- OBJAVLJENO: 17-12-2020
- u: 16:29
For the past 20 to 30 years we have witnessed a technological revolution that has allowed us to have computers, that once occupied entire rooms now fit in our pockets, and televisions offer thousands of options instead of a couple of channels.
In the world of advertising, it is becoming increasingly difficult to reach consumers. They are stimulated daily with 5,000 to 10,000 messages through digital media. For this reason, we believe that outdoor advertising is a crucial complement to digital marketing and the most effective way to reach consumers.
OOH is any medium that is shown outside the home in the physical world and since people spend more than 70% or more time outside of their homes all other media channels are more effective along with the OOH campaign.
In August 2019, Facebook published a study on the impact of OOH media independently, and in combination with Facebook. The results showed that 40% of adults visited the Facebook page after seeing the OOH medium. 38% more ad awareness was created than the expected 33%. The study highlights the already known fact that advertisers use outdoor advertising to circumvent one of the biggest drawbacks of digital ads, ability to block them. The number of people using ad blocking software is growing rapidly.
In the period from 2012 to 2016, that number went from 39 million to 220 million users and continues to grow to this day, leading to a wasted investment in online advertising.
Online ads are mostly unwanted because they interfere with users experience. OOH, on the other hand, can improve travel experiences by sharing the right content, in the right place, and to the target audience.
Privacy is one of the important reasons why OOH has an advantage. Network and mobile advertisers track where you spend your time sending relevant ads to a user. However, many are becoming increasingly cautious about how their data is being used.
On the other hand, outdoor advertising's new location-based technologies can indicate when consumers are close to OOH ads. When it is possible to measure how many people were exposed to an ad and then visited a store to make a purchase, the circle for retailers is closed and the value of OOH is achieved as part of the marketing mix. Although relatively new, such technology can revolutionize OOH media.
We can conclude that technology favors outdoor advertising unlike any other media. Such a competitive advantage gives outdoor advertising the ability to always have a justified share of the total advertising budget.
