Outdoor/Out of Home (OOH)

Outdoor, also called Out of Home (OOH), advertising is a powerful tool for achieving impact, action, relevance and creativity. With advancements in technology and creative strategies, OOH advertising has evolved beyond traditional billboards with digital OOH (DOOH) which can be bought and executed programmatically.

OOH is a high frequency channel which means people tend to see if many times during a standard two-week campaign period, on their regular travel routes. This means it performs well on brand awareness and recall measures.

Using our mapping systems and audience data software, we can access the exact locations of all OOH formats to ensure we pinpoint your target audience in the right place at the right time.

What is OOH Advertising?

As the name implies Outdoor / Out of Home advertising refers to any visual advertising media found outside of the consumer’s home. The main goal is to reach consumers while they are “on the go” in public places, driving, commuting, waiting (usually for transport, planes, trains, buses etc), and in specific places such as shopping malls. This form of advertising connects brands with audiences through eye-catching visuals and strategic placements that maximise visibility and impact.

OOH advertising reaches more than 90% of the UK adult population weekly^[1], demonstrating its extensive reach and effectiveness in capturing consumer attention. This is backed up by studies indicating that 6 in 10 of people in the UK are encouraged to search for a brand online after seeing an OOH ad^[2].

Globally, the OOH market reached over $20 billion in 2023^[3], with projections indicating continued growth driven by DOOH at a rate of about 10% annually, contributing significantly to the overall OOH expansion. In the UK, the OOH advertising market has been steadily growing with OOH revenues at an all-time high.

There are many innovative and creative ways that OOH advertising can be used; from ambient placements such as murals, coffee cup placements or ad vans to standout pieces such as roadside special builds where the creative can literally pop out of the frame or whole tube trains can be wrapped. Digital formats also allow flexible targeting opportunities such as buying different dayparts, activating adverts based on data signals, or selecting specific sites to run based on audience demographic data.

Types of OOH Advertising

Roadside:

• Static Billboards: Static posters ranging from large in size (e.g. 96 or 48 sheets) to smaller formats (e.g. 6 sheets) strategically placed along major roads or at bus stops.
• Digital Billboards: Employ LED technology to display rotating digital content, allowing for flexible, timely and interactive advertising campaigns.

Street Furniture:

• Bus Shelters: Ads on bus stops targeting passing traffic, commuters and pedestrians.
• Kiosks: Stand-alone structures in public spaces, offering high visibility in dense pedestrian areas.

Transport Advertising:

• Bus Advertising and Taxi Wraps: Mobile billboards that spread brand messages across a town or city as they transport passengers, including bus supersides and bus rears.
• Train, Underground, Subway, Metro & Tram Advertising: Advertisements within public transit systems including overground trains and subway systems such as the London Underground, leveraging high commuter footfall.

Airport Advertising:

• Digital Screens: Large digital ads in high-traffic areas of airports to reach travellers.
• Wrapped Walkways and Corridors: Creative use of airport spaces for memorable brand exposure.

Point of Sale Displays:

• In-Store Displays: Promotions at strategic shopping locations to influence purchasing decisions.
• Digital Screens: In-store digital ads that engage consumers at the moment of purchase.

Banners and Special Builds:

• Special Formats: Large format sites often on the side of building scaffolding or on major arterial routes. These sites are predominantly static and use special printed materials e.g. 3D posters and murals.
• Building Projection Advertising: Projected ads on building exteriors for high-impact, memorable campaigns.

Event-Based and Experiential Advertising:

• Sponsorship at Events: Brand prominence at high-attendance events like concerts and sports competitions.
• Interactive Installations: Engaging experiences that attract public interaction and viral social media sharing.

How can we help you with Out of Home (OOH)?

Very Media has access to all Out of Home formats allowing our experienced team to develop a custom plan based on your target audience and campaign objectives. All our OOH campaigns are carefully planned, managed and reported.