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93% of Marketers Say OOH Is a Branding Essential

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Sponsored content from OneScreen.ai

Branding is fundamental for every enterprise. Startups and emerging companies have to get the word out far and wide and fast. Established companies, even the biggest name brands, have to stay top-of-mind to stay ahead of their competition. No business can afford to let up – or, conversely, to become so “familiar” that overwhelmed consumers become blind to them.

An impressive majority of marketers – 93% — increasing their out-of-home advertising budget say it is essential for reinforcing brand awareness. Three-quarters of them also say OOH enables them to differentiate their brand from competitors. And nearly as many (74%) say OOH is essential for combatting consumer digital fatigue.

Those insights come from a recent nationwide survey that explored how marketers are Rising Above Digital Fatigue. The survey was conducted by Kickstand, in conjunction with OneScreen.ai, a B2B software platform that connects out-of-home buyers and sellers.

Why are marketers so overwhelmingly excited about out-of-home?

Reach Everyone or Highly Targeted Audiences

Traditional outdoor advertising on billboards has long been valued for its ability to reach massive audiences over an extended period of time, affordably. More recently, street furniture, posters, murals and a variety of other OOH inventory choices have allowed marketers to expand their broad-reach messaging beyond the roadside.

Marketers have also discovered that adding billboards can resuscitate waning returns from online advertising, lifting reach and results by as much as 400% when combined with Facebook ads, for example. This not only helps brands stand out by reinforcing online messaging, it can also motivate viewers to follow up.

An earlier survey conducted by Nielsen and OAAA revealed that:

  • 66% of smartphone users took some type of action after seeing an OOH ad
  • 74% of those who saw a directional OOH ad immediately visited the store and made a purchase

Deliver Contextually Relevant Messages

Street-level static OOH allows marketers to exploit longer dwell times. Content can include more detail as well as a QR code pedestrians can scan to activate engagement with the brand. Brands can also tell their non-sales stories – about sustainability practices or community involvement — to capture attention and boost loyalty from eco-conscious consumers.

Outdoor OOH placements can be geo-targeted to reach audiences within a certain area, and indoor place-based DOOH uses screens in lobbies, waiting areas, retail and grocery stores, at gas pumps and digital EV charging stations and larger venues such as stadiums and conference centers. This means content can directly relate to time and place in addition to target demographics.

Incorporate a Full Complement of Inventory Assets

With OOH, marketers can connect with audiences from the sky (skywriters and airborne banners are back!), on the ground, on the water, along the road, or indoors. Advertising can follow a consumer on their journey as they travel around town or farther afield, with repeat or sequential messaging.

Advertisers are also using clever creative such as 3D and extensions to stand out even more. And they’re going interactive. Not only with QR codes, but with touchscreens and augmented reality. According to the Digital Fatigue survey, many Gen Z marketers are also very interested in learning how recognition-enabled displays might enhance OOH experiences.

Dominate Conferences and Other Large Events

It’s not only shoppers and diners who are spending more time away from home. Business people are heading to the office and also to conferences.

With travel on the rise despite high fuel costs and some lingering concerns about Covid, 93% of marketers said they expect airport OOH to be in high demand in 2022. So much so, in fact, about three-quarters of them expressed concern that demand would overwhelm supply.

With so many opportunities available to reach audiences out of home, survey respondents said they plan to take maximum advantage in 2022. They are expanding their advertising plans to include both OOH and DOOH. And they are expanding their budgets, many redirecting funds from other channels (especially email, paid search and paid social) to help pay it.

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