When asked which ad channel performed best to surprise and delight viewers, 94% of marketers opted out of the house. That’s pretty final. Their answers may come as a surprise to some in the industry, though not largely since marketers reported that they are turning to OOH to attract consumers who are increasingly difficult to influence online.
One of the many insights and surprises published in a recent marketing survey is that it asked 611 marketing professionals in 45 US states.
Most marketers also say that believing that consumers are paying close attention to their physical environment, they can now spend more time in the real world. Bored (and, in many cases, absolutely annoyed) with their irresistible digital existence during the epidemic, viewers are feeling new and new outside the door. Especially online advertising.
A medium for all marketers
OOH’s popularity with consumers is great news, especially for small and medium-sized brands. These companies have expressed growing frustration over their inability to compete successfully against big-brand-big-budget advertisers for online visibility. They are also concerned about declining returns and ROI due to widespread digital fatigue.
And there is better news. As consumers associate OOH with wonder and joy, it opens the door for creative designers who feel as limited as their audience due to the limitations of online advertising design.
OOH expresses paint-up creativity
No other channel offers such a huge array of media options. Advertisers can pull together customized combinations to suit each campaign’s theme, goals, and special situations, such as conferences and events. You can be very imaginative with static visuals, digital, video and / or audio to showcase your brand personality as well as your advertising message.
OOH also offers seemingly unlimited placement options across the street and from downtown to stadiums and digital screens in a plethora of indoor and outdoor settings. These include airports, where you can come, go and wait for your target audience. Waiting for their flight. Waiting for their bags. Waiting for their food or drink at a restaurant or lounge.
With the growth of business and leisure travel, airports can provide vital visits for brands and consumers.
With all of this in mind, marketers are not only increasing their OOH budget for 2002, they are considering more ways to incorporate both OOH and digital OOH inventory into their media mix. For example, our OneScreen.ai team recently worked with software company Reprise to create a commanding presence around B2BMX conferences using multiple OOH media.
OOH makes a kind of impression
Marketers measure impressions by the number of people who have seen their ad within a certain period of time. Brand recognition builds credibility and trust, so it’s important to pay close attention to your message – or at least your name – as much as possible. OOH can dramatically expand the reach and frequency of advertising campaigns, allowing marketers to make more impressions economically.
OOH also generates higher withdrawal rates than mobile (35%) or TV (22%) – 40% for OOH and 47% for DOOH.
To convert and sell, however, advertising must create a lasting impression – an emotional connection that leads consumers from brand-conscious to buyer and long-term loyal customer.
The wonderful and delightful ads are memorable. Content that inspires relevant and compelling action. In the same survey where marketers said that OOH is the best of surprise and joy, 84% of them said that they expect OOH to become increasingly interactive by 2022. They are particularly interested in expanding the use of QR codes as well as augmented reality and recognition-enabled displays.
Interactive experiences are more memorable because they employ multiple senses. Researchers tell us that sensitive experiences evoke feelings of emotional connection and that emotions inspire action. Exactly what each brand is looking for.
OOH has the sole power to influence and win over B2C or B2B consumers. Not surprisingly, marketers ranked # 2 outdoors in all advertising media for the projected growth in 2022.
About OneScreen.ai
OneScreen.ai is accelerating the growth of real-world advertising by making it easier to buy and sell outdoor (OOH) advertising – from billboards, blimps and buses to bars and restaurants to cars and connected TVs. OneScreen.ai is making the $ 100 billion OOH industry more streamlined and connected, giving marketers a centralized space for OOH ads to buy, place and measure, and media owners to sell, manage and run their inventory. Founded by alumni and alumni of Google, HubSpot, and Wayfair, OneScreen.ai earned a great place to work certification in 2022.