Does an OOH medium assure ‘effective reach’ to audiences?

Any outdoor advertising display is in the public domain. Anyone and everyone can access an OOH ad. Those who pass by an OOH ad display cannot switch it off. Whether they like it or not, an OOH Ad is exposed to people who visit the particular venue where the ad is placed. Outdoor advertising practices capture audiences’ attention and convey the brand message effectively and with the desired impact. In this regard, it is not misleading to conclude that OOH media is the most effective mode of brand advertising.

It has also been observed that any OOH Advertising campaign works on the principle of frequency. The same OOH message stays in the same place for a longer period of time that range from weeks to months. People who pass by or drive through the same route see the brand message and ultimately form an impression about the brand. This very impression later provides recall value and encourages them to buy the product. One of the added advantages of an OOH Ad display is its ‘availability at a fixed location’. A billboard located at a particular block or lane can efficiently provide a good impact on customers’ mind. People move to and fro through the same location, but the ad display remains the same. Hence, in any case, if anyone missed out the brand information, he or she can re-visit that location later and take a look at the OOH display and find out the details. 

Last but not the least, various marketing experts have opined that outdoor advertising is an excellent appendage to any other promotion practice of a brand. Coupled with other media, an OOH advertising channel can work wonders for the brand’s promotional measures. OOH Advertising in India is becoming more popular day by day. Various brand owners are adopting various OOH Advertising tools and techniques to promote their brands amongst the target groups.