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Is OOH advertising only for big brands? Let’s discuss
The marketing expert Neil Patel explains that out-of-home (OOH) advertising “refers to the process of reaching consumers while they are, you guessed it, out of their homes.”
Patel insists that, though “this may conjure images of NYC Times Square billboards, there are many mediums that qualify as out-of-home advertising.” He cites not only billboards but also bus stops, point-of-sale displays and even blimps as places where OOH advertising can be displayed.
Nonetheless, given how often billboards are associated with well-known brands and major companies, you could have assumed that your own business is too small to even have the option of OOH media. Would this perception be borne out by the facts?
If you run a small business, should you consider using OOH advertising media?
The simple answer is yes — and one simple reason why is that many small businesses are already engaging in OOH advertising. Home Business states: “Believe it or not, roughly seven out of ten outdoor ads promote local businesses.”
Of course, as we have already seen, billboards are far from the only option when it comes to OOH advertising. However, you could be stunned to learn that, even as the owner of a small business, you don’t necessarily need to rule out going specifically for billboard advertising.
That’s because, though the cost of billboards can admittedly vary depending on what market your business occupies, billboards remain — on the whole — surprisingly affordable to use for advertising purposes.
Generally, utilizing billboards in this way is far cheaper than TV, magazine, and newspaper advertising. In fact, Home Business enthuses: “Outdoor ads deliver the best value — in terms of cost-per-thousand impressions — of any type of advertising, including digital.”
Even if your business is a start-up, you could gently ease it into OOH advertising by taking advantage of a start-up accelerator scheme. One good example of one is the Clear Start programme run by Clear Channel, the UK-based provider of OOH advertising space.
OOH isn’t just inexpensive — it’s also great value
There can naturally be quite a marked difference between the upfront price of something and the long-term value it delivers. Fortunately, there is good reason for you to believe that, if you do invest in using OOH advertising, it will more than pay for itself.
Numerous Out of Home Advertising Association of America (OAAA) figures relayed by Home Business are testament to OOH advertising’s effectiveness.
The revelations in these figures include that, of people who have seen an outdoor ad, 41% are more likely to find out about the advertised brand, while 58% have searched the web as a direct result.
Of course, it helps that, when someone sees an OOH ad, they can’t simply choose to turn off the ad like they probably would if it was an online ad where this was an option.
Similarly, while it is possible to install plugins known as ‘ad blockers’ on web browsers and consequently avoid having to see a wide array of online ads in the first place, OOH ads can’t be blocked in this manner.