12.4 Out-of-Home Advertising

Out-of-home advertising transforms public spaces into brand canvases. From towering billboards to wrapped buses, it reaches consumers on the go. This versatile medium complements other channels, extending campaign reach and creating high-impact visual exposure in specific locations.

Creative strategies for out-of-home ads focus on capturing fleeting attention. Bold visuals, concise messaging, and contextual relevance are key. The impact on brand awareness is measured through various metrics, including brand lift surveys, website traffic spikes, and eye-tracking studies.

Out-of-Home Advertising Fundamentals

Forms of out-of-home advertising

Top images from around the web for Forms of out-of-home advertising

• 

  CBS/Decaux | A bunch of billboards and transit ads are repla… | Flickr View original

  Is this image relevant?

• 

  Out of Home Advertising for Grouse Mountain | An OOH campaig… | Flickr View original

  Is this image relevant?

• 

  Digital-billboards – Principles of Microeconomics View original

  Is this image relevant?

• 

  CBS/Decaux | A bunch of billboards and transit ads are repla… | Flickr View original

  Is this image relevant?

• 

  Out of Home Advertising for Grouse Mountain | An OOH campaig… | Flickr View original

  Is this image relevant?

1 of 3

Top images from around the web for Forms of out-of-home advertising

• 

  CBS/Decaux | A bunch of billboards and transit ads are repla… | Flickr View original

  Is this image relevant?

• 

  Out of Home Advertising for Grouse Mountain | An OOH campaig… | Flickr View original

  Is this image relevant?

• 

  Digital-billboards – Principles of Microeconomics View original

  Is this image relevant?

• 

  CBS/Decaux | A bunch of billboards and transit ads are repla… | Flickr View original

  Is this image relevant?

• 

  Out of Home Advertising for Grouse Mountain | An OOH campaig… | Flickr View original

  Is this image relevant?

1 of 3

• Billboards dominate landscapes with static visuals or dynamic digital displays (Times Square)
• Transit advertising transforms vehicles into moving brand messages (bus wraps, subway car interiors)
• Street furniture blends advertising with urban infrastructure (bus shelters, kiosks)
• Place-based media targets consumers in specific environments (airport displays, cinema pre-roll ads)
• Spectaculars create larger-than-life brand experiences (building wraps, giant urban screens)
• Digital out-of-home (DOOH) enables interactive and programmatic ad placements (touchscreen kiosks)

Role in media mix

• Complements other channels extending campaign reach and frequency
• Provides high-impact visual exposure 24/7 targeting specific geographic locations
• Reaches on-the-go consumers enhancing brand presence in public spaces
• Supports multi-channel strategies bridging online and offline experiences
• Offers unique touchpoints for consumer engagement (QR codes on billboards)
• Reinforces messaging from other media channels creating cohesive campaigns

Creative strategies for attention

• Bold visuals paired with concise memorable messaging capture fleeting attention
• Location-specific relevance increases ad resonance with local audience
• Contextual targeting aligns ads with surroundings or current events
• Interactive elements encourage engagement (touchscreens, motion sensors)
• Dynamic content in digital displays adapts to time, weather, or audience
• Sequential storytelling across multiple placements creates narrative intrigue
• Humor or surprise elements make ads stand out in cluttered environments
• Mobile and social media integration extends campaign reach (hashtag challenges)
• Design considers viewing distance and dwell time optimizing impact

Impact on brand awareness

• Brand lift measured through pre and post-campaign surveys
• Website traffic or search volume spikes indicate increased interest
• Social media mentions and hashtag usage track online engagement
• Eye-tracking studies quantify attention metrics and visual appeal
• Mobile location data measures foot traffic to physical locations
• Digital attribution models for DOOH link ad exposure to online actions
• Gross rating points (GRPs) calculate reach and frequency of campaigns
• Recall rates assessed through post-campaign studies gauge memorability
• Sales data in targeted areas correlate with campaign effectiveness
• Consumer sentiment evaluated through social listening tools