The Powerful Impact of Out-of-home Marketing on Brand Presence
By: Fabiola Grosshan
Submitted: 2010-05-19 05:24:40 | Word Count: 416
What do consumers usually do when they see ads on television or in a newspaper/magazine? Most of them flip the channel or turn the page. How does a company make consumers aware of their brand presence and capture the attention of their target market? There are many forms of marketing media that a company can use in order to make a brand more accessible, educate consumers and increase brand awareness. One of these marketing forms is out of home marketing, which includes all types of advertising that reach consumers when they are outside the home.
Out of home marketing focuses on reaching consumers when they are on the go; in public places, in transit, commuting or shopping. This type of marketing plays a very important role in making consumers aware of a brand as it effectively makes use of what is commonly referred to as advertising “dead-time”. OOH marketing makes very good use of a time when traditional media such as radio or television are ineffective.
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Today’s consumers are continually on the move and more elusive and it is therefore quite a challenging task to capture their attention. A good out of home marketing campaign should focus on reaching consumers on their terms, that is, in places where they spend their time outside the home or office.
Out of home marketing typically targets mass audiences and can also be used to specifically target markets through communities and groups according to gender, age, occupation, income levels, etc. When used in conjunction with the traditional marketing mediums OOH marketing campaigns bring the brand alive to the consumer through targeted reach and by creating top of mind awareness where traditional mediums do not reach.
The continuous utilisation of this form of marketing, translates into the ability to deliver high impact messages that will reinforce the brand presence sent out by traditional marketing media campaigns and ensure the brand retains and grows market share.
One of the advantages of using OOH marketing mediums as part of a campaign is the flexibility and mobility that these mediums have at their disposal. This translates into increased brand visibility and in turn brand recognition.
Statistics show that consumers are more exposed to out of home advertising than to messages delivered by traditional marketing media, such as television, radio, newspapers, magazines and the Internet combined.
