Out of home advertising (ooh) has proven to be an effective form of marketing. Even with all its popularity a lot of people don’t think about how ooh also positively impacts your sales and ultimately your bottom line. In this article, we will take a look at how ooh advertising can also increase sales.
Ooh by nature reaches consumers when they spend time outside of their homes. As we all know most people spend more time outside the home than in them which makes out of home advertising highly effective. Ooh advertising is seen in many forms, including billboards, signs posted on mass transit, and even bus shelter signs.
Sometimes you will also see out of home advertising referred to as outdoor advertising. It’s basically the process of presenting marketing materials and advertisements outdoors in outdoor areas that are frequented by consumers. Ooh is utilized by businesses to be seen, build awareness about their brand, boost availability, and increase their chances of success.
“Outdoor advertising can be traced back to the Ancient Egyptians and that consumers spend more time outside of their homes than inside of them, which makes out of home advertising a highly effective form of marketing”, according to the Outdoor Advertising Association of America (OAAA).
You can find a variety of out of home advertising methods in order to enhance your brand or share messages and the best part about it is that many of the methods can increase your sales. Let’s take a look at a few examples of how ooh advertising can increase sales:
Increases In Website Visits
You’ll notice that many marketers look at leads that come from their website where consumers sometimes will fill out forms. This is great, however, one thing that it leaves out is what influenced the consumer to visit the business website in the first place. “33% of people use a search engine to look up info on a company being advertised after seeing an ad on a billboard”, according to a Neilsen study conducted in 2019. The survey also reported that “15% of people will visit a company’s social media page after watching an ad on a billboard”. Another new phenomenon is digital outdoor advertisements which can be successful when it comes to pushing consumers to your website which ultimately can generate new leads and increase sales.
More Time Driving Means More Ad Views
It’s no secret that advertisements that are featured roadside oftentimes are the most noticeable advertisements when driving as they are most noticeable. “Today’s travelers are averaging 25 or more hours on the road each week and covering an average of 159 miles and 81% of travelers reported noticing a digital billboard within the past month”, according to the Neilsen survey.
More Engagement and Interaction with Outdoor Advertising
Having someone notice an advertisement is definitely beneficial but ultimately converting those eyeball views into customers is most important and should be the ultimate goal. The Nielsen study found that “83% of billboard viewers make a point to look at ad messages some of the time, and 40% did almost all of the time”. Sixty-six percent of people with smartphones reported taking some type of action after seeing the advertisement.
As you will find with other forms of traditional media (think print, radio, and television), static billboards are losing their edge and oftentimes can come across as boring. Digital billboards, on the other hand, bring advertisers the ability to change messages frequently, expose eye-catching content that keeps your messaging fresh, and one of the best parts is they are highly visible day or night. As we continue to find digital marketing changes the landscape of advertising, outdoor digital billboards will continue to scale and make exciting and lasting impressions.
When it comes to creating your advertising, always remember the rule of thumb is to always create campaigns that you can effectively track your results. Make sure when you are putting together your next sales plan that you include ooh advertising as it could help get the sales results you’re looking for.