Introduction
Take Advantage of a Transformed Data-Driven OOH Strategy
Tap into Sophisticated Targeting to Precisely Reach Audiences
Leverage the Power of Programmatic Buying Capabilities
Unmissable Creative Impact that Only OOH Can Achieve
Drive Full-Funnel Brand Outcomes
OOH Advertising Success Checklist for Marketers
Conclusion Contact Us
Consumers have returned or even exceeded their outdoor lifestyles and marketers are following suit — shifting their ad dollars to follow their audiences. In parallel, Out of Home (OOH) has evolved to become an advanced media platform in the same way as other dominant media channels.
It’s now an even more effective and valuable brand-building and performance marketing channel. As marketers prioritize eiciencies and outcomes to make their ad dollars work harder, OOH is already winning a bigger share of media budgets.
AUDIENCE GROWTH AND OOH INFLUENCE ON CONSUMERS
Commuting, Traveling, and In-Person Events data support that audiences are out of their homes and engaged
Transformed by data and technology to deliver more targeted and measurable campaigns and built for omnichannel success, savvy marketers are embracing the full potential of the digitized and unmissable OOH medium that offers a limitless creative canvas and an unmatched ability to reach one-to-many at meaningful scale.
OVERALL GROWTH IN US OOH MARKET (PARTICULARLY DIGITAL)
But in a fast-evolving and fragmented OOH landscape, the need for informed specialist insights has never been more important. That’s why we’ve developed this guide, to help marketers navigate the complexities of OOH planning, buying, and measurement — to understand how to use OOH effectively and maximize its full value.
THE ORIGINAL (AND NEXT GREAT) BROADCAST CHANNEL 86%
OOH has the highest levels of ad recall of all major media and peaks at
A Transformed, Data-driven OOH Strategy is a Powerful Force that Delivers Reach, Frequency, and Outcomes
OOH has evolved from a legacy medium into a sophisticated, technology-led, data-driven medium that’s fueling advertiser adoption for achieving fullfunnel brand goals.
Because the context that surrounds OOH advertising is real life, OOH has rightfully earned the reputation of being one of the most trustworthy and relevant mediums – with 58% of consumers saying they are very likely to believe messaging in OOH ads vs. other channels like TV, social, and digital.
58% of consumers saying they are very likely to believe messaging in OOH ads vs. other channels like TV, social, and digital.
OOH offers unmatched scale and impact for marketers to reach precise audiences both where they live and throughout their daily journeys. OOH ads are noticeable, brand safe, and unskippable.
The growing availability of both digital and programmatic OOH offers speed and flexibility making it simple for marketers to change campaign messaging or targeting, on the fly.
Today, TV advertising only reaches certain audience segments, with large subsets of younger audiences wholly removed from traditional broadcast. OOH reaches everyone, whether they’re driving down the highway, exercising at the gym, or commuting on mass transit.
Digital ads aren’t always perfectly targeted, especially as location data policies and regulations increase. For local campaigns, marketers can be sure that their ads are reaching the right audience because OOH ads can be placed in hyperlocal, unmissable locations.
With the evolution in data-driven OOH, advertisers now have access to a broader array of targeting capabilities to reach their desired audiences more precisely. New forms of data and information about observed audience behaviors are now readily available for advertisers to take a more evidence-based and data-driven approach to identify relevant audiences and understand their daily journeys.
Ada, Talon’s intelligent audience targeting and data management platform (DMP), allows advertisers to get the most from their OOH campaigns by tapping into bespoke audience segments. Insights are generated from real and recent audience behaviors in the physical world, including how people travel, the OOH inventory they are exposed to, and the actions they take as a result of exposure. Ada supercharges one-to-many OOH campaign effectiveness and delivers guidance on how to maximize on-target audience reach.
Access sophisticated audience-based targeting capabilities to activate targeted OOH campaigns that reach precise audiences based on insights gained from observed real-world behaviors — not just socio-demographics.
Implementing Ada audience targeting generated greater on-target reach, leading to media savings and a lift in purchase intent among exposed consumers.
30% +56% +14%
Greater on-target reach with Ada audience targeting leading to 25% incremental media savings lift in brand awareness among exposed audiences increase in purchase intent
Programmatic is gaining momentum with advertisers to buy OOH and is projected to double, representing $1 out of every $20 spent on OOH. (Source: Insider Intelligence)
Programmatic OOH gives advertisers the agility, speed, and creative flexibility that they are used to in other digital channels, to adjust and optimize campaigns. With no spend commitments or guarantees, advertisers can shift budgets from other channels or within the channel, across media owners, venue types, or locations, as needed. Additionally, the use of programmatic and DOOH is appealing to advertisers that are increasingly focused on sustainable business practices.
As advertisers look to be nimbler, we expect programmatic OOH uptake to accelerate — and the Talon BWG survey found that 100% of advertisers are aware that DOOH is available programmatically today.
Programmatic OOH gives advertisers the agility, speed, and creative flexibility
Programmatic OOH gives advertisers the agility, speed, and creative flexibility that they are used to in other digital channels, to adjust and optimize campaigns. As advertisers look to be nimbler, we expect programmatic OOH uptake to accelerate.
Oanda increased website visits and drove online conversions with the addition of DOOH to its media mix.
Consumers exposed to the campaign showed an increase in both website visits and conversions, while visitation and conversions declined across the control group during the campaign.
+70% +.08%
lift in website visits in NY market as a result of OOH exposure
6.2X
more likely to visit the Oanda website as a result of OOH exposure
rise in exposed website visits between the beginning and end of the campaign
The digital expansion of OOH is pushing the creative boundaries of the medium. Digital video is becoming a big part of the growing digital OOH (DOOH) landscape giving advertisers more opportunities to capture consumer attention with full-motion video content across more screen formats — from street furniture and stadiums to restaurants and gyms. Additionally, with the emergence of cross-channel video campaigns, advertisers have new opportunities to un-silo OOH and connect in-home streaming TV audiences and OOH as an integrated media buy.
Brands are moving past experimentation to execute tech-led creative OOH campaigns on a larger scale that stand out, drive amplification, and bring their brand messages to life in the real world — a trend that’s further reinforced with the growing use of dynamic creative capabilities in OOH. This is becoming the norm as the use of emerging tech continues to grow.
technology, brands are able to turn digital screens into interactive ads that create meaningful and viral moments, such as Puma’s DOOH campaign for their sneaker launch designed in collaboration with NBA Rookie of the Year LaMelo Ball.
Brands are moving past experimentation to execute tech-led creative OOH campaigns on a larger scale that stand out, drive amplification, and bring their brand messages to life in the real world — a trend that’s further reinforced with the growing use of dynamic creative capabilities in OOH.