After three years of testing programmatic ad technology on billboards, Google is confident in targeting ads to commuters or pedestrians that fall under the location the billboard is placed in. Google is also jumping on the outdoor bandwagon by introducing DoubleClick ad technology in billboards that will allow advertisers to decide the creative message they want to be displayed. Just last year, Facebook ran an outdoor advertising campaign to promote its new safety and privacy approach for users because they saw that it’s the only traditional channel of advertising expected to grow- in 2018, precisely, 2 percent to $8 billion (Mutua 2018).
OOH curiosity fuels online action.Īccording to the Outdoor Advertising Association of America, Apple, Google, and Amazon ranked among the top six spenders on OOH advertising in 2017, with Netflix making it in the top 15 (Mutua 2018). Someone loving an OOH will look up more information about it on the internet. From this, outdoor advertising drives a large number of online searches. The two platforms meet up! An impressionable OOH ad can easily be photographed by a viewer, then posted on an online platform. Outdoor advertising is shareable on social media. The chances that everyone will see a local billboard, or other OOH display, by chance, when performing their daily activities, is very high. Not everyone is online, so the OOH can make an impression on 80 year old Dolores in your community that regularly takes short walks around the neighborhood. Now, it may not lift you up, spin you around, and guide you back to land because of its superhuman powers, but an OOH ad has the ability to make you stop, lock eyes, and take a few seconds with it, rather than just scroll past. The sheer exposure of outdoor advertising really makes it the powerful tool it is, as anyone breathing fresh air can fall victim to an OOH impression. Outdoor advertising is high-frequency, and has the power to reach about 90% of the population.
The stand-alone overarching billboard will prevail over the pesky bot-infested Internet banner ad simply because of its inescapable presence.
And bots, fake consumers, are extinct in reality. This means that they’re immune to any fraud that exists in online platforms. Rather than strictly focusing on advertising on social media, there are a number of ways that outdoor advertising can have a better impact on consumers developing a perception of your brand.įor one, OOH advertisements live in the real world. The Strengths of OOH for Online Companies
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