The Out-of-Home industry is an advertising powerhouse; it connects audiences of all walks of public life in a way that's consistent, striking, and unignorable. Glamorous digital OOH screens and larger-than-life billboards are also a favoured style of advertising amongst many consumers. In fact, the average person trusts the honesty of OOH messaging more than that of any other advertising format.
These assured consumers will often be exposed to one or more kinds of OOH advertising while traveling home, to work, or for leisure. They’re also all likely to have at least one important thing in common while taking note of any passing deal or campaign: they’re accompanied by their smartphone.
Today, nearly 85% of the world’s total population owns a smartphone; That's 6.64 billion smartphone users, and this number is only increasing. According to forecasts from Ericsson & The Radicati Group, this number will skyrocket to 7.33 billion by 2025 — less than 3 years from now.
These devices offer unparalleled access to information on the go and can drastically cut-down the span of time between an OOH viewer’s piqued interest and their access to further information about a brand, product, or service. In fact, 54% of OOH viewers take mobile device action after seeing a digital place-based ad. These actions include:
Smartphones can reliably provide OOH audiences with on-the-go access to any site or offer, but why stop there?
Strategic distribution of your marketing budget is key when it comes to maximizing the return on your marketing efforts. Multi-Channel marketing can transform the impact of your OOH campaigns by increasing reach, growing audience engagement, and triggering online activity.
Businesses that use multi-channel marketing are shown to experience an overall effectiveness rate that’s 3x higher than that of other businesses. In fact, according to Shopify, the addition of a second marketing channel will increase a business’s revenue by an average of 38%. This is all true for a variety of multi-channel approaches to marketing, but why — and how — should you specifically seek to integrate a combination of OOH and mobile ads into your marketing strategy? Well, not only do platforms like Spotzi make it easy to re-target OOH audiences using Google and Facebook ads, but this retargeting is also shown to have a real and lasting impact on your audience.
An Ocean Neuro Insights study found that a person who is first exposed to a digital Out-of-Home ad responds more strongly to subsequent advertising on their mobile device; consumers are also 48% more likely to engage with a mobile ad if they’re first exposed to that same ad in an OOH format. Lastly, a quick-service brand study conducted by Clear Channel Outdoor discovered that a combination of OOH and targeted mobile ads proved to be the most effective at enticing hungry audiences and driving quick-service sales.
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