In a world filled with digital distractions, where advertising is constantly vying for our attention, out-of-home ads (OOH) have always managed to captivate us with their larger-than-life presence. However, this year has seen a significant decline in OOH ad spend as the pandemic brought the bustling streets to a halt.
But amidst the challenging times, a glimmer of hope emerges. The power of programmatic advertising has come to the rescue, reviving the OOH industry.
Moreover, during the lockdown, some brands have ingeniously turned to OOH advertising, successfully reaching and engaging a wide audience. Join us as we delve into the realm of OOH ads and explore their fascinating rise amidst adversity.
Contents
- 1 ooh ads
- 2 Decline In Ooh Ad Spend During 2021
- 3 Recovery Outlook For Ooh Advertising In 2021
- 4 Creative Surge In Ooh Campaigns During Lockdown
- 5 Humorous Ooh Campaigns By Emily Snacks And Hun Wine
- 6 Notable Brands With Successful Ooh Campaigns
- 7 The Power Of Ooh Advertising And Its Impact On Consumers
- 8 Trends In Ooh Advertising: Real-Time, Personalization, And Digitization
ooh ads
Despite a decline in OOH ad spend, the future of OOH advertising looks promising, particularly with the rise of programmatic advertising. The COVID-19 lockdown witnessed a surge in creativity within the OOH advertising industry, resulting in standout campaigns from brands like Twitter, Paddy Power, and Outsmart.
Notable examples also include Emily Snacks, HUN Wine, McDonald’s, Skoda, Bumble, The Guardian, and Knix. Combining technological advancements with the traditional benefits of OOH ads, this form of advertising has a significant impact on consumers and can complement digital advertising efforts.
The digitization of OOH advertising has made it faster and more adaptive, with real-time advertising and personalization becoming growing trends. Programmatic buying of OOH media has emerged as a considerable advancement, while data has enabled better measurement and attribution for these ads.
Careful planning and visually attention-grabbing messages are crucial for successful OOH campaigns, allowing brands to effectively communicate with a large audience.
Key Points:
- OOH ad spend has declined, but the future looks promising with the rise of programmatic advertising.
- COVID-19 lockdown sparked creativity in the OOH advertising industry, leading to standout campaigns from brands like Twitter, Paddy Power, and Outsmart.
- Notable examples of successful OOH campaigns include Emily Snacks, HUN Wine, McDonald’s, Skoda, Bumble, The Guardian, and Knix.
- Digitization has made OOH advertising faster and more adaptive, with real-time advertising and personalization as growing trends.
- Programmatic buying of OOH media is a significant advancement, enabled by data for better measurement and attribution.
- Careful planning and visually attention-grabbing messages are crucial for successful OOH campaigns to effectively communicate with a large audience.
Sources
https://econsultancy.com/10-examples-of-effective-ooh-advertising-created-during-covid-19-pandemic/
https://www.tamoco.com/blog/out-of-home-advertising-ooh/
https://marketbusinessnews.com/out-of-home-ooh-advertising/267351/
https://broadsign.com/blog/our-favourite-ooh-and-billboard-ads
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💡 Pro Tips:
1. Take advantage of the recovery in OOH advertising for 2021, especially in programmatic advertising, as it presents new opportunities for reaching your target audience.
2. Embrace creativity in your OOH advertising campaigns, as the lockdown has shown that high levels of creativity can lead to standout campaigns that resonate with consumers.
3. Consider partnering with organizations or participating in campaigns that support important messages during challenging times, as this can generate goodwill and positive brand associations.
4. Use humor in your OOH campaigns, as Emily Snacks and HUN Wine have demonstrated that lighthearted and humorous approaches can engage audiences during the pandemic.
5. Look for inspiration from notable OOH campaigns by brands like McDonald’s, Skoda, Bumble, The Guardian, and Knix, as these campaigns have successfully leveraged the power of OOH advertising to communicate with large audiences.
Decline In Ooh Ad Spend During 2021
In a year filled with uncertainty, the out-of-home (OOH) advertising industry has faced significant challenges. According to recent reports, OOH ad spend was down by a staggering 49% in the first half of 2021, and it is currently 39% below the planned spend for the second half.
This decline in ad spend has undoubtedly affected brands’ ability to reach their target audience effectively.
The decline can be attributed to the ongoing impact of the COVID-19 pandemic. With lockdown restrictions implemented worldwide, businesses faced closures, reduced foot traffic, and changes in consumer behavior.
As a result, many brands were forced to cut back on their advertising budgets, including OOH, as they navigated through these unprecedented times. However, despite the significant decline, there is an optimistic outlook for the recovery of OOH advertising in 2021.
One promising aspect for the OOH industry is the emergence of programmatic advertising. Programmatic advertising involves the automated buying and selling of ad space using real-time data and algorithms.
With the rise of digital out-of-home (DOOH) advertising, programmatic buying has become a game-changer for brands. It allows them to target specific audiences, optimize campaigns in real-time, and achieve greater efficiency and effectiveness.
This shift towards programmatic advertising holds great promise for the recovery of OOH advertising in 2021 and beyond.
Recovery Outlook For Ooh Advertising In 2021
Despite the setbacks faced by the OOH advertising industry, there are signs of recovery on the horizon. As lockdown restrictions ease and economies reopen, businesses are looking to reconnect with their audience and rebuild their brand presence.
OOH advertising presents a unique opportunity for brands to get their message out to a vast audience.
During the lockdown, when people were consuming media from their homes and spending less time outdoors, OOH advertising experienced a surge in creativity. With fewer distractions and a need to capture people’s attention, brands and agencies pushed the boundaries of what was possible in OOH campaigns.
The result was a wave of clever, thought-provoking, and visually stunning advertisements that left a lasting impression on viewers.
Creative Surge In Ooh Campaigns During Lockdown
Throughout the pandemic, several standout OOH campaigns caught the attention of audiences worldwide. These campaigns not only showcased the power of OOH advertising but also demonstrated the industry’s resilience and ability to adapt to challenging times.
Here are a few notable examples:
Twitter launched a creative campaign encouraging people to wear masks to curb the spread of COVID-19. The campaign featured outdoor ads displaying masks made out of tweets, highlighting the importance of responsible behavior during the pandemic.
Paddy Power, a renowned sports betting company, used its OOH advertising to support the “stay at home” message. Their campaign featured billboards with altered sports betting odds, reminding people that staying home was the only bet worth making during the pandemic.
Outsmart, the trade body for the OOH industry in the UK, donated media space for the ‘Grateful Britain’ campaign. This initiative aimed to express gratitude to the National Health Service (NHS) and key workers during the height of the pandemic.
The campaign featured heartfelt messages and expressions of thanks on digital billboards across the country.
These examples demonstrate how OOH campaigns during the pandemic utilized creativity and emotional appeal to deliver powerful messages to audiences.
Humorous Ooh Campaigns By Emily Snacks And Hun Wine
Amid the challenges posed by the pandemic, emerging brands Emily Snacks and HUN Wine showed their resilience by launching humorous OOH campaigns. These campaigns aimed to connect with consumers on an emotional level while providing some much-needed laughter during uncertain times.
Emily Snacks, a snack brand, embarked on a campaign that humorously highlighted the idiosyncrasies of working from home. Blending playful visuals with witty captions, the brand engaged with its target audience and left a memorable impression.
In a similar vein, HUN Wine launched a series of OOH ads that played on the concept of virtual happy hours. The ads featured clever taglines and vibrant visuals, capturing the essence of virtual connections and the need for lightheartedness during challenging times.
Notable Brands With Successful Ooh Campaigns
Several well-known brands have successfully leveraged OOH advertising to connect with their audience and create impactful campaigns. These brands demonstrate the versatility and power of OOH.
Here are a few notable examples:
McDonald’s has consistently utilized OOH advertising to engage audiences with their whimsical and playful campaigns. From larger-than-life billboards featuring their iconic menu items to interactive bus shelters with games and puzzles, McDonald’s leverages the unique features of OOH advertising to create a memorable brand experience.
Skoda, the Czech automobile manufacturer, has embraced interactive OOH advertising to create immersive brand experiences. They have used bus shelters with augmented reality displays, allowing passersby to virtually explore their latest car models.
By combining the physical world with digital innovation, Skoda engages consumers on a deeper level.
Bumble, a popular dating app, has used OOH advertising to reinforce their brand values and empower their audience. Their campaigns often feature powerful and empowering messages that resonate with their target demographic.
By aligning their ad content with their brand ethos, Bumble effectively communicates their message and attracts like-minded individuals.
The Guardian, a prominent news organization, has harnessed the power of OOH advertising to tell captivating stories. Their campaigns often involve thought-provoking visuals and bold headlines that highlight their commitment to delivering quality journalism.
Through their impactful storytelling, The Guardian captures the attention of passersby and reinforces their reputation as a reliable news source.
Knix, a lingerie brand, has used OOH advertising to challenge traditional beauty standards and embrace inclusivity. Their campaigns feature diverse models representing a wide range of body types, celebrating the beauty of all individuals.
By breaking away from industry norms, Knix connects with their audience on a personal level and fosters a sense of empowerment.
These brands exemplify the diverse strategies and creative executions that can make OOH advertising highly effective.
The Power Of Ooh Advertising And Its Impact On Consumers
OOH advertising possesses a unique power to capture the attention of consumers and create lasting impressions. As people go about their daily lives, they are exposed to a wide array of OOH ads, whether it’s billboards on highways, posters in shopping malls, or digital displays in airports.
These ads have the potential to influence consumer behavior and drive brand engagement.
Research has shown that OOH ads have a significant impact on consumers. The “Digital Out-of-Home Advertising Attitudes and Behaviors” report by Nielsen found that OOH advertising is more likely to be noticed and recalled compared to other forms of media.
The report also highlighted that OOH ads have a positive effect on purchase consideration, with 46% of respondents saying they were likely to buy a product after seeing an OOH ad.
While digital advertising has experienced exponential growth in recent years, OOH advertising offers a complementary approach. As consumers become increasingly immersed in the digital world, OOH ads provide a tangible and physical presence that cannot be achieved through digital means alone.
By combining the advances in technology with the traditional benefits of OOH advertising, brands can create synergies and maximize their impact.
Trends In Ooh Advertising: Real-Time, Personalization, And Digitization
The landscape of OOH advertising is evolving at a rapid pace, driven by advancements in technology and changing consumer expectations. Several trends are shaping the future of OOH, allowing brands to connect with their audience in more personalized and engaging ways.
Real-time advertising is a growing trend in the OOH industry. With programmatic buying and digital screens, brands can adapt their campaigns in real-time based on location-specific data, weather conditions, or other external factors.
This dynamic approach ensures that brands deliver timely and relevant messages, increasing the effectiveness of their OOH campaigns.
Personalization is becoming increasingly important in OOH advertising. With advancements in audience targeting and data analytics, brands can tailor their messages to specific demographics or even individuals.
This level of personalization helps create a more meaningful connection between the brand and the consumer, improving ad recall and brand loyalty.
The digitization of OOH advertising has revolutionized the industry. Digital screens and interactive displays offer brands unprecedented flexibility and creativity.
Campaigns can be updated in real-time, allowing for greater versatility and adaptability. This digitization has also enabled the integration of data and analytics, providing brands with valuable insights into the impact of their OOH campaigns.
In conclusion, the decline in OOH ad spend during 2021 has posed significant challenges for the industry. However, there is optimism for a recovery in the coming months, fueled by programmatic advertising and the creative surge witnessed during the lockdown.
Standout campaigns by various brands have demonstrated the power of OOH advertising in delivering impactful messages. As the industry continues to evolve, trends such as real-time advertising, personalization, and digitization will shape the future of OOH, creating opportunities for brands to effectively communicate with their target audience on a large scale.
With careful planning and visually attention-grabbing messages, brands can harness the untold impact of OOH advertising and unleash its true potential.