While digital marketing may have seen an increase in use during the COVID-19 pandemic, let's look at something that actually stole the show with innovation and digital appeal – Out-Of-Home (OOH) Advertising.
OOH Advertising gives a competitive edge for brands to express the USPs of the products like never before.
With the rise of technology in Digital Out of Home Advertising (DOOH), we get to witness a lot of inspiring, funny and eye-catching ads that stay rent-free in our minds.
The Digital Alternative
The COVID pandemic has made us appreciate the little things in our world – enjoying an outdoor breeze or just taking in the scenes that go past us when we step out.
COVID has also forced a lot of industries to adopt technology in order to sustain themselves over lockdowns, or simply to stay relevant in the new world order.
Outdoor advertising – which traditionally has resisted any tech advancements – was also forced into making significant changes to their approach.
The introduction of data and technology to the traditional OOH advertising space has created a stir among buyers and marketers.
The two biggest influences being:
- The success of distracting the audience from mobiles to look at digitally revamped billboards and hoardings
- Collection and collation of data to optimize and streamline the ad strategy for marketers
Outdoor advertising is also heading towards a technology overhaul, where traditional resistors will make way for those with an eye on the future.
What do the Numbers Say?
A recently concluded poll (by The Harris Poll) threw up some interesting findings:
- 45% of consumers are noticing the OOH Ads than before
- 23% of consumers learnt new things from OOH ads
- 38% of consumers gained safety information on COVID 19
- 20% of consumers regained their confidence in the economy as businesses were back
- 23% of consumers enjoyed the deals and offers shown on the OOH Ads
There's been a spike in the number of people impacted by OOH – but why?
As we said earlier, people are appreciating their time outside, creating a huge opportunity for marketers to promote their brands and business in a combination of traditional and contemporary methods.
A reaction to the lockdown has been the way consumers now want to spend more time outdoors – something that we took for granted not too far back:
- 71% of consumers are interested to go for a stroll in the neighbourhood
- 58% of consumers expressed their delight to spend time in Public Parks
- 57% of consumers prefer to sit in the outside premises of hotels
- 52% of consumers wanted to shop in pop-up retail shops
OOH Marketing over Online Digital Marketing?
Every time we say, "OOH is better than digital marketing", we raise a few eyebrows.
As consumers, we definitely spend a lot on our smartphones and 68% even agree that they spend way too much time looking at the screens, especially when there's a lockdown.
How memorable are those ads that you see on your tiny handheld device?
Unlike online ads, OOH ads do not have any ad blockers which means the reach gets maximized and instead of targeting individuals, targeting a mass audience with similar characteristics delivers measurable, improved ROIs.
You cannot ignore a gigantic, innovative billboard with a brilliant, creative ad no matter how hard you try!
Also, a study reveals that 48% of consumers are more likely to interact with an online ad after seeing an OOH ad – so maybe, it's not a question of digital v/s OOH but a case of digital + OOH.
Way to meet the financial goals we say!
Road to Improvement
If a brand has the right mix of online and offline marketing in the post-pandemic era, with due importance given to OOH ads, hitting those KRs are just a matter of time.
The important thing to remember is to make sure that your ads are placed at the right locations, in front of the right people, and you have extremely reliable data that you can use to optimize your OOH ad-spend.
As more and more tech gets integrated into the outdoor advertising world, we find more accountability and transparency in seeing how OOH ads work for us.
It's time to embrace the change and accept the #NewNormal - and realise that in time, OOH is only going to get better!