As you’d expect this is a broad category. It literally means all advertising out in the world.
It’s not just billboards and bus adverts anymore either. There are dozens of screen types now from digital animated screens to billboards with sensors that change to suit the audience.
There are ads on taxis, buses, trains, bikes, and even people. Adverts can be jet washed onto the floor, stencilled onto buildings, or suspended from stadiums. It’s a wide world of opportunity for advertisers and something that adds a lot of value to a campaign.
Out of home advertising works particularly well in alerting audiences to retail messages. Things like ticket sales, offers on food, furniture discounts, whatever it is, if you’re selling it, out of home is usually a good option to raise awareness. You can also track results fairly effectively by using unique discount codes or a specific call to action (CTA) – so if the offer is redeemed in this way you’ll know your audience converted from your outdoor advertising.
Out of home opportunities are everywhere.
Another opportunity out of home media provides is directional advertising. If planned and bought carefully you can roll out a campaign that directs people to your venue, shop or stadium. Delivering a message and ensuring your audience knows where to convert at the same time.
And finally, it helps build brand awareness. It gives you the chance to get creative and splash your brand across all sorts of exciting places out in the world. It can engage people on their daily commute, when they’re out socially, taking the bus or just walking the dog.
It’s a media channel with broad possibilities and hundreds of approaches for different campaigns.