OOH stands for Out of Home advertising and, as the name suggests, includes all the prominent avenues of advertising to reach out to audiences outside their homes. OOH Advertising spans a gamut of options including billboards, pole kiosks, gantry, road medians etc. Out of Home also includes other advertising media such as Cinema, Airports, Shopping Malls, Transit etc. – which have separate sections dedicated to them altogether.
The benefit of OOH advertising is that it reaches customers even in public places – which are easily accessible and less intrusive. Covering spaces where other advertising avenues can’t go, OOH can help in creating an immersive media experience. Irrespective of the media consumption habits of the audience, OOH will always be able to reach out to customers and build a stronger brand awareness, while simultaneously increasing customer engagement.
Within OOH itself, the choice of the advertising medium solely depends on how one wants to market their brand, keeping in mind the target audience and budget. If the target market is defined by a given geographical location, the area should be well chosen and the right advertisements could result in increased sales.
While many advertisers believe that OOH is predominantly a secondary advertising medium (serves more as a reminder), we should not forget that OOH directly impacts on the Path-to-Purchase for consumers and ensures sustained awareness due to the longer duration of the campaigns. In India, OOH as a category has seen a robust growth of 14% growth in 2015, and with an increased adoption of Digital screens and Technology, this sector is poised to overshoot the 3,000-crore barrier soon.
|S. No.||Advertising Options||Details|
|1||Billboard / Hoarding||A billboard or a hoarding refers to advertisements mounted on steel structures on the side of the roads. These may be located at important intersections, on top of buildings, on the sides of city roads or even on the highways. These are usually at an elevation so that they have good visibility even from a distance|
|2||Unipole||These are similar to billboards / hoardings except that they are structurally supported using a single, long circular pole. These are usually located on the side of roads in the city or on the highway|
|3||Gantry||This is a form of outdoor advertising, wherein the ad space is spread across the entire width of the road (similar to area direction signs). These ensure maximum head-on visibility for the incoming traffic on the road and are usually located near busy road intersections, thereby commanding a premium pricing|
|4||Pole Kiosk||These refer to the (usually) back-lit advertising boards that are mounted on the electricity pillar on the middle or side of the roads. These are much smaller in size compared to the above-mentioned ad options, but are usually bought in bulk, thereby ensuring sustained attention and a greater chance of being noticed|
|5||Road Medians||Road medians are similar to Pole Kiosks, just that they are located on the road medians in the middle of the road and at the ground level, so that they have good visibility from the perspective of passenger vehicles. These are also bought in bulk and may or may not be back-lit|
Outdoor advertising is one of the oldest forms of communications available to business. Outdoor medium has a certain edge over other advertising mediums in that it commands vast potential audience. It is less intrusive for the customer and they don’t have to do anything to access it. Since outdoor sign is mostly erected in public frequented places it has got the added advantage of capturing the attention of people of all kinds and age groups. A good poster or hoarding that engages the shoppers can prompt them to buy your products there and then. The different kinds available on our platform are: Hoarding: are usually located in highly visible, heavy traffic areas such as expressways, primary arterials, and major intersections
Cinema Advertising is one of the latest advertising option in India and has become popular among Indian advertisers. It’s not exorbitantly priced and is accessible to all companies. Theatre advertising is popular not only among large advertisers but small budget advertisers as well. The advertising rate in Cinemas depends on various factors like the type of screen, number of seats, location and the brand. When it comes to advertising at a multiplex, the rates are usually higher. There is usually an advertising rate card that is shared with the advertiser. The rates are also dependant on the kind of advertising, whether it is using slides or advertising using videos.