OOH media’s market share of total ad spending has increased from 3 percent to 5.2 percent over the past decade. This is due in no small part to the fact that it works brilliantly as a stand alone format; OOH has the ability to capture an audience when they are on the go and can reinforce key messages at times when other formats cannot. However, like many great forces, it only gets better when paired with other key players. When OOH is combined with other advertising in an integrated media plan, it is proven to extend reach, amplify a campaign, and drive consumers to engage with brands online and in-store. Read on to learn more about the opportunity for integrating OOH with other media formats.
Let's start from the beginning.
In the early 2000s, Henry Jenkins, a media scholar, first coined the term transmedia storytelling while discussing the movement of characters and themes from books to videos to games. Over time the term evolved and now applies to much wider media disciplines. According to Inc., “Transmedia basically means to transport a story-world or message into a customer's everyday life through the use of multiple media platforms." Each medium operates in a slightly different way so the platforms support each other and ensure advertiser’s dollars are well spent. “Some of the top brands in the world, including Coca-Cola, Old Spice, Audi, and McDonald’s have used the method in ad campaigns, bringing characters or worlds to life using ads, videos, social media, and games.” (MediaMobz)
So How Does Out of Home Fit Into the Equation?
OOH’s wide range of advertising formats surround and immerse hard-to-reach consumers away from home, where they spend 70% of their waking hours. There are many ways this can build upon the strengths of other media formats. For example:
Broadcast Television: OOH is key to reaching light TV viewers who are younger and constantly on the move versus the older, heavy TV viewing demographic. This medium is able to minimize the instances of wasted coverage (TV is expensive!) and support advertisers’ campaigns by giving them precision targeting capabilities to disseminate ads in geographically relevant areas.
Newspaper: It’s no secret traditional print publications face the issue of distribution shortcomings; OOH can help by offering selective targeting in areas too large for advertisers to reach with a newspaper audience alone. The shelf life of a newspaper is extended by presenting ad messages in the marketplace 24/7. The very nature of OOH media is means it is harder to avoid and engages otherwise lost consumers.
Mobile: Using location-based technology, advertisers can create virtual perimeters around areas outside of the home to target users on mobile devices. This helps to reinforce messaging with on-the-go consumers both online and off.
- Radio: Radio listeners are prone to channel surfing and tuning in and out depending on their current activity. It comes with the territory, since radio is a medium for consumers on the move. OOH can maintain the market presence of a brand featured on radio after listeners have switched stations and this combination of sight and sound delivers a brand's message more robustly.
This is the just scratching the surface. Want to dig deeper with OOH? Download the OOH Glossary of Terms to know the top industry terms: