New Year, New (Old) Advertising Strategies – Incorporating OOH into Your 2020 Strategy

Happy 2020! As we move forward into the new year, marketers and brands alike are gearing up to deliver their best efforts at capturing new audiences and staying connected to existing ones. 2020 promises to offer consumers that are harder and harder than ever to reach, higher demands of brands from their consumers, and more and more online competition and marketing ‘noise’ than ever before. 2020 also promises advanced technologies, deeper data analysis, and a truly seamless User Experience from beginning to end, across all devices. Here’s a few ways that brands and marketers can incorporate Out of Home advertising into their 2020 advertising strategies.

Connect Digital with Physical

2019 was the year of VR on social media and endless amounts of ads on endless amounts of streaming services. However, despite the highly digital nature of most of our lives, consumers are more and more turning their attentions away from their screens, and are instead looking up from their devices and craving real world experiences once again. Ad blindness and sensory overload on our screens mean that most of the time, we as consumers are being shown ads that we no longer internalize or remember. Marketers and brands must reconnect with the real humans that make up their communities by…being real humans.

Connecting digital back into the physical world, from experiential events to Outdoor / Out of Home advertisements that are engaging and memorable, will be big in 2020 and years to come.

Programmatic – and What Programmatic Means

Programmatic advertising is advertising that has been automated based on a series of demographics. By automating the buying and selling of ad space, programmatic media buying allows advertisers to streamline the process and only target the audiences that are most important to them at any single time. It’s no surprise that programmatic remains on the rise. Standard demographics, such as gender (when applicable), age, geolocation, language spoken, etc. can now be layered on with deeper user data, such as mobile device, favorite applications, social media habits and info, and more to create smart, targeted campaigns that can connect more strongly with a given audience.

emarketer report on ooh programmatic ad spending in 2020

Programmatic ad buying has already been around for a hot minute, and with advances in data collection and tech (we’ll cover those in a minute), 2020 promises to include programmatic media buying more than ever.

Location Planning and Data Collection

Location planning and targeting by demographic is key to any advertising strategy, and Out of Home is no different. Heading into 2020 and beyond, the OOH industry is expected to become considerably more advanced and sophisticated in collecting necessary data for accurate location planning. By optimizing ads for specific locations, marketers and brands can drive better performance from their OOH campaigns and deliver ads that are more relative to audiences than ever before.

Access to more audience data points, such as preferred device, preferences, average age, type of vehicle, and a variety of other demographics means that we can learn more than ever about the way people behave and are reached. Many outdoor ad platforms rely on 3rd party data to make educated guesses about how to target consumers with Out of Home ads. Commoot advertisers know the importance of data collection when it comes to understanding a local market, and we know that data collection will continue to be of utmost importance in 2020. We’re so sure of it, in fact, that we added an extra service dedicated to equipping existing trucking fleets, including those currently hosting advertisements, with proprietary data collection cameras. By arming ourselves and brands with as much data about the market as we can, OOH marketers can step up their location targeting game.

If you currently have a branded fleet, but aren’t using machine learning data to learn about the world around your trucks, you are missing out on an incredibly valuable amount of data. If you fleet is already on the road, make it work harder for you with Smart Fleet.

Improved Audience Measurement

Hand-in-hand with Advanced Data Collection goes improved ways of understanding that incoming data. By improving campaign planning and performance measurement, marketers and brands utilizing OOH can elevate existing marketing campaigns and see stronger performance. Mobile data collection plays a huge role in understanding audiences and what makes them tick. Even despite stricter privacy laws in 2020 than any other year previously, much of the mobile data collected is still readily available to marketers. This means that ad platforms like Commoot can layer the data they collect over custom audience behaviors. That’s a nerdy way of saying that the possibilities are almost endless for customized targeting based on advanced audience measurement.

All About Engagement

In 2020, it’s all about engagement. Ad blindness is real, and fortunately for us, this has forced advertisers and brands to take a step back from digital-only campaigns and focus on the importance of engaging the consumer IRL. With so much digital noise, it’s no surprise that consumers crave advertising experiences that are funny, memorable, different, or engagement or excite them.

If you’re ready to engage with your consumers at eye-level in ways they can’t ignore, get in touch with the team here at Commoot.

How Out Of Home Strengthens Other Forms of Digital Marketing

2019 brought advancements in many metrics that affect marketing of all types. From advancements in  location data to time stamping, from eye tracking to cross-device promotions, considerable advancements have been in marketing as a whole. So how does this affect Out of Home marketing?

We’ve discussed in the past how outdoor advertising, (or out of home advertising) is the only traditional media category in existence to have shown positive growth in 2018. Additionally, tech brands especially are allocating more and more of their ad budgets towards physical advertisements like billboards, mobile billboards, programmatic OOH ads, and Commoot ads. Google, Amazon, Apple, Netflix, Hulu, and other large players in the tech space are turning to OOH advertisements to recapture their audiences offscreen and offline.

If these tech-savvy brands are prioritizing Outdoor advertisements, why aren’t you? 

A question we get a lot at Commoot is “Why would I run OOH ads when I can just put more dollars towards my current campaigns?“. While it is true, of course, that advertisers do have the choice of putting all of their eggs (in this case, money) into one proverbial media basket, we live in an age where multi-channel campaigns are really the only way to full submerse a consumer in your advertisement in ways that make them pay attention to your message. If 89% of consumers are also on their mobile devices while watching TV, they very likely will not be paying too much attention to your ad. Likewise with streaming, if users are shopping for fall sweaters on amazon while watching Great British Bake Off, chances are very low that they will see you ad, let alone feel compelled to act from it.

tv viewers are distracted commoot ooh marketing brings them back


The Rule of 7 in Advertising

In advertising, the Effective Frequency is the number of time a consumer must ‘see’ (used in quotes here because attention is key, not mere sight alone) an advertising message before they respond to the ad and before the repetition of this message becomes redundant and counterproductive. It’s said that, in general, the expected effective frequency is around seven individual views or interactions. This means that a consumer will likely need to see your ad SEVEN times before they are most likely to be compelled to take an action.

That means if a consumer first sees your brand on a social media channel, then again on the TV/streaming service, again on their train ride to work, on a search engine, once more before they watch a YouTube video, and again on the train ride back home, they would still need ONE MORE VIEW of your brand before they are most likely to take action.

rule of 7 ooh marketing supports out of home other digital marketing

You can see how OOH marketing increases the rate at which consumers interact with your brand, but its true power lies in utilizing several marketing campaigns while also running OOH advertisements.

OOH Supports Multi-Channel Promotion

Today, adblockers and the population’s general stimulation overload means that it’s getting harder and harder to get noticed by consumers. OOH ads are un-skippable, are visual appealing, and create a real-world experience in a way that digital ads can’t. The last 20 years have been a huge push towards devices; the next 10 years will likely see a push to get away from screens and back into the physical world. OOH advertising has regained the edge that it lost when digital media first began to rise, taking back consumer view times and capturing audiences where they are actually paying attention.

OOH’s beauty is in its multi-channel power. Outdoor ads can serve as physical ‘retargeting’ advertisements, reminding audiences of your brand and calling to mind the last time they encountered your message.

Commoot Out of Home ads support nearly every other marketing strategy, including (but not limited to) social media, e-commerce, email marketing, ppc, retargeting, and other forms of media advertising. While impression-based ads like ours can be relatively tough to track, new tech is emerging every day that gives advertisers more clarity into what happens after the viewer sees an OOH ad.

What channels can OOH support?

OOH and Social Media

If OOH is peanut butter and Branding is jelly, social media acts as the plate that this delicious combination is served on. Social media advertising campaigns rely on exponential reach and advanced targeting to deliver advertising messaging. As users begin to feel less confident in social channels privacy settings and the general feed, they turn their eyes towards closed groups, followed hashtags, and smaller audiences.

OOH ads and Social Media ads can and should utilize the same creative to create an experience that stays memorable regardless of where the consumer is looking. Secondly, wit and eye-catching humor are rewarded on both OOH ads and Social Media ads, which means that something that is eye-catching on the road will likely also be eye-catching on social. Lastly, social media insights can provide an even deeper look at the audiences your brand targets.

OOH and E-Commerce

It’s likely obvious why e-commerce and out of home compliment each other well. With so many e-commerce brands online today, it can be nearly impossible for a brand that is not a household name to become well-known to a number of people. OOH provides additional branding power and awareness IRL, which strengthens the interaction when you do reach these audiences online. Showcasing products in the physical world, while not removing the convenience and ease of online shopping, make OOH and E-Commerce a flawless duo.

OOH and Web Development and Email Marketing

OOH campaigns can be a great way to compliment what you’re already doing with your email marketing audiences. Email marketing makes the reader feel exclusive and valued in some way. By getting creative with the ‘content’ that the general public sees, you can get your audience excited about checking out your products of services. If you’ve successfully piqued the consumer’s interest enough for them to visit your website, you’ve already won half the battle.

Once on your site, you might (read: should) cookie that user to retarget later. You should also attempt to funnel them into joining your email marketing lists (if applicable to you). Resound the same messaging that was found on your OOH ad on your website. Resource the same messaging that was on your OOH advertisements to your email audiences, offering extras or loyalty rewards that go beyond what the average person received.

Get your audiences excited about your brand with OOH, then reel them into your community (your website + your email lists)  once they find out more about you.

There are many other ways that OOH can be used to support all other forms of marketing, digital or otherwise. Commoot ads reach audiences where they can’t click out and they can’t look away – without distracting or annoying them. Learn more about the only media industry to see steady growth. Learn more about Commoot today. 

Logistics Terms To Make You Sound Like A Pro in Out Of Home Marketing Meetings

As in any industry, the logistics and supply chain sector is laden with industry-related terms that can be confusing to outsiders. There are thousands of terms and acronyms in the supply chain dictionary, and that’s before delving into industry-related jargon.

It can take years to study up and become fluent in all the industry related terms. Alternatively, you can read Commoot’s handy guide to logistics and supply chain terminology.

Logistics Terms To Make You Sound Like A Pro

The size and scope of the logistics, supply chain, and freight transportation industries are truly staggering. The industry encompasses the entire globe and is an essential facet to commerce on this planet. In fact, the only organizations that can rival the overall logistics industry regarding size and scope are the world’s militaries. Like the militaries of the world, the logistics industry must function in multiple geographic areas and in multiple languages. As such, both the military and the logistics industry are fond of acronyms and terms that have a precise meaning and are only appropriate in a specific context.

What Are the Most Important or Commonly Used Logistics Acronyms?

Acronyms can be a real P.I.T.N, but their fast and accurate communication capabilities are essential to success in the logistics industry.

Logistics Terms for Transportation Modes

TL & FTL  (Truckload & Full-Truckload)

TL & FTL are shipment of freight that are loaded to a trailer’s maximum capacity, or maximum weight.

LTL (Less-Than-Truckload)

LTL means a shipment of small freight that doesn’t require the use of an entire trailer. LTL is typically utilized when freight weighs between 150 and 15,000 pounds and occupies no more than 10 pallet spaces on the trailer.

INT (Intermodal)

INT or intermodal mean involving two or more different modes of transportation. The most common form of intermodal shipping is a freight train.

OTR (Over-The-Road)

OTR refers to transport mode for shipping materials over long distances, as opposed to local routes.

Logistics Terms for Transportation Organizations

DOT (Department of Transportation)

The federal department responsible for the national highways, railroad and airline safety.

FMCSA (Federal Motor Carrier Safety Administration)

The federal agency within the DOT that regulates the trucking industry in the United States.

3PL (Third-Party-Logistics)

Outsourced logistics services encompassing management of one or more facets of procurement, transportation and fulfillment activities.

Logistics Terms for Updates & Operations

TMS (Transportation Management System)

A system or software used in supply chain and warehousing operations to account for inventory, fill customer orders and book transportation.

ETA (Estimated Time of Arrival)

The approximate time a truck, train or shipment is expected to arrive at a location.

POD (Proof of Delivery)

A document used to establish that a shipment is received in full.

BOL (Bill of Lading)

A legal document that lists the details of a shipment in the form of a receipt given by the carrier to the person consigning the goods.

SKU(Stock Keeping Unit)

A product identification code used to track inventory items, often displayed as a barcode.

What Are the Most Important Logistics Terms?

Comprehension of logistics terminology improves overall efficiency and ensures clear communication across a range of different channels, platforms and individuals. Fluency in logistics terminology however, portrays confidence and a complete understanding of the industry in which you conduct business.

Organizations & Departments


A commercial business used to transport various types of freight shipments to and from customers and suppliers.


Orchestrates freight, driver and equipment movement from one place to another while keeping close communication with drivers.


An intermediary between a freight shipper and a carrier who can transport their freight. Brokers are used to connect carriers and trucks to shipment that need transportation.

Truck, Trailer, & Driver


The individual behind the wheel of the tractor-trailer. The “driver” is not necessarily the owner of the truck, or the motor carrier company who operates it.


A mode of freight shipping in which two drivers alternate shifts driving the same truck with the goal of reducing transit time and delivering a shipment sooner.


Self-employed commercial truck driver or a small business owner that operates tractor-trailers for the transporting of freight shipments.

Sleeper Cab

A compartment attached to the cabin of a truck used for rest or sleeping. Alternately used to describe any tractor-trailer in which a sleeper cab is attached.

Day Cab

A tractor-trailer in which no sleeper cab is attached to the cabin of the truck. Alternately used to describe any tractor-trailer in which a sleeper cab is not attached.


Driving a tractor without a trailer attached


A trailer used to transport temperature-sensitive goods. Includes a refrigeration unit and corresponding insulating material.

Van (48’ or 53’)

A standard semi-trailer used to transport non-temperature sensitive freight. A basic van trailer is 53’ feet long, though 48’ trailers are not uncommon and frequently used in local and LTL deliveries.

Bulk & Bulk Trailer

A type of cargo that is transported unpackaged in large quantities and requiring of a trailer designed to such cargo.

Shipping Container

A large standardized freight container designed for intermodal freight transport. Shipping containers are easily transition from ship to rail to truck without the need to unload the container.


The route routinely served by the carrier.


A route or shipment that returns a carrier to its primary area of operations. A backhaul shipment generally cost less to secure as it is the preferred shipment for most carriers.


The highest revenue generating shipping lane from shipper to receiver.


The transport of freight over a short distance, typically from a rail yard or port to the final destination.

Drop & Hook

When a driver “drops” their trailer at a designated location and “hooks” to another trailer.

Freight & Facilities


Generally refers to cargo that is palletized for shipment.


The origin location of a shipment. The shipper is not necessarily the freight owner.


The destination location of a shipment. The consignee is not necessarily the freight owner.

Blocking and Bracing

The method used to secure freight inside a trailer or shipping container.


Refers to the amount of space inside a trailer or shipping container expressed in volume.


A business, service or individual who is paid to load and unload freight.

Gross Weight

The total weight of a shipment of freight, including all packaging and pallets.

Net Weight

The weight of a freight shipment without any packaging or pallets.

Pricing & Rates


Refers to the standard cost of moving freight from one location to another, usually city-to-city.


Establishes the cost and contract of a freight shipment between the shipper and the carrier.  


Refers to a carrier’s ability to transport specific freight. Capacity is subject to freight seasons, fluctuations in fuel costs, and the availability of trucks and drivers.

Now that you know how to “talk the talk” you can sling freight with the best of them and “walk the walk” straight into logistics success. Commoot makes it easy for brands to utilize truck space to deliver engaging, captivating advertising. Learn more today! 

Why It Works: The Psychology Behind Out-Of-Home Advertising

Have you ever driven down the highway and wondered why, in this modern technological age, companies and businesses are still putting up endless digital and print billboards, and foregoing digital billboards in favor of traditional static outdoor advertising? Sure, the relatively low cost first comes to mind, and it is true that digital can be cost-prohibitive: digital billboards can run a business anywhere between $3,000-$10,000 depending on location, compared to anywhere from $250-$4,000 to launch a classic billboard campaign. For multiple campaigns containing multiple ads, that’s a huge cost savings. 

However, with so many McDonald’s or Coca-Cola billboards that stretch across the country and are still displayed on traditional billboards, it’s clear that the initial cost of an ad campaign is not the only reason companies utilize Out of Home (OOH) advertising. 

While driving, you may have also pondered that in addition to cost, Outdoor Advertising itself may become obsolete. With digital marketing campaigns and pop-up ads so commonplace, perhaps you’ve wondered why, like many print publications, this type of advertising has not gone by the wayside and instead persists on roadsides, in buses and trains, and even on the backs and sides of semi-trucks. . Well, the answer to these questions is actually deeply-rooted in the way people process visual information. The fact is, whether digital or print, mobile or static, advertising mainly works due to the way we human beings are wired. Therefore, it should be no surprise that understanding the psychology behind mobile outdoor advertising is driving its success, and why the industry continues to see increases in annual revenue, having grown from $5.9 billion USD in 2009 to $8 billion in 2018. 

OOH Advertisements are Unstoppable 

Unlike a pop-up ad or spam email, Outdoor advertisements cannot be deleted or closed out. Whether you’re stuck in traffic and staring at billboards, or paused at a crosswalk while a mobile truck advertisement waits for the light to change, outdoor marketing penetrates the ad-blockers and recording devices consumers use today by seamlessly integrating a company’s brand and message into routine daily life. Additionally, outdoor advertising affords the freedom and versatility to create a campaign in a physical 3-D space, potentially allowing for some direct interaction with consumers, like this ad from IBM.

smarter ideas for smarter cities psychology behind ads ooh commoot


Out of Home Truck Ads Extend Your Reach 

From concerts and professional sports games to local community events, the 1,200 mobile truck ads operating in the U.S. in 2017 were able to visit them all. With a 14% increase in effectiveness when paired with print outdoor advertising and a 40% increase when paired with digital media, the successful results of truck ads speak for themselves. 

Additionally, brand awareness increases significantly when truck ads are used. Psychological research has determined people experience a familiarity principle, wherein they react better to familiar objects, concepts, and other things than unfamiliar ones. By directly targeting events and locations with higher density, the same effect can be achieved with your brand’s mobile outdoor advertising. Even if the audience is unfamiliar with your brand or product, the familiarity of recalling having seen your logo or slogan can be a deciding factor for consumers making a purchasing decision, and they may be more likely to choose your product over a competitor. 

Mobile Billboard Marketing Can Appeal to The Unconscious…

According to the Outdoor Advertising Association of America, 98% of Americans indicated they notice media targeting vehicle drivers and passengers, including mobile truck ads, and billboards. However, it would seem that the remaining 2% may be mistaken, at least on an unconscious level. Due to the constant inundation of information perceived through our senses, our brain has to sort out what seems the most relevant. This explains the slight delay between stubbing your toe and screaming an expletive: the pain signals need to travel from your foot to your brain, which filters them from other incoming signals before determining the appropriate reaction. For outdoor advertising, this means that merely glancing at a billboard or truck ad may be enough to trigger the familiarity principle in consumers later on. For example, when asked, more than 75% of audiences who saw an OOH ad in conjunction with other ad types recalled the brand a full 7 days later

… Or the Emotional

Separate research conducted on the subject by Harvard Business School Professor Gerald Zaltman reinforces the finding that “95% of our purchase decisions are made unconsciously, and only then they are justified through logic.” Therefore, in addition to reacting to unconscious stimuli, consumers are also responding to appeals “to intuition and basic feelings” as “the consumers’ subconscious sphere and stimulate buying.” 

But what, exactly, does this mean for your business? Outdoor ads like this one directly appeal to primal human emotions, and are incredibly effective in elucidating the desired response from consumers. 

vegan psychology behind ads ooh commoot


Regardless of your personal feelings on the ethical treatment of animals, by humanizing and anthropomorphizing the crab, this ad aims to elicit sympathy from consumers, with the implication that they may choose to modify their purchasing habits. However, by inciting an emotional response of any type, even negative, outdoor advertisements can still be effective in conveying the message and therefore, in their own way, successful. Controversy sells. 

In Conclusion: OOH is 328% More Effective 

Yes, you read that right. Research has shown that Out of Home advertising is a whopping 382% more effective at driving online activity when compared to television advertisements, and for an online-based business, this traffic could mean a huge surge in profits. While it may seem counterintuitive to incorporate mobile outdoor advertisements into an e-commerce business’s marketing plan, consider the 25% of people have been able to interact with an outdoor advertisement with their smartphone and the opportunities afforded by out of home advertising are seemingly boundless. Bright colors, lights, sounds, cut-outs, pop-ups, and moving displays are only a small fraction of what can be achieved with an outdoor advertising campaign, but in the United States, different states have a variety of laws in place to keep advertisements like billboards and truck ads from being too distracting and causing a potentially dangerous condition for drivers. If you’re interested in learning more about designing your own out of home advertising campaign and are located in the Midwest, these two posts are excellent resources for getting started. 

Ready to improve your advertising ROI and increase your brand’s recognition power? Contact Commoot to get started! 

Must-Know Info for Out of Home (OOH) Advertising in Wisconsin

What advertisers, brands, and billboard companies should know when running Outdoor/OOH campaigns in Wisconsin.

Out of Home (OOH) advertising is arguably one of the oldest forms of advertising, and certainly one of the most effective. Outdoor advertising is not just simple – it works. After decades of steady growth (32 consecutive quarters), it’s clear that outdoor advertising continues to work in the digital age.

We’ve put together a complete resource of everything a brand needs to know when advertising outdoors in Wisconsin. Below you’ll find information gathered from WisDOT, the Wisconsin State Outdoor Advertising Association and other public record information sites. 

The Highway Beautification Act of 1965 (Nationwide)

Before you can outdoor advertise in the state of Wisconsin, you should first understand the Highway Beautification Act of 1965, which applies to all 50 states. signed by Pres. Lindon B. Johnson, the Highway Beautification Act protects the aesthetics of roadways in residential and agricultural areas by limiting the size, number and frequency of outdoor advertisements. 

In addition to the Highway Beautification Act of 1965, outdoor advertisers must also conform to the Highway Advertising Control Act of 1971, which regulates:

  • The spacing between ads.
  • The type of lighting and ad can utilize.
  • The proximity of ads in commercial, rural, and industrial areas. 

Different types of businesses and signage are subject to different laws. For example, a sign for a business that is located on that business’s property is subject to a certain set of laws, while a sign for a business that is not located on that business’s property is subject to other laws.

In short – The Highway Beautification Act protects the scenic, commercial, residential and agricultural areas of the country from intrusive outdoor advertisements. While federal law applies to every state, each state enforces its own set of outdoor advertising legislation. States typically sort their counties into regions which allows for smaller regulation regions.

Wisconsin State Trucking Highway System

Wisconsin law prohibits the erection of outdoor ads on any portion of the rural or urban state trunk highway system right of way, which includes all numbered highways (Interstate, U.S. and state).

The highway right of way in rural areas extends beyond both shoulders, any ditches and all adjoining fence line. In urban areas, the boulevard medians, the terrace area between sidewalks, and the street itself are considered part of the highway, and are therefore off-limits to outdoor advertising. 

Wisconsin Outdoor (OOH) Advertising License

OOH outdoor ads in wisconsin say cheese

To outdoor advertise in the State of Wisconsin a brand must first obtain an Outdoor Advertising License.

Any person or company that erects or maintains more than two signs in Wisconsin in a calendar year is required by law to pay an annual license fee of $250.

The annual license fee does not apply to persons erecting on-property (or on-premises) signs that advertise their own business.

Additionally, a state permit is required to legally erect an off-property sign on private lands if the sign is adjacent to a state-controlled highway. To obtain an outdoor advertising installation permit a brand must:

These checklists can help you prepare your outdoor sign installation permit application according to the category of sign for which you are applying.

Regional coordinators (outdoor advertising signing contacts) utilize these checklists as a guide when reviewing your sign installation application.

Which Wisconsin Region Does My County Fall Under? 

Brands seeking an outdoor advertising license in Wisconsin must first determine the outdoor advertising region their ad will be located. 

Each country in Wisconsin belongs to one of five regions. Each region is administered by an outdoor advertising regional coordinator. See below for a list of counties and which regions they fall under.

North Central Region


  • Florence
  • Forest
  • Iron
  • Langlade
  • Menominee
  • Oneida
  • Price
  • Shawano
  • Vilas 

Wisconsin Rapids

  • Adams
  • Green Lake
  • Lincoln
  • Marathon
  • Marquette
  • Portage
  • Waupaca
  • Waushara 
  • Wood 

(715) 421-8082
1681 Second Avenue South
Wisconsin Rapids, WI 54495

Northeast Region

Green Bay

  • Brown
  • Calumet
  • Door
  • Fond du Lac
  • Kewaunee
  • Manitowoc
  • Marinette
  • Oconto
  • Outagamie
  • Sheboygan
  • Winnebago

(715) 421-8082
1681 Second Avenue South
Wisconsin Rapids, WI 54495

Northwest Region


  • Ashland
  • Barron
  • Bayfield
  • Burnett
  • Douglas
  • Polk
  • Rusk
  • Sawyer
  • Taylor
  • Washburn

Eau Claire

  • Buffalo
  • Chippewa
  • Clark
  • Dunn
  • Eau Claire
  • Jackson
  • Pepin,
  • Pierce
  • St. Croix
  • Trempealeau

(608) 785-9031
3550 Mormon Coulee Road
La Crosse, WI 54601

Southeast Region

  • Kenosha
  • Milwaukee
  • Ozaukee
  • Racine
  • Walworth
  • Washington
  • Waukesha

(414) 750-1728
141 NW Barstow Street
Waukesha, WI 53187-0798

Southwest Region

La Crosse

  • Crawford
  • Grant, Juneau
  • La Crosse
  • Monroe
  • Richland
  • Vernon

(608) 785-9031
3550 Mormon Coulee Road
La Crosse, WI 54601


  • Columbia
  • Dane
  • Dodge
  • Green
  • Iowa
  • Jefferson
  • Lafayette
  • Rock
  • Sauk

(608) 246-7906
2101 Wright Street
Madison, WI 53704

WisDOT Statewide

(608) 266-3611

(608) 266-6703
4822 Madison Yards Way, 5th Floor South
Madison, WI 53705

Mandate # Rule/Regulation Takeaway
84.30 Regulation of outdoor advertising. 4a1 The maximum areas for any one sign shall be 1,200 square feet with a maximum height of 30 feet and maximum length of 60 feet, inclusive of any border and trim but excluding the base or apron, supports and other structural members. Single signs and billboards must be no larger than 1,200 sq ft. 
84.30 Regulation of outdoor advertising. 4bm2   Signs containing multiple messages (such as rotating billboards) must remain in a fixed position for at least 6 seconds to minimize driver distraction. 
84.30 Regulation of outdoor advertising.   Signs must be 500 ft from other billboards and signs on the highway
84.30 Regulation of outdoor advertising 5m Mars Cheese Castle signs in Kenosha County. Notwithstanding any other provision of law and any local ordinance or other restrictions on signs, the Mars Cheese Castle business in Kenosha County may relocate its on-premises signs located near the intersection of I 94 and STH 142 in Kenosha County and maintain such signs at their new location. Mars Cheese Castle can do pretty much whatever it wants. 

Top 5 Rules for OOH Advertisements in Wisconsin

The majority of outdoor advertising space in Wisconsin is owned by a third party vendor.  These vendors are likely to help you with the specifics of your ad, but you should still be versed in the basics of outdoor advertising before you run off and rent a billboard that doesn’t help your business. 

Make sure your content is localized for Wisconsinites

Wisconsin lawmakers and associations alike prioritize local businesses over national ones. In fact, the majority of billboards in Wisconsin only advertise for local businesses. A very small percentage of billboards in Wisconsin display national based ads. 

Customize your messaging specifically for a Wisconsin based audience will have the greatest effect, and yield the greatest return.

Don’t Block Scenic Areas

Wisconsinites are outdoorsy folk, they do not appreciate intrusive ads that disrupt the natural scenery. 

Don’t Distract the Driver

One of the main reasons for the highway beautification act is to prevent driving distractions. Excessive, intrusive, and eye-catching ads result in distracted, unsafe driving. Therefore, your outdoor ad and/or billboard must deliver its message without distracting the driver.

Ads that are too distracted will certainly have a negative impact on your brand sentiment, if the state allows your ad to run at all.  

Make Sense Immediately

The average viewer looks at a billboard for less than six seconds, which means you have less than that to make an impression. This means that your billboards should be short, to the point, and easy to read in just a few seconds. Keep your messaging clear and concise. Remember, viewers are on the move when they see your ad, so it should make sense with very little thought from the viewer. 

Don’t Expect an Immediate ROI + More Ads Leads to Higher Success

Direct 1:1 returns on outdoor advertising investments are rare. Brands should not expect their billboard or outdoor ad to result in immediate traffic or KPIs the same way that PPC or even SEO campaigns will.

It’s important to keep in mind that your ads help to support who your brand is and what you offer. Outdoor advertising should be part of a larger branding campaign, and marketing strategy.

OOH advertisements is designed to keep your brand top of mind for your audience. 

Though tracking for billboards and other OOH ads can be difficult to measure, branding-based ad campaigns are shown to perform better when there are multiple instances of your brand across a city, state, or region. 

The more eyes that see your brand and receive your messaging, the more successful your branding power will be.That’s why we recommend running multiple outdoor ads in various locations for greater marketing power. 10-15+ billboards is a great starting number to get your brand noticed and remembered, in the least amount of time.

Standard Billboard Size Dimensions in Wisconsin

When creating an out of home ad, you’ll need to know the dimensions of the different types of billboards. See below for a full reference.

Bulletin Standard Billboard Size

Bulletin billboards are the largest standard-sized ad that delivers the max amount of exposure to viewers on expressways, highways and primary transit arteries. Bulletins are generally 14 ft x 48 ft, with half of an inch bleed on all sides.

OOH outdoor ads in wisconsin billboard size standards

Image source

Retrofit Poster Panel Standard Billboard Size

Retrofit and poster billboard ads are generally smaller, and more affordable than traditional highway bulletin billboards. Due to their size, poster billboards are common in residential communities, commercial areas, and near gyms, restaurants, and main streets. 

Posters are often preferred to billboards when a business is new, launching a new line or product, or looking to advertise on billboards for a lower cost.

OOH outdoor ads in wisconsin poster billboard size

Image Source

What are Gross Rating Points, and Why Do They Matter in Out Of Home Advertising?

The amount of OOH impressions within a desired market or demographic is calculated in Gross Rating Points – expressed as a percentage; one rating point represents an ad’s impressions equal to 1% of the market population.

To calculate GRP for billboards, multiply the number of target consumers with in a region by the percentage of people that are likely to see your ad in the target market. Then multiply that percentage by the number of ads found in you target market. 

For example, if you advertise to 30% of the target market and have 4 ads or “exposures”, your campaign would have 120 GRP. This metric can be useful in gauging how likely  your ad will be seen by your target audience at least once, and how many times they need to see it for the ad to be effective.

Other Useful Wisconsin OOH Links 

In addition to the links included in the narrative section the following links are provided for your convenience:

Commoot’s Competes with Wisconsin OOH Ads – and Wins

Commot ads stand out in the world of outdoor advertising. Our ads are not stationary -they adorne the backs of moving vehicles, and are therefore immune to many state regulations that can hamper the effectiveness of an outdoor advertisement. 

Commoot ads result in 7x longer impression than billboards. Since the ad messaging is found on the truck itself, Commoot ads aren’t restricted in controlled highway areas, scenic bypass routes, or in residential and commercial areas. Wherever your audience is, that’s where Commoot ads go. 

Ready to learn more about Commoot? Let’s go!

Must-Know Info for Out of Home (OOH) Advertising in Illinois

What advertisers, brands, and billboard companies should know when running Outdoor/OOH campaigns in Chicago and Illinois.

Out of Home (OOH) advertising, also known as Outdoor Advertising, has been around for centuries, and doesn’t show any signs (pun INtended) of slowing down. In fact, the OOH industry has seen steady growth for 32 consecutive quarters. While there are some aspects of OOH campaigns that are critical in any state or location, Illinois specifically has several limitations and regulations that advertisers, brands, and 3rd party billboard companies must all adhere to when delivering effective and successful OOH ads.

The Highway Beautification Act of 1965 (Nationwide)

The Highway Beautification Act of 1965 (and later, the Highway Advertising Control Act of 1971)’s purpose is to protect residential (home) and agricultural (farm) areas from the intrusion of outdoor advertising signs, and to control the sizing, lighting, and overall spacing of all signs in commercial or industrial areas.

This act also protects the U.S.A.’s highways and roads in more specific ways. For example, this act prevents scenic bypasses, commercial areas, and overall what we see when we get into a vehicle from getting crowded, distracting, and ‘ugly’ from too many ads.

Different types of businesses and signage are subject to different laws. For example, a sign for a business that is located on that business’s property is subject to a certain set of laws, while a sign for a business that is not located on that business’s property is subject to other laws.

The main thing to remember: all local and state laws do still apply to all federal regulations. Federal laws mostly make intuitive sense, while state laws may be dependant on specific rules and regulations for specific areas. Most states break up their counties into “districts”, which allows for smaller regulation regions.

What are “Controlled Routes” in Illinois?

What is a Controlled Route? For the state of Illinois, there are several highways (“routes”) on which advertisements are limited for beautification purposes. This “control” of the routes and its impact on OOH advertisements varies in a number of ways. Some variables include the size, spacing, and surrounding ads of the billboards themselves. Others variables include commercial versus industrial routes, the age of billboard (some old billboards get ‘grandfathered’ in when they may not qualify for current regulations), and the layout of the roads surrounding the billboards.

Controlled routes have their own rules and regulations that apply to OOH ads in Illinois, in addition to local, state, and federal laws. Usually, controlled routes mean that fewer ads are allowed, with a tighter restriction on subject matter. See the map below for Illinois Highway routes that are currently controlled.

Illinois Highway Routes that Are Along Controlled Routes

  • Great River Road
  • Historic National Road
  • Historic Route 66
  • Illinois River Road
  • Lincoln Highway, National Scenic Byway
  • Meeting of the Great Rivers Road, National Scenic Byway
  • Ohio River Scenic Byway
  • GAP
  • View Full Map

Which Illinois District Does My County Fall Under?

When applying for a billboard or OOH sign permit, or when learning more about which laws and regulations your OOH ad must adhere to, the state of Illinois is divided up into 9 districts. To begin an application for signage approval, you’ll first need to figure out which district your billboard will be located in. If you plan to place a highway billboard advertisement, you’ll need to check to see if your sign is placed in a controlled route.

If you know the county in which your ad will be placed, you can find out which district that location belongs to. See below for a list of counties and which districts they fall under.

Illinois District 1

  • Cook
  • DuPage
  • Kane
  • Lake
  • McHenry
  • Will

Illinois District 2

  • Boone
  • Carroll
  • Henry
  • JoDaviess
  • Lee
  • Ogle
  • Rock Island
  • Stephenson
  • Winnebago
  • Whiteside

Illinois District 3

  • Bureau
  • DeKalb
  • Ford
  • Grundy
  • Iroquois
  • Kankakee
  • Kendall
  • LaSalle
  • Livingston

Illinois District 4

  • Fulton
  • Henderson
  • Knox
  • Marshall
  • McDonough
  • Mercer
  • Peoria
  • Putman
  • Stark
  • Tazewell
  • Warren
  • Woodford

Illinois District 5

  • Champaign
  • DeWitt
  • Douglas
  • Edgar
  • McLean
  • Piatt
  • Vermilion

Illinois District 6

  • Adams
  • Brown
  • Cass
  • Christian
  • Hancock
  • Logan
  • Macoupin
  • Mason
  • Menard
  • Montgomery
  • Morgan
  • Pike
  • Sangamon
  • Schuyler
  • Scott

Illinois District 7

  • Clark
  • Clay
  • Coles
  • Crawford
  • Cumberland
  • Edwards
  • Effingham
  • Fayette
  • Jasper
  • Lawrence
  • Macon
  • Moultrie
  • Richland
  • Shelby
  • Wabash
  • Wayne

Illinois District 8

  • Bond
  • Calhoun
  • Clinton
  • Greene
  • Jersey
  • Madison
  • Marion
  • Monroe
  • Randolph
  • St. Clair
  • Washington

Illinois District 9

  • Alexander
  • Franklin
  • Gallatin
  • Hamilton
  • Hardin
  • Jackson
  • Jefferson
  • Johnson
  • Massac
  • Perry
  • Pope
  • Pulaski
  • Saline
  • Union
  • White
  • Williamson

Below are some main takeaways regarding the rules and regulations of OOH advertising in Illinois. These are just a few of the most important things to keep in mind when running Outdoor Ad campaigns in Illinois.

To view the full administrative code, please visit Part 522 Control of Outdoor Advertising Adjacent to Primary and Interstate Highways, or IDOT’s Illinois Outdoor Advertising Guidelines.

Rule/Regulation Mandate # Takeaway
Section 522.150  Signs that may not be Erected or Maintained SECTION 522.150, Section 9-112.2 No Arrows, Maps, Or images that otherwise imply influence on the direction or movement of traffic
Section 522.150  Signs that may not be Erected or Maintained SECTION 522.150, Section 9-112.2 No rotating, flashing, intermittent or moving light or lights
No such sign may be erected along the same side of an interstate highway or expressway within five hundred feet of another such sign structure or location where another such sign has been permitted but not yet erected. Section 522.200  Standards for Signs in Business Areas Billboards can only be on one side of the road
Billboards must be 500ft (as the crow flies) apart from other OOH ads. Section 522.200  Standards for Signs in Business Areas Billboards must be 500ft (as the crow flies) apartment
Spacing requirements mean that billboards must be a certain distance away from each other, can’t distract from one another, and cannot draw the viewer’s eye too far off of the road. Section 522.200  Standards for Signs in Business Areas Signs are limited by other signs around them.
Rules and Regulations Can Differ Greatly Between Districts Section 522.200  Standards for Signs in Business Areas Rules and Regulations Can Differ Greatly Between Districts
Controlled Routes mean restrictions on Outdoor advertisements Section 522.200  Standards for Signs in Business Areas Controlled Routes mean restrictions on Outdoor advertisements

Top 5 Rules for OOH Advertisements in Illinois

Chances are, if you’re putting up a billboard OOH advertisement somewhere in the Chicago area (or anywhere in Illinois), you’re working with a third party vendor that owns the physical  billboards themselves. They’ll likely help you with the specifics of your ads, but it’s still good to know a thing or two going into the conversation. It’ll make placing and running your ads that much easier.

Billboard OOH Ads Should Have Less Than 10 Words

The average viewer looks at a billboard for less than six seconds, and one of the main weaknesses with billboard and outdoor advertisements is the fact that the viewer is nearly always on the move when viewing your ad. This means that your billboards should be short, to the point, and easy to read in just a few seconds. Keep your messaging clear and concise.

Don’t Distract The Viewer

One of the main reasons for highway beautification acts and regulations surrounding what can and cannot be displayed on highway advertisements is to prevent distractions. Too many ads, extra eye-catching ads, or ads that are too close together can result in distracted, unsafe driving. It should go without saying that your outdoor ad and/or billboard needs to deliver your messaging – without distracting your viewer.

Illinois drivers are no strangers to distracted driving causing traffic, dangerous driving conditions, or worse, accidents. You can bet that if your ad is distracting, it will have a negative impact on your brand sentiment, if your ad is allowed to run at all.

Make Sense Immediately

Another aspect of OOH in IL that should go without saying – your billboard needs to make sense with very little extra thought from the viewer. Viewers are on the move when viewing your ad – whether they’re driving, commuting, biking, etc., your ad needs to make complete sense immediately.

Especially in the more densely populated areas of Illinois, people see hundreds if not thousands of ads every single day. It’s more important than ever to create a branded experience that differentiates you from your competitors and jumps out at viewers (without distracting them).

Don’t Expect an Immediate ROI

No one should expect a direct 1:1 return on their investments from any type of outdoor ad. Outdoor advertising is a part of a strong branding campaign. Chances are, your billboard or outdoor ad will not result in immediate traffic or KPIs the same way that PPC or even SEO campaigns will.

Current impression-based advertising remains lacking in trackable, accurate metrics. It’s important to keep in mind that your ads help to support who your brand is and what you offer. It keeps your brand top of mind for your audience. Because impression-based ad campaigns don’t provide the same type of tracking and feedback that clickable, web based campaigns do, it’s recommended to run multiple outdoor ads in various locations for full marketing power.

More Ads Leads to Higher Success

While tracking for billboards and other OOH ads can be difficult to measure, branding-based ad campaigns are shown to perform better when there are multiple instances of your brand across a city, state, or region. The more eyes that see your brand and receive your messaging, the more successful your branding power will be.

Illinois has thousands of billboard location options throughout the most populated areas and on the most trafficked routes. It’s recommended that when running outdoor ad campaigns, 10-15+ billboards is a great starting number to get your brand noticed and remembered.

What is the Standard Billboard Size Dimensions?

When creating an out of home ad, you’ll need to know the dimensions of the different types of billboards. See below for a full reference.

Bulletin Standard Billboard Size

A Bulletin is the largest standard-sized billboard that delivers the max amount of exposure to viewers on expressways, highways and primary roads and routes. Bulletins are generally 14 ft x 48 ft, with half of an inch bleed on all sides.

Image source

Retrofit Poster Panel Standard Billboard Size

Retrofit and Poster Out oh Home ads are generally smaller (and thus less costly) than traditional highway bulletin billboards. Poster billboards can be found in residential communities, commercial areas, and near gyms, restaurants, and main streets. Posters are often preferred to billboards when a business is new, launching a new line or product, or looking to advertise on billboards for a lower cost.

Image Source

What are Gross Rating Points, and Why Do They Matter in Out Of Home Advertising?

Gross Rating Points (GRP) are the combined amount of impressions within a desired market or demographic an Outdoor/OOH campaign will see. This number is expressed as a percentage; one rating point represents that ad’s impressions equal to 1% of the market population.

To calculate GRP for billboards, take the total number of people within a demographic, and determine how many of those people fall into your target market. Next, you’ll calculate the percentage of how many people in your newly defined target market are likely to come across your ad. Finally, you’ll multiple that percentage by the number of ads found in the target market. For example, if you advertise to 30% of the target market and have 4 ads or “exposures”, your campaign would have 120 GRP.

This metric can be useful in gauging how likely to it that your ad will 1. Get seen by those in your target audience at least once, and 2. Get seen enough times to have the message be effective.

Other Useful OOH Links

In addition to the links included in the narrative section the following links are provided for your convenience:

Commoot Competes with OOH Ads in Illinois – and Wins

apple OOH Illinois advertising mockup commoot

Since Commoot ads can be found on the backs of vehicles that are also moving and are directly in front of the viewer, common frustrations and regulations within the OOH space simply do not apply to Commoot ads. Commoot ads result in 7x longer impression times, or “dwell times”, than billboards and other outdoor ads. Since the ad messaging is found on the truck itself, Commoot ads aren’t restricted in controlled highway areas, on scenic bypass routes, or in residential and commercial areas the way that billboards are.

commoot ads in illinois chicago traffic

Ready to learn more about Commoot? Let’s go!

What is Drop and Hook Trucking?

What is “Drop and Hook” Trucking?

“Drop and hook” is a trucking industry term that refers to when a driver delivers a full container at a warehouse in exchange for an empty container before departing. Drop and hook trucking is not only less expensive than live loading and unloading, it is the preferred method for high-volume shippers and carriers alike. 

How Does Drop and Hook Work?

The drop and hook shipping process begins with a driver who delivers one trailer (drop) at a warehouse. The same driver then moves their empty tractor to another section of the warehouse where they pick up (hook) a loaded trailer. 

The process also works in both directions. A driver can arrive with a trailer that is empty or full and depart with either an empty or fully loaded trailer – the exchange of trailers is all that need take place. 

What are the Benefits of Drop and Hook Shipping

The drop and hook shipping may be a simple process, but it is incredibly useful to both shippers and carriers for a multitude of reasons. Drop and hook is beneficial because it allows freight to move freely between two points, unhindered by the time consuming and expensive process of live loading and unloading. 

A drop trailer program is  beneficial because it has a significant impact on the speed and efficiency of the supply chain. Drop and hook trailer programs enable shippers and carriers to plan more effectively and to better align their schedules for shipping and delivery.

Drop and Hook Benefits for Shippers

Shippers who do not utilize a drop and hook trailer program must coordinate pickups and deliveries with carriers, which leaves very little margin for error. Traffic conditions, weather, breakdowns and other unexpected events can wreak havoc on duty schedules and lead to massive delays. 

Missed appointments lead to late delivery fees, detention fees, and negative vendor scorecards, not to mention costly slow downs in the supply chain. Most importantly, however is how beneficial drop and hook shipping programs are in terms of labor, time, and flexibility.

Less Manual Labor

Drop and hook trailer programs enable shippers to load and unload trailers with a fraction of the labor force they would if they relied on live loading and unloading. Drop and hook trailers are loaded and unloaded far in advance of driver arrival, therefore there is no need to hire extra labor to speed up the process. 

Less Wasted Time 

Drop and hook trailer programs negate the process of live loading and unloaded which is the most time consuming process in the entire supply chain. 

Better Flexibility 

With drop and hook trailer programs, there’s no need to coordinate pick up and delivery appointments. Drivers simply need to arrive in time to drop off one trailer and pick up another.

Drop and Hook Benefits for Carriers

Though drop and hook trailer pools are incredibly beneficial to shippers, they are most beneficial to drivers. Truck drivers are paid by the mile, which means time spent in a loading dock is time spent not making money. 

Let’s not forget that industry regulations limit the amount of time a driver can be on duty. Long shipping lines and missed delivery appointments only make it harder for a truck driver to earn a living. 

Drop and hook programs gives drivers the freedom to drive the way they want to. No live loading means drivers can pick and choose when they start and end their trip. They can opt to avoid heavy traffic by leaving late at night or early in the morning and they can even take a break before arriving at their final delivery. 

Drivers Make More Money with Drop and Hook

Being a professional truck driver is hard work. Drop and hook programs simply make it easier to be a truck driver. Drop and hook drivers spend less time in dock and spend more time on the road, making money. 

If you’re looking for ways to make extra money as a truck driver, drop and hook loads are one of the easiest and most effective methods to rake in some extra bucks. Another way to increase the amount of revenue your truck brings in is Commoot. 

Commoot partners with trucking companies and fleet owners across the country to lease their unused white space on the sides of their shipping containers. Make more money driving by leasing the unused ad space on the side of your trailer. Contact us today for more information. 

The OOH Industry is Growing (Infographic)

An in-depth look at Out of Home media growth

Commoot brings “awareness to the road” by utilizing unused advertising space on the trailers of semi-trucks, box trucks, and large vehicles. Graphic, eye-catching “billboard-like” ads are attached to trailers through heat-wrapped vinyl or a ‘poster’ framing system.

Commoot helps brands by supporting brand awareness initiatives, as well as creating a stronger and more ad tactical campaign for clients.

Commoot provides brands with longer impressions, closer to consumers, larger spaces, and more data.

The OOH Industry is Growing

Key Growth Factors

In 2018, OOH ad revenue rose 2.1% to $10B, extending its growth streak to 31 consecutive quarters. Source

OOH advertising spend grew from $7.7B in 2017 to $10B in 2018. Source

Tech giants like Apple, Google, Amazon, Facebook continue to increase their OOH ad spend. Source

Did you know? More than 75% of audiences who saw an OOH ad in conjunction with other ad types recalled the brand 7 days later.

Why Utilize Commoot OOH Ads?

Avoid Ad Blindness

Refresh and reawaken the impression-based ad space by limiting competition and emphasizing memory.

Move Away from Online Noise

Create a real-world experience with your consumers and avoid the noisy, cluttered online ad market

Support Your Existing OOH Campaigns

Commoot ad campaigns can increase your brand recall and improve ROI from existing OOH campaigns and ad spend.

Different from Competition

Refresh and reawaken the impression-based ad space by limiting competition and emphasizing ad retention. Move away from the cluttered online ad market and move towards an exciting, unique OOH campaign.

Growth of OOH Marketing Commoot Truck Ads

Contact us today to learn more!

How Digital Brands can Benefit From OOH Marketing

The combination of digital strategies and out of home marketing is revolutionizing the way brands immerse themselves in the daily lives of their audience. The world’s largest tech companies now produce some of the world’s most ingenious and effective out of home marketing campaigns.

How Digital Brands can Benefit From Out of Home Marketing


What changed? Why are digital brands like Netflix and Hulu streaming to out of home (OOH) advertising? (pun intended)

The obvious answer is that digital brands like Google, Facebook, Apple, Snapchat, and Twitter have realized what OOH marketers have known all along; impression-based, out of home marketing works.

A recent study concluded that advertising’s effectiveness is greatest with out of home marketing, citing that 82% of respondents recalled a particular ad at a later date. OOH marketing has always been effective, but how does a brand that exists primarily in the digital space capitalize on physical, impression-based advertising?

New Capabilities in the OOH industry

The answer, according to Digital Marketing Magazine is by utilizing the vast array of new capabilities that are rapidly becoming the standard for out of home marketing. While the majority of digital brands are accustomed to the fast-paced nature of the digital world, brands who are not native to digital or who are new to the digital space may be unaware of the new, innovative capabilities of out of home marketing.

  • Digital Screens- Enable digital brands to run an infinite amount of broadcasts options and vastly more sophisticated advertisements than a static billboard.
  • Facial Recognition- Digital brands can now serve a different ad to different demographics  as they interact with the display. Women, men, and children are now identifiable by the display and are served different messaging.
  • Vehicle Recognition- Advertisement can determine the color of a vehicle and vehicle type to display specific ads appropriately.
  • Geo-Targeting- Advertisements can be targeted to specific geographic areas with increased range and accuracy.
  • Temperature Triggers- Specific ads can be triggered to run when the outside temperature reaches a designated degree, enabling digital brands to react to the weather and advertise accordingly.
  • Social Media Feeds- Digital brands can encourage their audiences to interact by enabling them to change the content of the advertisement by engaging on social media.

The integration of these digital advancements into out of home marketing displays enables digital brands to produce innovative, creative, and interactive advertisements that are highly targeted and reach more consumers than ever before.

OOH Enables a Multi-Channel Strategy

Digital brands utilizing out of home marketing will see benefit from the aforementioned features of new OOH displays, but they will see the most benefit by integrating those features into a multi-channel strategy. In other words, by utilizing multiple platforms to interact with the target audience.

An example of this is a static OOH ad that provides a creative visual experience to the target audience and encourages them to use their smartphone to engage (hashtag, share, follow, tweet, etc.) with the brand on social media.

digital out of home marketing billboard advertising commoot

Thus, digital brands can benefit from OOH marketing because the new, digital, targeted and data-driven advancements of OOH advertising enables brands to establish their brand in the real world; drive immediate short-term action, and engage with their audience via a multi-channel strategy.

Ready to Begin Your Commoot Campaign? >>

Why CPG Brands Should Be Utilizing OOH Marketing

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. The Out of Home industry is one of the only media channels that has not seen a decline in spend year over year, and what’s more, OOH has seen a slow-n-steady growth rate of about 3% each year. 

For CPG brands, “act global, think local” is the center of branding strategies. CPG brands need to showcase their expansive reach, providing to consumers that others just like them love their products. CPG brands also have to target the consumer at the individual level, which means that CPC ads, digital display ads, and other online sources can get costly quickly when dealing with a Cost Per Click strategy. Lastly, the continual advancement of ad blockers and ad-free streaming options means that reaching individual consumers digitally is getting more costly, more difficult, and more inefficient than ever.

Why CPG Brands Should Absolutely 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 are 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. As they continue to spend more and more digitally, the strategy to turn viewers into customers gets more and more complicated (and less profitable). Though this shift cannot be considered a negative for brands and marketers in the OOH space, it is not a surprising move considering the development of technologies that connect the world. 

Americans spend nearly 70% of their lives outside of the homes, and digital devices ride shot gun to nearly every single trip outside of the home. Because of this, it makes marketing sense to target consumers and grab their attention immediately, then deliver related branded content right onto that consumer’s device in their pockets. OOH amplifies nearly every digital form of advertising and targeting, and reaches more audiences than just single forms of targeting.

OAAA reports that when you combine digital with OOH, you achieve 300% greater reach than with just one channel alone. CPG brands can provide their consumers with a campaign that is cross-channel, has continuity for a great User Experience, and engages audiences on deeper psychological levels than digital ads can.

CPG brands have a unique advantage in the “middle ground” between physical marketing and digital marketing. It’s been proven that when OOH media is combined with digital ads, both marketing tactics can have stronger results. By shifting the mindset to a partnership between digital + OOH, CPG brands can captivate and wow consumers with big, bold, memorable OOH ads, then retarget those same viewers online with promotions, coupons, promo codes, and other conversion tactics right on their own devices. This not only helps strengthen brand recall and exposure, but it also helps the viewer trust the brand because they (consumers) have encountered the brand before.

OOH Marketing Works for CPG Brands

OOH marketing example times square Commoot CPG

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.

CPG tracking measure data commoot OOH

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

Multi-Channel Presence with Digital and OOH

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 key 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.

Are you interested in learning how Bold, Eye-Catching OOH ads can support your current marketing initiatives? Reach New Audiences with Commoot >>