7 Reasons why there’s no place like out of home
22/02/2024
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OOH advertising definitely has a magical blend of impact, location prowess, and real-world charm. It offers brands the chance creates connections that resonate long after the campaign lights dim. There really is no place like out of home.
Central to Open Media’s fresh new brand identity is a bold and powerful strapline – ‘There’s no place like out of home’. We chose it because there’s a real truth to the words. It brings to mind all the incredible opportunities that out of home (OOH) advertising offers our clients. According to the Advertising Association and Warc, outdoor advertising expenditure in the UK is projected to reach an incredible £1.44bn in 2024. The coming year offers so many possibilities for out of home, through innovation sustainability and technology. So wanted this year to shine a spotlight on that.
The truth is ‘There’s no place like out of home.’ And here’s a few reasons why…
Maybelline’s 3D outdoor campaign highlights the power of creating memorable brand experiences
1. Memorability
“83% of people recall having seen OOH advertising within the last 30 minutes”
Well-designed and genuinely strategically placed OOH ads are not just seen; they’re genuinely remembered. It allows brands to create moments that linger, contributing to increased brand recall and fostering authentic customer loyalty. According to Outsmart research, when shopping, 83% of people recall having seen OOH advertising within the last 30 minutes. Which means that thanks to attention-grabbing graphics and striking imagery, your campaigns are not just ads.
2. High visibility
OOH allows your brand to be strategically placed in high-traffic areas, maximising visibility and ensuring that your message reaches a broad audience. This high-impact visibility contributes to brand recall and recognition. OOH also gives brands the opportunity to target specific audiences using data and programmatic booking methods.
3. Creative possibilities
It can be larger-than-life if you want it to be. The immersive 3D campaign we carried for Maybelline is a great example. Placed in key sites across the country, Maybelline captivated audiences using 3D imagery. With the options of flexible sizes, designs and formats, brands can experiment with various visuals and designs. The creative possibilities using our Open Connect, Open Perspective and Banner options are endless, allowing your brand to stand out in a unique and memorable way. And that’s an exciting place to be.
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4. Local Impact
“The truth is that OOH can make a real impact locally.”
We’re always excited about place – where, how and to whom our campaigns hit home. It grabs attention, builds trust, and creates a lasting impression by choosing the right spots in the communities near you. It’s about being seen where it matters most, connecting genuinely with the people you want to reach making it more relatable, and your campaigns a success.
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4. Targeted messaging
We currently have screens in 37 screens in 30 key locations across the UK and counting. The strategic advantage of placing messages in the heart of the action means you can reach the right people at the right time where they live, work, and play. And we offer the perfect spots, ensuring your brand is part of their daily adventures.
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5. Increased Mobile Interactivity
OOH ads are not just static – they’re genuinely interactive. And it’s easy to harness the power of QR codes, NFC, or augmented reality with the right approach. You can encourage audience engagement through their mobile devices and make your brand an authentic experience. This is where OOO bridges the gap. It offers genuine, tangible connections with audiences. Whether it’s an interactive display or an immersive campaign, OOH transforms passers-by into active participants, creating memorable moments that extend beyond the digital space.
6. Integrated campaigns
People talk a lot about how out of home is becoming a key part of a bigger strategy. The fact that you can integrate OOH into your marketing mix and create a multi-channel approach, reinforcing your brand message across both online and offline platforms makes it all the more appealing.
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For all of these reasons, and more, OOH advertising offers brands the chance creates connections that resonate long after the campaign lights fade.
That’s why there really is no place like out of home.
Want to find out if out of home is for you? We’d love to tell you more.