A Short Guide to Out-of-Home Advertising

What is Out-of-Home Advertising?

Out-of-Home (OOH) advertising is a growing form of advertising that targets consumers whilst they are outside of their homes. It uses physical displays such as billboards, lamppost banners, street furniture, transit advertising, and other public spaces to reach potential customers.

OOH advertising is a way for businesses to reach consumers in their everyday lives and to drive awareness of their brand and/or campaigns. It can be used to target a variety of audiences, from commuters to shoppers and tourists. This form of advertising is effective for building brand recognition and increasing visibility in key markets.

Benefits of Out-of-Home Advertising

Cost-Effective

Out-of-home advertising is particularly cost-effective when compared to other forms of advertising. A well-placed lamppost banner can boost business more effectively than a magazine advert may be able to, for instance, due to its prominence and situational relevance.

Reach

Out-of-home advertising is great for reaching a large audience. Formats such as 6 sheet posters and billboards are carefully placed in high-traffic areas, meaning that a large number of people will be exposed to the advertisement.

Flexibility

Out-of-home advertising is very flexible. It can be used to reach a specific target audience or to reach a larger, more general audience. A banner outside a restaurant can encourage passersby to drop in, whilst using many banners across a city can highlight an important event or initiative.

Versatility

Out-of-home advertising can be used to create a variety of messages. OOH activities can range from political campaigns to commercial marketing. Using additional banners can allow for multiple messages to be shared, particularly where the format is double-sided.

Brand Recognition

Out-of-home advertising is great for building brand recognition. By creating a consistent message across multiple mediums, companies can create a strong brand identity that will remain in the minds of consumers.

How to Make the Most of An OOH Campaign:

Set a realistic budget

Before you begin any out-of-home advertising campaign, you should set a realistic budget. This will help you to determine what type of campaign you can afford and help you to stay within your budget. A good provider of OOH advertising services will be able to suggest campaigns and formats which can get the most out of your budget.

 
Research the best locations

Depending on the type of product or service you are advertising, it’s important to identify the best locations to get the most visibility. Choosing the right locations can help you to optimise your budget and ensure that your ad reaches the right people. OOH advertising providers have expert knowledge of the locations they sell, and can suggest areas which will reach your target demographics in the right places.

 
Consider using multiple formats

Out-of-home advertising includes a variety of formats, such as shopping centre billboards, transit ads, banners, posters, and more. Consider using a mix of formats in order to maximise your reach.

An Out-of-Home Case Study:

Superdrug

A past Bay Media project involved us supporting Superdrug with an out-of-home campaign to promote their ‘Beautycard’, which can be used to earn points and win prizes by purchasing the brand’s products.

Superdrug recognised that utilising OOH could dramatically boost the visibility of their campaign in key UK towns and cities, and Bay Media were brought in to support the campaign with three highly effective outdoor formats.

We began with the provision of Airdressing units in key shopping centres. These units are very large, and are illuminated for maximum visibility. The shopping centres draw in millions of annual visitors, and are also home to Superdrug stores. These displays would achieve excellent reach, encouraging locals and visitors alike to pick up their own Beautycards and to use them in store.

Elsewhere, raised, illuminated 6 sheet posters were installed along specific roads in a number of regions. This format is clearly visible 24/7, and can help boost a campaign message to those travelling in and out of the area, allowing the message to spread further afield.

Finally, a large number of lamppost banners were printed and installed around the UK for the campaign. These were placed in close proximity to Superdrug sites, and ensured the brand’s message was heard loud and clear throughout the local area.

Superdrug used OOH advertising as part of a nationwide advertising push, a highly effective tactic for large campaigns. Out-of-home works very well as an amplication format, helping to reinforce existing campaigns by keeping the message and branding in the public eye for an extended period.

Getting Started with an OOH Campaign

Out-of-home is a well-established form of advertising, and a range of specialist businesses operate in this field, from companies who can print and install advertising on your behalf, to agencies who can help facilitate this form of advertising as part of a larger campaign.

We recommend making use of a professional organisation, as a typical OOH campaign will require the permission of numerous councils and landlords, whilst ensuring that the message going out meets the requirements of the Advertising Standards Authority. Professional businesses will have the relationships in place to ensure the campaign can go ahead.

In addition, a specialist provider of these services will be able to recommend a campaign which meets your specific requirements. This includes identifying the locations which best match the target demographics of your audience, to suggesting formats and a campaign duration which will fit your budget.

Out-of-home is a highly effective form of advertising and we wish you the best of luck with your campaign!

Bay Media are one of the UK’s largest providers of OOH advertising services, and the exclusive provider of lamppost banner advertising across much of the country. We work with businesses across all sectors, from small local businesses to the world’s largest brands. 

Get in touch if you’d like to find out more.