Humans have long been enthralled by the power of a big idea in a public space.
One of the oldest and traditional communication platforms, Out of Home (OOH) advertising has its roots in the first expressions of humans, such as early cave paintings, which still keep us looking today. In the last century, the OOH channel has grown to incorporate a variety of formats and environments, from billboards to bus shelters, shopping centres to office foyers, and as technology evolves, OOH can now deliver scale, impact, and reach, with immediacy and flexibility – a powerful proposition for advertisers.
Environments and formats
OOH advertising connects with audiences. Whether it’s static printed posters that dominate a space, or moving-image screens that capture consumer attention, OOH has a format to meet every need.
Existing in location-based settings, OOH invites us to look up and engage with our immediate surroundings. Advertisers can broadcast widely and capture the attention of a large audience, or narrowcast to connect with a targeted consumer.
OOH travels with us on our journeys through three key environments: roadside, transport and retail/lifestyle/other.
Roadside OOH livens up our time on the road, it points us in the direction of the next food stop on family road trips, and gives us something to consider while waiting at traffic lights. Appearing in proximity to roads, this form of advertising includes:
- Bus/tram shelters and wraps
- Phone booths
- Free standing panels
- Public toilets
- Bicycle stations
Offering an entertaining break from the monotony of repeated journeys, this form of OOH advertising is a perfect medium to drive online action, whether it be a direct search, or to download an app.
- Train wraps
- Rail platforms and concourses
- Bus interchanges
- Bus/tram internals
- Airport external billboards
- Airport internals
Typically found inside buildings, this type of OOH is usually a digital screen offering dynamic advertising that keeps us entertained while we sweat out that last lap on the elliptical, or advertises the newest dishwashing powder on our way to the supermarket.
- Shopping centres
- Office buildings and lifts
- Medical centres and doctors’ surgeries
- Petrol stations
- Convenience stores
- Gyms and sports clubs