Today's urban audience spends more time out of home than ever before. This gives brands unique opportunity to engage with consumers in all city environments via contextual communication. Well-thought contextual message effectively reaches all demographics 24 hours a day and follows them along their everyday journey. More than 90% of 18+ Croats notice an outdoor ad every week, 2/3 of them make a purchase of advertised product or service, and more than 50% search for the brand online immediately after noticing an outdoor ad. Out-of-home provides higher % reach than other major media.
OOH advertising provides an opportunity for memorable contextual communication by effectively reaching all demographic groups 24 hours a day by monitoring consumers throughout its day.
The number of communication channels grows and thus the audience becomes more fragmented. The growing number of devices competing for our attention reduces the individual reach and communication efficiency. Nevertheless, outdoor advertising remains a key medium that surrounds audiences in their everyday environment; it reaches them while they are away from other media. Namely, all new forms of communication channels are online which makes online digital market more fragmented than offline market.
It is important to know that OOH provides higher % reach than other media as well as online media combined.
notices OOH ads every week
engages with advertised brand after seeing an OOH ad; visits brand's social media profiles, website or recommends the product to a friend
takes action after seeing an OOH ad; visits physical or online store, resturant, watches a movie, purchases a ticket for the event
Large format outdoor advertising is one of the most effective communicators because it conveys the message 24 hours a day. The medium is message itself; its large format suggests importance so it has always been used to promote brands everyone should know about. It is large format OOH that has been proven to have the greatest effect on increasing market share.
Digital out of home is a contemporary form of outdoor advertising that reaches urban and mobile audiences. Today, more than 50% of global population lives in urban areas and that number is expected to grow to up to 60% by 2050.This form of advertising supports video ads and interactive content and delivers it to that same urban population in urban city environments.