Honest, reliable advertising
[2 July 2020] With recent announcements from some of the most common household names (Coca Cola, Unilever and Starbucks to name just three), that they’re pulling ad spend from online platforms including Facebook, it’s maybe time to remind our audiences of the benefits of Out of Home, and the reasons it’s so successful for brands.
Firstly, the formats and the audiences are always on. Even at the height of lockdown in NI, we still saw significant audiences on the move, and the campaigns on display were there 24/7. It’s impossible to switch over during an OOH ad break, or use adblocker software.
Benefits of OOH
Out of Home is one of the oldest, and most trusted forms of advertising. Unlike Digital advertising, OOH goes through a rigorous and hands on production and placement routine, so we know which campaigns are being posted where, ensuring there are no juxtapositions of competing brands or conflicting messaging. Additionally, Media Owners will ensure that the campaigns on display aren’t offensive, and our mapping software ensures any HFSS (high fat, salt & sugar) or alcohol brands aren’t located close to schools, safeguarding younger audiences. Our 100% inspection promise also guarantees high quality displays and is a further check to deliver brands the safety they require.
The large creative canvas and the opportunity to deliver moving content on digital screens is a huge win for brands, creating the fame and exposure their name deserves and placing it in front of key audiences. Additionally, our mapping and insight tools into people movement allows us to combine points of interest with demographic data to target your key audience at regular touch points, as they work, live and play.
Digital delivers flexibility and relevance
Out of Home may traditionally operate in a two-week cycle, but that doesn’t mean it’s not flexible and adaptive. We can get a campaign turned around in a few hours, going live on Digital OOH across NI to target thousands of people in a number of locations for a few hours or days. It’s faster and more responsive than ever. With today’s rapidly changing news landscape, this has never been more important.
Copy changes across Digital are quick too, and Dynamic OOH delivers externally influenced campaigns to increasingly engaged audiences (join us for The Moments of Truth seminar on 7th July for more insights into Dynamic OOH). Targeting is flexible too, with Ambient particularly valuable in niche locations including bars, pubs and restaurants. Additionally, guerilla marketing like reverse graffiti, light projections, AdWalkers and AdBikes/AdVans follow audiences to places of high footfall, delivering huge visibility. When audiences are desperately craving time out of their homes, and the formats can be tailored to reach them wherever they go, what’s not to love about OOH?
