Why digital marketers are moving from display advertising to OOH – OOH

Sponsored article from Wrapify

More and more marketers are testing out-of-home (OOH) placement as an alternative channel to digital media. Nowadays, the classically recognized top-of-the-funnel advertising platform doesn’t just help raise brand awareness. These ads are now driving real results like the beginning of the digital marketing age

In this article, we’ll address four key reasons why this advertising platform is making a significant comeback, and how today’s marketers – digital, performance and brand – can all benefit from it.

1. It works

Yes, this is technically a complete sentence. But let’s back it up with data and statistics! Before the epidemic and even more so today, OOH has proven the effectiveness of the industrial advertising medium. A recent report commissioned by OAAA measured consumers’ online activity after exposure to six different advertising platforms – OOH, TV, Video, Radio, Display and Print. The results draw some interesting comparisons between how different platforms are used and what results can be driven.

For example, when it comes to running search results, marketers may think that video or TV is by far the most influential medium. However, 41% of U.S. adults report using a search engine to find information after seeing an OOH ad.

In addition, many digital marketers have the idea that in order to drive conversions (app downloads, website visits, online shopping) it must be done with display ads. But every conversion strategy in OOH and TV advertising research has surpassed display.

OOH has also done a stand-out performance, coming up as the # 1 platform for running social and video posts. Which is understandable, because customers aren’t going to take screenshots of display ads on their phones and re-post them, but they will stop taking pictures of clever brand ads while they live.

2. The performance of digital advertising is declining

With the influx of companies shifting to online marketing during the epidemic, increased competition has created higher digital advertising costs for on-demand marketers. According to a recent survey, 77% of marketers agree that increasing online focus during epidemics has made SEO competition more difficult. Most indicate that competing with big brands for search positions has resulted in lower revenue for digital advertising.

In addition to search displays, the cost of social media for marketers has also increased. Onescreen.ai’s chief revenue officer explained that the cost of Facebook (Meta) and Google promotions increased significantly during the 2021 holiday season. Which means consumers are immersed in digital advertising. Most marketers in the same survey believe that poor performance in digital advertising is a direct result of consumer digital fatigue and general distrust of digital advertising.

After all, there is another big risk in the world of digital media. In 2022, digital advertising fraud in North America is estimated to cost 23 23 billion in lost marketing dollars. That’s more than double the total US OOH advertising costs. Let it sink …

3. The United States is returning to normal

It would be a mistake to say that the epidemic did not affect the outdoor advertising industry either. During peak lockdown, travel on the street, subway or shop was almost stagnant. Therefore, general OOH advertising mediums simply do not meet the needs of marketers.

According to the monthly dynamics report provided by Geopath and MotionWorks, the consumer movement is starting to pick back up. According to their latest report, the average daytime homecoming in April is higher than in March 2021 – up to 88% of the US population.

Now that things are unfolding and people are returning to work, there is a resurgence outside the home, resulting in a 72% increase in OOH spending in the first quarter of 2022. This was not only the overall increase in the marketing budget post-epidemic, but also the result of marketers finding new channels to reach their goals. Brands such as Sunday Scarris and Belleville have become just two of many brands that have devoted over 20% of their marketing budget to buying OOH Media (average spending in all industries is still 4%).

4. Bonus: It is measurable

While some of this information may sound familiar, the scalability of OOH advertising is somewhat uncertain. Because it is relatively new, and still not perfect in many versions of OOH. A. Wrap, We block this pattern.

Our software provides measurable statistics. It’s not just the total impression, it’s the consumer action. Using the Wrapify Attribution Suite, brands can characterize Wrapify vehicle exposure by affecting site visits, online conversions, in-app conversions, and retail foot-traffic.

Brands using Wrapify can be used by open viewers to retarget. Through physical retargeting, brands can trigger audio, mobile, display, connected TV, native and video ads from Wrapify vehicle exposure. This feature is a perfect addition to any marketing mix, enabling a full subchannel campaign.

When you think of a successful marketing campaign, there are several things to consider. “Is this the right audience?” “Exact time?” “Is it measurable?” “Will there be more?” All of this is important to consider. And while you may think that only a few types of campaigns can answer all of this, the resurgence of OOH has come here to make you think differently!

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