In an age where digital screens dominate our attention, there’s one medium that continues to thrive outside the confines of our phones and laptops: out-of-home (OOH) advertising. From towering billboards on busy motorways to digital displays in bustling train stations, OOH advertising surrounds us in the real world, making it an unmissable force in modern marketing.
What makes OOH advertising so powerful is its unique ability to connect with audiences where they live, work, and play. It’s a format that can’t be skipped, blocked, or ignored, offering brands a canvas as large as their imagination. Whether you’re a small business looking to gain local visibility or a global company running a national campaign, OOH can deliver impact and results like few other channels can.
The numbers tell the story. In 2023, the global OOH advertising market was valued at $28.48 billion, with more growth projected in the years to come—much of it driven by the rise of digital out-of-home (DOOH). This evolution is making it easier than ever to create targeted, measurable, and interactive campaigns that cut through the noise.
With so many formats, strategies, and technologies to consider, how do you ensure your campaign stands out and delivers ROI? That’s where this guide comes in, and how Excite OOH can help your brand.
What is Out-of-Home Advertising?
OOH advertising is one of the oldest forms of marketing, yet it remains one of the most dynamic and impactful ways to engage with audiences. But what exactly is OOH advertising, and what sets it apart from other marketing channels?
At its core, OOH advertising refers to any advertising that reaches consumers while they are outside their homes. It encompasses a wide variety of formats and locations. Unlike online ads that live on personal device screens, OOH advertising commands attention in the physical spaces people inhabit daily.
The Key Characteristics of OOH Advertising
OOH advertising stands out due to its:
- Physical Presence: These ads exist in the real world, creating opportunities for brands to reach people in high-traffic areas where their message is impossible to ignore.
- Mass Reach: OOH campaigns can connect with millions of people, whether they’re commuters, shoppers, or tourists.
- Visual Impact: The scale and creativity of OOH ads make them memorable, creating lasting impressions that can drive brand awareness.
- Always-On Nature: Unlike digital or broadcast ads that require user interaction or scheduled airtime, OOH ads are constantly visible.
Types of Out-of-Home Advertising
OOH advertising comes in many forms, each offering unique opportunities to engage your target audience:
- Billboards
- Transit Advertising
- Street Furniture
- Place-Based Advertising
- Digital Out-of-Home (DOOH)
The Role of OOH in the Marketing Mix
OOH advertising is not just a standalone channel—it often works best as part of an integrated marketing strategy. Here’s why:
- Amplifies Other Channels: OOH can boost the performance of digital, TV, and social campaigns by reinforcing brand messaging in the real world.
- Builds Trust and Credibility: The physical presence of OOH ads lends a sense of legitimacy to brands that’s harder to achieve with online-only campaigns.
- Targets Hard-to-Reach Audiences: Unlike digital ads, which rely on devices and cookies, OOH reaches audiences in public spaces, capturing their attention during daily routines.
Why OOH Advertising Works
OOH advertising has stood the test of time for a reason: it works. Studies show that OOH ads drive higher brand recall compared to other formats, with people often associating them with trust and reliability. According to Outsmart research, when shopping, 83% of people recall having seen OOH advertising within the last 30 minutes. Additionally, the rise of DOOH has introduced new opportunities for creativity and personalisation, allowing brands to engage with audiences in real-time and even integrate mobile or social elements into their campaigns.
Whether you’re promoting a product launch, driving traffic to a store, or simply building awareness, OOH advertising offers a powerful platform to connect with audiences in meaningful, memorable ways.
Case Studies
Out-of-Home advertising is a powerful medium that combines scale, creativity, and immediacy to reach consumers in the physical world. OOH ads are everywhere. But what makes an OOH campaign truly stand out?
Key Elements of Effective OOH Creatives
1. Simplicity is Key
- Keep your message clear and concise.
- Use no more than seven words for the main message.
2. Bold Typography
- Use large, legible fonts that can be read from a distance.
- Opt for sans-serif fonts for clarity.
3. High-Contrast Colours
- Ensure text and visuals stand out against the background.
- Example: Black text on a yellow background has one of the highest readability rates.
4. Strong Imagery
- Use high-quality visuals that evoke emotion or tell a story.
- Avoid cluttered images; focus on a single, striking element.
5. Call-to-Action (CTA)
- A short, actionable phrase (e.g., “Visit Us Today” or “Scan to Learn More”) drives engagement.
- For digital OOH, include QR codes or short URLs to track interaction.
6. Brand Visibility
- Make sure your brand logo or name is prominent but not overpowering.
- Place branding elements at the corners or edges for better recall.
Style Guide for OOH Creatives
Colour Palette:
- Bold Colours: Red, blue, yellow for attracting attention.
- Complementary Colours: Avoid clashing tones that strain the eye.
Layout:
- Use the rule of thirds to position key elements.
- Leave ample negative space to avoid visual clutter.
Image Guidelines:
- Resolution: At least 300 DPI for static OOH, scalable for digital screens.
- Aspect Ratios: Match specific billboard dimensions.
Tips for Different Types of OOH Media
- Static Billboards:
- Best for broad, universal messages.
- Focus on timeless visuals and CTAs.
- Digital Screens:
- Use motion to capture attention but avoid overly complex animations.
- Rotate messages for multiple touchpoints.
- Transit Ads:
- Design for close-up viewing and short bursts of attention.
- Consider the movement of the vehicle.
- Interactive OOH:
- Leverage touch screens or AR for deeper engagement.
- Clearly guide users on how to interact.
Final Thoughts
Out-of-Home advertising is an evolving art form that marries creative storytelling with strategic placement. By adhering to design principles, embracing technology, and measuring results effectively, brands can create OOH campaigns that leave lasting impressions.
Now that you’re armed with this ultimate guide, it’s time to bring your creative vision to life.
