New to the world of Out of Home advertising or simply want to understand its effectiveness? Whether you're a current or future advertiser looking to use outdoor media, this blog will serve as a great place to start. 

As the name suggests, outdoor advertising or out-of-home advertising (OOH), is advertising that reaches consumers while they reside outside of their homes. Even in this digital age, outdoor advertising still commands attention and greatly influences your target audience. If you’re not using OOH in your marketing strategy, you are missing out on a huge opportunity to elevate your brand awareness, retention, and sales.

At Go Media we pride ourselves on being specialists in the OOH solutions industry in Aotearoa, providing clients with a wide portfolio of outdoor platforms to get their message and brand out in the public sphere.

Consumer research shows that people are drawn to bright and colourful outdoor advertising with simple messaging (Dynata Survey 2021). Not only are people drawn to out-of-home advertisements, but they also trust them. A study conducted by Vistar Media found that 58% of consumers trust OOH messaging over TV, social media, and online advertisements (2016). This is largely attributed to OOH being a known, familiar and linear form of advertising. OOH is also a very clear and descript form of advertising which is free from any additional tone, messages or bias. The message is simply the message.

Unlike other forms of advertising, OOH allows your brand to become a part of a landscape, providing an immersive experience that is not obtrusive. By using OOH to advertise, you are placing your brand right where consumers work, shop, and socialize. Giving you the ability to spread your message far and wide with engaging visuals and powerful messages.

Outdoor advertising is extremely effective in building brand recognition; the more a consumer sees a brand, the more likely they are to identify with and recall the brand when making purchasing decisions. For instance, if a consumer sees your advertisement every day on their route to work, it’s going to make an impact.

Have you ever seen an advertisement for fast-food and suddenly found yourself with a craving you can’t kick? Turns out you’re not alone on this one. In a study conducted by Arbitron (2009). OOH advertising was proven to influence purchasing decisions with approximately two out of every five customers deciding to buy on impulse while in their car.

This suggests that if a business places its OOH advertisements en route to a store, possibly via billboard or bus advertising, that promotes its product or service, the chance of a consumer altering their behaviour to go and buy that product or service increases.

While outdoor advertising makes an impact on its own, it is also extremely effective in mixed-media campaigns. Combine OOH with other marketing channels, such as TV or online advertising, and it’s going to have an even greater effect – or in our world, a media-multiplier.

Imagine a consumer first sees your advertisement while watching TV in the evening, the next morning they check their phone, and your advertisement pops up while they scroll social media. As they are driving to work, they are behind a bus that has your advertisement on the back. On their way home, they pass by a digital billboard with your advertisement- exposing them to your brand, service or product once again.

The most successful modern advertising campaigns rely on a multi-channel strategy which engages with the consumer at multiple and varied points along their purchase path.

Reaching a consumer through these different channels will increase the likelihood of them resonating with and purchasing your product or service. The best media combination for return on investment (ROI) includes a mixture of OOH, Digital, and TV (Analytic Partners Meta-Analysis, New Zealand, 2015-2021). By using a combination like this, you are consistently reaching key audiences in multiple ways at multiple times to help drive action and conversion.

Outdoor advertising is great for reaching your target audience, with advanced audience measurement tools and post-campaign data, you can ensure that you are delivering your message to the right people. Go Media partners with LANDMARKS ID to provide deep and rich insights into the real-world behaviours of audiences that travel past our sites.

By using audience-led data and insights, outdoor advertising will help target your ideal consumer audience. You can target consumers based on location by placing your advertisement near your business, or even strategically placing your advertisement near a competitor’s business – driving customers to your store or service instead.

If you have a specific demographic you are wanting to reach, you can advertise in an area where they live, work, study, shop, eat, exercise etc. Maybe you want to target people who use public transport? Look no further than bus or train advertising, or even advertising en route to or beside a train or bus station. 

Ready to elevate your business and bring in more revenue? We have resources available on our website to help you plan your outdoor marketing campaign. Head to our GO Planner or reach out to us through our Get in Touch form, we are more than happy to help you decide what type of OOH campaign will work best for you and your business.

Public Attitudes Reveal Out of Home’s Broad Appeal, OMA, 2021, https://www.oma.org.au/sites/default/files/uploadedcontent/field_f_content_file/final_aooh_may.pdf

MFour survey, Bernstein, M, 2016, https://info.vistarmedia.com/blog/mfour-research-why-ooh-2020)

The Arbitron National In-Car Study, Williams, D,  2009,https://www.arbitron.com/outdoor_companies/OAAA2011/ARB_In-car_Study_2009.pdf

An Examination of NZ Media Performance & Out of Homes Role, Out Of Home Media Association Australia, 2022 https://static1.squarespace.com/static/60235c2a66c3a5422842a4da/t/62043ad37e08d85adf892a14/1644444389063/10.2.22+OOHMAA+Study.pdf).