Mixing OOH and traditional advertising might be the right thing to do…

By thinking comprehensively and mixing mobile OOH and traditional strategies, marketing companies can help brands focus on business results; whether that’s store visits, purchases, or branding, companies need to optimize their media outcoming to deliver remarkable results.

As the world evolves and grows, we seem to be interacting with more and more media each day. The storm of media such as TV, radio, social media, mobile, and out-of-home (OOH) combines to form ideas or perceptions of what companies and their products stand for. It’s a mix of incentives that creates one result, the desire to buy. But even today, the advertising industry has no clear overview of how to attribute results to each advertising conduit or combination.

OOH and mobile advertising, same goals, a different approach

OOH, mobile, and traditional advertising complement each other and can be very effective when properly combined. OOH is part of public life. It has a broad audience and provides a “one-to-many” ad experience by presenting multiple touchpoints of consumers’ daily lives. It helps advertisers give companies high coverage and provide them with extended and prolonged coverage. By 2023, it is estimated to reach at least $78 billion.

Mixing these channels amplifies their impact. By mixing traditional ads with measurable results provided by mobile data, agencies maximize engagement, reinforce their response, and enhance campaign efficiency to drive more customers to store locations.

Mixing OOH and traditional advertising to deliver more impactful creatives

The human mind needs just 0.4 of a second to process a mobile ad; this means ads should be surprising and pertinent. Out of home advertising lays the groundwork to build brand recognition and increase mobile ads’ effectiveness. Anchoring strong brand images in consumers’ minds helps mobile unleash its full advertising power and reinforce the brand message. By uniting OOH and traditional advertising, you can create another channel for your client brand to reach consumers.

To combine OOH and traditional advertising, creating a uniform campaign is a must. In order to deliver a unique ad experience, OOH and mobile creatives need to be linked to provide high-reach campaigns and engaging brand experiences.

Mixing OOH and traditional advertising leads to more effective results…

A significant challenge in OOH advertising is the lack of interaction with consumers. They can’t click on a billboard and get redirected to the nearest store, so they can’t visit a web page for more information or product details. By mixing OOH with traditional advertising with consumers near out-of-home ad locations, you can double down on the responses to help them engage with brands, prompting store visits and making actionable measurement possible.

It gives more understanding of campaign results.

Measuring OOH campaigns‘ effectiveness has always been troublesome. But mixing them with traditional advertising has been a real game-changer. With users’ consent, location data can measure the number of possible consumers who have spent time near out-of-home ads and in a relevant store within a precise time frame.

Unique mobile data can optimize OOH campaigns by targeting all mobile users within a specific distance of a brand’s or its competitor’s billboard ad right time. Besides, it can be used to reach mobile users passing by a billboard’s location in real-time or increase a campaign’s visibility by pinpointing users with a high fondness for a billboard’s location.

Agencies should think about making indeed advertising a critical step of their media approach. By mixing OOH and traditional advertising, it’s possible to enable brands to drive more customers to stores while maximizing the results of their ad ROI. Thanks to powerful mobile location targeting and insights into the top out-of-home locations, your client business can interact with users online and in real life and give them a holistic omnichannel ad experience.