About this Guide on the OOH Strategy:
Though OOH advertising is one of the fastest-growing segments in marketing today, many businesses struggle to navigate its complexities. In this guide, we aim to demystify the OOH strategy with an unbiased perspective, ensuring you receive honest insights without any hidden agendas. Oohub doesn’t have a dog in the fight since we don’t sell any of those kinds of ads or products; nor do we belong to such type of associations. Thus, we believe this is the most unbiased and comprehensive guide ever written on the topic.
What out-of-home (OOH) advertising refers to:
Out-of-Home (OOH) advertising refers to any advertising that reaches consumers while they are outside their homes. This form of advertising encompasses a wide range of formats, including billboards, transit ads, street furniture, and digital displays. OOH advertising is designed to capture the attention of individuals in public spaces, situationally making it an effective tool for brands looking to increase visibility and engagement. The essence of OOH is the concept of reaching a broad audience in high-traffic areas, where potential customers are likely to be present and receptive to marketing messages.
However, an OOH is not necessarily an ooh! What do we mean by that? Well, here at the OoH!ub, an ooh! is an exhilarated expression, and usually of anything worth sharing. Whereas, (O.O.H.) is a reference to Out Of Home ads; and let’s face it, they can be very dull and boring.
Nonetheless, even such prosaic displays can sometimes be effective for their specific purpose. For example, if you see a sign that says: “Low Cost Home Insurance” with a simple phone number, that’s nothing to write “home” about, but if you’re in the market to buy such, then it served its purpose.
Other Key Aspects:
- OOH advertising has evolved in today’s digital age to incorporate digital billboards, interactive displays, and geotargeting to reach consumers in new and innovative ways; Referred to as DOOH (explained later).
- OOH advertising is sometimes effective in reaching target audiences, as it can reach consumers in high-traffic areas and at key moments in their daily routines.
- Bandit signs, which are often technically illegal signs, play a role in the OOH landscape by providing a low-cost and high-impact advertising option for businesses in certain situations.
The effectiveness of OOH advertising is usually rooted in its ability to create memorable impressions. Unlike other types of ads, OOH ads are often large, eye-catching, and strategically placed to maximize visibility. They can be found in urban centers, along highways, and in transit hubs, ensuring that they are seen by a diverse demographic. This physical presence allows brands to establish a connection with consumers in a way that other platforms can’t quite replicate, often making OOH a vital component of a comprehensive marketing strategy.
The Role of Bandit Signs in the OOH Landscape
Do bandit signs still work in today’s OOH landscape? Such signs, often characterized by their informal appearance and guerrilla marketing tactics, have carved out a unique niche within the OOH advertising landscape. Typically made from corrugated plastic or cardboard and affixed to poles or fences and often without official permission, these signs are often used by local businesses or individuals looking to promote services or events quickly and cost-effectively. Despite their unorthodox nature, bandit signs in certain instances can be remarkably effective in capturing attention due to their grassroots appeal and localized focus.
The role of bandit signs extends beyond mere advertising; they often serve as a reflection of community engagement and local culture. For small businesses operating on tight budgets, bandit signs provide an accessible means of reaching potential customers without the financial burden associated with traditional advertising methods. Their presence can create a sense of urgency or exclusivity, prompting passersby to take immediate action—whether that’s attending an event or utilizing a service.
NOTE: OOHUB neither condones nor condemns the use of bandit signs. In this guide our goal is to inform and enlighten on the subject matter.
Our Assessment of Bandit Signs:
After conducting a thorough evaluation of bandit signs as an advertising method, we found them to be largely ineffective for our purposes.
NOTE: This test was for the OOHUB website; which is different from many other types of businesses which may find contrary results.
First and foremost, the costs associated with designing, printing, and placing these signs often outweighed any potential benefits. While they may seem like a low-cost option initially, hidden expenses can accumulate quickly. Furthermore, the visibility of bandit signs is limited. Many people simply overlook them while driving or even walking, leading to minimal engagement with the advertised message. In addition, we noticed that the legality of bandit signs poses a significant risk. Many municipalities have strict regulations against their use, which can result in removal of the signs, and in some cases, strict fines. Overall, our assessment indicates that there are far more effective and sustainable advertising strategies available for a greater majority of types of businesses.
How we conducted our test: We placed a variety of such signs at different locations; (and though in our case, we received permission from private landowners by way of payment, we understand that most businesses don’t, and just put them on public easements. So we did not factor that cost into the cost of such sign ads). We made sure that during the particular four-week time of testing, we were not running any other types of ads anywhere on any other platform or type of venue. Though our website statistics show us where our traffic is referred from in most cases, it obviously can’t if someone simply just types in the URL and goes directly to the site. And such would usually be the case if someone is referred by an outdoor sign. However, it will show us an uptick in direct visits.
Well in this case, there was not much of a discernable uptick in URL direct traffic. Of course, one could make the contention that the goal of such kind of campaign should be the repetition of brand familiarity, and that given time and repetition, such ads will have an overall valuable effect. Or that this type of platform does not fit the profile of the type of business that would benefit much from such type of advertising. And such debates are valid and reasonable, as we have heard from certain types of businesses, particularly small local businesses. But it is not because our signs were not well designed for advertising. So, let’s have a look at some of the variety of such signs that we placed at various locations…
The Effectiveness of Bandit Signs in Reaching Local Audiences
Though bandit signs did not yield great results for us, our research leads us to believe that there are still certain types of businesses that can greatly benefit from bandit signs, particularly local businesses. As an example — real estate, contractors, handyman, local events, business sales for B2C companies directing traffic to grand openings, going-out-of-business, and various fundraisers. Bandit signs can excel at reaching local audiences due to their grassroots nature and strategic placement within communities. Unlike traditional advertising methods that may cast a wide net without targeting specific demographics, bandit signs are often placed in areas where potential customers live or work. This localized approach allows businesses to connect with their audience on a more personal level.
For instance, a local landscaping company might use bandit signs to advertise its services in residential neighborhoods where homeowners are likely seeking yard maintenance or design assistance. By positioning these signs strategically at intersections or near community centers, the company can effectively capture the attention of its target market. The immediacy and relevance of bandit signs make them particularly effective for promoting time-sensitive offers or events that resonate with local residents.
Such signs can be an effective tool for marketing and generating leads if executed thoughtfully with use of a keen understanding of the surrounding environment. So, let’s delve into the art of maximizing the impact of bandit signs with strategic finesse…
The History and Impact of Bandit Signs in Advertising
The history of bandit signs can be traced back to grassroots movements and local entrepreneurship. These signs emerged as a response to the high costs associated with conventional advertising channels, allowing small business owners to promote their offerings without breaking the bank. Over time, bandit signs have evolved from simple handwritten messages to more sophisticated designs that incorporate branding elements and graphics.
This evolution reflects the growing recognition of their potential as an effective marketing tool. They have become synonymous with community-driven marketing efforts, often promoting local events, services, or businesses that may not have the budget for larger campaigns. For example, a neighborhood festival might rely heavily on bandit signs to spread the word among residents, creating a sense of excitement and participation within the community. This localized approach fosters connections between businesses and consumers, reinforcing community ties while driving foot traffic and sales.
⚠️ The Legal and Ethical Considerations of Using Bandit Signs in OOH Campaigns
While bandit signs might offer an affordable advertising solution for many businesses, they also raise important legal and ethical considerations. In many jurisdictions, placing signs without proper permits can lead to fines or removal by local authorities. This lack of regulation can create tension between businesses seeking visibility and municipalities aiming to maintain aesthetic standards and public order.
As such, it is crucial for advertisers to understand local laws regarding signage before deploying bandit signs as part of their marketing strategy. Ethically speaking, the use of bandit signs can also be contentious. Critics argue that these signs contribute to visual clutter and detract from the overall appearance of neighborhoods. Striking a balance between effective promotion and community responsibility is essential for businesses looking to utilize bandit signs ethically.
In any case, we find that entrepreneurial and community signage is much more productive and useful than roadside political signs which politicians gave themselves a free pass and exemption from such bandit sign regulations and statutes, given that we can’t find anyone who votes for a candidate based on a roadside sign that they saw.
The Evolution of OOH Advertising in Today’s Digital Age
The landscape of OOH advertising has undergone significant transformation with the advent of digital technology. Traditional static billboards have evolved into dynamic digital displays that can change content in real-time, allowing advertisers to tailor their messages based on time of day, weather conditions, or even current events. Some may reason that this shift has not only enhanced the visual appeal of OOH ads but has also potentially increased their relevance and effectiveness.
For instance, a digital billboard can display a coffee advertisement in the morning and switch to a cocktail promotion in the evening, catering to the changing moods and needs of passersby. Moreover, the integration of data analytics into OOH advertising has revolutionized how campaigns are planned and executed. Advertisers can now leverage data on foot traffic patterns, demographic information, and consumer behavior to optimize their placements and messaging.
This data-driven approach allows for more targeted campaigns that resonate with specific audiences. For example, a brand targeting young professionals might choose to place ads near co-working spaces or popular nightlife districts, ensuring that their message reaches the right people at the right time.
Both conventional Out-of-Home (OOH) and Digital-Out-of-Home (DOOH) advertising enable brands to capture attention in public areas, yet each has unique advantages. The ideal option is contingent upon the objectives of the campaign, available budget, and desired engagement level.
Traditional OOH (Static Billboards, Posters, Transit Advertisements)
Possible Advantages:
· Always on display — no rotation of ads, ensuring complete share of space.
· Robust brand visibility — ideal for sustained exposure in busy locations.
· More economical cost per impression than many digital alternatives.
Possible Disadvantages:
· Unchanging content — once set up, alterations incur additional time and expenses.
· Durability concerns — weather and environmental conditions can affect visibility.
· Diminished impact over time — since the advertisement remains static, regular commuters may become desensitized to it.
Digital Out-of-Home Advertising (Including Digital Billboards, Interactive Displays, and Programmatic OOH)
Possible Advantages:
· Dynamic Content: Capable of showcasing videos, animations, and real-time information updates.
· Increased Control: Advertisers can modify their messages based on various factors such as time, foot traffic trends, or weather conditions.
· Enhanced Engagement: Features like QR codes, augmented reality, and AI-enhanced billboards foster greater consumer interaction.
Possible Disadvantages:
· Limited Viewing Duration: In some instances, ads may share space with others, often being visible for only a few seconds. However, certain locations do provide exclusive slots for continuous display.
· Higher Expenses: Premium digital out-of-home advertising spots can incur significant costs.
· Reliance on Technology: This form of advertising depends on digital infrastructure, which may not be accessible in all areas.
The Dayparting Angle (for DOOH):
Dayparting is an advertising strategy that involves timing your ads to run during specific hours of the day or on particular days of the week, allowing you to better reach your target audience. For instance, you might implement dayparting to display your ads exclusively when your store is operational.
Similarities of Conventional Billboard vs. DOOH vs. Bandit:
Conventional billboards, bandit signs, and DOOH signs share a fundamental goal: capturing attention in a crowded visual landscape.
All methods generally thrive on simplicity and clarity. Just as billboards rely on bold graphics and concise messaging to convey their points quickly, bandit signs prioritize brief, impactful phrases that resonate with local audiences. This focus on direct communication allows both strategies to cut through the noise, ensuring that critical information is conveyed before potential customers move on.
Ultimately, while the platforms differ significantly in scale and presentation, all of these advertising methods harness the power of visibility and memorability to drive consumer action.
Mobile Billboards:
Another type of Out-Of-Home ads include Vehicle Lettering & Graphics which is essentially a type of Mobile Billboard.
However, Mobile Billboards can get far more intricate… More essentially, they are usually large poster panels mounted on specially designed vehicles, typically sized like traditional posters. There are also mobile units equipped with electronic or video screens. Advertisers have the flexibility to determine the routes these vehicles take.
Primary Applications
These mobile advertisements target both drivers and pedestrians across a wide range of urban locations. Their mobility provides opportunities for exposure at any desired time or location set by the advertiser. They are often included in comprehensive media strategies aimed at achieving national visibility, promoting events (such as conventions, concerts, and sporting events), and distributing samples at retail locations or other sites.
Availability:
These services are available throughout the country. Some providers operate private fleets, allowing them to manage posting, routing, and reporting independently.
Purchase Options
Typically, mobile billboard services can be rented on a daily or weekly basis, with options to hire as few as one vehicle. Interested parties should reach out to providers for details on purchasing arrangements.
The Human Element of Sign Holders & Spinners:
Sign holders and sign spinners have transformed the landscape of outdoor advertising by blending creativity with physical engagement. These dynamic advertising methods not only capture attention but also create a memorable experience for passersby. Unlike static billboards, which can easily be overlooked, the kinetic energy generated by a spinning sign or a charismatic sign holder draws in curious onlookers, turning them into potential customers. This interaction fosters a unique connection between the brand and the audience, making the advertisement potentially more relatable and impactful.
Furthermore, the effectiveness of these tactics lies in their ability to generate immediate foot traffic. When strategically placed in high-traffic areas, sign spinners can influence consumer behavior on the spot, encouraging spontaneous visits to nearby businesses. The visual spectacle of a spinning sign adds an element of entertainment that might enhance brand recall — people might be more likely to remember a quirky performance than a simple print ad. (Although it could also be a distraction from the ad itself). As businesses seek innovative ways to stand out in an increasingly digital world, leveraging the charm of sign holders and spinners could offer a refreshing alternative that combines traditional marketing with modern engagement strategies.
Other examples of out-of-home advertising can include:
- Inflatable promotional items
- Aerial banners from planes
- Artistic murals and wall displays
- Street furniture advertisements
- The music from ice cream trucks
- Airships or blimps
Place Based O.O.H.
- Arena and Stadium
- Cinema
- Gas Station
- In-Store
- Marine Boats
- Shopping Malls
The Effectiveness of OOH Advertising in Reaching Target Audiences
In one research study, it was shown that OOH ads can significantly influence consumer behavior by increasing brand recall and driving purchase intent. According to studies conducted by the Outdoor Advertising Association of America (OAAA), nearly 70% of consumers reported noticing OOH ads, with many indicating that they had taken action after seeing an ad. *(Though some may question if said source potentially might have biased reporting motives due to where it gets funding from).
But if this is true, such level of engagement is particularly valuable for brands looking to make a lasting impression on potential customers. The strategic placement of OOH ads plays a crucial role in their effectiveness. By situating advertisements in high-traffic areas frequented by their target demographic, brands can ensure maximum exposure.
For instance, a fitness brand might choose to place ads near gyms or parks where health-conscious individuals are likely to congregate. Additionally, the use of eye-catching visuals and concise messaging can further enhance the impact of OOH campaigns, making them more memorable and persuasive.
The influence of O.O.H. show some studies indicating that exposure to OOH ads significantly increases brand awareness and recall among consumers. Research conducted by Nielsen found that 47% of people who saw an OOH ad could recall the brand afterward—a figure that far surpasses recall rates for other forms of advertising such as online display ads or television commercials.
The Best OOH Campaigns of All Time
Throughout history, several Out-of-Home advertising campaigns have stood out for their creativity and effectiveness. One iconic example is Coca-Cola’s “Share a Coke” campaign, which featured personalized bottles with popular names displayed on billboards across various locations. This campaign not only generated buzz but also encouraged consumers to seek out specific bottles featuring their names or those of friends and family members—effectively driving sales through emotional connection.
Another memorable campaign was Apple’s “Get a Mac” series featuring actors Justin Long and John Hodgman as personifications of Mac and PC computers. The campaign utilized billboards strategically placed in urban areas where tech-savvy consumers were likely to see them. The humorous approach resonated with audiences while effectively positioning Apple as a modern alternative to traditional PCs.
See: Perspectives of some of the greatest O.O.H. campaigns of all time
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