Pedigree bringing OOH Advertising and utility to the consumer.
OOH advertising is in a great place in terms of stability and growth. In 2012, OOH was the second fastest growing ad medium at 8% a year. The internet took the gold medal with an increase of 11%.
Why OOH?
Increasing segmentation and fragmentation of other mediums has allowed OOH to slip back into the limelight. OOH boasts a low CPM and unlike most mediums, guarantees an audience. Lets toss out a few pros and cons.
OOH Pros:
You can’t ignore a billboard – This is a biggie. Growing traffic counts in a mobile society mean less time spent with traditional media and more time on the go.
Billboard ads are simple with OOH – Billboards obviously aren’t the only type of OOH but we will be talking specifically about them. Billboard creative is just a KISS (Keep It Simple Stupid). 10 words or less with a catchy graphic and you’re all set.
OOH ads extend the reach of other ad mediums – The Outdoor Advertising Association of America says, “OOH can extend the reach of TV by 18%, Radio by 45%, Internet by 68%, and Mobile by 316%”. – The numbers speak for themselves on this one. Incorporate OOH into your campaign and get more out of your money.
OOH Cons:
OOH is the regulated medium out there because it goes places that others can’t out of home.
Billboards have to be 1,500 feet apart – The government has to regulate how much advertisers clutter the sky so this is natural.
There are a set number of billboard sites – Once this limit has been reached no new sites can be built. This creates competitive pricing within the media selling business.
Wrappin it up:
Audience ratings make OOH easy to plan, buy, and measure. You can advertise anything you want, anywhere you want, and whenever you want. People spend 70% of their waking time out of the house, and they can’t hide from this type of advertising.
For more awesome info about OOH advertising head over to:
http://www.oaaa.org/ – Outdoor Advertising Association of America
https://www.cbsoutdoor.com/ – CBS Outdoor
Thank you for reading and see you soon from Poor David’s Almanac
Poor David's Almanack 