garvies Point logo—at CitiField stadium in Queens, NY.

Garvies Point.CitiField-1With the application of programmatic (pr) and digital (D) to transform traditional out-of-home (OOH), the resulting acronym—“prDOOH”—in advertising will grow in value and be seen and heard more often as an effective way for spreading a brand’s message far and wide.

This blog began by asking if you’ve seen any attention-grabbing out-of-home (OOH) ads lately. Now ask yourself if you think your brand could benefit from this kind of advertising. Contact EGC. We’ll help you find answers to that question.