Out-of-home advertising, known as OOH, provides marketers with opportunities to reach audiences as they live, work, and play. 

While traditional billboards and posters are still a strong way to build market awareness, provide directions, and support an integrated marketing campaign, there are lots of other options for out-of-home experiences for audiences of all kinds.

Our clients have used a number of out-of-home options to build brand awareness and drive audience engagement as part of larger campaigns or alone. 

While static and digital billboards are most commonly used to reach travelers, we have placed city wallscapes, ads in transit buses, shelters, trains and subways, and airports, including Dayton and Cincinnati. See our previous blog for more on how Trimbach’s Body Shop has leveraged creative billboards to boost their business. 

There are also many place-based out-of-home marketing options, including movie theater screens, malls, restaurants and bars, gyms, gas station fuel pump screens, physician offices and hospitals, and even whole playgrounds. 

Driving Integrated Campaigns

Combining out-of-home advertising with a digital campaign can provide opportunities to geo-target online ads to reinforce the messages seen in person. Out-of-home advertising can’t be turned off or blocked, and in many instances, offers 24/7 exposure.

Showing up in the lives of your audience can enhance brand recognition as part of larger campaigns, with extensive reach and high frequency. 

Making Your Audiences Say, “OOH”

• Know your objective. Is your goal to increase brand awareness, build brand credibility, or is this a time-sensitive campaign (events, grand opening, promotional advertising)?
  
• Know your target audience. With many out-of-home options, reaching the audience is key in deciding where, when, and how your ads should appear.
  
• Keep your messaging clear and concise. For out-of-home, read time is a key consideration. Short, simple messages work best, especially when your audience may be driving or walking by.
  
• Keep your audience engaged. While brand awareness is a key component of out-of-home marketing, including a call to action can help drive the audience to your next touchpoint.

Ohlmann Group’s Media Team includes experts on outdoor options, best practices, and innovations in the out-of-home space. Contact us to bring an added dimension to your campaigns.