Out-of-home advertising: The unsung hero of brand-building?

"Historically during times of economic uncertainty (and despite all the overwhelming evidence that it's a bad idea, like from Binet & Field), short-termism remains prevalent among many advertisers. But the most recent IPA Bellwether Report makes for refreshing reading. It reveals that investment in main media advertising (the core traditional media channels, and especially events) was on the increase, suggesting that advertisers are shifting their focus to more long-term, brand-building strategies to protect and grow market share and maintain customer loyalty."

"And while digital media still accounts for a sizeable proportion of ad spend, there's evidence that while advertisers see the value in it, it is not a medium favored by consumers. Kantar's 2023 Media Reactions report suggested that many forms of digital advertising are in fact actively ignored when compared to channels such as out-of-home (OOH) and live experiences. So, for those advertisers refocusing on brand building, it's time to take a fresh look at OOH."

"OOH advertising offers a unique combination of broad reach with local impact, reaching 98% of the UK population every week, according to Route. Impossible to ignore, it can provide a 24/7 presence across the nation, reaching commuters, pedestrians, motorists, shoppers, and leisure seekers. OOH advertising allows for geographically targeted campaigns, offering strategic ad placements in key locations where a specific demographic is known to be more prevalent. This combination of wide-reaching visibility with local relevance builds connections at both national and local levels."

Short-termism remains common during economic uncertainty despite evidence against it. Investment in main media, especially events, has increased, indicating a shift toward long-term brand-building to protect market share and customer loyalty. Digital media still commands sizeable ad spend but is often not favored by consumers and can be actively ignored compared with OOH and live experiences. OOH provides attention-grabbing formats that increase brand recognition and drive engagement with target audiences. OOH reaches 98% of the UK population weekly, offers a 24/7 presence, and enables geographically targeted campaigns that combine national reach with local relevance.

Read at The Drum