With OOH, Your Message Actually Gets Through
The point of advertising is to inform desired customers about your products or services and inspire them to purchase. So, if your ads go unseen – or ignored – you cannot hope to achieve your goals. Unfortunately, nearly half of internet users worldwide and about 40% of Americans now use ad blockers. Younger generations are notoriously antagonistic toward online ads.
In fact, 50% of Gen Z use ad blockers, and 70% say they skip video ads. Millennials are ardent ad blockers, too. But don’t assume it’s only younger audiences. Among those 46-55, 42% are also happily sidestepping your ads.
Millions of consumers now use ad blocking tools, but that’s not all. They also avoid your ads by skipping them, deleting them, or simply ignoring them when they pop up.
They’re blocking or otherwise bypassing ads on their computer, but also – though to a lesser extent – on mobile phones and tablets. Furthermore, more than a third of consumers say they now ignore emails and texts, too.
They’re Unhappy on Multiple Fronts
Consumers say they are tuning out digital ads due to:
· Excessive ad volume
· Overly repetitive ads
· Irrelevant or offensive content
Oh, and many of them have security concerns as well. They’re using ad blockers to:
· Guard against malware (62%), fearing it might arrive with your ad
· Protect their data privacy (58%), because they don’t want you tracking their behavior
With consumers going on the offensive against digital ads and suffering from even more pervasive digital fatigue, 97% of marketers say they are shifting away from digital advertising.
Aren’t You Glad There’s OOH?
Online advertising and social media interactions still have value for attracting and building relationships with customers. But it’s imperative to boost the reach and effectiveness of your digital advertising. Out-of-home is the solution of choice.
OOH and DOOH allow marketers to positively communicate with audiences as they are going about their daily routines. Your ads can:
· Reach far more people via general and/or highly detailed targeting
· Make more (and more memorable) impressions
· Make it simple and easy for viewers to connect with your brand online or in-store, following whatever call to action you have in mind.
OOH content leverages online advertising and social posts in two ways:
1. The most obvious is reinforcing ad messaging.
Adding OOH is like cross-posting to other social platforms, except that it has an exponentially larger presence out in the real world. Traditional static OOH has staying power – visible 24/7 as long as you like – whereas online ads are short-lived.
You can repeat ad content nearly as is, for maximum reinforcement, including using short video clips and other dynamic content in digital OOH ads.
2. Perhaps less obvious but certainly important is lead generation.
With a QR code, hashtag, short URL or invitation to text, viewers can instantly respond to read or download more information or coupon, hear an audio message, see a video, etc. Once they do that, you have what you need to continue the conversation with them.
Audiences prefer OOH
About three-quarters of consumers say OOH messaging is the most relatable. And almost 60% say OOH is the most trustworthy advertising medium.
OOH is selfie-friendly. You probably can’t remember the last time (or any time) someone posted a photo with your Facebook ad, but the imaginative design, accessibility and interactive capabilities of out-of-home ads provide golden opportunities for sharing.
Think street level banners and posters, transit shelters and benches, your wrapped taco truck or sidewalk art.
Even better, the benefits are reciprocal. According to the OAAA:
· 67% of Gen Z and Millennial consumers remember seeing OOH ads on social media
· 91% of Gen Z and 82% of Millennials would reshare OOH ads on social
Out-of-home ads are respectful
They can be informative, entertaining and highly engaging without being obtrusive or intrusive. Viewers can personally control how things play out. They can choose to interact, or not. They can even look away.
That’s powerful stuff.
Ad blockers have been around for 20 years, and usage will surely continue to increase as consumers exert more control over what they see and when. However, marketers know that empowering audiences to make their own choices is one of the most effective ways to attract and engage with them.
OOH not only makes contact, it allows your message to get through — nice and clear, but not too loud.