The importance of OOH advertising: how to implement an OOH advertising approach in your marketing strategy

When it comes to brainstorming ideas for advertising and marketing campaigns, many brands tend to overlook OOH advertising and how it has excellent potential for generating leads, increasing conversion rates, and generally improving brand awareness and brand exposure. 

If you are a business owner looking to capitalise on advertising, OOH advertising is certainly an avenue that you should explore. But firstly, what is it, is it right for your business, and how do you implement it within your marketing strategy?

In this blog, you will find out the answers to all three of these questions!

What is OOH advertising?

Firstly, it would be a good idea to define OOH advertising if you have no clue about what it is. OOH is an acronym for out-of-home, meaning that OOH advertising simply refers to out-of-home advertising. 

It is a traditional form of advertising that encompasses a range of ad formats such as:

• Billboards
• Posters/flyers
• Leaflets/brochures
• Digital screens

Particularly for the last item on the above list, digital OOH advertising, abbreviated as DOOH advertising, has become increasingly popular and you will most likely see digital billboards and screens whenever you step outside. 

In fact, statistics show that in the UK, DOOH accounted for 64% of OOH advertising revenue in 2021. As you can see, OOH advertising, especially DOOH advertising is definitely a lucrative area for the advertising and marketing team. 

Is OOH advertising suitable for my business?

You may be wondering whether OOH advertising is the appropriate choice for your business. If you are a new or small business owner, OOH advertising is a cost-effective way to increase your brand’s reach on both a local and national level. Businesses wanting to appeal to their local community would also benefit from OOH advertising. 

Nevertheless, regardless of the size of your business, a marketing strategy that encompasses both online and offline advertising methods is probably the most effective way to attract customers – if your marketing budget allows it. 

Don’t be afraid to experiment with OOH advertising, especially since the online advertising space can become extremely crowded, so as an alternative, OOH advertising is both efficient and effective, with more room for creative and innovative advertising initiatives. 

How to incorporate OOH advertising in my business’ marketing

As mentioned previously, OOH advertising comes in a number of different forms, so when it comes to incorporating OOH advertising within your business’ marketing campaigns, you can certainly utilise it in many ways. 

For example, roadside advertising is perfect for businesses who want to reach a nationwide audience – billboards (both digital and non-digital) are a great way to advertise. They are easily seen by transport users and those simply walking past. 

In terms of the ad itself, you should ensure that your brand message is easily understood and translated into the ad – visually complex ads, although aesthetically pleasing, may take time to process, and for people outside, whether they have work or other errands, probably don’t have the time to do this. 

Therefore, keep it simple, but not overly basic, and make sure to use multiple forms of OOH advertising if you can.