Why 2022 is looking like an especially promising year for out-of-home advertising


It’s hard to deny that out-of-home (OOH) advertising is ‘having a moment’. As reported in a press release published by PRNewswire, the Out of Home Advertising Association of America (OAAA) recently published the findings of a survey revealing OOH advertising’s effectiveness compared to a range of other marketing methods.

The press release explains that, though OOH accounted for just 4.1% of total ad spend in 2021, “consumers associate OOH with a similar or greater share of action compared to competitive media when examining consumer activation across a set of eight categories of engagement.”

How does OOH compare to other advertising channels?

The report continues: “The data proves that OOH provides an exceptional value compared to other mediums with much higher price tags, like TV and video, radio, and banner ads.”

It could be argued that, in 2021, OOH ads took on a renewed relevance as COVID-19 vaccines were rolled out around the world and many people once again became comfortable with leaving the house for extended periods of time. However, there could also be many other factors behind OOH’s recent rise.

According to other OAAA figures cited on the MarTech Series website, 39% of consumers are making a concerted effort to reduce the amount of time they spend on their phones, on their computers, or watching TV. Meanwhile, 62% of consumers frequently skip ads that pop up on their devices.

As a result, it has become more challenging for advertisers to reach their target audience through traditional online or TV ads. OOH ads, in contrast, are relatively unobtrusive — as, even when people notice these ads, they remain very much in the background rather than pushed into the consumers’ faces.

OOH advertising has also become more useful to brands 

Upon seeing the term ‘OOH advertising’, you might instantly think of such forms of static signage as billboards and subway posters. However, OOH has gone digital, too — and DOOH, as digital out-of-home is commonly known, has become especially dynamic in recent years.

An article on the Digital Signage Today website explains: “Digital out-of-home can be deployed programmatically to reach audiences at contextually relevant moments, with dynamic ad placement driven by real-time data.”

For example, digital signage can be configured so that certain ads show up in reaction to particular weather conditions or simply when a certain time of day arrives. A digital sign can also opt to display ads for companies known to have a physical presence within proximity to the location of the sign itself.

Evolving businesses can particularly benefit from DOOH

For a long time, OOH ads have tended to be reserved for publicising films and fast food; in other words, products and services that tend to be available across many different geographic areas.

However, the targeted nature of DOOH ads means that these can reap huge rewards for smaller businesses, too. A start-up inexperienced with engaging in OOH advertising could, for example, take advantage of Clear Channel’s Clear Start product — an accelerator programme for emerging brands looking to dip their toes in OOH waters.

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