In an industry so dominated by digital marketing, one could be forgiven for thinking the out of home marketing is following the same road as the infamous Dodo. However, recent studies suggest the OOH marketing is still necessary for the success of CPG marketing.
Why CPG Brands Should Still Utilize OOH Marketing
It doesn’t take a marketing expert to see that the worlds advertising spaces are quickly turning digital. One need simply glance out the window and see the plethora of empty billboards and dilapidated signage that dot the nation’s highways.
CPG Brands Spending More on Digital
Recent studies have shown that CPG (Consumer Packaged Goods) brands have begun to shift their marketing focus away from OOH (Out of Home) marketing to digital and online advertising.
Though this shift cannot be considered a negative, it is essential to the success of any CPG marketing strategy that brands realize the benefits of OOH marketing.
OOH Marketing Still Works
Out of home marketing regularly outperforms nearly every other form of advertising. In fact, studies show that advertising has its most significant effect when conducted out of the home, citing 82% of respondents who were able to recall OOH ads at a later date.
Why is OOH marketing so effective? It’s simple; consumers can’t turn off, block, or avoid OOH marketing. What’s more, OOH marketing retains its effectiveness over time, having been shown to resist audience erosion longer than other channels.
OOH marketing is a mass reach medium, meaning it reaches more than half of all consumers in most markets, and over 90% in others.
OOH Marketing is Easy to Measure
Innovations in OOH marketing have made measuring the effectiveness of OOH ads easy and comprehensive. Geo-fencing and location tracking data are often utilized in understanding where and when consumers frequent specific areas.
The data from which is used to determine the best places and times to run specific advertising. Consumer retargeting is also made easier as consumer attendance date can be used to re-engage with consumers through other forms of OOH marketing and digital OOH marketing.
Digital OOH (DOOH) marketing is an emerging marketing strategy that incorporates digital marketing tactics and mediums in conjunction with OOH ads and marketing strategy, which is only one of many new capabilities reaching the OOH industry.
New capabilities in the OOH industry
When CPG brands fully embrace the innovations that are emerging in OOH marketing they benefit from the range of new capabilities that such innovations make possible. New technology in OOH marketing such as digital screens, facial & vehicle recognition, geo-targeting, temperature triggers, and social media feeds enable CPG brands to:
- Accurately measure the success of their advertising.
- Actively target consumers using real data.
- Make changes to ads and marketing strategy in real-time.
Foster a Multi-Channel Presence
CPG brands will benefit most from OOH marketing when the integrate it into a multichannel strategy. Today’s consumer is not strictly digital, nor are can they only be reached by traditional marketing.
CPG brands who embrace OOH marketing as a part of their overall advertising strategy will have reaped the rewards of the worlds most effective form of marketing, with the ability to reach consumers on every platform with which they interact.