OOH Advertising & Its Relevancy in Today’s Digital world
If you are to understand the article completely out of its title, you might assume that people barely focus on the outdoor advertisement and that is leading all the advertisement funds towards online marketing and social media advertisement.
However, that is not the complete picture out there. Though this is true that the number of smart devices has increased a lot, but the pic of the street has remained similar as it has been during the past few decades. What is positive about it is that the outdoor advertisement has accustomed well with the digital revolution. It’s natural that some of them are engrossed in their smart devices but many try to keep themselves off from being affixed to a screen all the time. This behavior has reflected in the field of marketing very deeply.
Changes in the advertising industry
Advertisement, irrespective of their types is targeted to accomplish only one thing, attracting eyeballs and converting them into customers. Traditionally, advertising industry widely used mediums such as billboards, newspapers, television, and the radio to deliver their marketing objectives. Over the years these traditional mediums have transformed largely in the form of digital outdoor advertising, as well as they have come up with more advanced printing and broadcasting methods to stay ahead of the competition.
However, it appears that these days when somebody notices advertising, the emphasis is on the new and glossy type of online advertising. Latest technological innovations, however, have driven numerous big players in the advertising business to return to the traditional way of advertising, particularly digital billboards and their smaller screened partners because unlike online promotions, billboards are not seen as being an inconvenience and now and again are additionally observed as being artistic.
With the appearance of computers and the internet, traditional advertising has turned out to be progressively more complex and digital or Internet-based advertising has ended up being to be essentially better to target particular demographics, driving numerous advertisers to drop traditional strategies inside and out. As the range of digital mediums crosses 450 million and the smartphone internet user-base crosses 300 million in India, digital advertising is probably going to flood emphatically. In the present digital world, customers are never again disconnected people, however, are more similar to connected networks. To succeed, each business needs to bridle the power and capability of those customer networks. Brands and organizations currently focus on engaging and developing and co-operating with customers’ past simply the point of initial purchase. This requires various engagement forums which offer a blend of brand visibility and brand experiences. As indicated by the FICCI EY Media and Entertainment Report, Digital OOH will be a key growth driver for the OOH sector in India, which is required to meet the target of Rs 4,300 crore by 2020, on the back of a 7.7% CAGR.
The extraordinary feature of DOOH (digital out of home) advertisement is its flexible ad delivery structure and system. Businesses can schedule their ad based on their suitable time, location and the target audience. Through this method, larger demand for target customers like travel lovers, the health conscious, investors, millennials, chill-out people and demanding parents can be connected to easily.
At last, the fact that the media moguls can run many advertisement campaigns in real time with the help of DOOH in contrast to a single static campaign. The comfort of dynamically live communication in a network of smart devices, offering both the marketers and advertisers the feature to particularly select where and when their ads displayed are some of the best advantages of DOOH, driving its potential growth. In addition, after the Government granted permissions for installations of the digital signage in public squares, DOOH will grow even faster.
Outdoor advertising has created a huge impact in channelizing the brand messages properly where target consumers are based. Whether it’s residential or office locations, OOH campaign helps to take action and initiate search amongst the target consumers. In 2017, the OOH campaign registered a blistering growth of 6% and that now stands at a whopping 3,085 crores. While retail companies remained the highest spenders on OOH, the telecom sector has eaten up a major chunk of that advertising cost, courtesy, the high voltage launch of Reliance Jio, that has almost turned this industry topsy-turvy.
Nowadays, Millennials spend nearly 67% of their time outside homes and the main two platforms to contact them are mobile and outdoor media. Because of the similarity, well put and all developed outdoor messaging has the ability to make disharmony and make a client connect with his system to approve their decision. A mix of digital technology and outdoor messaging in encompassing areas has the ability to try and initiate a brand decision switch. Actually, advertising expenditure in the outdoor media showcase, for example, billboards and travel advertising, is set to take off this year, checking in a 15% development year on year. Since it can’t be skipped by shoppers or hindered in outdoor conditions, the OOH medium has remained the center channel to contact mass urban groups of onlookers.
The worldwide advertisement trend report by WARC released in February which separates information from 96 nations and has point by point discoveries from 12 key advertising markets including India, demonstrates that the heaviest OOH spenders were government and non-profit campaigns, which submitted a normal of 26% of total amount, spend on OOH.
The discussion will dependably be on that traditional showcasing is dead, yet there are a few benefits to incorporating offline advertising in the general promoting effort. Joining both offline and online campaigns can help support the brand’s permeability, and help it emerge among contenders who might be occupied with flooding the digital space. The quick ascent of smartphones and other tracking tools has made it feasible for brands to start following different offline campaigns, an element that was beforehand unattainable. If the aim of the marketplace in today’s packed marketplace is to segregate and catch eyeballs, it’s quite viable to put into action as many channels as possible, both digital and traditional, to attract their niche market.
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