Is OOH media an ideal advertising mode for new entrants?

The media vehicle plays a primary role in any advertising campaign. It is through the very media vehicle that customers come to know about the presence of a brand in the market, its features, benefits, price, offers etc. An effective media vehicle is a must as well as necessity to convey the brand message in an effective manner. Brand advertisers have various choices of media vehicles to select and adopt for their promotion campaigns. Outdoor Advertising also known as OOH Advertising is one of the most adopted means of brand promotion. Brand promotion campaigns through OOH media have gone through complete makeovers during all these years. Innumerable number of brand owners have benefited from OOH advertising practices perfectly positioning their brands in the market. ‘Is OOH media an ideal advertising mode for new entrants?’ This is one of the big questions worth an elaborative discussion as per the OOH scenario in the market.

OOH media provides good exposure of the brand message to customers. If such is its feature, new entrants in the market can adopt Outdoor Advertising practices to quickly position their brands in the market. Also with its larger than life impact, an OOH media will be an ideal channel to familiarize customers about the new brand and inform customers about its features and benefits. Secondly, it has been a noted fact that OOH advertising media is readily accessible by anyone because of its 24x7 availability of the brand message. Those who move out of home for any purpose can avail of the brand message while on the move. They do not need to switch on their television sets or radio to find out any particular details about a brand. The message is itself readily available for them at the street, at the traffic point, at the highway, at the shopping mall, at the airport etc. Providing two way benefits to customers and advertisers, OOH media is indeed an ideal means of advertising for new as well as established brand owners.

It’s time to do something new through OOH media!

Outdoor Advertising practices are renowned for innovative approaches and boundless induction of creative tactics to attract target customers. The best OOH Advertising practices are remembered for their creativity, originality and innovation. With more and more brands coming up in the market, brand advertisers are honing their advertising skills and practices through out of home advertising media. It’s indeed time for all the brand owners (at large) to do something new about their brands through OOH media.

If advertising is the core of a business activity, creativity is the core of advertising. Creativity in advertising refers to anything or everything associated with the overall brand message. The mode of advertising, the message of the ad display, the colour schemes, the graphical effects, the ad copy, the theme –a proper amalgamation of all these make an OOH Advertising campaign a sure-hit in the market.

One of the reasons why outdoor advertising practices work for brands is that the brand is presented to customers in a posh manner through a rich channel. Anyone who goes through an OOH Ad display finds the brand message irresistible. Be it the target customers or untargeted (random) ones, the brand message reaches out in an unavoidable manner. This ‘can’t be switched off’ nature of outdoor advertising is one of the obvious reasons why more and more brand owners prefer to launch their promotion campaigns through OOH media.

Each and every time, OOH ads seem to talk something new about the brand. The brand owner might be delivering the same old brand message. However, the innovative look and feel as well as the manner of presenting the message creates a ‘wow’ impact on customers. They find it interesting and endearing. Changes are obviously required in everyone’s life. Even in brand advertising practices, changes are a must. So, it’s time to do something exciting and new for your brand through OOH media.

Myths versus Realities of OOH Advertising!

There are various myths about outdoor advertising amongst various advertisers. There are contradictory realities associated with these myths. In today’s blog, let us have a brief idea about some related myths and realities of out of home advertising.

Myth – Outdoor Advertising is a random mode of promoting an image of a brand. Advertisers randomly present the brand message to random customers who move from one place to another for their own specific purposes.

Reality- Out of home advertising is an effective mode of brand promotion effectively planned, executed and deployed by a dedicated team who works from the conceptualization of the brand message to the presentation of the final ad copy. Random though it seems, an OOH message reaches outs to lacs of customers every day. For years, OOH Advertising practices have been successfully carried out with targeted impact on potential customers as well as decision makers.

Myth- Outdoor Ads are out-fashioned as compared to other advertising modes.

Reality- It is true that out of home advertising is one of the conventional modes of brand promotion. In due course of time, Outdoor Advertising practices have evolved and enhanced through the induction of hi-tech tools and techniques. Today, outdoor ad displays are mostly digitalized which create an alluring impression on customers’ mind about the brand.

Myth- OOH Domain cannot be counted as a future media.

Reality- The emerging number of shopping malls, metro stations, airports in the country is a clear-cut hint that OOH domain is going to boom further. Like every other media, OOH Advertising media will also be counted and relied upon as the future media of brand communication by a wide range of brand owners and advertisers in the country. The increased rate of affordability amongst customers is again a plus point for OOH Advertisers to expand their ad practices in the market.

How an OOH ad affects customer’s buying behaviour?

Promoting a brand through outdoor media is one of the common modes of advertising used by a wide range of brand owners and advertisers. Outdoor Advertising provides a broader as well as larger than life impact about the brand on customers’ mind thereby affecting their buying behaviour. Though television ads, radio ads and other ads are effective modes of brand promotion, OOH Advertising is currently in vogue as one of the preferred means of advertising. It is a generally observed fact that an OOH ad easily affects customers’ buying behaviour as compared to other ads. Let us find out some reasons how an OOH ad affects customers’ buying behaviour.

Any OOH ad provides ready to access brand message to customers at a fixed location. That means customers who travel around places and have chances of coming back at the same location later can access the brand message (if they failed to do so last time). OOH Advertising maintains fidelity while delivering the brand to target customers. This is one of the reasons why customers are really fond of OOH Advertising.

Another striking advantage of outdoor advertising is that the brand message is available for customers for maximum period of time. An OOH Ad campaign is seldom a one day campaign. It runs for weeks, months and even for a year (as per the nature of brand message). For brands that want to continuously communicate with its customers, advertisers launch long term OOH campaigns making the brand messages accessible for a longer period of time.

Last but not the least; creativity is never compromised in any OOH campaign. OOH Ads are infact popular for the limitless use of creativity. Creativity is one of the key ingredients of any OOH ad campaign thereby providing a rich impact on customers’ mind about the brand.

Let your brand lead the smart race through OOH media!

Year 2011 seems a bright and promising year especially for OOH Advertisers to cover maximum space in brand promotion through OOH media. OOH network in contemporary marketing is much more designated, poised and augmented to draw more attention of emerging as well as established brand owners. For those who haven’t tried brand promotion measures through OOH network, it will be a natural impact on them to try, adopt and implement OOH media to promote their brands. Why or how? The following paragraphs briefly explain.

The launch of a brand also entails along its competition with other brands that offer the same features or benefits. Brand advertisers for this need a holistic approach to advertise their respective brands in the market. Through an appealing brand communication, advertisers need to persuade customers and win their favour for their respective brands. For all these, the top priority is to get easily noticed. OOH Advertising is the best medium of promotion for those brands that want to be noticed quickly. Also providing a larger than life impact through big, bold and bright display, outdoor advertising is for sure a smart advertising means for emerging and established brands in the market.

Again for brand owners, who want to do something new in their promotion measures, OOH media is the recommended tool to do something new. Be it the layout, the creative input, tool used for promotion, an OOH Ad campaign is the best mode to advertise your brand and create zeal amongst your customers to try out your product. Technology is a ‘feather in the cap’ for Outdoor advertising practices in contemporary marketing. From conventional to new age media, outdoor advertising practices have indeed undergone tremendous changes. More innovations and inventions in OOH Advertising are yet to come up. By and by, if you want your brand to lead the smart race in modern advertising, OOH media is the best option.

Reference Website: www.tdiindia.com