Engaging Audiences: OOH's Unique Impact

How OOH advertising connects the physical and digital worlds in innovative ways

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Why do OOH campaigns when we are now living in a world that is digital first. I am often being asked if OOH is still relevant. The answer is a big yes.

Turns out, there are many reasons why OOH is still very much relevant

1. Eye-Catching Engagement

Did you know that 9 out of 10 adults notice OOH ads? That’s right! In a world where people often scroll past online ads, OOH stands out and grabs attention. It’s hard to ignore a vibrant billboard or a creative transit ad when you’re out and about!

2. Perfect Pairing with Digital

OOH isn’t just standing alone; it works beautifully with digital campaigns! Imagine seeing a stunning billboard that encourages you to scan a QR code or follow a brand on social media. This blend of physical and digital not only boosts engagement but also creates a cohesive brand experience.

3. Real-Time Relevance

Thanks to Digital Out-of-Home (DOOH) advertising, brands can update their messages on the fly. Whether it’s adjusting for local events, weather changes, or trending topics, OOH can be as dynamic as the world around us. This means your message is always fresh and relevant!

4. Budget-Friendly Impact

In an age where online ad costs can skyrocket, OOH offers a fantastic return on investment. Studies show that OOH can drive up to four times more online activity per dollar spent compared to traditional online ads. It’s an effective way to stretch your marketing budget while still making a big impression.

5. Trustworthy and Memorable

In a landscape filled with ad fraud and skepticism, OOH shines as one of the most trusted forms of advertising. People tend to remember these ads better than their digital counterparts, making them a powerful tool for building brand credibility and awareness. In short, OOH campaigns are not just surviving; they’re thriving alongside digital strategies, creating memorable experiences that resonate with audiences!

The gold of the month

Here are a few campaigns I saw recently that made me chuckle. Should I dare to say smile? These are not necessarily campaigns that just got out. Just, some that I discovered.

Surreal cereal’s (fake) celebrity campaign

In this campaign, Sureal Cereal, hired students who had the same name as major sports celebrities to quote in their ad. Of course, it is disclosed that these are not the real athletes, but too late, made you look. Only after you read the big bold headline “Michael Jordan’s favorite cereal”, there is a playful disclaimer, explaining who is the Michael Jordan they are talking about.

So you get copies such as

"Serena Williams* eats our cereal."

*She is a student from London and we paid her to eat it but the point still stands.

"Michael Jordan* loves our cereal."

*He is just a normal bloke who lives in St. Alban's, but he does really like it.

"We're Dwayne Johnson's* favorite cereal."

*He is a bus driver from London.

"Official cereal of Ronaldo*."

*Probably not the one you're thinking of.

They did the same trick to insinuate their main competitor Kellog’s

In addition to the bold celebrity headline, they also made a redacted series.

Interestingly this is clearly the formula that was made up for the creative brief. Here, it acts as a nice follow-up if you have been exposed to the main ones.

They also did an online campaign that creates a nice ad recall, with someone that is obviously not the Dwayne Johnson you are thinking about.

On that topic, listen to this insightful episode about how to build online brand campaign:

Gymbox

This one from Gymbox (a British fitness company), is really exploiting the location to allow themselves to be creative with the headline of the ad (busy traffic area = should have walked; ripped ad wall = get ripped etc…). All the creatives are short and smartly executed with the location.

Viagra

In the sea of OOH campaigns, one way to stand out (pun intended), is by the use of billboard extensions. We see here a clever use of it that does not involve simply the brand sticking out of the billboard.

Prada

Prada Paradox OOH activation

Known for its cutting-edge designs and innovative spirit, Prada has recently ventured into the world of fragrance with a captivating new release: Prada Paradoxe. Launched in August 2022, this campaign is part of a worldwide 360 campaign, starting with a hero commercial (see below) directed and acted by Emma Watson (because who does not love Emma Watson).

Not only does she shine as the face of the fragrance, but she also takes on the roles of director and writer for the campaign. This marks an exciting first for Watson, who uses her platform to explore themes of identity and self-expression. The campaign's tagline, #neverthesamealwaysmyself, perfectly encapsulates the essence of what it means to be a woman today—embracing various roles while remaining true to oneself.

Dunkin Donuts

If the copy had been before coffee, your brain doesn’t work so well, it would had made this ad completely banal. Here, playful using this mistake, makes it work.

La Vie

This one plays on the news (legalization of cannabis in Germany, but the ad is in France, so the punchline is the legalization of vegan bacon). More than that, is more the design. The choice of this specific color palette and bold fonts really make it stand out within the traditional grey/white stone of the city.

Voting campaign

This is from vote.org, the organism facilitating voting. Here they are encouraging Americans to vote abroad. Here the campaign is super concisely smart as the tagline is headline, CTA, and logo at the same time. Also done with humor, the character's design hints at Trump with crazy eyes.

Drop a comment below, and let me know your take 👇. You can subscribe here if you have not yet.

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Inspired by the legendary samurai strategy guide by Miyamoto Musashi, I am working on The Five Rings of Marketing. In it, I draw parallels between this timeless battle-tested guide and modern marketing mindsets to achieve market supremacy.

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