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  • IS OUT-OF-HOME MEDIA STILL WORTH GETTING EXCITED ABOUT?

    01 May 2019
    Leah Daly

    Out of Home media ain’t what it used to be. Within this innovative new landscape, find out if this successful ad channel is now accessible for your SME.

    Out of Home advertising (OOH) is the high-impact stuff we see when we’re out and about. Hanging out in public spaces, we come across these kinds of messages while we’re in transit, waiting for the doctor, or shopping; the opportunities are endless.

    If your business is on the up, you might be looking for ways to increase your brand awareness. You’ve probably dreamt of seeing your brand up in lights, wowing at the roadside and catching precious eyeballs. But the question still remains – as OOH formats continue to evolve from static behemoths to mega digital signs, is it still a case of big impact equals big dollars?

     

    Commuter Currency

    Chances are you’ve chuckled at a billboard or been inspired by an ad while you’re on your planes, trains and automobiles. Even though the daily commute often resembles a zombie apocalypse, with commuters fixed on their phones – the most devoted digital doer will eventually look up. When they focus away from their Facebook feed, there’s a whole new world of out ‘n’ about ads that ‘pop’ much more than they previously did.

    Because we’ve evolved, so has the way ads appear in our every day; OOH advertising has evolved. From billboards and point of sale to bus shelter and transit ads, this cutting-edge media is breaking new ground for brands as it grows its share of advertising revenue, year-on-year.

     

    The Eyes Have It

    MOVE, the country’s prime outdoor industry measurement body, has identified that every single day, 9 out of 10 of us head out to join the daily commute. Once we’re out in the rat race, we spend an average of 47 minutes in transit, each way. In metro and sub-metro areas, that equates to a vast Gen Y audience whose attention is otherwise tough to grab. The fact is, we’re spending longer looking at OOH advertising; this is a medium that packs a punch with its prevalence and influence.

     

    Within Your Reach

    No longer just the domain of the behemoth brands, SMEs can now call out-of-home advertising – home. More innovative and affordable than ever, OOH audiences continue to rise, and at the same time, so do the opportunities.

    In the past, the astronomical costs of outdoor ads prevented smaller entities from using the medium. The fact that nearly 50% of all OOH media is digital means the way the media is now bought, sold and placed has changed considerably. Reaching outdoor eyeballs is now a possibility for companies of all shapes and sizes.

    Because the parameters for digital panels are far and wide, imagination and creativity are boundless. Advertisers now have the option to rotate their messages and publish them as anything from still pics to video. The best part is, instead of forking out for the complete cost of a digital asset, you can purchase a ‘share of voice.’ This savvy option allows advertisers to co-purchase media and only pay a division of the total cost. Choosing ‘share of voice’ is a win-win; while potential OOH advertisers save valuable dollars, the publisher also makes more revenue.

    The best description of programmatic buying is – an online screen on the street. Using software platforms, programmatic development gives advertisers access to digital OOH inventory, bridging the gap between the digital and actual world. You can even choose locations and times based on where your brand gets the most ‘likes’ and ‘tweets.’ By targeting an audience guaranteed to engage, we’ve left behind the broad-audience, manual planning and buying process OOH once was.

     

    Measure Me

    To deepen data about OOH ads, the industry is putting big money ($10 million) behind improving metrics. This will help get to the nitty-gritty of how audiences interact with digital signs. With digital signage making up 40% of total outdoor revenue, it’s time to draw a line and evolve the audience metrics that were established in a static landscape.

     

    Programmatic Opens Up OOH to SMEs

    Programmatic buying allows SMEs to be selective; zoning in on their target audience with unprecedented precision. Choosing your what, when and where with such intention lets you talk to an audience who’s looking to engage and reach them where it matters. This means outcomes are more measurable and gives you the insight to engage your customers during every stage of the buying cycle. The best part is, these campaigns will cost you as much as you choose to spend.

     

    The Super Stats

    Now an affordable reality, OOH advertising is attainable and ready to open doors for many SMEs. The latest measurement stats from MOVE prove OOH is alive and kicking, and worth factoring into your advertising plan:

    1. OOH audiences have grown 2.2% for the last seven years straight.
    2. OOH advertising now reaches 12.6 million people, making 52 million trips daily across the five markets, as measured by MOVE.
    3. There’s been an increase in exposure for the majority of the 81,980 advertising faces that MOVE measures.

    See Your Brand up in Lights

    The resolution is a resounding ‘Yes’ – OOH is a medium to get excited about. It’s always been a robust medium, but now more connected, optimised, quantified and affordable than ever, it presents an unprecedented possibility for SMEs. If you’re looking for the impact and exposure OOH media offers, it’s time to take advantage of the new OOH landscape.

     

    How to Make OOH a Part of your Plan

    At Cherry, we can plan and book a killer OOH campaign using the latest programmatic buying methods and the traditional ones. For more info about how to max your brand impact and make a move to new OOH digital formats, contact us for a no-strings-attached chat.

     

    Bite Me!

    Let’s open up a back ‘n’ forth on this topic. Share your experience and outcomes with OOH ads.

IS OUT-OF-HOME MEDIA STILL WORTH GETTING EXCITED ABOUT?

01 May 2019

Leah Daly

Out of Home media ain’t what it used to be. Within this innovative new landscape, find out if this successful ad channel is now accessible for your SME.

Out of Home advertising (OOH) is the high-impact stuff we see when we’re out and about. Hanging out in public spaces, we come across these kinds of messages while we’re in transit, waiting for the doctor, or shopping; the opportunities are endless.

If your business is on the up, you might be looking for ways to increase your brand awareness. You’ve probably dreamt of seeing your brand up in lights, wowing at the roadside and catching precious eyeballs. But the question still remains – as OOH formats continue to evolve from static behemoths to mega digital signs, is it still a case of big impact equals big dollars?

 

Commuter Currency

Chances are you’ve chuckled at a billboard or been inspired by an ad while you’re on your planes, trains and automobiles. Even though the daily commute often resembles a zombie apocalypse, with commuters fixed on their phones – the most devoted digital doer will eventually look up. When they focus away from their Facebook feed, there’s a whole new world of out ‘n’ about ads that ‘pop’ much more than they previously did.

Because we’ve evolved, so has the way ads appear in our every day; OOH advertising has evolved. From billboards and point of sale to bus shelter and transit ads, this cutting-edge media is breaking new ground for brands as it grows its share of advertising revenue, year-on-year.

 

The Eyes Have It

MOVE, the country’s prime outdoor industry measurement body, has identified that every single day, 9 out of 10 of us head out to join the daily commute. Once we’re out in the rat race, we spend an average of 47 minutes in transit, each way. In metro and sub-metro areas, that equates to a vast Gen Y audience whose attention is otherwise tough to grab. The fact is, we’re spending longer looking at OOH advertising; this is a medium that packs a punch with its prevalence and influence.

 

Within Your Reach

No longer just the domain of the behemoth brands, SMEs can now call out-of-home advertising – home. More innovative and affordable than ever, OOH audiences continue to rise, and at the same time, so do the opportunities.

In the past, the astronomical costs of outdoor ads prevented smaller entities from using the medium. The fact that nearly 50% of all OOH media is digital means the way the media is now bought, sold and placed has changed considerably. Reaching outdoor eyeballs is now a possibility for companies of all shapes and sizes.

Because the parameters for digital panels are far and wide, imagination and creativity are boundless. Advertisers now have the option to rotate their messages and publish them as anything from still pics to video. The best part is, instead of forking out for the complete cost of a digital asset, you can purchase a ‘share of voice.’ This savvy option allows advertisers to co-purchase media and only pay a division of the total cost. Choosing ‘share of voice’ is a win-win; while potential OOH advertisers save valuable dollars, the publisher also makes more revenue.

The best description of programmatic buying is – an online screen on the street. Using software platforms, programmatic development gives advertisers access to digital OOH inventory, bridging the gap between the digital and actual world. You can even choose locations and times based on where your brand gets the most ‘likes’ and ‘tweets.’ By targeting an audience guaranteed to engage, we’ve left behind the broad-audience, manual planning and buying process OOH once was.

 

Measure Me

To deepen data about OOH ads, the industry is putting big money ($10 million) behind improving metrics. This will help get to the nitty-gritty of how audiences interact with digital signs. With digital signage making up 40% of total outdoor revenue, it’s time to draw a line and evolve the audience metrics that were established in a static landscape.

 

Programmatic Opens Up OOH to SMEs

Programmatic buying allows SMEs to be selective; zoning in on their target audience with unprecedented precision. Choosing your what, when and where with such intention lets you talk to an audience who’s looking to engage and reach them where it matters. This means outcomes are more measurable and gives you the insight to engage your customers during every stage of the buying cycle. The best part is, these campaigns will cost you as much as you choose to spend.

 

The Super Stats

Now an affordable reality, OOH advertising is attainable and ready to open doors for many SMEs. The latest measurement stats from MOVE prove OOH is alive and kicking, and worth factoring into your advertising plan:

  1. OOH audiences have grown 2.2% for the last seven years straight.
  2. OOH advertising now reaches 12.6 million people, making 52 million trips daily across the five markets, as measured by MOVE.
  3. There’s been an increase in exposure for the majority of the 81,980 advertising faces that MOVE measures.

See Your Brand up in Lights

The resolution is a resounding ‘Yes’ – OOH is a medium to get excited about. It’s always been a robust medium, but now more connected, optimised, quantified and affordable than ever, it presents an unprecedented possibility for SMEs. If you’re looking for the impact and exposure OOH media offers, it’s time to take advantage of the new OOH landscape.

 

How to Make OOH a Part of your Plan

At Cherry, we can plan and book a killer OOH campaign using the latest programmatic buying methods and the traditional ones. For more info about how to max your brand impact and make a move to new OOH digital formats, contact us for a no-strings-attached chat.

 

Bite Me!

Let’s open up a back ‘n’ forth on this topic. Share your experience and outcomes with OOH ads.

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