The Power of Out of Home Advertising

While it may seem counterintuitive to use advertising methods that require users to turn away from a screen, out-of-home (OOH) advertising continues to be a powerful and reliable method for reaching broad audiences in the digital era.

It offers a unique ability to engage consumers in their everyday environments, providing visibility and brand presence that other forms of advertising may struggle to match. As businesses aim to strengthen their market position, OOH stands as a proven strategy that blends creativity with targeted exposure. 

Its flexibility, combined with advancements in data analytics, makes it more measurable and effective than ever before. Companies looking to enhance their outreach should understand how OOH advertising can complement and amplify their marketing efforts, driving both brand recognition and customer engagement. 

In this article, we’ll discuss the value and opportunities that this advertising medium brings to businesses seeking impactful and sustained growth.

Key Takeaways

• ● OOH advertising excels by engaging consumers in their daily environments, offering unmatched visibility and brand presence.
• ● Advancements in data analytics have made OOH advertising more measurable, adaptable, and effective in reaching target audiences.
• ● Unlike intrusive mobile ads, OOH ads are non-intrusive, seamlessly blending into surroundings without interrupting user experiences.
• ● OOH ads are non-skippable, guaranteeing visibility, which helps build brand recognition and consumer trust, especially for new brands.
• ● With large formats, OOH provides ample creative space, making it ideal for bold, memorable campaigns that stand out.

Good Kids can help you out!

If OOH ads seem too difficult to run on your own, Good Kids can help you run impactful billboard ads that boost credibility, increase traffic, and drive sales effectively.

Billboard Advertising vs Digital Billboard Advertising

A viral PSA billboard stunt to spur corrective action created bv the lovely folks at John Street Montreal

What is OOH Advertising?

Out of Home (OOH) advertising is like the attention-grabbing drunk uncle at a family gathering—it’s everywhere, impossible to ignore, and always makes its presence known. From billboards that tower over highways to digital ads in elevators, OOH ads are those you encounter whenever you're outside your home, whether you're ready for them or not. And unlike online ads, there’s no "skip" button here!

Technically, OOH works on a CPM (cost per thousand impressions) model, meaning brands pay based on how many people eyeball their ads. Digital advancements allow these ads to change in real time, adapting to factors like weather, time, or even trending topics. 

So, if it’s raining, you might see an ad for umbrellas instead of sunscreen. OOH’s magic is that it catches you in the real world, whether you're stuck in traffic, walking home on a sunny day, or pretending to read on the subway.

Digital vs Traditional Billboards for OOH Advertising

While traditional billboards are a classic example of Out of Home (OOH) advertising, they’re just one piece of a much larger puzzle. Regular billboards are static, designed to grab attention from drivers or pedestrians in specific locations. They can’t be updated without physically replacing the artwork, and they offer limited targeting capabilities.

In contrast, modern OOH advertising includes a wide range of formats like digital billboards, transit ads, bus shelters, and even dynamic projections on buildings. Digital billboards, for instance, can change content in real-time based on data inputs like time of day, weather, or traffic conditions. This makes OOH much more adaptable and flexible, allowing brands to target the right message at the right moment.

An example of a bus stand advertisement that changed because of the weather.

So, while regular billboards are still impactful, OOH advertising takes things to another level by offering dynamic, data-driven campaigns that can reach consumers wherever they go, whenever they’re on the move.

What Makes OOH Advertising Better than Ads on Your Phone?

OOH advertising is a medium of advertisement that most businesses don’t even consider as a potential option. However, there are several benefits to running OOH advertising campaigns. While they’re not a direct alternative to simple digital marketing, they’re certainly a good addition to it.

1. Less Intrusive

Let’s face it: we’re sick of ads. YouTube is now running multiple ads at the start of a video. Netflix and other streaming services want to show ads to paying customers. Instagram starts promoting products that you discuss with a friend. Collectively, we can all agree that ads have gotten unbearable to some extent.

In such an industry where users are continuously fed ads, OOH advertising is a more passive form of marketing that is more welcoming for users due to its non-intrusive nature. 

Mobile ads interrupt the user experience, whether it's by popping up in the middle of an article or forcing users to wait for a "skip" button to appear. OOH, on the other hand, seamlessly integrates into the environment—be it a billboard on a busy highway or an ad at a bus stop. It doesn’t disrupt daily activities or frustrate the viewer. 

This non-invasive quality makes OOH advertising more effective at conveying messages without causing ad fatigue, fostering a positive association with the brand rather than annoying potential customers.

2. Non-Skippable

One of the key advantages of OOH advertising is its permanence in the physical world. While mobile ads can be easily skipped, blocked, or even scrolled past, OOH ads are ever-present. A strategically placed billboard or transit ad guarantees that your audience will see the message—whether they want to or not. The only thing they can control is how much attention they pay to your ad. According to a statistic by Vision Outdoors, a whopping 71% of consumers often look and pay attention to the messaging on a billboard.

There’s no "skip" button, no ad blockers, and no distractions that mobile users typically experience. This ensures higher visibility and consistent brand exposure, especially in high-traffic areas. For brands, this unmissable nature of OOH ads is a huge benefit, ensuring that the message gets through every time.

3. Great for Credibility for New Brands

For new brands trying to establish trust and credibility, OOH advertising offers a level of legitimacy that mobile ads struggle to achieve. Consumers are often skeptical of online ads due to privacy concerns or the overwhelming number of them. If it isn’t something tangible or physical, it doesn’t seem trustworthy.

OOH, on the other hand, has a sense of permanence and investment that can make brands feel more reliable and established. Seeing a brand on a large-scale billboard or transit ad makes it seem like a real, tangible entity, not just another fleeting pop-up on a screen. This builds consumer confidence, helping new brands stand out in a crowded market and gain credibility more quickly.

4. Room for Creativity

While mobile ads can be creative, they are often restricted by screen size and format limitations. Plus, no matter how engaging, they still carry the stigma of being an "annoying mobile ad." 

OOH, however, offers the freedom to create bold, eye-catching visuals that turn heads without intruding on anyone's personal space. Think about the massive billboards that captivate drivers on busy highways or clever bus shelter ads that interact with passersby. 

The sheer size and placement of OOH ads allow for more creative expression, giving marketers a chance to showcase their message in ways that are memorable and impactful. Plus, with no ad fatigue, viewers are more likely to engage with the message instead of dismissing it as yet another mobile ad.

Chicago’s Leo Burnett making use of shadow at Wrigley field

5. Larger Canvas for Fresh Ideas

Pour a pint for arguably the best sample OOH ad ever produced.

OOH advertising provides an unparalleled canvas for creativity. Unlike mobile ads, which are confined to small screens, OOH offers large, expansive spaces that let brands think outside the box. Whether it’s a towering billboard or a series of bus stop installations, OOH gives brands the chance to create immersive, high-impact campaigns that simply can’t be achieved on a phone screen. 

The physical size of OOH ads also commands attention in a way mobile ads can't. With ample room to display visually striking designs, brands can convey their message more effectively, ensuring that it sticks in the minds of consumers long after they’ve seen it.

The advertising billboards for the movie ‘Kill Bill’ is a brilliant example of how brands can use the larger canvas size to their advantage.

Cost Comparison Between OOH Advertising and Other Forms of Marketing

Wondering how much a billboard is going to set you back? Here are some comparisons that will give you a better idea of how much OOH advertising costs as opposed to other, more common forms of marketing.

It’s important to note that the costs mentioned here are just estimates. The actual prices will be based on factors such as your industry, the location of the billboard, the competitiveness of your niche, etc.

Price Comparison: OOH Advertising vs. TV Ads

OOH Advertising

$750 - $1,500

Per month

• ● Affordable for local businesses.
• ● Visibility in everyday environments.
• ● Great for building brand awareness.

TV Advertising

$100,000 - $1 million

Per campaign

• ● High cost, primarily for larger brands.
• ● Reaches national or global audiences.
• ● Ideal for high-budget campaigns.

When comparing OOH advertising with TV ads, cost differences are significant. Traditional billboards generally cost between $750 to $1,500 per month, depending on location, while digital billboards range from $1,200 to $15,000 per month due to their flexibility and ability to rotate multiple ads. 

In contrast, TV advertising costs can vary widely, but a single 30-second spot on national television can range from $100,000 to $1 million during prime time. Local TV ads are more affordable but still run in the thousands for just a few seconds of air time. 

Additionally, TV ads come with higher production costs, often requiring professional-grade video, actors, and creative teams. With OOH, the ad runs continuously for a month or more without the need to pay for each viewing, while TV ads are limited to their time slots and frequency, making OOH a more affordable and enduring option for consistent brand exposure.

Price Comparison: OOH Advertising vs. PPC on Social Media

OOH Advertising

$750 - $1,500

Per month

• ● Great for local and regional exposure.
• ● Fixed cost regardless of impressions.
• ● Visible 24/7, non-skippable.

PPC on Social Media

$1 - $10

Per click

• ● Cost depends on competition.
• ● Only charged for engagement.
• ● Advanced performance tracking.

Compared to pay-per-click (PPC) advertising, OOH advertising provides a more predictable and often more affordable cost structure. PPC ads, such as those on Google or Facebook, operate on a bidding system, with advertisers paying anywhere from $1 to $10 per click, depending on the industry and competition. These costs can add up quickly, especially in highly competitive markets where businesses are vying for the same keywords. The worst part here is that there is no guarantee that the user will convert. 

While OOH ads can’t make that promise either, they have a fixed monthly cost, regardless of how many people view the ad. While PPC allows for highly targeted ads, costs can spiral if the click-through rate (CTR) is low or if the ad doesn't convert into sales. OOH offers broader exposure at a flat rate, ensuring that the cost doesn't increase based on impressions, making it a reliable and often more cost-effective way to maintain brand visibility over time.

Price Comparison: OOH Advertising vs. Print Advertising

OOH Advertising

$750 - $1,500

Per month

• ● Great for local and regional exposure.
• ● Fixed cost regardless of impressions.
• ● Visible 24/7, non-skippable.

Print Advertising

$5,000 - $50,000

Per campaign

• ● Ideal for specifying demographics.
• ● Physical and tangible ad placement.
• ● High impact for established brands.

OOH advertising offers more cost-effective and longer-lasting exposure than print advertising. Print ads in major magazines or newspapers can range from $5,000 to $50,000 for a single placement, depending on circulation and ad size. These ads have a short shelf life, often lasting only a day or a week before the publication is discarded.

OOH, in comparison, provides continuous visibility, with a much more appropriate price tag. While print ads offer niche targeting through specific publications, they have limited reach and lack the 24/7 exposure that OOH provides. OOH ads are also more likely to be seen by a broader audience, especially in high-traffic areas, while print ads are dependent on readers purchasing or subscribing to the publication.

Hire an Agency to Run Your Billboards

Running an effective billboard advertising campaign takes a lot of time, effort, and expertise. That's why it's essential to hire an experienced advertising agency like Good Kids to help you achieve your goals.

Our team of experts can help you with everything from creating eye-catching designs to selecting the best locations and negotiating the best rates. Plus, we'll handle all the logistics and make sure your campaign runs smoothly from start to finish.

In conclusion, OOH advertising is a powerful tool that can help you reach a wider audience and leave a lasting impression. Whether you choose traditional or digital billboards, hiring an experienced agency like Good Kids can help you achieve your goals and take your advertising to the next level.