Out-of-Home(OOH) Advertising

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