In today’s rapidly evolving marketing landscape, where multiple media coexist to meet diverse consumer needs, out-of-home (OOH) advertising has become an indispensable force.
Once considered static and outdated, it has now transformed into a dynamic, data-driven platform that integrates advanced technology to create meaningful connections and lasting impressions.
OOH’s evolution through innovation
Historically, billboards, transit ads and posters were overlooked in favour of newer media. However, digital screens, real-time targeting and programmatic advertising have revitalised OOH, allowing advertisers to deliver timely, relevant messages that engage audiences more effectively.
At Sobha Realty, we’ve embraced this shift by launching the first-ever 3D anamorphic OOH advertisement for a real estate brand in the UAE. Displayed above Roxy Cinema at The Beach, JBR, Dubai, the visuals capture our brand essence, ‘Art of The Detail’, bringing it to life through LED technology to create a 3D optical illusion on a two-dimensional surface.
Strategic importance and benefits of OOH
OOH offers unique advantages, particularly in high-traffic public spaces. Nielsen data reveals that OOH boosts online activations four times more efficiently per dollar spent than TV, radio or print. It also reaches 90 per cent of the population aged 16 and above in major cities weekly.
Additionally, OOH generates the highest levels of consumer recall, outpacing print, radio and television, which is crucial in today’s oversaturated media environment.
A prime example of OOH’s impact is our 3D anamorphic billboard at JBR, located in one of Dubai’s most vibrant neighbourhoods. It attracts attention from locals, tourists and global investors alike, showcasing the brand’s commitment to innovation and luxury.
Complementing digital campaigns
OOH’s strengths lie in its ability to complement digital campaigns. While digital ads are targeted and interactive, OOH engages a broader, non-intrusive audience.
According to research from the Outdoor Advertising Association of America (OAAA), 66 per cent of smartphone users took action after seeing an OOH ad, with 40 per cent seeking more information online. This synergy between OOH and digital amplifies brand visibility and engagement across multiple channels.
Positive perception and brand connection
OOH is often perceived more favourably than digital ads, which can be seen as intrusive. Studies show that OOH ads score higher in trust and engagement, with 78 per cent of consumers engaging with an OOH ad within 60 days.
For Sobha Realty, initiatives like our 3D campaign not only capture attention but also foster lasting connections and positive associations with our brand.
Navigating OOH advertising challenges
Despite its advantages, OOH faces challenges, particularly in integrating with other marketing channels.
In today’s omnichannel environment, it’s crucial to align OOH efforts with digital, social, and content marketing strategies. By leveraging real-time data and optimising placements, we can create a unified message across all platforms.
Sustainability is also a key consideration. As the industry moves toward responsible practices,
Sobha Realty is committed to using eco-friendly materials and promoting socially responsible campaigns in our OOH efforts.
The future of OOH advertising
As technology evolves, the future of OOH looks incredibly promising. Dynamic campaigns that adapt in real-time to weather, events or audience demographics will enable brands to deliver hyper-relevant content, driving deeper engagement.
In a world where consumers are bombarded with digital content, OOH offers a refreshing break from the clutter. By embracing OOH, brands can increase visibility and forge meaningful connections with their audiences.
As we continue to navigate the ever-evolving marketing landscape, OOH remains a powerful tool for building stronger brands and creating campaigns that resonate, last and inspire.
By Ashish Parakh, Chief Marketing Officer and Chief Sales Controller, Sobha Realty
