Tag: OOH

How Ooh Media Has Topped The Chart In Contemporary Advertising

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Advertising is a common practice of brand promotion widely adopted by brand owners and advertisers to popularize their brand image. Advertising is of various types and means. Depending upon the tools used, advertising is classified as television ads, radio ads, print ads, outdoor ads, internet ads, mobile ads etc. In this article, let us exclusively discuss about the significance of OOH advertising and how it leverages robust business for various brand owners.

OOH Advertising plays a significant role in contemporary brand advertising by topping the chart of advertising mediums. The launch of various rich tools and applications, the ready availability of brand message for customers when they move out of home to work, shop or whine away, the changing consumer behaviorism all these create more opportunities for outdoor advertisers to launch unique promotion campaigns for their brands.
How OOH media leverage robust business for brand owners?
Its time to say bye to television & print ads and switch to OOH media for brand advertising. Ensuring effective brand communication to brand owners, OOH media has leveraged robust business for a wide range of brand owners and advertisers. Though OOH Advertising is the oldest means of brand promotion, the pendulum of brand advertising opportunity still swings towards OOH ads. Small and big advertisers both invest in this means of advertising to promote their brand business in the market place.

Why OOH ads have to pass the crucial creative test?

An OOH Advertising campaign has the potential to provide proven brand communication solution. However, any OOH ad has to pass the supreme creative test before it finally gets live through a particular OOH media. Outdoor ads stand out from other modes of advertising because of its originality and creativity. With technological tools and applications, OOH Advertising is presently creating a huge upsurge in brand promotion activities.

How OOH Advertising emerged as the ultimate means of brand advertising

Some marketers consider Outdoor advertising as an afterthought means which is precisely true. Television ads were considered as dull adaptations from radio and print ads and that was how television advertising became an effective means of brand promotion. However, in today world, people do not have much time to watch television or read newspapers to stay informed about what is new in brand advertising. Print ads take 10 minutes to comprehend the brand message while people usually reach home late (post office) and usually don’t have time to switch on the television to watch ads. Such hectic lifestyles of people further encourage outdoor advertisers to indulge in more OOH advertising campaigns so that their customers stay informed about various brand messages through OOH ads.

Do OOH ads assure successful brand message?

Yes with no ifs and buts. However, as mentioned earlier, OOH ads have to pass the supreme creative test in order to provide the targeted impact on the customers. The creative stream in any OOH ad should keep flowing so that customers find it alluring and pay attention to the brand message.

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Common Outdoor Advertising Methods

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Advertising creates a great impact in today world. Innumerable customers are attracted to the information about brands or services that is provided by the various advertisements. Among st the various tools of advertising, outdoor advertising is one of the effective techniques used by advertisers to keep businesses afloat and also to increase product awareness and sales. Wide ranges of outdoor advertiser have so far created a huge impact with their advertisements.

Various forms or methods of outdoor advertising are available such as banner ads, billboard ads, kiosk ads, lamp post ads etc. Banner ads are fixed on the roads, in public places like restaurants and shopping outlets and at various traffic points. Banner ads are helpful for advertisers to target those customers who have little time left to see television and read newspapers. Such category of potential customers can be informed about the different products that are flooding in the market through the usage of banner ads. Banner ads placed at traffic signals and on the roads attract a wide range of potential customers.

Banner ads are either graphic based or content based. Banner advertising provides a good source for promoting your brand. If your banner ad happens to be an attractive one, it can possibly become the talk of the town simultaneously promoting your brand among st the target group. The public will become more familiar with your product or brand. People will start talking about your product and the talks will spread further to even those customers who have not watched your ad.

Billboard Advertising is another form of OOH advertising. Due to their effectiveness, billboards ads are an extremely popular form of OOH advertising. When it comes to attracting the target audience, billboard ads are the best way to do so with their attractive logos which provide an eye-catching look to onlookers. Billboard ads are usually bold and bright and every onlooker is able to understand the content at a glimpse. With their colorful and attractive graphics billboard ads provide an attention capturing look to target audiences.

Other methods of out of home advertising such as kiosk ads, lamp post ads also create the same impact like banner and billboard ads. Digital signage, digital billboards, LCD, LED etc are the latest available options for out of home advertising at present.

Various other modes of outdoor Advertising in India include airport advertising, metro advertising, mall advertising etc. Airport Advertising is one of the effective types of outdoor advertising. Creating a huge impact upon the potential customers, airport ads provide a great medium to promote your brand, service, idea or business etc to your niche target group.

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Five Striking Features Of Outdoor Advertising!

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The objective of each advertising campaign differs from another. Keeping this point in mind, advertisers adopt various mediums of advertising which best suit the requirements of their brand promotion campaign. Outdoor advertising is one of the oldest mediums of brand promotion. Advertising brands through outdoor media vehicles such as billboards, hoardings, kiosks, posters etc have been in vogue ever since the advent of advertising in India. Five important features/ advantages of outdoor advertising are explained below-
-Cost efficiency: Out of home advertising methods are cost effective ways to promote a brand or service because OOH advertising is mostly one time investment. One outdoor ad can be kept for weeks, months or even years (provided the ad is not deteriorated by weather or alike factors). Hence, in out of home advertising one doesn’t need to invest again and again. Just invest once and wait and watch to observe the impact.
-Better reach: Outdoor ads provide better reach to customers as compared to other advertising practices. This is because outdoor ads cannot be switched off like television or print ads. One can avoid a television ad by changing the channel but one cannot avoid an outdoor ad by staying inside home and not going out. The bottom line is that everyone moves out of home and while moving out of home, one happens to watch all those outdoor ads about various brands. The compelling viewership provided to audiences is one of the major advantages or features of an OOH advertising campaign.
-Potential to reach intended customers: Outdoor brand promotion practices such as airport advertising, mall advertising etc have potentials to reach the targeted customers. Airport advertising is one of the most common practices of outdoor brand promotion. Any advertising campaign whether home based or outdoor is successful if it reaches out to the target audience. In such case, outdoor ads have the ability to reach and influence a defined target group with an affluent brand experience.
-Scope for creativity and longevity: Outdoor advertising provides more scope for creativity and longevity while promoting a brand, service, idea or business activity. This scope for creativity and longevity makes outdoor advertising an effective and reliable tool for brand promotion.
-Constant or non-stop exposure to public: Outdoor ads whether airport advertising or mall advertising provide constant exposure about the brand to the general public. This is another striking feature/ benefit of outdoor advertising. Maximum exposure in the market place means attracting a larger number of target audiences. Advertising is a customer-centric affair and attracting old/new pool of customers is equally important for an advertiser to promote his brand or service.
Outdoor advertising India is becoming trendy day by day. Especially with the advent of digital technology, outdoor advertising has undergone a radical change as compared to the conventional modes and techniques of brand promotion. The trends of outdoor advertising India are yet to revamp and renovate further with a touch of technological sophistication.
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Ooh Advertising Out-of-home Advertising Boosts Impact Of Other Media, Delivers Sales Lift

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Marketers looking for evidence that out-of-home advertising can improve sales and amplify the effectiveness of their other advertising need look no further than a new study from Clear Channel Communications and MarketShare Partners.

The study, “How Out-of-Home Advertising Works,” examines the return on investment of using out-of-home advertising as an ingredient in a larger marketing mix. Specifically, the report finds OOH advertising provides a significant, incremental sales lift that equals, or is often greater than, other drivers.

“After careful analysis of thousands of marketing optimization models, and considering decades of research and applied marketing science, independent research from MarketShare Partners conclusively shows that OOH is an effective marketing vehicle and should be included as a component of the optimal marketing mix across a broad range of industries,” said Debbie Reichig, senior vice president of Business Development and Marketing at Clear Channel Outdoor.

So what can marketers expect from OOH advertising? Quite a lot, actually. A press release announcing the report outlines some of key benefits, including:

*Adding OOH in the media mix, for industries and products where it provides observable sales lift, makes other media more effective.

*OOH can provide a significantly higher sales lift in conjunction with TV when the creative messaging is coordinated across platforms.

*OOH can provide a significantly higher sales lift in conjunction with radio when there is a call to action.

As I’ve discussed before, out-of-home advertising using a medium such as digital signage networks is making great strides these days. Recent developments in technologies and techniques to count audience elevate the stature of OOH advertising in the minds of marketers and ad agencies alike.

The latest study from Clear Channel Communications and MarketShare Partners advances the medium further still. It not only demonstrates how OOH ads can provide a sales lift when used together with radio and TV advertising, but it makes specific recommendations on the optimum allocation of marketing resources to out of home.

The study finds the best allocation of marketing dollars to OOH advertising falls somewhere between 5 percent and 25 percent of the total advertising budget for most products and brands.

While some may discount this study as self-serving -after all Clear Channel Communications recently announced its recommitment to OOH ad networks and is one of the largest purveyors of outdoor advertising in the world- to do so would be shortsighted in my opinion. Sure this company has an interest in OOH advertising, but both Clear Channel and MarketShare Partners have an equally strong interest in protecting their reputation in the industry. To do anything other than to look honestly and completely at OOH advertising in the report would be harmful to both enterprises.

I applaud the companies and the release of “How Out-of-Home Advertising Works.” The study offers the advertising and marketing communities key insights at this important stage in the development of OOH advertising on digital signage networks. Not only does the study demonstrate how OOH advertising can help marketers achieve their goals, it quantifies what portion of their ad budgets should be allocated to this medium to maximize the effectiveness of their advertising efforts.