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Face To Face With Out-of-Home Advertising

Outdoor advertising is everywhere your brand wants to be seen.

By Robert Shockey, CEO The Great Outdoor Network

In today’s society of ‘sex sells’ and pop artists become larger than life seemingly overnight, advertisers look for more creative ideas to capture the attention of potential consumers. Ad agencies employ behaviorist and psychologists to design ads with specially designed triggers to arouse the curiosity or desire for a new product. However, with the quantum leaps in the availabilities and choices of media outlets, it has become increasingly difficult to break through the clutter. When you’re new brand hits the street this will be the first opportunity to earn a consumer for repetitive business labeled “brand loyalty.” With the new technology and vast choices of entertainment now available, how to grab the audience is the task of savvy advertising agencies, marketing firms and media strategists.

The answer to targeting a large audience is possible with the oldest forms of advertising. Out-of-Home advertising is an ever growing diversity of products and services to add to your media mix. The ad campaigns that you see invoke desire; curiosity in just a few words. Creative ads are big bold and catchy aimed at holding your attention just long enough to foster the recall of a product or service. Out-of-Home advertising is also commonly referred to as Outdoor Media. The introduction of new segments of the out-of-home advertising community such as: Ambient Media, Mobile Media, Digital Media, Indoor Media has boomed in the past ten years. This is no longer an industry of simply the billboard, 30 Sheet Posters and transit advertising. It is a diverse array of services, that engage viewers one by one or in a mass attendance.

Out-of-home has also infiltrated into television ads for the largest brands in the US. General Mills latest commercial featuring wallscapes touting the nutritional values of it products hang from buildings in San Francisco. Perhaps you have seen spokesman for Sprint in front of a group of people with the wrapped Sprint Tour bus with the Flat Screen display fixed on the side of the bus? Dannon Fruit Fusion uses street promotional ideas in its latest commercial to trade in your breakfast for a healthy alternative. Even in the television programs and movies you may see the uses of outdoor media. The TV shows Desperate Housewives infusing the use of ad space on garment bags from the local cleaners. Or in the movie Anger Management with Adam Sandler, you see long takes of a large billboard for the ‘Army of One’ campaign. You may find yourself face to face with out-of-home media more than you may realize.

Many of the mediums that you come in contact with on a daily basis are classified as out-of-home. As soon as you leave your home in the morning for work or play outdoor media is everywhere. Look for out-of-home when you enter your local health club and upon entry view a panel or a close loop network of TV screens featuring the latest tooth paste ad to enhance the appearance of your smile. When you ride the elevator in office buildings watch the small TV with news and pre programmed advertisements on your ride to the next floor. Weather or not you take a bus or the subway to work or to the local shopping you can not avoid the wrapped ads display on the outside of the bus or mobile displays. With the new enhancements in the realm of digital media static ads come to life with motion sensors to display the ads as someone passes by.

If you come face to face with advertisements and you have no ability to turn the page or change the channel. Don’t be alarmed, you may have been targeted to come face to face with out-of-home advertising by some of the savviest brands in America.

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