Your typical Out-of-Home (OOH) is any type of communication that reaches an audience when they are out of their homes. At a glance, we would think of huge billboards over the highways and large facades on the buildings. But as you go along your day, you can’t help but notice an ad play when you top up your gas, or while waiting for the lifts. These new formats are slowly becoming the advertising targets in OOH that we see today.
In the old days, OOH dates back to the earliest civilization. The Egyptians used OOH, which was tall stones back then, to publicise laws and treaties. In 1901, a standardised billboard structure was created in the US paving the way for National campaigns. Digital technology later transformed the hand-printed boards into printed OOH advertising formats.
OOH is often praised for its clever and creative messaging that is able to break people out of their routine journeys. These campaigns played with different OOH formats and sizes, often in a literal way makes ads stand out through their ad’s personality, awareness, and understanding of the OOH format.
Today’s OOH is a mix of billboards, digital displays, transit media, street furniture, and place-based media assets. We’ll go through each format to give us an insightful understanding of what is there in OOH:
Image 1.1: The emergence of new Outernet Media
What are the types of OOH formats?
THE EXISTING FORMATS
Billboards are the first formats of OOH advertising, they went from large posters depicting colourful images to large outdoor advertising structures alongside high-traffic areas to prompt pedestrians and drivers.
Place-Based media Is generally located at specific locations for advertisers who aim to reach a specific set of audiences. These include gyms, POS stations, post offices, banks, movie theatres, gyms and bars.
These formats are located in moving vehicles or in main travel exchanges like airports, train intersections, rail systems and subways, truck side & fleet displays.
These formats are typically in a public place, next to a pedestrian or waiting area, designed to reach people at stops and stations when travelling. They offer an eye-level view of ads. Some of these include Bus Shelters, Benches, Newsstands, In-Shopping mall displays, at the MRT waiting areas.
Tabletops are relatively new formats usually located at F&B outlets like restaurants, colleges & university cafeterias. It is a small format location at the table premises or cashier counters. They are designed to reach PMEBs, families with kids and teenagers.
Rideshare formats are able to reach travelling audiences as they commute from one place to the next. The rideshare company is growing leaps and bounds. According to a survey by Pew Research Center, the rate of American adults who used rideshare grew from 15 percent in 2015 to 36 percent in 2018.
Despite the age where media is becoming more fragmented each day, OOH is able to reach people regardless of how they consume new media. OOH is more relevant and is able to resonate with audiences and no other media is capable of being ever-present and versatile. OOH is no doubt one of the most creative ways to advertise due to various formats and sizes? When advertisers leverage this unique attribute, the creativity of OOH outshines almost every other medium.
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