Could OOH Advertising be the Answer to Upping your Social Media Success?

A new study by Rapport has shown that OOH advertising enhances the consumer’s trust in social media campaigns.

Surprisingly, the Out-of-Home advertising market has withstood the digital revolution, despite massive change throughout advertising and marketing. A new study, conducted by Rapport, has unveiled the part OOH advertising can play in influencing your social media success.

As The Drum article explains, of the brands involved in the study, those who engaged in OOH advertising saw an overall increase in “brand fame”. The study took 109 non-users of OOH and 62 users, finding that brands who allocated 15% or more of their media budget to OOH benefited from a significantly greater social media uplift than those who did not.

Intu Trafford Centre.

The study also analysed other promotional activities that were influenced by OOH. Brand “esteem” increased on average by 106%, and customer loyalty by 275%. There were also significant knock on effects with regard to certain online tactics such as paid search.

But of these tactics, it was the business effects of social media that increased by a noteworthy 56%. Whilst both are promotional activities, OOH and social media are not obviously linked. So, what is it that places OOH advertising in such an influential position?

Out-of-Home advertising is the only traditional medium that has been growing sales over the last ten years and is predicted to continue. The simplest reason for this resilience is that “everyone is outside” – the population in any living country is spending an increasing amount of time out of the home.

Piccadilly Underpass.

OOH cannot be skipped or blocked – it’s harder to ignore. We are so used to the influx of advertising across so many parts of our mobile device usage, consumers have become savvy to its influence. Yet, with OOH to support social media campaigns, we see consumers engage with and respond to these multi-channel campaigns.

Therefore, it is evident that OOH is here to stay. Whilst the traditional paper-and-paste billboard is in decline, digital OOH creates a new opportunity for brands to communicate with their audience more dynamically.

We may have once assumed that this traditional advertising channel would soon be redundant; but as this research indicates, digital signage can in fact be a significant asset to your marketing mix.


Read more detail on the original Rapport report here.

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Could OOH Advertising be the Answer to Upping your Social Media Success?

A new study by Rapport has shown that OOH advertising enhances the consumer’s trust in social media campaigns.

Surprisingly, the Out-of-Home advertising market has withstood the digital revolution, despite massive change throughout advertising and marketing. A new study, conducted by Rapport, has unveiled the part OOH advertising can play in influencing your social media success.

As The Drum article explains, of the brands involved in the study, those who engaged in OOH advertising saw an overall increase in “brand fame”. The study took 109 non-users of OOH and 62 users, finding that brands who allocated 15% or more of their media budget to OOH benefited from a significantly greater social media uplift than those who did not.

Intu Trafford Centre.

The study also analysed other promotional activities that were influenced by OOH. Brand “esteem” increased on average by 106%, and customer loyalty by 275%. There were also significant knock on effects with regard to certain online tactics such as paid search.

But of these tactics, it was the business effects of social media that increased by a noteworthy 56%. Whilst both are promotional activities, OOH and social media are not obviously linked. So, what is it that places OOH advertising in such an influential position?

Out-of-Home advertising is the only traditional medium that has been growing sales over the last ten years and is predicted to continue. The simplest reason for this resilience is that “everyone is outside” – the population in any living country is spending an increasing amount of time out of the home.

Piccadilly Underpass.

OOH cannot be skipped or blocked – it’s harder to ignore. We are so used to the influx of advertising across so many parts of our mobile device usage, consumers have become savvy to its influence. Yet, with OOH to support social media campaigns, we see consumers engage with and respond to these multi-channel campaigns.

Therefore, it is evident that OOH is here to stay. Whilst the traditional paper-and-paste billboard is in decline, digital OOH creates a new opportunity for brands to communicate with their audience more dynamically.

We may have once assumed that this traditional advertising channel would soon be redundant; but as this research indicates, digital signage can in fact be a significant asset to your marketing mix.


Read more detail on the original Rapport report here.

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Bringing the world into even higher resolution with brighter, more realistic images, MicroLED will create screen displays we didn’t think possible.

Read more

The New Technologies Disrupting Out-of-Home Advertising.

As we know, digital technology is rapidly evolving – creating new opportunities for both brands and consumers to communicate. This article explores four technological advances disrupting digital out-of-home (DOOH) advertising as we know it.

Read more