What makes OOH remain one of the most effective traditional forms of advertising?
One of the reasons why out-of-home advertising remains effective is its ability to reach a wide audience in various locations. OOH ads are often placed in high-traffic areas where they can capture the attention of a diverse range of people, including those who may not be exposed to other forms of advertising.
Additionally, OOH ads have a physical presence that can create a memorable impact on viewers, making them more likely to remember the brand or message being promoted.
Overall, the widespread reach and tangible nature of OOH advertising contribute to its ongoing effectiveness in the advertising landscape. At Rayaat, we continue to expand our outdoor assets to leverage these benefits.
Are audience analytics and programmatic DOOH changing the advertising landscape?
Yes, audience analytics and programmatic DOOH are certainly changing the advertising landscape. By providing advertisers with valuable insights into consumer behaviour and preferences, audience analytics help in targeting the right audience with the right message at the right time.
Programmatic DOOH, on the other hand, allows for more targeted and personalised advertising campaigns that can be delivered in real-time based on various factors such as location, time of day, and audience demographics. Together, these technologies are revolutionising the way advertisers connect with consumers and are leading to more effective and efficient advertising strategies.
Is sustainability still a critical issue within the OOH industry and how should it be addressed?
Sustainability is still a critical issue within the out-of-home (OOH) advertising industry. To address this issue, OOH companies should focus on reducing their carbon footprint through initiatives such as using eco-friendly materials for billboards, incorporating energy-efficient lighting, and implementing recycling programmes for old advertisements.
Additionally, companies can work towards promoting sustainable practices within their supply chain and operations, as well as partnering with organisations that share their commitment to environmental responsibility. Embracing sustainable practices not only aligns with corporate social responsibility goals but also helps to create a positive brand image and appeal to environmentally conscious consumers.
How can OOH perform at every stage of the marketing funnel?
Out-of-home advertising (OOH) can effectively perform at every stage of the marketing funnel by utilising strategic placement, creative messaging, and data-driven targeting.
At the awareness stage, OOH can reach a broad audience and generate brand recognition through eye-catching visuals and memorable messaging. In the consideration stage, OOH can provide targeted messaging based on location and demographics to drive interest and engagement.
Lastly, in the conversion stage, OOH can include clear calls-to-action to encourage immediate action from potential customers. By integrating OOH into a comprehensive multichannel marketing strategy, businesses can effectively engage with consumers at every stage of the funnel and drive results.
By John Sherfan, General Manager, Rayaat.
