What Is OOH?
OOH in marketing stands for Out-of-Home campaigns, it is an ideal tactic for grasping the attention of consumers as they go about their everyday lives outdoors. According to a recent Office of National Statistics study, we should all spend more time outdoors for our health. So, advertisers, why not make the most of increases in footfall to create targeted Out-of-Home campaigns that boost brand awareness?
At Drovo Media, we provide Out-of-Home transit media through our network of carbon-neutral vehicles. Our specialist taxi wraps alongside our captivating on-vehicle digital advertising screens continue to take the OOH and DOOH industries by storm.
Here the Drovo team takes a closer look at what OOH marketing is, and its effectiveness in 2024.
What Are The Pros And Cons of OOH Marketing?
Like every campaign strategy, there are pros and cons of focusing on Out-of-Home marketing, let’s go through them.
Pros of OOH Marketing
Increasing Your Impact on Outdoor Audiences
The priority of any OOH marketing campaign should be to make a real impact on consumers. Simply having a campaign with a clear message on a vehicle in a bustling city such as London will only make more people aware of your brand and products.
Keeping up with your audience is crucial to making an impact and ensuring your brand’s messaging in an OOH campaign is memorable.
Raising Visibility Through OOH Marketing
A fundamental pillar of effective advertising campaigns is maximising visibility. OOH marketing goes a long way in helping to lift the visibility of a brand. Going directly out to your audiences and rolling out creative Out-of-Home advertising in the spaces they visit not only improves visibility but, over time, will also help to generate higher levels of familiarity, trust, and brand recall amongst consumers.
Supplementing Other Crucial Marketing Channels
Strategic omnichannel marketing is how you reach a larger audience these days. A recent report found that in 2023, businesses using 2 or more channels in any single campaign experienced 166% higher engagement rates.
You must ensure that your OOH campaigns, support and align with your other marketing channels, including email marketing, SMS messaging, website, social media, radio, podcasts, or television commercials.
Transit media advertising is a great OOH format to help supplement and fuel engagements in other media channels. The shadowfencing feature you get with Drovo taxi campaigns enables you to merge offline Out-of-Home with digital advertising by delivering a complimentary ad to the mobile devices of passersby within 200 metres of the moving vehicle.
What’s more, following exposure to the branded taxi wrap, shadowfencing is then able to send follow up ads to devices in the home through its retargeting feature, including Connected TVs, tablets, and laptops.
Creating Targeted Campaigns in Specific Locations
Want to target certain consumer groups in specific locations, for example, the ABC1 demographic of professionals in a borough of London? Well targeted Out-of-Home campaigns that have been created with your prime target audience in mind like this are highly effective.
What Are The Cons of OOH Marketing?
Now let’s look into a few of the challenges and cons of OOH marketing campaigns that you need to know about. What are its potential shortcomings?
The Difficulty of Measuring Campaigns
Accurately measuring OOH marketing campaigns and their impact may have been a struggle for you in the past, particularly with
At Drovo, our live vehicle tracking dashboard technology provides you with real-time updates, so you are able to monitor the live performance of your Out-of-Home taxi advertising campaigns. Check out how it works in the video below.
Get in touch with our team at Drovo today to learn more about using our live dashboard to measure your taxi campaigns with us.
High OOH Impressions Not Leading to Conversions
Just because a lot of people have physically seen your OOH campaign outside doesn’t always lead to high conversions. Therefore, the difficult part with Out-of-Home is ensuring high impressions ultimately materialise into sales conversions.
Campaigns Not Being Sufficiently Hyper Targeted to Your Audience
A drawback of running OOH ads in public spaces for you in the past could have been that they were too generic and failed to engage with your target audience. But there are ways you can hyper target your audience effectively. At Drovo, our OOH and DOOH are hyper targeted by drawing on key data on on-street audiences.
How Is OOH Marketing Different from DOOH?
Out-of-Home marketing campaigns such as printed billboards, bus campaigns, and Point-of-Sale displays are different from DOOH campaigns, which run using an internet connection. Digital Out-of-Home screens rotate and change over time, and this adaptability makes them much more impactful than traditional static billboards, for instance.
Advertisers have noticed how DOOH campaigns yield considerably better results than traditional billboards, which explains the move towards DOOH amongst advertisers. By 2026, it is forecast that DOOH will account for 36.5% of total OOH media revenue worldwide.
At Drovo, alongside taxi screen wraps, we also offer digital advertising screens which change according to the immediate environment using the latest programmatic technology. We firmly believe that Digital Out-of-Home advertising is here to stay for the long-term future, and its ability to skyrocket hyper targeted campaigns knows no bounds.
Examples of OOH Marketing Campaigns
What are the different types of OOH campaigns? Let’s explore some prime examples.
Transit OOH
In large cities, the population is transient and constantly on the move, whether they be commuters travelling to work, residents, or tourists. What better way to achieve maximum results for your out-of-home ads than opting for transit campaigns that move with your audience?
At Drovo, we go the extra mile and prioritise sustainability by doing all we can to look after the planet in our transit campaigns. We have the largest network of carbon-neutral media in the UK and we carbon offset all emissions.
Other standout benefits of transit OOH campaigns include
- Elevated reach – being able to access large audiences in a short timeframe with on-vehicle advertising
- Amplified brand awareness
- Adaptivity and moving with your audience
- Visually appealing creative taxi wrap designs
Billboards
Large-scale promotional billboard posters positioned in public places go back a fair while, and according to Encyclopedia.org, they started to become commonplace back in the late 1400s in Europe.
Traditional Billboards
Traditional billboards were often found on roadsides in highly populated areas and motorways to attract drivers’ attention while they sit in traffic.
There are advantages of using traditional billboards, including raising brand awareness and familiarity amongst road users and pedestrians. However, traditional billboard campaigns have a tendency to involve:
- Lengthy set up times for advertisers compared to programmatic advertising Out-of-home campaigns, which can be launched in a matter of minutes.
- High costs for replacing printed billboards whenever they get damaged.
Digital Billboards
Digital billboards on rotating screens that you often see around bus and train stations in the UK are a modern take on traditional billboard campaigns. The advantage of digital billboards is they can display different campaigns throughout the day, whereas traditional billboards on buildings stay the same.
Want to push a particular product and create a buzz in a local area? We suggest using our OOH and DOOH transit campaign service over digital billboards, that way you will be able to move with fast audiences and won’t miss a trick!
Mural Advertising
Mural advertisements are pretty eyecatching examples of Out-of-Home campaigns, and some look extremely lifelike thanks to the creative input of talented street artists. Following the pandemic, a Fintech brand used QR codes embedded in seven mural OOH advertisements across the UK to dispel public misconceptions about what they do as a business, including three in London, two in Manchester, one in Liverpool and one in Birmingham.
How We Offer Both OOH Marketing and DOOH at Drovo
Here at Drovo, we offer both Out-of-Home and Digital Out-of-Home transit media advertising solutions with our taxi wraps and programmatic digital screen technology for private vehicles. Our innovative OOH and DOOH media product has helped our team secure an exciting £3 million funding round of investment. We are changing the game for OOH advertisers.
Drovo’s transit media service will propel your OOH marketing campaigns.
Interested in taxi advertising campaigns with Drovo?
Since you’ve got to the end of the blog, let’s have a chat about taxi campaigns
Speak to the team