In today’s world of marketing, there are numerous options that you can choose from. But there is one ongoing debate about what is more impactful—out-of-home media (OOH) or digital media.
Marketing and advertising in the consumer landscapes of today require a lot of creativity and engaging content. It also requires a long and strategic consumer journey that involves multiple touchpoints and the ability to tell a brand story that captivates an audience.
This is why it is so important to integrate OOH media into any brand campaign. Not only are there so many benefits to doing so, but it is a logical starting point to a campaign that many recent studies have recommended as the most valuable.
From being able to take advantage of street furniture advertising to billboards, it is not hard to find an option that makes sense for your budget and strategic goals. That is why we have put together a comprehensive list of all the various options to choose from because every brand will have different needs.
Here are the variety of OOH media options and all the reasons why you should consider making the most of them.
Table of Contents
1. Billboard Advertising
One of the most well-known types of OOH media is billboards. They are a large part of the OOH media suite and the most common type of OOH media that consumers engage with. The type of billboards to choose from is diverse as well, with the option to choose from either static, mobile or digital.
Billboards can be as big as the multi-story sized ones in Times Square or as simple as a static billboard alongside a highway. The best part of billboards is that you can really decide what makes sense to your brand specifically and design the billboard accordingly. Billboards are essentially a blank canvas that is yours to bring to life in the most creative and engaging way possible.
Billboard advertisements are normally not aggressive advertisements. In general, they tend to be more brand awareness campaigns that get consumers thinking about a brand and are used as the starting point to many advertising campaign journeys.
2. Lamp Posts
Every city has lamp posts, which means that there is almost always the option to advertise on lamp posts too. These tend to be much cheaper than a billboard, but can still be a very impactful form of advertising. For example, if you are wanting to get your brand in front of college students, you can take over a row of lamp posts on a college campus that thousands of students will walk by on a daily basis. It also means that each advertisement on each lamp post can be a bit different and tell a larger story too.
3. Guerilla Advertising
You can make OOH media work as guerilla advertising too, using the larger-than-life space to create a real shock factor around your brand. This can involve layering an advertisement with graffiti or street art, or adding a ton of stickers to it. This often gets extra attention and can add a whole new layer of meaning to your advertisement.
Guerilla advertising is best done with larger-than-life assets, which is why OOH media is the best fit for this. You can get as creative as you want and really bring a space to life, ultimately driving a larger impact for your brand awareness efforts.
4. Public Transportation
Busses, trains, and taxis all tend to have a range of OOH media options to advertise in. This is often a great way to get the attention of an audience who has some spare time on their hands. Because they are simply waiting for their stop, they are more likely to really engage with an OOH media ad on public transportation. But it is important to remember the type of demographic that takes public transportation and ensure that your advertisement has relevance to them.
For those wanting to make a really big impact and use public transportation while reaching other types of audience groups, taking over the advertising on the exterior of a bus is another great option. This means that those sitting in traffic or at a stop light will see an advertisement on a bus back and be invited inot the brand funnel as well.
5. Street Furniture Advertising
There is also a range of street furniture like benches that can be turned into advertising as well. What makes this option so great is that it can be done in a very artistic way where the fact that it is an advertisement is much more subtle.
OOH media is diverse and you will have so many different options to choose from. What will you choose first—billboard, busses, street furniture advertising, or all of the above?