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OOHAdvertising

Outdoor Advertising – or Out-of-Home Advertising as it is termed now – is perhaps the oldest form of advertisement – going back centuries. It was then – as it is now –based on the logic that people spend considerable period of the day outside a four-walled environment and, during that time spent outdoors, they are bound to see and observe anything that is attractive and interesting in their normal line of sight. So, if there is a large, attractively designed, piece of cloth hung from a tree next to a path used by many people, then it is very likely that all of them will see and notice the cloth and the design on it, whether they like it or not and remember it too. And the best part is that no one has to pay for seeing the cloth or do anything special except to simply look at it. It further stands to reason that people are automatically (instinctively) tuned to being more observant and more sensitive when outside a secure, walled environment and would, therefore, observe any display in that environment thoroughly. This is the very basis of Out-of-Home Advertising.

In 2016 – as well as in the foreseeable future – O-O-H Advertising remains relevant because

  • O-O-H Advertisements are precisely that – advertisement display only – and not part of an editorial or content environment; all other media consumption is tuned primarily to its content - and the advertisements get added on – which is why then ads become intrusive and are shut out both technologically as well as mentally by people who read or see or listen to the medium. In case of the O-O-H Ad – people get to see the ad only and it is not possible to turn that off or just ignore it. So viewing effectiveness for O-O-H ads are simply 100%.
  • O-O-H Advertisements are usually larger than life and provide an incomparable impact with its visual design which maximises ad recall and recognition of brand advertised.
  • O-O-H Advertising media are not bound by strict physical shapes and boundaries and are, therefore, most compatible to innovative designs & shapes that add to the impact as well as to the brand story that the advertisement is designed to communicate.
  • Increasing fragmentation of other media like print brands, TV channels, Radio brands and even digital brands also lead to higher use of O-O-H Advertising media, value for which has always been location based and format based rather than based on brands/companies that own the sites.
  • O-O-H Advertising is also the most compatible with interactive and digital advertisement technology including application of the latest state-of-art developments of response-provoking content and those that enable individual targeting of mass-consumption categories. O-O-H advertising, together with appropriate digital technology applications, can place advertising and brand information directly to users of competing brands through personal digital mobile devices. It is also easily possible today to track possible users of a mass consumption product category and place special promotional offers of specific brand in that category to individuals who view an O-O-H advertisement placed in high traffic / high footfall location.
  • Increasing mobility of people as well as large increase in time spent outside home by people also encourage O-O-H communication at various locations like on the road and road-side, at shopping and entertainment locations, at congregation points like schools, colleges, medical centres, food & beverage outlets, etc.. This also enables the last prompt for brands to reach shoppers at point of sale.
  • Finally, besides it’s ubiquity, O-O-H Advertising is also the least cost per thousand reach and that perhaps is also one of the main reasons for continued popularity of O-O-H Advertising across the world.

As a matter of fact, digital brands – internet applications, search engines, e-commerce brands, internet – based service providers – are some of the heaviest users of O-O-H Advertising.

Largely, it is projected across the world that O-O-H Advertising will grow at a rate next only to Mobile and Internet-based digital advertising media.

O-O-H Advertising Media displays are largely of two types:

  • Classic ie Static, printed visuals on plastic-based substrates
  • LED-based displays, capable of displaying HD full-motion videos to animations or simply static images.