As organisations continue to navigate the intricacies of consumer engagement in the modern marketing landscape, one avenue that has regained prominence is Out-of-Home (OOH) marketing. In a time where modern marketing is saturated with online content, the allure of physical and real-world connections is beginning to grow in popularity and proving to be a strategic advantage for brands moving forward in 2024. Outdoor advertising and Out-of-home advertising revenue in the UK is 1.6bn and continues to rise with growing success stories.

OOH Marketing is an abbreviated expression commonly used for “Out-of-Home Marketing” which refers to any advertising or promotional activity that consumers encounter or interact with outside of their homes. 

This includes: 

• Billboards
• Digital Billboard Advertising
• Transit ads – Bus, Train, Taxi
• Digital screens in public spaces
• Pop ups
• Outdoor advertising banners
• Installations
• Posters

and other forms of advertising that target people while they are on the go, such as in transit or walking in urban areas. 

OOH Marketing aims to reach a wide range of consumers during their everyday lives and routines. This advertising technique which was once highly utilised by brands has now gained new prominence in today’s marketplace with the introduction of digitised displays and promotional OOH activities. This enables brands to build awareness, drive exposure and promote their offering to consumers passing through high-traffic areas and locations. 

As we explore the complex ecosystem that is Out-of-Home (OOH) marketing, it becomes apparent that its strengths lie in the vast range of formats and types of advertisement that can be achieved with OOH marketing. From iconic billboards dominating city skylines to interactive digital displays that engage passers by in recent years, each type of OOH advertising and marketing serves as a unique canvas for brands to convey their messages and drive awareness.

Billboards: Often seen above motorways, on roundabouts and urban city centres, billboards are the cornerstone of OOH advertising, capturing attention with concise yet impactful messages located in high traffic and footfall areas to ensure maximum effectiveness.

Transit Advertising: From bus wraps to train posters, taxi advertisements and even aeroplane ads, transit advertising leverages the constant movement of vehicles to extend brand visibility locally, regionally and even worldwide.

Street Furniture: This includes strategically placed advertisements on benches, kiosks, bus shelters, and even petrol pumps, integrating seamlessly into urban environments.

Point of Sale Displays: Placed strategically within retail spaces, these displays aim to influence purchasing decisions at the very moment of choice. They are also used as a key tools to attract customers walking by with enticing offers and sales.

Digital Billboards: Combining the visual power of traditional billboards with modern digital screens which are capable of showing rotating content, 3D graphics and high resolution video to create a long lasting and impactful message. Digital outdoor advertising offers flexibility and real-time messaging, while also having the advantage of video over standard imagery.

Interactive Kiosks: Touchpoints for consumer engagement, interactive kiosks such as branded stands and promotional pop ups bring a hands-on element to OOH marketing, allowing audiences to participate in brand experiences in real life.

Augmented Reality (AR) Campaigns: Blurring the lines between the physical and digital worlds, AR OOH campaigns overlay virtual content onto the real world environment, creating immersive brand interactions and displaying an innovative side to drive engagement. This can be achieved through AR apps and software which users can interact with.

Social Media Integration: Linking outdoor advertising campaigns with social media platforms through the use of QR codes and User Generated Content opportunities which enhance audience engagement, fostering online conversations around physical brand experiences.

Measuring impact is crucial for any marketing campaign especially for Out-of-Home (OOH). Being able to identify and measure awareness, marketing reach and other metrics are key to being able to successfully achieve your marketing campaign objectives and drive results. Often marketers find it hard to distinguish offline interactions with online ones but the connection is becoming clearer through improved integration with other channels through new technology.

Creating a successful Out-of-Home (OOH) campaign involves a calculated approach that goes beyond the conventional thinking of regular advertising. Here’s how you can get started.

The effectiveness and ultimately the success of an OOH campaign hinges on a deep understanding of the target audience you are trying to market to, including information about their preferences, lifestyles and other important factors. Analysing demographic data and consumer insights enables marketers to tailor messages that resonate with specific groups of consumers and segments, ensuring that the campaign achieves relevance and impact. While most outdoor advertising screens are not able to target their audience through online platforms, understanding you audience and where they go on a daily basis is key.

Creativity is the lifeblood of any successful OOH campaign, being the same as everyone else rarely proves successful. Making your OOH campaigns memorable and relatable will prove a power tool in capturing consumer attention. From clear and precise messaging, eye-catching visuals and thinking outside the box, creating a long lasting impact will ensure consumers take action even after they saw the advertisement.

In an interconnected marketing landscape with so many different marketing channels available to consumers, combining these channels is important for a successful campaign. Many stand out campaigns have gained popularity through the sharing of online content mainly through user generated content which can often go viral online, being shared millions of times. This not only ensures that your out of home marketing campaign is effective but also that it transfers and complements your marketing reach and message across digital channels too.

As we reflect on the power and potential of Out-of-Home advertising, it becomes clear that this type of advertising is an immersive and impactful tool which can provide experiences to consumers that extends beyond screens, leaving a long lasting impact on the hearts and minds of consumers.

Outdoor advertising and out of home marketing is undergoing a transformation, fuelled by technological advancements and innovations. It’s exciting to explore the cutting-edge developments that are reshaping the OOH space, from interactive experiences to real-time data utilisation.

The integration of technology has enhanced the capabilities and effectiveness of OOH marketing. From augmented reality (AR) campaigns that are able to overlay digital content onto the physical world through the use of mobile devices and AR glasses, to interactive kiosks that invite audience engagement and participation.

By harnessing real-time data, statistics and real world information, marketers can tailor content on digital billboards, adapting messages based on variables such as time of day, weather conditions, or even social media trends to maximise impact and create a real time interactive experience for consumers. This flexibility not only ensures relevance to consumers walking or driving by but also maximises the impact of OOH campaigns.

As outdoor advertising continues to evolve, it’s essential to anticipate and conduct extensive research into emerging trends and new technological advancements which may complement our OOH campaigns. From the integration of artificial intelligence (AI) for personalised targeting to sustainability-focused campaigns that resonate with environmentally conscious consumers these emerging trends can be utilised as a strategic tool to amplify your message. Understanding these trends is key to improving your campaigns and achieving results.