How OOH fits into your 2023 marketing strategy
There are numerous reasons to employ Out of Home (OOH) as a standalone marketing technique – but we’ve covered this topic plenty before. Instead, in this article, we’re going to focus on how OOH marketing can be integrated with other channels for maximum impact.
As we head into 2023, here are just some of the ways in which OOH can support and be supported by your marketing strategy for the coming year.
SEO (Search Engine Optimisation)
Brand awareness is the fifth pillar of SEO, playing a key part in the organic search acquisition process. When you invest in brand awareness, the number of people searching online for your website tends to increase.
This leads to more people clicking through to your site, which sends a signal to the search algorithm that your website is in demand. This, in turn, can lead to an improvement in organic search rankings. In this way, brand awareness both directly and indirectly drives search traffic.
OOH builds awareness by reaching vast audiences in a cost-efficient way. For marketers who care about SEO, OOH should be seen as an acquisition tool – not just a brand exercise.
Video adverts
Thanks to platforms such as TikTok, Instagram Reels and YouTube Shorts, people are becoming increasingly acclimatised to short-form video content. Once our brains are wired to expect short videos, we develop a subliminal preference for this type of content.
Advertisers can drive engagement by reflecting this preference within their creatives. Digital formats make this a possibility across OOH networks.
An added benefit is that if you’re already making videos for social or TV ads, you can edit and repurpose them for an OOH campaign. This reduces costs and helps to ensure cohesion between your OOH marketing strategy and your other marketing activity.
Influencer marketing
The relationship between OOH and influencer marketing can be symbiotic. For example, let’s say you add a QR code to your OOH advert. Scanning this code takes customers to your influencer partner’s social media profile.
If the customer then chooses to follow the influencer, with whom you have an ongoing partnership, they will then be exposed to future collaborations.
In return, an influencer marketing campaign can have its messaging reinforced by a concurrent OOH campaign featuring the influencer.
It’s estimated that we see over 4,000 online ads every day, leading to desensitisation. Seeing the same content out in the real world helps to cut through the online advertising saturation – greatly increasing the chances of brand recall.
Rebranding
Buying from brands whose values align with their own is more important to consumers than ever before. So, if you’re currently planning or considering a rebrand, 2023 is a great time to do it.
Out of Home is a quick and effective tool for letting your existing and future customers know that you’ve rebranded. You can reach up to 98% of the UK population with an OOH campaign, giving your rebrand the means to both retain and acquire customers.
Audience-led
The role of OOH in marketing is evolving to be far more than just an advertising medium. Programmatic DOOH enables levels of agility not previously seen within the industry. Marketers can react within minutes not weeks, using OOH to support and reflect strategy changes elsewhere in response to audience feedback.
And there are reverse benefits – data gained from other marketing activity can provide valuable insights about your customer base. When you set up your OOH campaign, you’ll therefore know exactly which audience parameters to choose and which creative direction to go in.
As audiences become more segmented, marketing strategies are becoming less so. In 2023, this trend of audience-led marketing over channel-led marketing will continue.
Looking to Out of Home in 2023
As the fastest-growing advertising channel in 2022, there’s never been a better time to invest in Out of Home. When it’s integrated into a multi-channel marketing strategy, businesses can create more effective campaigns with a higher ROI.
To find out more about how OOH can fit into your 2023 marketing strategy, get in touch now.