While digital has become more dominant, the Out-of-Home (OOH) advertising still stands out as an impactful medium.
This is proven by research from Ocean NeuroScience that found consumers are 48% more likely to click on a mobile ad after first seeing the same ad on OOH. The study also found that full-motion Digital Out-of-Home (DOOH) has a stronger impact than static OOH advertising, both in terms of brain response and the number of impressions generated.
On top of that, research from OOH Today (2024) reveals that brands allocating a larger proportion of their marketing budget to OOH achieve a +17% stronger ROI. When used alongside TV and digital, OOH drives the strongest returns, delivering a 27% higher ROI compared to TV alone for the same investment. This explains why many brands continue to invest in OOH advertising in today’s digital era, which will be explored thoroughly in this article.
Explore more creativity
OOH allows brands to execute any kind of creative and unique concept in ways that digital media often cannot. From contextual messaging, 3D and anamorphic visuals, interactive and data-driven DOOH, to experiential installations that drive social amplification, OOH is a medium capable of driving awareness, engagement, and improving a brand’s performance.
Stronger Visibility
Digitals are ad-cluttered, but billboards are impossible to ignore. This means that people passing by will see your ad on the billboard as long as you’re amplifying the correct strategy. This is crucial to ensure your campaign reaches more people who fit your target market. As a result, your campaign’s Cost per View (CPV) will be much more efficient, even compared to digital campaigns.
A study from Fandiño (2023) shows that OOH produces significantly higher advertising recall among consumers compared to live and streaming television, podcasts and radio, press, and online performances. Thus, OOH not only can’t be scrolled away on the street, but it also sticks in people’s minds through real experience.
Combining Digital and OOH
OOH does not replace digital advertising, nor vice versa. In fact, the two work best when integrated. Research from S4M that shows combining OOH with mobile advertising can increase in-store visits by up to 2.5x compared to running the channels separately. Nielsen also found that OOH successfully boosts the effectiveness of digital campaigns by more than 40%. It proves that this priming effect drives measurable results, which drives a higher ROI as previously mentioned.
So, in this increasingly crowded and competitive digital era, OOH is once again a strategic choice for brands because it can generate real attention that is difficult to achieve through online media alone. By creating stronger awareness from the start, OOH also helps strengthen the performance of digital channels.
Get your OOH campaign planned and executed with the right strategy with Nord & Smith, the data-driven OOH agency you can definitely trust.
