The End of Traditional Out-of-Home (OOH) Media
Traditional vs. Non-traditional Media
The line between traditional and nontraditional media has recently been blurred because there are so many new media formats that come out each day. With the evolution of digital media, there are many more options such as cable and Internet. Previously, there was a pretty clear line that defined broadcast, radio, newsprint and out-of-home, or billboard, advertising, as traditional media.
Now, there is so much new media in the mix that there is no clear definition between traditional and nontraditional media. The term “nontraditional” is being used less than it was in the past because so many people use different forms of media today that they probably did not use in the past.
How Do You Choose the Appropriate Media?
With more choices, the challenge to advertisers and agencies is to decide which media makes the most sense and can fulfill their expectations. It is a twofold deal. There are many more options available, but with so many choices, it is difficult to decide which is best.
In the past, advertisers may have had half dozen media choices, so they did not have to put as much thought into their media strategy. With the emergence of digital and social media as well as various forms of out-of-home media, advertisers can do many different things. They can use targeted advertising or take a broad approach. The choice is dependent on what the client is looking for, what their campaign objectives are, how to best use their money and what results they want to achieve.
Out-of-Home Media Choices Have Expanded Significantly
Media agencies need to do more research on the various forms of out-of-home media and media in general that are available now. They need to determine the best uses of those different forms and find out which ones drive the objectives they seek at a cost per mille that satisfies clients.
For example, using traditional out-of-home media in the past, the real key for advertisers was to create frequency. They used big, impactful billboards that are still very prominent in a typical media mix, but with today’s many options, out-of-home advertising is more target or place based.
OOH Can Now Reach Consumers at the Point of Purchase
Today’s out-of-home media allows people to reach consumers right at the point of purchase, or as they are doing something based on their lifestyle. It allows advertisers to reach people when they are thinking about a particular product.
For example, since more people are paying for gas at convenience store pumps, placing an ad above a gas pump might engage a consumer who will enter the store to purchase additional products. Consumers at a fitness club may see an ad as they are working out or in the locker room that entices them to try a new deodorant.
Out-of-home advertising is very targeted and focused, much like television or radio advertising has been. Out-of-home options have created a rifle approach to advertising rather than a shotgun approach.