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.

Can technological innovations enhance OOH advertising practices in India?

Advertising in India is a way of life for Indians and their flamboyant lifestyles. Advertising is infact entwined with the lives of Indians – with their values, culture and even ways of life. From a small kid to an adult, advertising affects everyone in one way or another. Outdoor Advertising also known as OOH Advertising is one of the top modes of brand promotion widely adopted by brand owners in India. There have been many changes and up gradations in OOH advertising practices over the years. Upgradations in technological field have also affected advertising practices of various brand advertisers. The related question as per technological innovations is whether technology driven OOH innovations affect Indian customers’ buying habit or not?

Leave alone advertising field, technology affects everyone in many ways. The technological advancements in OOH domain to a great extent affect customers’ buying behaviour from time to time. A brand suddenly seems so attractive or more attractive being displayed through a brand new OOH media such as a digital signage. OOH media talks to customers in a larger than life manner. Hence, advertisers find it an effective medium to communicate with customers.

A list of few technologically driven OOH tools-

Ø Backlite translites

Ø Digital signages

Ø Digital Billboards

Ø Pole Kiosks

Ø Baggage trolleys

Ø Aero-bridges

Ø Unipole

Ø Stunner

Ø Pillar sites

Ø Show windows

The induction of technological tools in out of home advertising has enhanced the overall brand experience of customers. Interactive and attractive, modern OOH Ads provide a rich and lasting impression about the brand on customers’ mind. Also providing facilities for change and upgradations of the brand messages, modern OOH tools are quite an additional asset for outdoor advertisers. For those who are keen to launch their brands through outdoor media, go for the modern OOH tools.

Reference Website: www.tdiindia.com

Why outdoor advertising practices work out effectively?

Outdoor advertising practices are considered an effective mode of promoting the image of a brand amongst prospects, decision makers and customers. Over the years, OOH Advertising practices are synonymous to one of the top mediums of brand promotion. Brand owners invest in out of home advertising practices to effectively advertise their brands amongst target customers. One of the questions worth examining is why outdoor advertising practices work out effectively. The following paragraphs explain some reasons why OOH Ads work out effectively for brands.

The most reachable ad media- Customers find outdoor advertising media the most reachable medium of all modes of advertising (which is infact true).In today’s world, people’s lifestyles are mostly hectic. Earlier, television and print ads used to create a rich impact on customers. However, with the changing lifestyle and due to time restraint, modern customers prefer the most reachable Advertising media to find out great deals or features about various brands. OOH Ads naturally cater to the requirement of these customers providing them ready to access brand information right on the go. The best part indeed is that customers don’t need to stop for minutes to access a brand message since an OOH ad conveys the brand message within seconds.

Attractive & exclusive- An OOH ad display is most often attractive. The usage of big, bold and bright images, colour schemes and even words make an OOH ad display visually appealing to customers’ attention. While passing through a particular lane, an Outdoor advertising suddenly attracts customers’ attention. This compelling viewership provides an exclusive impression about the brand. The brand message is further carried home or office. If the message seems useful or catering to their needs, customers would consider buying the product. If otherwise, they can still share the brand message with their friends or colleagues and thereby generate awareness about the brand. Thus, in any case, the brand message is exclusively delivered.

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