Out-of-home advertising | Solutional Webdesign Antwerpen

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Out-of-home (OOH) advertising^[1] refers to any advertising that reaches the consumer^[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 brand^[3] promotion. Other types of OOH advertising include programmatic and printed advertising as well as mobile, innovative, and emerging technologies.

Terms definitions

1. ↑ advertising. 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. ↑ consumer. A consumer, in simple terms, is an individual who purchases goods or services for their personal use and not for resale or commercial purposes. They play a significant role in the economy as their demand for products motivates manufacturers to produce. This dynamic influences production, distribution, and consumption processes. Consumers also have certain rights, established by President John F. Kennedy, that include safety, information, choice, redressal, and representation. These rights protect them from hazardous goods and unfair practices. In today's digital age, consumers are evolving into 'prosumers', actively participating in product creation. Consumer behavior, therefore, has a profound impact on marketing strategies, leading to personalized marketing and mass customization.

Out-of-home advertising (Wikipedia)

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Out-of-home (OOH) advertising, also called outdoor advertising, outdoor media, and 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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