What is OOH? Good question. A cursory Google search will tell you that it's an exclamation, specifically one "used to express a range of emotions including surprise, delight, or pain."
And in the world of advertising, "Out of Home" media certainly can and should surprise and delight its consumers.
So...what is it? OOH stands for "out of home." Out-of-home advertising, often referred to simply as OOH, is any advertisment which you see while you're...you guessed it...out of your home.
Why is it important? Recent studies1 show that American commuters spend approximately eighteen and a half hours in their cars every week while those taking public transit spend an average of 105 minutes per day both waiting for and being on transport2.
See that stuff on the walls? That's a prime example of OOH. And if people in major U.S. cities are waiting approximately 40 minutes per day for the bus or train to arrive, that should tell you a thing or two about how much people are exposed to this kind of advertising. That’s not even taking into account people sitting in traffic!
OOH ads can be found on:
- Billboards (highway and roadside)
- Street furniture (bus shelters, newsstands, etc...)
- Transit venues and vehicles (airports, buses, subway & rail, etc…)
- Alternative formats and locations (arenas & stadiums, malls, cinema, etc…)
- Digital OOH units (from digital billboards and digital signs on taxis, to digital signage at airport gates and gyms and waiting rooms)
...and so much more.
Does it work? Yes. OOH is projected to be the second fastest growing advertising media from 2014-2019, with only digital media growing faster.
It also delivers exceptional ROI (return on investment). For every $1 spent, $2.80 in sales result, compared to only $2.43 for TV and $2.41 for print.
Furthermore, seven out of 10 people say they’ve seen an OOH ad in the past month, second only to television, and 70 percent say OOH is somewhat or very likely to influence a purchase. 35 percent report buying a product after seeing an ad.
Outside of the value of OOH as a stand alone media buy, OOH also helps to extend the life of other media, such as mobile and social media campaigns.
That’s awesome! I’d like to learn more. Funny you say that, because...
You can bet that OOH is one of our top trends for 2016. See the full report for free by click below: