Out-of-home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside of the home. This includes billboards, wallscapes, and posters seen while "on the go". It also includes place-based media seen in places such as convenience stores, medical centers, salons, and other brick-and-mortar venues. OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.[1]
The OOH advertising industry in the United States includes more than 2,100 operators in 50 states representing the major out of home format categories.[2] These OOH media companies range from public, multinational media corporations to small, independent, family-owned businesses.
Traditional roadside billboards remain the predominant form of OOH advertising in the US with 66% of total annual revenue. Today, billboard revenue is 73% local ads, 18% national ads, and 9% public service ads.[3]
Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, truckside, food trucks, and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms.[4]
Street furniture, transit, and alternative media formats comprise 34% of total outdoor revenue in the US. Some of these formats have a higher percentage of national ads than traditional billboards.[5]
Digital out-of-home
Digital out-of-home (DOOH) refers to dynamic media distributed across place-based networks in venues including, but not limited to: cafes, grocery stores, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, airports and public spaces. PQ Media defines DOOH by two major platforms, digital place-based networks (DPN) and digital billboards and signage (DBB); DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and/or jumbotrons. DOOH media benefits location owners and advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of marketing messages. It is also referred to as digital signage.[citation needed]
In the US the DOOH industry is expected to grow to $3.25 billion in 2021, representing 36% of the total OOH spending.[6]
The reason that this category is growing so rapidly is because busy people are typically busy at home and with the introduction and acceptance of digital video recorders (DVRs), it has diluted the frequency with which traditional TV commercials are viewed. Every day more TV viewers are skipping past commercials with their DVRs, making out-of-home advertising more appealing.[7] A Nielsen media research study in 2009 showed that 91% of DVR owners skipped commercials. As a result, traditional TV advertisers are hungry for an effective substitute, and digital out-of-home ads appear to be one of the solutions. Digital out of home advertising seems to be a cost-effective way for promoting or marketing any brand or product. Usage of billboards and displays for brand promotion is a less expensive way of advertising than TV, radio, newspapers and other mediums.[citation needed]
DOOH includes stand-alone screens, screens on buildings, kiosks, and interactive media found in public places. The availability of inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video messages in point of purchase (POP) displays. The displays allow consumers to get additional information at the moment of decision on a product or service. Growth in the DOOH industry has been increasing in 2009, with more POP manufacturers, advertisers, and content developers moving to digital. Technological improvements are holding down costs, and low-cost digital signage is making it easier to reach consumers on a larger scale.[8] For example, beacons are small devices placed on out-of-home advertising structures that use Bluetooth technology to connect with mobile devices.
Beacons allow you to communicate with the viewer. They also tell you frequency. With these technologies you could, for example, with certainty that from 3-5 p.m. on a Monday this is how many men or women walked in front of your sign and also what percentage are new people, which are repeat people, etc..
DOOH is present in a variety of venues including gas stations, grocery stores, restaurants, gyms and ride-sharing vehicles.[citation needed] One of the key benefits of DOOH media is its dynamic nature. Digital screens and devices can display a range of dynamic content, including videos, animations, and interactive experiences. This makes DOOH media more engaging and memorable than traditional static billboards or posters.[10]
With digital TVs in gas stations, nearly 52 million customers are getting snippets of weather, sports highlights, celebrity gossip and commercials with their gas each month, according to Nielsen. The weekly reach is actually larger than most of the prime-time TV shows. The largest company in the space is Gas Station TV with 27.5 million monthly viewers at more than 1,100 stations across the US, according to Nielsen.[11] In addition to the large number of viewers, the audience profile of TVs at gas stations is unique. All are drivers and 76% are adults from age 18–49 with a median age of 40 and median household income over $70,000.[12] According to the Nielsen Intercept Studies, 89% of the consumers are engaged and watching TV at the gas station and 88% love watching when fueling because they have nothing else to do.[full citation needed]
In supermarkets, networks like Grocery TV and Starlite Media have established digital screens at various points in grocery stores to provide brands with opportunities to reach customers along their purchase journey. In addition to building brand awareness some of these networks are also able to tie direct results such as sales lift to advertising campaigns.[citation needed]
In gyms, Zoom Media (GymTV) engages fitness-minded audiences with lifestyle content, fitness tips, and music.[citation needed]
In 2015, DOOH has also started to extend to in-transit advertising. Tablets are installed inside ride-sharing vehicles like Uber, Lyft and Grab. Digital ads are displayed inside the screens allowing brands to reach high-value passengers. This type of DOOH leverages technology to improve ad distribution and better OOH audience targeting. GPS of tablets are used to enable location-based marketing. Brands can specify geo-fences to determine where their ads will be shown to passengers.[citation needed]
Within the DOOH industry, advertisements may be purchased through programmatic platforms. Programmatic platforms ask marketers to specify desired audience characteristics and automatically locate the media vehicles to deliver that audience. These platforms may allow buyers (the demand side) to plan, execute and monitor campaigns across multiple media platforms (the supply side) using a familiar workflow.[13][14] A major difference between programmatic digital out-of-home (pDOOH) and traditional OOH or DOOH is that programmatic automates the process of buying, selling and delivering inventory across multiple screens with enhanced capabilities. These enhanced capabilities include the creation of measurable, highly targeted campaigns by utilizing geolocation data to activate the best DOOH screens in real-time based on consumer behaviour and audience movement patterns.[15] Additionally, programmatic allows buyers to set specific parameters or conditions (also known as triggers) for a campaign or inventory and unleash the potential to power campaigns with unlimited data sets from a myriad of data sources. Only when the selected conditions are met will an ad or content be served onto the screen.[16]
As the media buyer, there are a number of benefits to buying out-of-home ad space programmatically.[17]
Aggregate supply: Programmatic technology provides a single access point for all inventory.[citation needed] This type of transaction usually provides additional transparency into budgeting and campaign performance metrics.[citation needed]
Efficient workflow: A media buyer is able to purchase ad space with a variety of sellers without the time and hours is takes to create individual contacts with each.[citation needed] This allows even the smallest teams to handle large, complex campaigns by being more dynamic and efficient with how they spend their time. [citation needed]
Data-Informed Purchasing: Programmatic platforms use data to inform buying decisions for every single ad placement at the impression or spot level[citation needed]
As a media owner, there are a number of ways the programmatic technology can benefit you.[17]
Discoverable Inventory: You can control which inventory you want to make available, to which buyers, and how much you want to charge for it.
Fully Monetized Digital Signage Network: Programmatic technology enables you to maximize yield across your digital signage network by monetizing all available inventory through an additional sales channel that requires little direct effort.
Curated Premium Inventory: By taking advantage of programmatic ad buying, you are able to segment target audiences more effectively and justify increased advertiser spend, by leveraging data to identify inventory that aligns with audiences.
Printed out-of-home
Printed out of home refers to static media distributed across physical spaces.[18] These are:[citation needed]
Aerial advertising includes towing banners via a fixed-wing aircraft as well as airships like blimps and other airborne inflatables above beaches, events and gridlock traffic.[19]
is a new type of mobile advertising in which a bike tows a billboard with an advertising message. This method is a cost-efficient, targeted, and environmentally-friendly form of advertising.[according to whom?]
A printed mobile billboard truck advertising
Brochure Distribution
Information displays in public gathering spaces such as transportation centers, lodging facilities, visitor centers, attractions, and retail environments are targeted methods to distribute effective messaging to a targeted audience. This method is slightly different from traditional OOH as the consumer self-selects the messaging material, and can take that message with them.[citation needed]
(or Bulletins) are usually located in highly visible,[20] heavy traffic areas such as expressways, primary arterials, and major intersections. In the US bulletins are usually illuminated. The ad artwork, commonly digitally printed on large vinyl-coated fabric membranes, is often "rotated" by the outdoor plant operator amongst several locations in a metropolitan area to achieve the desired reach of the population as defined in the sales contract. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters. This is the largest standard out of home advertising format, usually measuring at 14ftx48ft in overall size.[citation needed]
Vinyl decals allowing use of windows, on a side and rear advertisement for alcohol on a Berlin bus
Firmly establish brand awareness and generate quick recall with high-profile exposure near point of purchase locations.[according to whom?]
Commuter rail display
Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.[according to whom?]
ComPark advertising
ComPark is a device used for car park advertising, which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size.[citation needed]
Gas Station Pump Top Advertising
Printed Signage is inserted into sign holder frames above the Pumps. These are called Pump Top advertising and are generally eye-level height.[citation needed] Average dwell time for customers to refuel their vehicle is 3–5 minutes which make this form of advertising very effective to reach automobile drivers.[according to whom?]
Inflatable billboard
similar to regular 2D billboard, but imposed on 3D object.[citation needed]
Lamppost banner advertising
Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create promotional awareness.[citation needed]
Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere.
Target local audiences with these billboards, which are visible to vehicular traffic, and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. This is a standardized poster format, typically measuring 12'3" x 24'6"; formally known as a 30-Sheet Poster.[citation needed]
Premier panel
Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin.[according to whom?]
Premier square
Bright top and bottom illumination on a premiere panel provide extra impact after dark.[according to whom?]
Street advertising
The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.[according to whom?]
Taxi advertising
Taxi advertising
Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.[citation needed]
Wallscape
Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide impact in major metro areas.[citation needed]
Aircraft Advertising
Aircraft advertising includes product or service branding inside and outside the aircraft. This includes wrapping the aircraft with printed SAVs, baggage tag branding, boarding pass branding, tray table branding and more.[citation needed]
Walking Billboard
Walking Billboards
These billboards are strapped on to the human shoulder and are carried along the targeted geographic area.[clarification needed] These billboard advertisements are also visible during night.[citation needed] It helps the local advertisers as it is very cost effective and can be geographically targeted to a particular area.[according to whom?]
Other types of non-digital OOH advertising include airport displays, transit and bus-shelter displays, headrest displays, double-sided panels, junior posters and mall displays.
Regulations
Different jurisdictions regulate outdoor advertising to different degrees.[citation needed]
Small business uses a bicycle as medium, trying to override restrictions
In the United States:
The states of Vermont, Hawaii, Maine, and Alaska prohibit all billboards.[citation needed]
The other 46 states permit multiple forms of OOH advertising.[citation needed]
Billboards are regulated by all levels of government. The regulatory framework, created by the federal Highway Beautification Act (HBA), calls for billboards to be located in commercial and industrial areas. Billboard permits are issued by state and local authorities. Under the Highway Beautification Act, states have strong regulatory powers including the authority to ban billboards.[citation needed]
Most states have taken steps to regulate digital (electronic) billboards, which feature static images that change (typically) every six or eight seconds. In 2007, the Federal Highway Administration (FHWA) issued Guidance to the states regarding regulation of digital billboards. Scenic America challenged the federal Guidance in federal court on procedural grounds. On June 20, 2014, US District Court Judge James E. Boasberg dismissed this case, with prejudice.[citation needed]
Regulations governing digital billboards prohibit animation and scrolling. Digital billboards are equipped with light sensors to adjust billboard lighting to surrounding light conditions to avoid glare, per the industry code.[citation needed]
Sao Paulo, Brazil, established an almost total outdoor advertising ban in 2006. The ban required that all billboard and banner advertisements be removed and that store signs be greatly reduced in size and prominence.[21]
Emerging technologies
Media fragmentation, competition from online media, as well as the need for greater efficiencies in media buying prompted companies to offer billboard inventory aggregation services Interactive services are becoming increasingly more common with the move to digital outdoor advertising, such as allowing the public to connect, share and interact through their mobile devices in particular through WiFi connections.[citation needed] The technology behind these aggregated services continue to rise to the standards of mobile advertising when it comes to measurement and design abilities.[22]
Space advertising, by use of an array of small satellites that reflect sunlight, has been evaluated by researchers at the Skolkovo Institute of Science and Technology.[23]
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.
A billboard is a large outdoor advertising structure, typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically brands use billboards to build their brands or to push for their new products.
Advertising in video games is the integration of advertising into video games to promote products, organizations, or viewpoints.
Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive, which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.
In bus advertising, buses and their related infrastructure is a medium commonly used by advertisers to reach the public with their message. Usually, this takes the form of promoting commercial brands, but can also be used for public campaign messages. Buses may also be used as part of a political or promotional campaign, or as a tool in a commercial enterprise.
Pattison Outdoor Advertising is a Canadian out-of-home advertising company owned by the Jim Pattison Group. According to the Canadian Out-of-Home Measurement Bureau, it was Canada's largest out-of-home advertising company in 2013, holding more than 55% of the national market share in horizontal posters and a 43% market share of all traditional out-of-home media.
A mobile billboard, also known as a "digital billboard truck", is a device used for advertising on the sides of a truck or trailer that is typically mobile. Mobile billboards are a form of transit media; static billboards, and mall/airport advertising fall into this same category. Using a mobile billboard for advertising is an advertising niche called mobile outdoor advertising.
Digital signage is a segment of electronic signage. Digital displays use technologies such as LCD, LED, projection and e-paper to display digital images, video, web pages, weather data, restaurant menus, or text. They can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants and corporate buildings etc., to provide wayfinding, exhibitions, marketing and outdoor advertising. They are used as a network of electronic displays that are centrally managed and individually addressable for the display of text, animated or video messages for advertising, information, entertainment and merchandising to targeted audiences.
Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other digital platforms, such as content displayed in mobile browsers. Contextual targeting involves the use of linguistic factors to control the placement of advertising material. The advertisements are selected and delivered by automated systems, taking into consideration the context of a user's search or browsing behaviour. As advertisers and marketers increasingly prioritise brand safety and suitability, contextual advertising has emerged as a crucial aspect in safeguarding the reputation and value of a brand.
Clear Channel Outdoor Americas, Inc. (CCOA) is an out-of-home (OOH) advertising company based in San Antonio, Texas with operations throughout the U.S. and the Caribbean. CCOA is one of two separate business units operating as part of Clear Channel Outdoor Holdings, Inc. (CCOH). The other business unit, Clear Channel International (CCI), includes Europe, Singapore and Latin America. Globally, both CCOA and CCI employ 5,800 people.
Advertising media selection is the process of choosing the most efficient media for an advertising campaign. To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment. Media planning may also involve buying media space. Media planners require an intricate understanding of the strengths and weaknesses of each of the main media options. The media industry is dynamic - new advertising media options are constantly emerging. Digital and social media are changing the way that consumers use media and are also influencing how consumers acquire product information.
Media buying refers to the procurement of advertising on mediums such as a television, newspapers, commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home advertising etc. It also includes price negotiation and the appropriate placement of ads based on research to reach the right audiences considering the product, service and message being advertised. A media buyer is tasked to perform such activities.
Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.
A digital billboard is a billboard that displays digital images that are changed by a computer every few seconds. Digital billboards are primarily used for advertising, but they can also serve public service purposes. These are positioned on highly visible, heavy traffic locations such as expressways and major roadways.
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.
A demand-side platform (DSP) is a concept that combines various software solutions for advertisers to automate the process of buying and selling ad impressions in real time.
The OAAA OBIE Awards is an awards program managed by the Out of Home Advertising Association of America recognizing creativity in the out-of-home advertising (OOH) industry. The name OBIE is derived from the ancient Egyptian obelisk meaning, a tall stone structure used to publicize laws and treaties thousands of years ago. Many historians consider the obelisk as the first true form of advertising.
Mark Boidman is a Media and Tech investment banker and attorney at law, specializing in mergers and acquisitions. He advises companies across Media and Entertainment sectors, including digital media and marketing, retail technology, Pro AV and enterprise software/tech, on M&A and financing transactions.
Woobi, formally known as TokenAds, was a digital marketing company based in Tel Aviv, Israel. It provided in-game advertising services for online games, including supply-side platforms and real-time bidding. The company's technology monetized non-paying users through value-exchange advertising, integrated into gameplay.
The Out of Home Advertising Association of America (OAAA) is a trade association representing all out of home (OOH) media formats in the United States.
↑ Hans-Jürgen Tast: Immer mit einem Lächeln auf den Lippen! Die bunte Fotoflut im Straßenbild., Kulleraugen Vis.Komm. Nr. 43, Schellerten 2013, ISBN978-3-88842-043-6.
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