Where is the place for OOH when this is the age of technology

Online advertising has dominated the media in this age of technology, making customer acquisition quick and easy. Cause can be determined, can be measured. However, when Apple launched the App Tracking Transparency (ATT) security feature that prevents apps from "collecting user data" on iPhones. This has hit the giant and advertisers hard, especially in the context of "data can determine the effectiveness and accuracy of a campaign". So if not online advertising, which form of advertising will be the most optimal when reaching users?

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According to information from sources in the situation that advertisers are "blinded" about customer data, OOH is the most recommended type of advertising to use. The proof is that OOH (out-of-home) advertising has been attracting the attention of the advertising market. In the second quarter of 2022 alone, the OOH advertising budget in the US has reached $2.6 billion and OOH's own share of the entire media budget is still trending higher.

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Here are the reasons for the popularity of OOH in recent times.

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1. Can't block OOH

Online mobile ads are effective because they depend on retargeting marketing - Remarketing. Remarketing is a data-driven way for advertisers to understand who's seen and hasn't seen an ad to allocate impressions.

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In fact, the form of "retargeting marketing" still brings a lot of benefits to advertisers and marketers because of its ability to help reach customers and increase conversion rates. , users are gradually looking for solutions from ad blockers, they also feel that they no longer trust the brand too much and even stop buying.

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OOH does not aim to reach a specific individual, but instead touches many customer files at once. Unlike TV and CTV (Connected TV), the ad market does not have OOH ad blocking or fast forward function. Therefore, it is difficult for the audience to ignore OOH like advertisements on TV and CTV.

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2. Consistent with branding strategies

In recent years, OOHs have become more digitized, called DOOH. With the development of pre-programmed technology in DOOHs, they enable advertisers to easily adjust budgets and alter advertising activities to fit the social context if necessary. In addition, DOOH also helps brands interact with audiences more realistically through animations.

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Using OOH in branding strategies is a smart and sustainable way. OOH and DOOH (digital out-of-home) not only help the brand get noticed but also increase the customer's ability to remember the brand. The effectiveness rates of OOH, DOOH, mobile advertising, and TV advertising are 40%, 47%, 35%, and 22%, respectively. Research from OAAA (Out of Home Advertising Association of America) and Comscore also shows that OOH advertising impacts consumer perception much more effectively than advertising on TV, video, radio or banner format, print ad.

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Up to now, OOH is still one of the oldest and flexible advertising channels. In the face of the epidemic, the growth rate of OOH has shown the adaptability and development potential of this type of advertising in recent years.

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3. Expand your creative space

Currently, TV ads are increasingly ineffective, and traditional print ads have also become less attractive to audiences in recent years. Meanwhile, OOH is still the most effective tool to reach the mass audience with CPM (Cost per 1000 Impressions).

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OOH also provides advertisers with a huge creative space to help them engage with their audience and expand the reach of their ads based on OOH's high position. Neuro-Insight's two-year research project for the Outdoor Media Association has also shown that DOOH can affect long-term memory in the human brain more effective than a motion of a 15-second TVC segment.

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4. Balance of communication methods

While third-party data collectors are affected by the new policies, this does not mean that retargeting marketing will completely disappear. On the other hand, the role of OOH will be increasingly enhanced in communication campaigns, especially when combined with 1:1 communication channels.

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Recognizing the advantages and disadvantages of different types of advertising helps brands balance the benefits of advertising, find a comprehensive, quick and suitable multi-channel approach to a wide range of audiences. than.