The return of OOH in the digital age
Updated: Aug 15, 2022
The out-of-home (OOH) media format is the world's oldest form of advertising, having been used since Mesopotamia to sell wine. The first commercialized and to this day most famous OOH media format is the billboard. Its impact has been remarkable since the 18th century. But what has happened to traditional media with the rise of their digital counterparts in the 21st century?
The growth of digital media seems to reveal that the future of marketing is linked to social networks, their ads, and content, but studies show that this is not the case. The last two editions of the CMO Survey, an international survey conducted with marketing leaders, reveal an increase in investments in traditional marketing. Companies such as Google, invest up to 80% of their budget in this segment and OOH is part of their strategies not only for technology companies but also a 649% growth between 2019 and 2021 for investments in traditional marketing by delivery apps in Brazil.
Conventional advertisements are often related to greater credibility among consumers and also tend to convey a greater brand responsibility since it is often static and more impactful. How many ads do you see on a single day on their social media? How many really catch your attention? Billboards, commercials on major TV networks, and even umbrellas can differentiate your brand and speak to your target audience directly.
Unimed- Brazil's biggest healthcare company - bets on this strategy by sponsoring Rentbrella's umbrella sharing ecosystem in São Paulo. Green umbrellas with the brand's logo circulate around the city, taking care of the population and catching the attention of whoever sees them on the street. A survey conducted in 2021 shows that the company has become Top Of Mind in the category and is remembered by all users of the service in the capital.
Research reinforces that the public has also been much more impacted by OOH in a post-pandemic scenario. The "Inside OOH 2022" study shows that 85% of the population was impacted by outdoor advertising in just 7 days. The public's relationship with this type of media also changes the way they respond to the message. The metrics presented through technology, such as cameras that track impact and QR codes that measure engagement show that there is genuine interest in what is advertised by OOH media.
The sides panels of Rentbrella's machines have also been sought out by large companies such as Disney, Samsung, EBAC, and Neon Bank. They all seek innovation and want to reach the right audience, at the right time. No matter if it is for brand positioning, brand awareness, inviting customers to a physical experience, participating in their day-to-day life, or getting them inside your store, traditional media has kept its place when combined with innovation, sustainability, and of course, digital initiatives.