OOH 2024 Primer: Clearing Up Common Misconceptions
It surprises me when I still hear things about OOH that, while said respectfully, are very outdated or incorrect. Let’s set the record straight on a few key recurring themes I notice:
1. OOH ROI
OOH is more measurable than ever. Depending on your KPIs, you can gain deep insights from:
* Attribution: Measure store traffic, website visits, app downloads, and more across pre/during/post-campaign phases.
* Brand Lift Studies: Assess ad recall, brand perception, purchase consideration, actions taken & more
* MMM & Impact Studies: See how OOH contributes to sales, amplifies other channels, boosts media synergies, supports carryover effect/ad stock, etc.
2. Timeliness & Flexibility
Worried about shifting start dates? Think Digital OOH. Buy today, see your ad tomorrow. Options include direct buys with operators or programmatic DSPs or a combo of both - target by impressions, daypart, SOV, geo-location, and more.
3. Audience Insights, Innovation & Creativity
OOH’s impact comes in all shapes & sizes, markets & environments
* Location Analytics: Most OOH displays can now provide audience composition, some go as granular as origination FSAs. In short, OOH has increasingly precise data on who’s exposed to its displays.
* Extensions & Lighting: Stand out with embellishments on static OOH.
* Digital Innovation: From 3D and data-triggered ads to AR/VR
* Sensory & Experiential: Add sound, scent, and stunts for memorable experiences.
* Contextual Targeting
Reach audiences in the right environment, whether it’s at airports, office towers, restaurants, malls, etc.
This is just a quick topline. We still need to dive into DCO, attention metrics, omnichannel strategies, AI, QR codes and more.
If any of this is new or sparks your interest, connect with an OOH operator, a programmatic DSP, COMMB the IAB Canada or the DPAA There’s a wealth of case studies, best practices, and industry enthusiasm waiting for you.
#oohadvertising #dooh #marketingstrategy #mediaplanning #creativity #innovation
