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.
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.
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.
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.
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, thesetwo posts are excellent resources for getting started.
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.
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.
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:
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
(715) 421-8082 1681 Second Avenue South Wisconsin Rapids, WI 54495
Fond du Lac
(715) 421-8082 1681 Second Avenue South Wisconsin Rapids, WI 54495
(608) 785-9031 3550 Mormon Coulee Road La Crosse, WI 54601
(414) 750-1728 141 NW Barstow Street Waukesha, WI 53187-0798
(608) 785-9031 3550 Mormon Coulee Road La Crosse, WI 54601
(608) 246-7906 2101 Wright Street Madison, WI 53704
(608) 266-6703 4822 Madison Yards Way, 5th Floor South Madison, WI 53705
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.
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.
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:
Wisconsin Vehicle Code: The vehicle code includes laws related to safety, including lighting standards on an adjacent to highway right-of-way.
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.
Trucking is tough. It’s one of the toughest jobs in North America, and truthfully, one of the least appreciated. What’s more, the trucking industry has an over 80% attrition rate, which means those truckers who stick it our are the toughest of the tough.
Truckers are the lifeblood of America; they deliver the freight that keeps our economy a float, But how do truckers keep themselves a float when times are tough, and load boards are empty?
Through guile, determination, and thinking outside the box.
Earn More Money Tip 1: CDL Endorsements
You’ve already got one CDL endorsement, why not earn some more so you can “Earn Some More”
CDL endorsements certify that you have completed the proper training and have been certified to carry specific types of freight. They enable truck drivers to drive specialized trucks or transport freight that requires special care.
By earning another endorsement you also increase your; eligibility for a higher rate, the range of loads you are certified to haul, and value as a driver. The different CDL endorsements that are beneficial to trucker drivers include:
CDL – H: required for vehicles containing hazardous materials.
CDL – N: required to drive tank vehicles.
CDL – T: required to to tow a double or triple trailer.
CDL – X: required to to haul hazmat and tank vehicles.
Earn More Money Tip 2: Train Other Drivers
There is no better way to hone your own skills than by teaching what you know to the next generation. Training new drivers is a great way to earn addition revenue, and the best part is you can train other drivers while earning money on a load.
If you own your truck, and are certified to train CDL student drivers, then you are already half way to earning some extra revenue. If training new drivers in your rig doesn’t sound appealing than you can always hook up with one of the many CDL driving schools as an instructor.
Earn More Money Tip 3: Carrier Bonuses
Many carriers offer bonuses to their CDL drivers. You could be eligible to earn extra money by systematically attacking the various bonuses.
Safety Bonuses are awarded to drivers who can move materials without any hassle, and they pay big! Demonstrating long drives without accidents, or complaints can lead you to collect the big bucks.
Fuel Efficiency Bonuses are awarded to drivers who save fuel wherever, and whenever possible.
Mileage Bonuses are awarded to drivers that hit a certain mileage amount within a month’s window.
Clean DOT inspections Bonuses are awarded to drivers who pass their required DOT inspection, which means they are driving their rigs efficiently, safely and responsibly.
Earn More Money Tip 4: Multiple Driving Roles
Looking to switch up your driving role. Good idea. Switching driving roles adds more than variety to your career, it adds dollar signs to your salary. With the proper certifications a driver could take on multiple roles, carry virtually any type of freight, and never driver empty again.
Solo OTR Drivers are the majority of the trucking industry. Solo OTR drivers typically earn $40,000 to $45,0002 depending on carrier company.
Team OTR Drivers work in pairs and switch off driving duties driving while the other rests. This method of switching off allows the truck to move longer distances, or arrive faster, which typically means more money.
Dedicated Drivers are consigned to make runs and deliveries for a single company. They have a specified route for that company, carrying only that company’s freight.
Owner-Operators are what most OTR drivers aspire to be. Owner-operators have worked their way up to be their own boss and call all the shots! Owner-operators run their own fleet of professional CDL truck drivers, sign contracts directly with companies, and earn $100,000 plus a year!
Earn More Money Tip 5: Lease Your Unused Ad Space
Arguably the best way for a truck driver to rake in the extra revenue is by utilizing their existing assets to their full money making potential. That 53 foot trailer you haul behind you day in and day out is so much more than a trailer, it’s a mobile billboard and way for you to make money whether you’re loaded or not.
Commoot partners with trucking companies and fleet owners across the country to lease their unused white space on the sides of their shipping containers. Trucking companies and fleet owners benefit from increased revenue, which can be extremely impactful in today’s current economy.
No need to worry about the ‘logistics’ of ad placement. Commoot does all the work for you, while helping you earn more revenue from your unused ad space.
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.
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.
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.
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
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
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.