Out Of Home media (OOH) meets consumers where they’re at…” on the go”. The most effective technique to utilize B2C, business to consumer, marketing is to be where your audience’s eyes are looking. Their eyes are on the road, in the stores they walk into, the restaurants they eat at, the train they commute on, and various places they travel to. Strategically staging your company’s billboard in front of the consumer can drastically increase the amount of weekly impressions your business’s message receives.
OOH media catches the eye of your company’s audience and boosts the retention of the receiver. The key to be seen, be remembered, and be utilized. OOH media works to produce these crucial points.
When it comes to showcasing your company’s message, 71% of consumers frequently see the messages on roadside billboards. Consumers are consistently driving the same route and frequent the same places during their commute. Thankfully, the general marketing rule is consumers need to see your message seven times before remembering it. Typically, they will pass the board twice a day. This adds up to about an average of 10 times a week they see your billboard “on the go”.
Additionally, new technological discoveries built by Geopath, a non-profit trade association who gathers data on the exposure OOH advertising provides, have helped combine digital media with OOH media while on the go. In Kym Franks article entitled “OOH Advertising Advances Enable QSR to Target Audiences and Drive Traffic” she states the following about Geopath’s resources “These audiences are derived from aggregated anonymous data from hundreds of millions of mobile devices, connected cars and GPS sources allowing for audience targeting similar to that currently utilized in online and mobile advertising”. The database aids in pinpointing your audience to better target them while they are on the go.
In response to combining mobile device tools and OOH media, billboards have generated more traffic to businesses. According to OAAA statistics, they found consumers having the following actions “40% of adults have visited an organization’s social media page or posted to their page after seeing an OOH ad”. Also, due to technological advances, OOH media is adapting to the digital age. Since consumers are always on the go in the digital age, so is OOH media.
In recent years, OOH media continues to be the “fastest growing form of advertisement” according to Kym Frank. Frank continues on sharing the following about OOH media growth “…with revenues up 4.5 percent in 2018 to $8 billion. That growth is being fueled by growing evidence of what QSR has always known – OOH works, really well”.
Therefore, OOH media continues to become the leading form of advertising to reach business’s target audiences in their area. Focusing on effectively capturing consumers attention “on the go” and providing positive results in new customer growth and repeat business. Finally, OOH media works to share your message and let your company be seen.
References
(https://www.modernrestaurantmanagement.com), M. R. M. 2020. (2019, September 27). OOH Advertising Advances Enable QSR To Target Audiences and Drive Traffic: Modern Restaurant Management: The Business of Eating & Restaurant Management News. Retrieved from https://www.modernrestaurantmanagement.com/ooh-advertising-advances-enable-qsr-to-target-audiences-and-drive-traffic/