Out of Home Delivers Big
Out of Home (OOH) is on the rise. Bad pun intended. But really, OOH has been the second fastest-growing ad medium in the U.S. — projected for double digit growth in 2022. In fact in a recent mid-year report, the OAAA cited 40.5% revenue increase for the year.
It’s also big in other ways. Like impact, the fact it’s uninterruptable and hard to ignore. Here’s a handful of facts:
- OOH has been the second fastest-growing ad medium in the US — projected for double-digit growth in 2022
- The highest indexing OOH demographic is adults ages 16 – 34
- OOH delivers ROI — For every $1 spent on OOH approximately $5.97 in sales is generated
- OOH increases the ROI of search by 40%
- Modeling research recommends OOH media plan share at 9%-17%
- OOH drives more online activity per ad dollar spent than radio, print, and banner ads.
- OOH generates over 3 times the level of expected online activation based on share of ad spend
- Two-thirds of OOH viewers, ages 16+, were prompted by OOH to engage with their smartphone, and 43% used their phone to search for a brand advertised in OOH media
(Source: MAGNA, Harris Poll, OAAA, Benchmarketing, Nielsen, Cuebiq)
Creatively speaking, we get creative with both the message and the media buys, using our RPM Smart Media buying techniques to get the most impact, value and ROAS for clients. The messaging needs to be simple, by nature. And it can be fun and creative in many ways. This is a medium where a little bit of clever can go a long ways in driving engagement and brand image.
The buy can also be creative and interesting. Like our train wrap for attorneys in Colorado in combination with 30 billboards. The whole town knows our clients at this point (and we overdelivered on the buy by over 30%) and still getting some “freebies” like a new billboard that was just put up…it was unsold inventory, so we got it for free (at least until it does get sold, but hey, we might just buy it anyways!
Like our linear and digital video approach, we always over deliver on OOH. For Norm’s Restaurants, an L.A. icon, we overdelivered by 500% our first year and then a modest 125% for 11 straight years. Currently we’re overdelivering on an average of 30-50% depending on the market, timing and amount of total inventory available.
Here’s are a handful of past projects we worked on to give you an idea of how we can scale from local to national, always overdelivering to help keep our clients Always On. 😀
Hey, give us 11 minutes, it could save you 55% or more on your next media campaign 😉!