What is Out Of Home
OUT OF HOME
Is all the advertising that is "out of the home".
It allows great diversity of combinations, coverage,
frequency,
impact and interaction with other means.
Features
Out of Home allows advertisers to reach their target audience
in any consumption situation with the following qualities:
Awareness
8 out of 10 people remember having seen an out-of-home advertisement during the last week. Source: Online OOH Latam survey 7,500 cases.
Source: Online OOH Latam survey 7,500 cases.
Brand study after 8 weeks of OOH campaign
OOH builds and reinforces awareness.
Source: Kantar Media – 120 brands.
OOH Increases ROI Levels
As OOH presence increases, the ROI trend curve shifts its slope, showing upward levels.
Source: Kantar Media – 120 brands.
Audience Profiles
Knowledge of our audience's 4 profiles:
Sociodemographic
Gender, age, socioeconomic level, and nationality.
Behavioral
Home, work, and vital area.
Psychographic
Eco social, downloaded apps, browsing habbits, and interests.
Advertising
User behavior towards advertising.
Types of Audience
People in constant motion: going to work, studying, shopping, or enjoying their free time. Billboards, street furniture ads, bus stop ads, and transport advertising are some examples of how OOH reaches the urban audience.
High-traffic spaces that concentrate audiences with purchase and consumption intentions. Digital screens, kiosks, and dynamic ads are part of these environments and can directly influence purchasing decisions.
Found in airports, train stations, subways, or bus terminals. These audiences have available time while waiting and traveling from one place to another. They are receptive to messages that involve greater experience or attention and to using free services like Wi-Fi in exchange for receiving advertising or providing data to be contacted.
Sports events, concerts, and parks are places where people are focused on the experience. OOH and interactive advertising are ideal for creating brand connections through emotion and engagement.
The use of technology and databases allows OOH to be specific through personalized messages. In this way, audience segments are reached based on demographics, interests, and behaviors.
Synergy with other media
When Out of Home is included in the MEDIA MIX, the reach of each one increases.
Search85%
Social56%
Online31%
TV21%
Radio12%
Press11%
Fuente: IPA Databank – Caso de estudio 2019
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