Why outdoor media advertising is helpful to your business?

Author: Edwinn Cornett

The latest study of MAGNA (covering 70 countries) in partnership with IPG Mediabrands’ titled ‘Why Out-of-Home Outperforms,' based on analysis of the global outdoor media advertising industry and outdoor ads brings the following findings…

  • Outdoor ads or Out Of Home (OOH) advertising is now a $29 billion market accounting for 6% of the global $500 advertising spending.
  • The OOH market share has increased to 10% from 8% compared to traditional media ad spend (radio, TV, print).

It would be relevant here to note Mike Cooper’s, (Global CEO of Rapport) comment on outdoor media advertising …

"The diversified lifestyle touch points it reaches, and the veritable mountain of mobile-driven audience data, we are best positioned to accurately, and in real-time, track audiences and deliver contextually relevant messages through out-of-home media. OOH’s sustained growth on a global scale will further enable us to create engaging consumer experiences."

Here are some other facts that are behind the success and popularity of outdoor ads and why should it be helpful for your business.

Attention Grabber

A digital billboard with compelling message and image is bound to capture the attention of people whether pedestrians or traveling by vehicle. Because, when people are out of their homes, they pay more attention to the surroundings. Often they are long-distance travelers whether self-driving or going by public transport and OOH ads draw their attention.

Prolonged Presence, Better Impression

OOH-ad remains fixed (unless mobile OOH ads over truck or transport ads which again have their own merits) at one location for quite a period. A consumer gets to see it often twice a day while commuting to business or workplace and back home. Prolonged exposure creates long lasting impression in mind.

High Conversion Rate

As per a study, around two-thirds of the daily commuters make purchasing decision seeing outdoor ads and half of them do their shopping on the way. Outdoor ads thus have high conversion rate, and smart advertisers take advantage of this impulse buying decision of people.

Low Cost But Effective Branding

Compared to traditional media, OOH advertising gives a very low cost but effective branding platform. Being stand-alone, an outdoor ad remains uncluttered, unlike the flood of ads in traditional media cluttering the mind, reducing the effectiveness.

MediaLease OOH, with its 30 years of experience in the field, simplifies the outdoor media advertising process by taking care of the entire cycle right from planning till billing and management.