Outdoor, commonly referred to as Out-of-Home is a long time, traditional medium popularly known and recognised. Once we step out of our homes, we see it, live through it and experience it. A teenage waiting at the bus stage will gaze and see a billboard or street pole or even bus shelter branding and if your brand happens to be on one of these mediums, you generate awareness and maybe call to action.
“OOH expected to grow by 3.7% in 2019, and digital out-of-home (DOOH) by 5%”
Similarly, a white collar gentleman driving his luxurious car, waiting on the traffic lights to hit green will have the same experience, gaze around and notice an iconic billboard , yet again, if your brand happens to be on that billboard, and fits within the gentleman’s lifestyle, awareness and reach are generated.
Yet again, someone shopping in a mall or at an airport waiting lobby gazing and anxious to hop onto their flight will do some people watching and notice a light box with a fancy ad.
It is evident that Out-of-Home cannot be ignored and has become part of our lifestyles, similar to digital, I mean we cannot seem to live without our phones and at the same time, we also cannot cage ourselves and so OOH is an ever present medium with limitless branding opportunities.
Research indicates that OOH advertising is expected to grow by 3.7% in 2019, and digital out-of-home (DOOH) advertising, which includes the LCD screens we’ve seen in the CBD, on major highways or in airports and shopping malls, by 10% in Kenya.
During this Christmas, End of year season, OOH will be a key medium for all brand campaigns key in driving an all rounded, ubiquitous strategy.
OOH is an old advertising platform but ever booming.
The question then becomes how do we reach our consumers in a timely manner, within relevant spaces and content to create the most impact, how do we set KPI’s and other measurement metrics for such a medium to ensure a profitable return on investment. We will journey through and find solutions around this.
Hope you enjoyed the read…Stay tuned for the next edition!
MERRY CHRISTMAS!!
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Bertha Babu.