As the busy holiday season approaches, brands are scrambling to find ways to break through the clutter of seasonal promotions and political advertisements. With digital ad spaces becoming increasingly saturated and more expensive, companies are turning to alternative advertising strategies to capture consumer attention. One of the standout methods gaining traction this year is Out-of-Home (OOH) advertising. From massive billboards to eye-catching bus shelters, OOH advertising offers a physical presence that digital ads simply cannot match. This growing trend is largely driven by the need for brands to stand out in an ever-crowded marketplace filled with holiday promotions and political campaigns vying for attention.
While OOH advertising has always been a part of the marketing mix, it’s seeing a notable surge in interest thanks to its unique characteristics. Unlike digital ads, which can be ignored, blocked, or skipped, OOH ads possess an unavoidable, physical presence that demands attention. Whether it’s a billboard on a busy highway or a bus shelter ad in a bustling city, these advertisements are difficult to miss. This year, brands are increasingly leveraging the tangible nature of OOH ads to make more memorable and impactful impressions on consumers.
The Economic Appeal of OOH Advertising
One significant factor driving brands to invest more in OOH advertising is the rising cost of digital ads. As the competition for digital space intensifies, especially with political campaigns ramping up their ad spend, the cost per thousand impressions (CPMs) on digital platforms is soaring. Kevin Bartanian, CEO of OOH media sales company Kevani, highlights that this spike in digital ad costs is making OOH an economically attractive alternative. For brands looking to maximize their advertising budget without compromising on reach, OOH offers a cost-effective solution.
Brands appreciate the cost-effectiveness of OOH campaigns, even though it is challenging to quantify their direct sales impact. The lower cost per impression and broader reach present compelling arguments for integrating OOH into advertising strategies. As more brands diversify their ad spend, OOH provides a tangible way to maintain visibility without breaking the budget. Furthermore, the physical and lasting nature of OOH ads means they can continue to make impressions long after a digital ad would have been scrolled past or skipped, adding to their economic appeal.
Case Study: Naadam’s Bold Approach
Naadam, a sustainable cashmere brand, offers a prime example of how effectively executing an OOH advertising campaign can pay off. Their “Soft as Hell” campaign, rolled out in September, took a humorous and risqué approach to engage viewers. Featuring comedian Anthony LeDonne, the campaign aimed to captivate and amuse audiences, thereby positioning Naadam ahead of the holiday rush. The campaign’s creative elements made it stand out, suggesting that humor and audacity could be valuable tools in capturing consumer attention in a crowded market.
According to CEO Matt Scanlan, the campaign has already shown promising results. Despite the inherent challenges in tracking the effectiveness of OOH campaigns, Naadam noted a substantial increase in email signups, suggesting that their strategy is resonating with their audience. By looking beyond traditional digital channels, Naadam managed to create a standout campaign amidst a busy advertising season. This case study underlines the potential for OOH advertising not just to generate buzz, but also to drive tangible business outcomes such as increased consumer engagement and interest.
The Allure of Physical Impressions
Another reason brands are increasingly turning to OOH advertising is the tactile and nostalgic nature of physical impressions. Unlike digital ads, which often feel impersonal or intrusive, physical advertisements offer a more engaging and memorable experience. This tactile engagement is especially valuable during a time when consumers are bombarded with digital content. Philip Atkins, founder of marketing agency Phidel Digital, advises clients to explore OOH and other physical advertising channels to avoid getting lost in the digital clutter. He highlights the unique ways physical ads can engage audiences, providing a more authentic and lasting connection.
Despite these advantages, the primary concern for many brands remains measurability. Brands often hesitate to fully commit to OOH advertising because of the difficulty in accurately measuring its impact. Unlike digital platforms, where metrics such as click-through rates and conversions are readily available, OOH relies more on impressions and indirect indicators of success. This lack of concrete data can make it challenging for brands to assess the true effectiveness of their OOH investments, particularly in a year where third-quarter sales performances have been mixed and brands need clear evidence of their advertising returns.
Overcoming Measurability Challenges
Despite the tangible benefits of OOH advertising, one of the biggest challenges the medium faces is the difficulty in accurately measuring its impact. Unlike digital platforms, which offer detailed metrics like click-through rates and conversions, OOH relies heavily on impressions and indirect success indicators. This lack of concrete data can make brands hesitant to fully commit to OOH strategies. To overcome this challenge, brands will need to adopt creative measures to assess the success of their OOH campaigns. Naadam, for example, used an increase in email sign-ups as a useful metric to gauge the impact of their campaign.
Other brands might track metrics such as foot traffic, social media mentions, or even conduct consumer surveys to get a better sense of their OOH campaigns’ effectiveness. As the industry evolves, more sophisticated methods for measuring OOH impact are likely to emerge, which will provide brands with the confidence to invest further in this advertising medium. Until then, brands will need to rely on a mix of traditional and innovative metrics to evaluate their OOH investments. The drive for more accurate measurability is likely to fuel further advancements in OOH advertising technologies and methodologies.
Future Outlook on OOH Advertising
As the holiday season heats up, brands are scrambling to capture attention amidst a sea of seasonal promotions and political ads. With digital ad spaces becoming more crowded and expensive, companies are turning to alternative strategies. One of the standout methods on the rise this year is Out-of-Home (OOH) advertising. From large billboards to striking bus shelters, OOH ads provide a physical presence that digital ads simply can’t offer. This trend is fueled by the need for brands to make a mark in a crowded market brimming with holiday and political campaigns.
OOH advertising has always been part of the marketing toolkit, but it’s seeing a renewed surge thanks to its unique qualities. Unlike digital ads that can be blocked, ignored, or skipped, OOH ads command attention with their unavoidable, physical presence. Whether it’s a billboard along a busy highway or an ad at a bustling bus stop, these advertisements are hard to miss. This year, more brands are tapping into the tangible nature of OOH ads to create memorable and impactful impressions on consumers.
As digital landscapes become more saturated, the physical world provides a fresh canvas for brands to stand out.
