Boosting Your Brand Through OOH

Tired of watching your online ads drown in the digital noise, struggling for attention in a crowded online landscape? If your answer is a resounding yes, it's time to revolutionise your marketing approach by complementing your brand's online presence with the impactful world of out-of-home (OOH) advertising. In the current era of digital dominance, consumers often find themselves drowning in an overload of online ads. To break through the noise, savvy advertisers are turning to OOH advertising avenues. These not only contribute to brand marketing but, when harmoniously combined with online campaigns, can deliver an impressive return on investment (ROI).

Did you know that 2 out of 3 viewers of an out-of-home advertisement engage with the brand through measurable actions? Whether it's visiting the advertiser's website, searching online, or stepping into their store, OOH campaigns offer tangible results.

Ready to leverage the vast outreach and impact of OOH media and transform your marketing campaigns? In this blog we will share invaluable tips on how you can leverage OOH advertising to amplify your online campaigns and achieve unprecedented success.

Leverage User Generated Content Online

In the era of social media dominance, OOH campaigns have found a new stage for their grand performance on social media. A study done by OAAA and Harris Poll found that 82% of TikTok users, 81% of Instagram users, 80% of Facebook users and 78% of Twitter users (now X) encountered OOH ads on their feeds. Interestingly, it's not just brands contributing to this OOH content; Millennials stand out as the most likely group to share these eye-catching campaigns on their social media profiles. This enthusiastic trend of sharing advertising campaigns presents an excellent organic marketing opportunity for brands, tapping into the power of user-generated content and organic marketing.

So how can your brand leverage this organic wave?

1. Use Catchy hashtags: Create a catchy and memorable hashtag that represents your brand and include it in your OOH advertisement. Encourage people to share photos of the advertisement on social media using the hashtag. This will create a buzz around your campaign and generate user-generated content that can be used in your social media marketing strategy and amplify your OOH campaign.

2. Create an interactive campaign: Use technology such as QR codes or NFC tags in your OOH advertisement to drive traffic to your social media page. Create an interactive campaign that encourages people to engage with your brand on social media. This could be a contest or giveaway that requires participants to share your OOH advertisement on their social media page.

Enhance your Brand’s Message by Retargeting

Complementing online marketing campaigns with OOH advertising opens doors for brands to connect with their target audiences on a larger scale. Placing OOH ads strategically in high-traffic locations near outlets and shopping centres enables brands to effectively target their audiences and increase foot traffic.
This targeted marketing is amplified by coupling OOH ads with geolocation-based online ads, allowing advertisers to leverage user data for delivering targeted advertisements. By integrating OOH ads in specific areas with geolocations, brands can successfully retarget consumers exposed to OOH ads with relevant online content, reinforcing the brand's message or promoting a call to action. This omnichannel marketing approach empowers brands to engage their target consumers at all stages of the sales funnel, creating a seamless and immersive experience.

How would your brand develop a retargeting strategy?

1. Identify geographical hotspots: Understand your target audience’s movement patterns and ensure that your brand has a presence in those areas. These high traffic areas for your target audience could be in the CBD if you’re a lunch service, the city’s night-life centre if you’re a late-night snack shop or even in the local areas in proximity to your business outlet. A great way of identifying these audience hotspots is by analysing existing customer data or web traffic data from google analytics to identify hotspots for your brand engagement.

2. Set Up Geolocation-Based Targeting: Utilise geolocation-based targeting features on online ad platforms. Platforms like Google Ads offer high precision targeting, allowing you to focus on areas as specific as a 1km radius around your business location. Once set up, seamlessly integrate your brand's geolocation-targeted online marketing campaign with OOH advertising space in the identified locations.

Bring Creator and Influencers to the Real World

Creator and influencer marketing have experienced a significant surge in popularity as dominant forces in the digital marketing landscape. According to a survey by Adweek, 85% of people consider creator marketing to be more impactful than content produced directly by brands. However, the influence of these content creators extends beyond the digital realm, with OOH advertising tapping into their reach to spark engagement with large-scale audiences. Nearly a third of US adults express a strong inclination to make a purchase, and over 40% express a higher inclination to repost on social media when encountering an OOH ad featuring a familiar influencer, creator, or celebrity.
Influencer marketing, when combined with OOH and social media, creates a powerful combination that resonates with audiences across multiple platforms. Brands are increasingly leveraging influencers' authentic appeal and credibility while blurring the lines between social media and OOH advertising.

How to Leverage Social Media Influencers to Boost Your Marketing Campaign with Influencers:

Partner with social media influencers who have a large following and are relevant to your brand. Ask them to feature your OOH advertisement on their social media pages and incorporate them directly into your OOH campaigns. This approach will not only increase your brand's reach but also create buzz around your campaign, tapping into the influencer's genuine connection with their audience.

Blending the impactful world of out-of-home (OOH) advertising with online marketing strategies holds the key to unlocking unprecedented success for your brand. From leveraging user-generated content on social media to retargeting strategies that span geographical hotspots, the synergy of OOH and digital channels creates a seamless, omnichannel marketing experience. As you embark on this transformative journey, remember that the convergence of OOH and online marketing isn't just about visibility; it's about crafting compelling narratives that engage, inspire, and leave an indelible mark on your audience.

What is OOH Media?

Out-of-home media refers to advertising that reaches consumers while they are outside of their homes. Being the most traditional form of advertising out-of-home media is available to everyday consumers in many forms including billboards on highways, public transport and even bus stops. However, thanks to the recent technological advancements the OOH advertising is evolving – and as it does it is becoming increasingly effective complement to other media channels. An ad on a bus shelter or billboard can now be dynamic, geofenced and in real-time, giving marketers the opportunity to create powerful new mixed-media approaches that reach audiences at all stages of their sales funnel and increase engagement.