When it comes to finding ways to market in the modern world, there are a lot of things to consider. The fact that the internet and advanced communication has changed the entire face of commerce and social interactions is something that a lot of marketing companies are challenged with. With a consumer who now has more access to information than ever before, how do expand your brand awareness and get their attention?
Access to search engines like Google and the fact that eCommerce has made doing business from many points on the globe a reality, add challenge to the ideas of brand awareness. How do you make your brand stand out from the competition? How do you catch prospective customers’ attention and make it memorable in a way that really drives your brand forward?
While there are a lot of new ways of advertising that have been made prominent by the rise of technology and the prominence of the internet, there are still methods of advertising that predate these advancements that are effective. Well-built, cohesive, and user-friendly websites, SEO strategies, and even viral marketing through social media platforms all represent forms of marketing that are more recent and have a lot of merits. When it comes to marketing that has been around for a while and is still powerful, out of home, or OOH, marketing is still one of the most impressive.
Even though OOH has been around for decades, that’s not to say that the modern age hasn’t impacted, improved, and even caused some evolution inside of it. Modern OOH fully embraces the technological ability to use high-resolution digital paneling and programing. This kind of digital out-of-home media has been dubbed DOOH and is a huge part of the OOH marketing field.
If you have been wondering about what exactly OOH is and what digital out-of-home media looks like in 2022, here is everything you need to know.
What Is Out of Home Marketing?
OOH is best conceptualized by the most its most famous tool – the billboard. This is the best-known OOH tool and method of marketing. Put simply, out-of-home media, or marketing, is the ability for a brand to gain awareness at a large scale through public exposure that literally takes place out of the home. This is different from internet and TV ads or newspaper promotions. This kind of media focuses on sharing a brand very publicly in a noticeable and attention-grabbing way in the public sector.
What Kinds of OOH Are There?
When it comes to methods of OOH, there a couple of different kinds of marketing schemes a brand can choose. The key features that tie them all together are going to be exposed to highly trafficked areas. As long as it’s some kind of branded message on display to large groups of people, it’s considered OOH. These are some of the most popular methods of OOH media available.
The Billboard
As already mentioned, this is possibly the most famous form of OOH media. Large, attention-grabbing, and effective, billboards can spread a brand’s awareness on an enormous scale by exposure to thousands of people a day.
Urban Panels and Bust Shelters
Two other popular forms of OOH media are urban panels positioned strategically outside of subway stations, and bus shelters. These are smaller advertisements that are designed to be at eye level and interact with the daily commuters of bus stops and subways. These are highly effective for local and national brand awareness campaigns.
What is Digital OOH?
The concept of digital OOH, or DOOH, media is very simple. You simply use the same kinds of marketing tools but upgrade your advertisements to be high-resolution digital panels. These are highly effective and some of the best OOH tools for grabbing attention. Because they can be programmed with high-resolution pictures, you can extremely creative and even add elements of sound, video, and special effects. One of the most iconic landmarks in the world that is famous for its DOOH media is Time Square in New York City.
There are three common types of DOOH that you can use, digital billboards, spectaculars, and digital trucks. Digital billboards are fairly common and have a lot of benefits over the traditional models. Namely, it’s easier to get stunning graphics that are more dynamic and easier to alter or change. NYC’s Time Square is an example of spectacular. Large digital panels designed to stun, and amaze. Lastly, the digital truck is simply a mobile digital billboard. The screen typically wraps around the entire truck and is hard to miss when it passes you.
Conclusion
The truth is, OOH marketing will always be one of the most effective ways of spreading brand awareness at a truly incredible scale.
