OOH Drives Interest and ROI
One advertising space that has been around longer than most is Out-Of-Home. It is a category that encompasses everything from roadside billboards to malls to bus stops, bars and gas pumps. In fact a recent Forbes article points out that Out-Of-Home (OOH) is the only advertising category that is growing.
Leo Resig of Chive Media Group explains it this way. “The only “traditional” media category to show growth this year will be out-of-home, with an estimated +3.4% growth to $33.5 billion. The main driver of this is digital OOH, which will grow 16% this year.”
Gone are the days when marketers only looked at the triumvirate of TV, Radio and Newspapers. The rise of digital has created new avenues with competitive price points and reams of data to support its claims. But as mobile and digital mature, marketers are finding it to be more of a wild west proposition that holds both tremendous opportunities for success and outright fraud.
“OOH is growing at such a rate because it’s highly impactful, uncluttered and doesn’t suffer from the problems of other traditional mediums,” says Resig. “TV has cord cutters and skippable ads, digital has fraud and viewability problems. OOH ads can’t be skipped or fast-forwarded. They can’t be run off screen or with bot traffic. And they aren’t controlled by a newsfeed.”
In addressing the ever-present question of ROI, OOH holds its own. While radio, print, and digital display advertising receive a greater share of campaign dollars in the average media mix, OOH produces a higher return on investment (ROI).
“OOH ads are the oldest forms of advertising and still one of the most impactful,” says co-owner of Chive Media Group John Resig. “For every dollar spent on OOH advertising, it returns $5.97 in ROI revenue. This is 40% more effective than digital search and 14% more effective than print.”
In-Mall OOH delivers ideal demographics and consumers who are in the purchase-frame-of-mind. Plus, mall visitors are heads-up consumers, browsing the shops for sales and “what’s new”, not buried in a mobile device.