The UK out of home (OOH) industry has seen annual revenues surpassing the £1bn revenue barrier for the first time, as more money is being spent on OOH across its range of environments and formats than ever before. But what impact does this medium have on consumers?
The visual sense is our strongest sense by far, using more bandwidth than all the other senses put together, and outdoor harnesses that bandwidth. According to media planning guru Les Binet of adamandeveDDB (“The Long and the Short of it”), the branding effects of outdoor are on a par with the branding effects of television.
In the Cannes Effectiveness Lions Awards 2014, out of home had an impressive showing, featuring in 44% of campaign entries and 92% of shortlisted entries. The commentary suggested, “Outdoor seems to be increasingly a strategic choice for lower budget campaigns and may be a way to quickly achieve mass coverage in markets where television audiences have become fragmented.”
Today’s OOH is a dynamic mix of billboards, digital displays, transit, street furniture, cinema, and place-based media which delivers a quality and ever growing national audience of massive scale. This audience is primarily young, urban, mobile, affluent and connected.
Studies show that people are 33% more alert out of home than when indoors, therefore, out of home advertising can provide an effective means to disrupt and engage people’s attention within this environment, building a strong brand presence during the 70% of the day they spend away from home.
Intercept interviews in the UK’s streets also show that seven out of 10 people you reach out of home are in active purchase mode – they are actually out there with the purpose of buying something, so you are catching them in exactly the right mind-set. Advertisers can then consider location, proximity and time in order to reach people when they are in close or direct proximity to point of sale with a high impact message.
Unlike other media, OOH cannot be filtered, fast-forwarded or switched-off, providing a continuous presence 24 hours a day, 7 days a week, and reaching audiences that other media may find hard to tap into. As a stand-alone format it doesn’t compete with a plethora of other advertisements.
In an age of ever-increasing media fragmentation, OOH can be very effective medium which can achieve sustained levels of awareness, reaching a broad demographic no matter how they consume their media. When OOH is combined with other advertising in an integrated media plan, it is proven to extend reach, amplify a campaign, and drive consumer engagement.