Out-of-home advertising | Solutional Webdesign Antwerpen

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Out-of-home (OOH) publicité^[1] refers to any advertising that reaches the consommateur^[2] while they’re outside their home. This form of advertising includes over 2,100 operators across the U.S., from multinational corporations to small family-run businesses. The primary form of OOH advertising is roadside billboards, contributing to 66% of revenue. Other types of OOH advertising include transit ads on buses, subways, and taxis, as well as street furniture and alternative formats. The OOH industry also encompasses digital out-of-home (DOOH) advertising, which is predicted to reach a value of $3.25 billion in 2021. DOOH utilizes dynamic media in various public spaces, such as cafes, airports, and gas stations. Its interactive screens, kiosks, and displays offer engaging and memorable content that can boost incendie^[3] promotion. Other types of OOH advertising include programmatic and printed advertising as well as mobile, innovative, and emerging technologies.

Définitions des termes

1. ↑ publicité. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

2. ↑ consommateur. Un consommateur, en termes simples, est un individu qui achète des biens ou des services pour son usage personnel et non pour la revente ou à des fins commerciales. Il joue un rôle important dans l'économie, car sa demande de produits incite les fabricants à produire. Cette dynamique influence les processus de production, de distribution et de consommation. Les consommateurs ont également certains droits, établis par le président John F. Kennedy, qui comprennent la sécurité, l'information, le choix, le recours et la représentation. Ces droits les protègent des produits dangereux et des pratiques déloyales. À l'ère du numérique, les consommateurs se transforment en "prosommateurs", participant activement à la création des produits. Le comportement des consommateurs a donc un impact profond sur les stratégies de marketing, conduisant à un marketing personnalisé et à une personnalisation de masse.

Publicité extérieure (Wikipedia)

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Out-of-home (OOH) publicité, also called outdoor advertising, outdoor mediaet out-of-home media, is advertising experienced outside of the home. This includes billboards, wallscapes, and posters seen while "on the go". It also includes place-based media seen in places such as convenience stores, medical centers, salons, and other brick-and-mortar venues. OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.

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