Non-traditional Out-of-Home (OOH) advertising is often referred to as ‘alternative OOH’ or ‘in-life’ advertising. This consists of marketing messages placed on unconventional surfaces or in unexpected locations, intended to engage consumers outside their homes. Unlike traditional billboards, these methods focus on integrating brand messages into daily routines in a more highly targeted manner.
So, how do non-traditional OOH ads drive higher engagement than traditional media?
The key aspects of non-traditional OOH advertising
What are some of the key aspects of non-traditional OOH?
Placement
Found in locations like elevators, grocery aisles, restrooms, gym equipment, and on taxi-tops.
Targeting
Enables precise, niche targeting of specific demographics. Environments where they’re highly receptive make for good non-traditional OOH advertising.
Creativity
Non-traditional OOH advertising, it allows for more creativity. It enables high-impact, experiential campaigns that generate significant social media buzz. Such examples include 3D installations and pop-ups.
Duration
The use of non-traditional OOH advertising provides long-lasting, high-quality exposure, leading to greater memorability among the intended target audience.
Why non-traditional OOH advertising formats outperform traditional placements
Non-traditional OOH advertising tends to outperform traditional placements. This is particularly the case for Digital Out-of-Home and experiential placements. By leveraging technology, context, and data, it all helps to deliver higher engagement, measurable, real-world action.
Superior data-driven targeting
With non-traditional OOH uses, data like geofencing and mobile location data are used to display ads only when they’re most relevant.
This could be contextual triggers, like a coffee brand displaying ads on petrol pumps in the morning. It’s all about increasing relevance and engagement. Precision in the locations chosen is important, too, rather than relying on broad, untargeted, and static placements.
DOOH enables real-time changes, so ads can be shown for cold beverages, for example, when the temperature is above a certain level.
Higher engagement and stop-and-stare impact
When it comes to achieving higher engagement, moving, digital, and interactive ads are a lot more effective at grabbing attention, especially in busy environments.
Digital screens and moving ads attract human attention almost immediately. Interactive experiences like digital scenes in elevators or on taxis help to create an immersive experience.
Unlike digital banner ads or pop-ups, which can be skipped or blocked, non-traditional OOH is in-life exposure that reaches consumers during their daily commutes or while getting their hair done.
Better measurability and attribution
A major drawback of OOH was the inability to measure its effectiveness. However, modern OOH platforms have resolved that issue with the technology now readily available linked to ads.
Advertisers can use anonymized mobile location data to determine whether someone visited a store after seeing an ad on a specific screen.
The use of QR codes and NFC tags, as well as mobile integration, can help track how many people have engaged with the ad and who has directly converted.
Increased flexibility and reduced operational costs
Non-traditional OOH helps remove the need for physical printing, shipping, and installation. Advertisers also have the benefit of real-time updates, where they can update, change, or remove creatives in minutes rather than having to wait weeks.
Programmatic buying allows brands to bid on screens in real-time, which makes it easy to optimize campaigns for the best ROI.
There are also lower overall costs achieved as non-traditional OOH advertising doesn’t require the same high-production or high-maintenance costs of static billboards, for example.
Increased credibility and brand trust
Non-traditional OOH ads often appear in unexpected, creative, and integrated ways. They’re often less intrusive but more memorable than online ads. That helps to increase credibility and brand trust.
The benefits of using OOH Squad as experts for your next campaigns
The OOH Squad is an expert in executing these types of campaigns, and there are many benefits to using our services.
Our team of experienced OOH experts has the know-how to implement localized, targeted audiences or nationwide brand awareness. Composed of experts in logistics, sales, and design, allow every detail to be completed from the printing to the installation.
From truckside to gas stations, to mobile billboards, we provide 100% proof of every program implemented. So if you’re looking for OOH advertising and popular outdoor media advertising companies, then we’re the ones to make it happen successfully.