OOH has to work the hardest of all media formats to prove its worth. While I believe no other format gives you a bigger bang for the buck compared to OOH.
Is there any merit in the question of whether one format is better than the other? I do not think so. There is a time and place for everything, provided you know how to use it.
Assigning undue importance to the format will take away from your ability to drive real, meaningful impact, which a good marketer brings through, just like an artist who knows which brush to use when for which effect.
While there are a number of factors to be considered before choosing a media format, I shall enumerate them further down this blog. I want to start by focusing on the single most important factor, creativity.
If your creative is weak, no media format can save your campaign. OOh has its specific demands when it comes to creatives, and those must be met. In fact, I wrote a whole blog on the topic, and you can read it here. It will help you understand key points such as:
- Format and Size
- Resolution and Quality
- Viewing Distance
- Light and Weather Conditions
- File Size
- Animation and Interactivity
OOH announces you have arrived in a world of digital clutter on laptops and mobiles. OOH is refreshing. Imagine watching a movie on a mobile phone versus on a cinema screen. The experience of an OOH property is difficult to counter. By becoming a part of the landscape, if done beautifully, the impact is incomparable.
Let’s go through some key points to build the case for OOH.
High Visibility: OOH media is designed to be seen and noticed by consumers. This is achieved through large, attention-grabbing displays, creative graphics, and strategically placed locations.
Reaches a Large Audience: OOH media reaches a large, diverse audience. Whether on the streets, in transit, or at a sporting event, OOH advertising can reach a broad range of consumers.
Location-Based Targeting: OOH advertising can be strategically placed in high-traffic areas, allowing for location-based targeting. This ensures that the right message is delivered to the right audience at the right time.
Cost-Effective: Compared to other forms of advertising, OOH advertising is relatively cost-effective. Brands can reach a large audience with a single billboard or transit ad, which can be a cost-effective way to reach consumers.
Enhances Brand Awareness: OOH advertising helps to enhance brand awareness and reinforces brand identity. The visual impact of OOH advertising can leave a lasting impression on consumers, making it an effective way to build brand recognition.
Complements Digital Campaigns: OOH advertising can complement digital campaigns, driving foot traffic and sales. By pairing digital and OOH advertising, brands can reach consumers through multiple touchpoints, increasing the chances of engagement and conversion.
I do not advocate that OOH alone will deliver the goods for you. Good marketing is a balancing act to drive maximum impact.
However, one needs to follow some yardsticks while choosing a media format. Here is a list that would be helpful.
Choosing media format
Before choosing a media format for advertising and promotion, here are some factors one must account for.
Target Audience: Understanding the demographics of the target audience, such as age, income, and location, can help determine the most effective media format to reach them.
Budget: The budget for the campaign will play a big role in determining the media format used.
Campaign Objectives: The campaign’s objectives should also be considered when choosing a media format. For example, if the objective is to increase brand awareness, OOH advertising may be the best choice.
The brand’s image and tone should be considered when choosing a media format. You don’t want to place ads for an 8-crore premium apartment on a western local train window.
Competition: The media format used by competitors should also be considered. Analysing what works for competitors can provide valuable insights for choosing the most effective format for a campaign.
Measurable Outcomes: The ability to measure the results of a campaign is important for determining its success.