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Stepping Outside the Box in Out-of-Home Advertising

Social and mobile amplify OOH.

Out of Home (OOH) Advertising is all about location, location, location and hitting the right audience with creative content that provides an experience. Increasingly, the use of user generated creative content is proving to have a big impact. Advertisers are recognizing the power of creative generated from apps like Instagram and coupling it with wide format digital printing to create interactive graphics. Social is driving content which is driving effectiveness of OOH advertising.

Out of Home Advertising Billboard
Increase the reach and effectiveness of ad campaigns.

Take Clear Channel’s recent Art Everywhere campaign. The goal of the campaign was to expose Americans and visitors across the country to American history through art. Through social media, Americans voted on 100 different works that they felt spoke the best to our heritage. The 58 top choices were then turned into thousands of OOH displays, including billboards, bus shelters, subway posters and more, creating the largest art exhibit in American history. Through these displays, the public was exposed to these great works while they commuted to work, strolled in the park or shopped at the mall. The campaign served to encourage folks to visit their local art museums and helped them to understand the importance of art programs in our schools. It’s a great example of how social and mobile media can be integrated with traditional print media to increase the reach and effectiveness of an ad campaign. Read more at http://arteverywhereus.org/What-Is-Art-Everywhere

Social media usage and effect.

The fact is according to FrogDog, a Texas-based strategic marketing firm, ninety percent of people aged 18-29 are using at least one social media channel, as are 35% of people aged 65+, which means the potential reach for social media campaigns is practically unlimited. When incorporated into OOH advertising, a brand’s message has the potential to reach far beyond the local audience. This has two implications:

  1. There is a shift in the potential audience for any OOH advertisement. While historically a billboard ad may have been targeted at local commuters, for example, with a social media component, the target audience could be a particular demographic across the country. A local commuter seeing a billboard may engage in the desired social media activity and then share it with a friend on the other side of the country, who may then become engaged. This creates an interactive experience for the user.
  2. Because the medium is interactive, it has the potential to foster very meaningful relationships between people and brands by making consumers feel connected via multiple touch points.

What's next?

Tracking activity in real time is the future of OOH. It will allow advertisers to provide the messaging that consumers want (digital advertising to mobile phones) in real time where they want it and tie it to “brick & mortar” OOH structures like billboards, buses, subways and other traditional media. That may sound like something out of a sci-fi movie, but the technology is not as far off as you may think. The rebranding of the Traffic Audit Bureau to Geopath marks the shift of measuring OOH impressions to measuring and analyzing audience location and how consumers engage with OOH advertising as they move throughout their world. In the meantime, expect to see social media incorporated even more into OOH in new and different ways.

The lesson here? OOH advertising is not going away. Rather, it is evolving and being used differently than ever before with great impact.

Want to start a conversation?

Contact Jim Joyce for more information or to uncover what's possible for your company.