Outdoor advertising. definition
Out-of-home advertising (OOH) includes a variety of technologies, banners, digital, static panels and TV monitors that advertise in all urban outdoor environments, continuous innovation in the media allows outdoor advertising to reach a wider audience and businesses to achieve better results.
In addition to the strength of fast-paced broadcast coverage already established, the increasing penetration of innovative and new technical and software media into outdoor spaces has led to opportunities for businesses to offer more tightly targeted messages to consumers.
Outdoor advertising means, as it is called in Britain, "street furniture"
From buses to shopping malls, street furniture and roadside advertising quickly reach the population of the entire city and help them make choices even when they are not using various social networks or TV news media.
The role of consumers in media landscape developments
With the growing number of television channels, from online to video-on-demand to social media, audiences are becoming increasingly fragmented. The growing number of devices vying for our attention reduces individual reach and the effectiveness of brand messaging. OOH remains a key medium that surrounds audiences in their everyday environment. It can reach the population before they get close to the product to be purchased, and when they are closer and less influenced by other television and service methods
Sophisticated out-of-home OOH audience measurement systems around the world, such as Route in the UK, consistently show how time spent by consumers on out-of-home advertising closely matches TV and more than any other mainstream media
.
Britain's number one advertising company JCDecaux research shows that outdoor ads deliver higher conversion rates than other mainstream media.