Today we’re going to look at a media channel that has been absolutely crushed by COVID: outdoor advertising. Outdoor advertising - often called “Out Of Home” or “OOH” - includes displays on billboards, transit, sport stadiums and any other outdoor spaces. This traditionally-reliable medium has seen massive cuts in funding with fewer people on the streets and athletic seasons cancelled. We’re going to look at why the reductions in OOH spending have been short-sighted and the opportunities for brands to extend the visibility of OOH media beyond immediate reach.
An unprecedented drop in traffic
When COVID hit hard in March and April, America, for the most part, stayed at home:
This drop in outdoor activity was especially present in OOH hubs like NYC, where walking went down by up to 80%.
Drop in traffic, drop in OOH spending
Despite the rebound in activity, media decision makers aren’t jumping back into outdoor media anytime soon. Major media agency GroupM forecasted a 25% drop in spending, other US media buyers projected a similar lack of confidence, even with the news of re-openings in June:
All this makes sense rationally, with less people on the streets brands will spend less on outdoor advertising. However the contemporary value of outdoor advertising isn’t judged by the eyeballs it reaches directly, but the impact it makes on a remote audience.
Reaching a remote audience
A remote audience is defined as one that exists in media channels outside the direct environment of an ad. Designing communications for a remote audience means designing an advertisement for a media channel in such a way that it reaches audiences outside of that channel.
The case for outdoor advertising’s crucial role
When approached strategically, outdoor ads are particularly good at reaching a remote audience. Billboards aren’t just spaces to place messages, they are mediums that represent advertising in it’s most recognised form. It’s a unique media tool that can add impact to communications, no matter where it’s experienced.
This means that despite outdoor advertising experiencing record low levels of immediate exposure, it’s rarely been more valuable to brands. Here’s why…
1) Geographically relevant
Outdoor advertisements are inherently linked to the contexts they’re placed in. It’s the best way to speak to a local audience in a way that feels directly relevant for them. When Netflix wanted to show support to the creative community in Hollywood they designed billboards to address them directly. There is no other media that allows a brand to speak to a location with such relevance.
2) Creates tangibility by linking offline and online
As companies increasingly move their presence online there is potential for trust to suffer as they reduce their capacity for tangible impact and experiences. Online DTC brands have always had this challenge. It’s hard to trust a brand when your only experience of them is online, so many DTC brands invest in outdoor advertising to establish trust and tangibility.
3) Extends beyond the immediate environment
By designing a billboard to be shared by people online a brand can push their impact beyond those who are exposed to the physical billboard itself. Colossal media is an outdoor advertising business who specialise in designing creative that inspires sharing online. Creating a billboard with online sharing in mind ensures that the reach of an ad goes far beyond those who see the billboard.
Medium not media
The true power of outdoor advertising is harnessed when you approach it as a medium not a media. This expands the use-case of the billboard and I’m excited to see even more innovative uses of this medium.