Enhancing brand awareness with out-of-home advertising
This article was based on the interview with Jeremy Flynn from Clear Channel Outdoor by Greg Kihlström, Marketing Technology keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The quest for effective brand awareness strategies remains paramount for businesses seeking to capture consumer attention and drive engagement. Among the myriad of advertising channels available today, out-of-home (OOH) advertising stands out as a powerful tool that not only enhances brand visibility but also fosters community connection and engagement. As discussed in a recent podcast, OOH advertising’s unique attributes position it as a vital component of a comprehensive media mix, capable of driving both top-of-funnel outcomes and assisting in conversions.
One of the defining characteristics of OOH advertising is its role as a mass media channel. In an age where digital fragmentation has made it increasingly challenging for brands to reach broad audiences, OOH advertising retains its capacity to deliver messages to a diverse range of consumers. Unlike digital media, which often targets individuals on a one-to-one basis, OOH operates on a one-to-many model. This inherent quality allows brands to extend their reach beyond traditional demographics, effectively adding incremental reach to existing media plans. As the podcast highlights, this mass media approach can amplify the effectiveness of other marketing efforts, serving as an accelerator that enhances overall campaign performance.
Moreover, the measurement of OOH advertising effectiveness has evolved significantly, dispelling the notion that it is an unquantifiable medium. The podcast emphasizes the importance of incrementality and measurement approaches such as Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM). By utilizing advanced data analytics, brands can now demonstrate how OOH advertising contributes to assisted conversions and overall marketing success. The ability to track consumer behavior across multiple touchpoints enables marketers to understand the impact of OOH on brand awareness and consumer decision-making processes.
For instance, consider a scenario where a consumer is driving on a highway and encounters a billboard advertising a fast-food restaurant. This last impression before taking an exit can be pivotal in influencing their decision to stop. While traditional digital channels may struggle to attribute credit for such conversions, OOH advertising plays a crucial role in shaping consumer perceptions and driving foot traffic to physical locations. The challenge lies in effectively capturing this attribution, but the potential for OOH to drive both attributed and unattributed conversions is undeniable.
In addition to its reach and measurability, OOH advertising is uniquely positioned to thrive in an era of heightened consumer privacy concerns. As brands navigate the complexities of data privacy and the impending changes to third-party cookies, OOH offers a privacy-conscious alternative that resonates with consumers. By providing brand messaging in public spaces without the need for intrusive data collection, OOH advertising aligns with the values of privacy-conscious consumers while still delivering impactful brand experiences.
The assertion that out-of-home advertising is measurable is not only valid but also essential for brands looking to thrive in a competitive advertising landscape. By embracing data-driven strategies, leveraging audience targeting, and integrating OOH with digital channels, brands can create effective, targeted campaigns that resonate with consumers. As Jeremy Flynn articulates, the future of advertising lies in the ability to connect with the right audience at the right time, and OOH advertising is poised to play a pivotal role in achieving this goal. In an era where every impression counts, the measurable impact of OOH advertising will be a key differentiator for brands seeking long-term success. Through its unique ability to enhance brand awareness, foster community connections, and adapt to the changing landscape of consumer behavior, OOH advertising stands as a formidable ally for marketers aiming to make a lasting impression.
