OOH is creatively impactful, contextually relevant and a sure shot media amplifier
Online to Offline
OOH was traditionally only thought of as an awareness driver or as a final push to purchase close to point of sale. But in aconnected world, OOH can now influence all sorts of digital behaviors, regardless of whether the infrastructure itself is digital or not. It can drive web traffic, search or social media as well as enable sharing. With a growing number of consumers connected while out and about they are more willing and capable of acting immediately based on exposure, allowing OOH to influence digital behavior such as:
1. Contextual Relevance
Location and geography are two key differentiators of OOH, providing contextual relevance as it reaches people across multiple touch points throughout their day. This is becoming particularly relevant as the industry moves towards native advertising. Communications are expected to be more organic than imposed along the consumer journey, with OOH as the most influential medium facilitating this change.
2. Gateway to Content & Commerce
The rise in the use of mobile devices and the overall connectivity of consumers while out of home is allowing OOH to be used as a gateway to directly accessing content and even purchase through new technology being embedded into mobile phones.
In the OOH environment, audiences are attentive and receptive to their surroundings and it has been shown that they see OOH advertising as a positive addition to the urban landscape. Interaction within this active space allows for increased recall, an increased brand perception and two-way communication.
Only OOH provides the unique opportunity for brands to physically present themselves in the same environment as the consumer, opening doors to true interaction and building a dialogue.
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