Out-of-home (OOH) advertising has always had one primary goal: snag the attention of passersby. In an increasingly cluttered and preoccupied world, this goal may seem easier said than done. But fear not, PSPs: one could argue that it’s actually the best time to be producing OOH campaigns.
Traditional out-of-home applications like billboards and posters are now joined by vinyl-covered street furniture, innovative transit wraps, breathtaking wall murals, interactive digital media, and much more. With upwards of 300,000 billboards, 100,000 street furniture displays, 1.5 million transit wraps, and 1.3 million place-based displays estimated to be installed in the US in 2018, OOH revenue seems destined for further growth, even after a record-high $7.7 billion in revenue in 2017. How can your shop capitalize on this ongoing expansion?
“OOH is growing because it complements digital media by priming search, mobile, and social engagement,” says Outdoor Advertising Association of America (OAAA) President and CEO Nancy Fletcher. Today’s campaigns leverage the best of digital print and the increasingly digital world; connected print allows smartphone users to access online content through print media, while digital signage lets consumers actually participate in a campaign through hashtags and photo submissions. And, of course, “Instagrammable” displays designed for selfies can spread far and wide through social media. A little creativity – and a lot of printed graphics – can go a long way.