In today’s practice, outdoor advertising assumes a new label – out-of-home (OOH) media communication. The explanation is pretty obvious since your encounter with it happens outside the comfort of your homes. OOH covers billboards, mall posters, consoles, signboards, roadside stoppers, citylights, over-road banners, bus and taxi signs, transit shelters, stadium signages, bench ads, floor signs and more. It is estimated that there are more than 50 types of outdoor ads; with billboards being the most widely recognized form.
If you want to target your audience geo-demographically, OOH is the medium of usage. It allows you to reach a precise target audience, a specific city block, or a broad based population. Fragmentation of media publics due to the Internet, cable TV and the entry of highly segmented and niche publications, have allowed outdoor advertising to remain one the most convenient and friendliest ways to touch base with your moving targets.
A Far East Economic Review article revealed that there was a 20 percent increase in outdoor adspend in Asia last year, compared to only a five percent increase in the total ad industry. OOH is seen to be cheap and provides value for money. A month on a major billboard location purveys greater exposure and may cost less than a single TV spot.
OOH also maintains message continuity. When other media forms are off, OOH continues to be on, day and night. It offers maximum frequency and optimum cost efficiency, thus, extending the "life" of your campaign.
OOH reinforces trade and sales support in the field through startling visuals and show-stopping renditions of images, steady or moving. Its larger than life property establishes an impressive personality for your product or service, dramatically imposing its magnitude and daily presence that compels attention and stimulates interaction. By placing a contact number in the advertising copy, OOH, undoubtedly, is an excellent, measurable direct response medium.
Radio is "theater of the mind." OOH provides the powerful, graphic and visual association. Combining the significant reach/frequency qualities of both media delivers unsurpassed efficiencies.
In tandem with magazines or newspapers, OOH shows a lot of promise. Linked with magazines, it can significantly increase frequency of hits against a precise target audience. And with advances in reproduction technology, OOH delivers the quality of a magazine production, complete with full color resplendence, and photographic art vividness. On the other hand, the expressive portraiture of OOH, combined with newspapers presents bold visual impact plus detailed benefit storytelling. It establishes a local presence, as it directs the consumers to the broadsheets’ print ad component. Newspapers are cost-effective reach vehicles with limited shelf life. OOH extends the life of your ad, providing more media mileage.
Unlike in other advertising formats, people who are hit by outdoor ads are sometimes bored. They look for text to read, or pictures to drool over. This is what makes for moving, transportable billboards – like wrapped-around buses, and taxis bedecked with lighted signs – interesting, omnipresent, compellingly creative and memorable. Without a doubt, creativity, coupled with a dynamic selling potential is the key element in outdoor advertising.
Technology opens the distinct opportunity to develop mind-blowing visuals, and eye-popping messages. High-impact billboards now include tri-vision signs that allow three advertising messages per location, allows drivers to switch messages on their billboard by using their own garage remote controls. Electronic billboards start to proliferate, simulating TV commercials shown in the crowded metropolis. The messages in these technology-driven advertising carriers target commuters as they crawl through the monstrous traffic of Mega Manila.
Case studies prove that the right message in the right place at the right time generates sales. Whether promoting new or existing products, services or personalities, both local and national advertisers know that by dominating the medium and moving the message closer to the customers’ purchase decision, OOH works.
Fastfood chains use billboards to direct hungry motorists off a highway to a specific outlet. Radio stations utilize OOH to remind listeners to switch bands for some distinctive reasons, while driving. Car manufacturers believe there is no better way to reach their most vulnerable prospects – private car and truck drivers and owners alike – but through outdoor ad vehicles. Fashion, telecommunication, personal care, and a long list of other mass consumer brands also depend on OOH to project what is good in them.
Recognizability of the OOH elements at a distance is extremely necessary. The brand name and logo should be decipherable from afar. This is what outdoor advertisers are paying for. The use of colors is likewise critical. It should be attractive and the contrast enthralling. The combination of hues affects the apparent size and comprehensibility of the OOH material.
On the message fundamentals, you can be more succinct. The rule of thumb is that you should have a maximum of seven words in most OOH stuff. As outdoor advertising experts say, "less is more."
"‘Godspeak’ demonstrates the awesome power of OOH. The drive has spread like wildfire, touching the hearts and minds of people around the world with thoughtful "reminders from God." Imagine what your reaction would be if you get struck by these "heavenly" OOH messages signed by God, as you drive to work or back to home. "Keep using my name in vain, I’ll make rush hour longer." or "What part of ‘thou shalt not’ didn’t you understand" or "You think it is hot here?"
The OAAP led by its current president, Hugo T. Perez of Ad Mark Advertising Co., is an active charter member of the Advertising Board of the Philippines for 25 years now. It stands proud of its position as a self-regulatory body for outdoor advertising practitioners. This year, OAAP is one of the five media industry bodies that will host the 18th Philippine Advertising Congress to be held in Camp John Hay, Baguio City, from November 19 to 22.