Beyond Impressions: Why OOH Still Commands Marketers' Love

Out-of-home (OOH) advertising, despite its fancy abbreviation, is often considered a traditional method of advertisement and one of the important tools that is extremely difficult to dismiss, even when there are seemingly more precise tools made available in the digital era. OOH advertising certainly has a rich history and continues to remain a beloved marketing communication method. That can only happen if brands embrace it tactfully in their communication strategies.

OOH has been a consistent tool of various communication strategies; Swiggy, for instance, diligently leveraged OOH messaging to inform its prospective users of the benefits of last-minute gifting. Similar longevity, urgency, and effectiveness have been observed with the communication approaches of Netflix, Zomato, and Blinkit. These examples highlight that OOH, be it billboards or digital ones, is enabling communicators to continue relying on them. In another memorable campaign from Adidas, the brand set up a huge wall with these unmissable, enormous dummy shoes. The creative was simultaneously promoting the Dubai Marathon.

Building Communities With Billboards

One of the unique strengths of OOH advertising lies in its ability to foster a sense of community among audiences. Beyond mere visibility, OOH can foster genuine connections and cultivate a loyal community around a brand. By strategically placing a smart message in relevant locations and incorporating elements that resonate with local communities, brands can create a sense of shared experience and belonging.

Such a strategy fosters brand advocacy, turning passive viewers into active participants who regularly engage with a message and champion the brand. Additionally, the inherent diversity of high-traffic areas ensures the community reflects the broader population, fostering inclusivity and authenticity. This community-building aspect seamlessly integrates with your overall marketing strategy, bridging the physical and digital divide by encouraging online engagement and social media sharing.

Partially Analogue Yet Full Of Micro-moments

Despite its partially analogue nature, OOH advertising excels at capturing micro-moments—brief yet impactful interactions with consumers that influence purchase decisions. Whether it's a cleverly placed billboard on a busy street or a striking advertisement in a subway station, OOH campaigns have the power to seize fleeting moments of attention and leave a lasting impression on viewers. The case studies of what brands have achieved these days are endless.

One standout example was Apple’s ‘Shot on iPhone’ campaign, which leveraged captivating visuals captured by iPhone users worldwide. This campaign not only highlighted the exceptional camera capabilities of Apple devices but also transformed ordinary individuals into contributors to a global visual narrative. The strategic placement of these billboards in iconic locations ensured maximum visibility, creating a widespread and engaging brand experience.

Taj Mahal Tea, the tea brand from India, unveiled a groundbreaking, environmentally interactive billboard. Positioned opposite the Vijayawada railway station, this pioneering innovation uniquely harnessed rain to produce the melodic notes of the Santoor, orchestrating the harmonious symphony of Raag Megh Malhar, the Raga associated with the monsoons. This efficiency in capturing micro-moments is a testament to the creativity and strategic placement inherent in OOH advertising.

OOH: Beyond Impressions

Increasing smartphone adoption and a better network have prompted brands to shift their spending to social media. While a portion of advertising revenue gets deployed into traditional media like newspapers, radio and television. Brand spending on OOH too has witnessed some correction. However, this revision is solely because CMOs and marketing teams insist on additional data, which the medium lacks. Comparatively, communication executed on channels such as Facebook, YouTube, Instagram, and other digital channels offers minute data on demographics and psychographics.

The lack of data on direct click-throughs should, however, not dissuade marketers. OOH offers several advantages, such as its physical presence creates a lasting impact, leaving memorable impressions that resonate long after the initial encounter. Additionally, OOH advertising cannot be ignored or blocked like online ads, ensuring that the message reaches its intended and purported audience. Beyond that, OOH also offers unmatched reach, particularly in high-traffic areas like airports, bus stops, and major thoroughfares, guaranteeing exposure to a diverse demographic. That is unlike the often-self-selecting nature of online-only audiences.

The landscape of OOH advertising is evolving rapidly, with innovations that span from guerrilla marketing tactics to large-scale projections and augmented reality (AR) activations. Some digital billboards have leveraged IoT sensors and closed-circuit cameras to create truly rich and experiential marketing campaigns. Smart marketers recognise the diverse opportunities offered by OOH media and are leveraging these innovations to create impactful campaigns. By embracing the strengths of OOH advertising—its ability to reach a wide audience, foster community engagement, and capture micro-moments—brands can enhance their overall marketing strategy and achieve meaningful results. For brands and CMOs, therefore, the crucial lesson is that OOH remains the gold standard even in the social era.

(The author is Amit Mathur, president – sales and marketing, Finolex Cables)