What is OOH?
OOH
is all the advertising that is "out of the home".
It allows great diversity of combinations, coverage,
frequency, impact and interaction with other means.
Characteristics
OOH allows advertisers to reach their target audience in any consumer situation with the following qualities:
Innovation
- Intercept the consumer wherever he is.
- Proven efficiency and low cost per contact.
- Adaptable to different communication strategies.
- Speed and flexibility of response.
- Build brand quickly.
- Impact on decision-making/moment of consumption.
- Specific audiences.
- Technological Innovation: Interaction and experience.
- It boosts the efficiency of other means.
- News and impact factor.
- Indoor and outdoor coverage.
- There are no economic barriers to accessing the message.
Effectiveness
We spent 70%
of our time away from home.
Source: Research "Habits of OOH Use". LATAM – Both 20 – 60
Dawn: 6 to 8 hs
Morning: 9 to 12 hs
Lunch: 12 to 14 hs
Afternoon: 14 to 19 hs
Night: 19 to 00 hs
Awareness
8 out of 10 people remember seeing advertising outside the home over the past week.
Source: OOH Latam online survey 7,500 cases.
Total Brand Awareness Pre & Post OOH
Brand study after 8 weeks of OOH campaign
OOH creates and reinforces awareness.
Sources: Kantar Media -120 brands.
OOH Roi vs Annual Spend
OOH Increases ROI levels
As the OOH presence increases, the ROI trend curve changes its slope showing ascending levels.
Source: Kantar Media – 120 brands.
Audience Profiles
Understanding the 4 profiles of our audience:
- Demographic
- gender, age, socio-economic level, and nationality.
- Behavioural
- home, work, and living area.
- Psychographic
- socio-environmental factors, downloaded apps, browsing habits, and interests.
- Advertising
- User behavior versus advertising.
Types of Audiences
Connecting Brands with Moving Consumers:
People constantly on the move, commuting to work, studying, shopping, or enjoying their leisure time. Examples of how OOH reaches urban audiences include billboards, bus stop ads, and advertising in public transportation.
High-traffic spaces that attract audiences with purchasing and consumption intentions. Digital screens, kiosks, and dynamic ads are formats found in these environments that can directly influence purchase decisions.
Whether at 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 enhance their experience or offer attention in exchange for using free services like Wi-Fi in return for advertising or providing contact information.
Sporting events, concerts, and parks are places where people are focused on the experience. OOH is ideal for creating brand connections through emotion and engagement via interactive advertising.
The use of technology and databases enables OOH to be highly specific with personalized messages, targeting audience segments based on demographics, interests, and behaviors.
Synergy with other media
When OOH is included in the MEDIA MIX, the reach of each is increased
SEARCH85%
SOCIAL56%
ONLINE31%
TV21%
RADIO12%
PRESS11%
Source: IPA Databank – Case of study 2019
The best investment | remembrance relation
Source: Neuromedia