OOH is growing before our eyes – literally!
Many professionals wonder about the rationality of using offline marketing, compared to the ability to scale and measure the digital business. The IGRZ data provide us with interesting conclusions. Outdoor advertising is becoming more and more popular.
Deciphering the abbreviation IGRZ, we do not mean the Olympics. The association with panem et circenses, derived from Ancient Rome does not apply here, although in reference to advertising and entertainment we can replace this maxim with a modern version ads et ludos. Getting to the point, the Chamber of Commerce of Outdoor Advertising (full name of the institution) recently issued a report OOH advertising in Poland. 2021 report. Surprising may be the result of the value of this advertising market, which in 2021 pegged at over 420 million PLN. That means the market is up nearly 21 percent from a year ago!
What is OOH?
The topic of Out of Home, or outdoor advertising, was raised by us when we discussed the idea of using technology to target audio in stores. Assigning this type of message to OOH, however, may be controversial, because speaking of OOH media we usually mean billboards, posters, screens, etc.
It is no different in the case of a targeted OOH message, which the site cityboard.pl defines as advertising that informs potential customers about the proximity of the advertised place, pointing the way to it. This can be done with the help of messages in the form of guiding words or in the graphic form of arrows, lines or objects.
The site also cites an AAOA study, “Out of Home Advertising Effectiveness and Return of Investment,” which found an average return on investment of $5.97 per dollar. To reflect the value of this research, it is worth mentioning that it comes from May 2017. In defense of these figures, however, one can look at the specifics of OOH, which outwardly has the opportunity to be seen by anyone within its perceptual range.It is available non-stop, and its placement in many regions has a positive marketing impact. This is also confirmed by the 2019 data. Well, Analytic Partners proved that “an incredibly high return on investment” in digital activity is visible if we engage the message additionally with TV or just outdoor media.
The success of OOH in Poland in 2021
The undoubted success of OOH last year is due to the reorganization of companies and the ordering of investments in the media market. Digitalization has not bypassed this sector either. The advertising message for shoppers was developed, but there was also investment in new digital media. More flexible planning and distribution has also been introduced. As you can see, agile methodologies that worked well in IT are now being adopted by other sectors, such as e-commerce or the aforementioned OOH to plan advertising campaigns and leverage human potential. It was also noted how artificial intelligence can be helpful in promoting solutions, which directly increases ad/ad space sales to advertisers. The report also points directly to the opening up of the economy, especially in large urban centers, as an element improving interest in OOH. In the pre-Covid-19 era, it was primarily retail, media, food, alcohol and leisure industries that invested in this type of advertising. Today, there is increasing interest from the automotive sector, the financial sector, and public institutions in the form of government, local government, and non-profit organizations.
The reporters rightly note the media uproar created by the posters and digital spots of organizations promoting the abortion ban. – The unprecedented scale of these actions caused not only a widespread discussion, but showed the value and power of OOH advertising. This is because it reaches everyone, regardless of worldview and accepted values, so differentiating the recipients of other media. – we read in the document. While you may or may not like the slogans, in fact, it was impossible to resist the content that was presented on billboards across Poland. Marketers and drinkers certainly will not pass by indifferently in the face of such persuasive potential.
OOH – what was researched?
The classification used distinguishes three types of third-party advertising. The classic segment, which includes any OOH that we would define as static. City Transport, the second category, includes advertising messages on public transport vehicles and screens inside them. When referring to DOOH, it is outdoor advertising in a digitized version, meaning electronic screens that allow for animated advertisements. Growth in classical advertising was seen at less than 14 percent., urban transport at almost 18 percent., but the biggest winner was digital, which saw over 114 percent of. growth on a yearly basis. The advantage of digital ads is the development of a buying model called programmatic that allows for real-time broadcasting of messages directly after purchase. DOOH can also be tailored directly to the environment and ensures the use of retargeting coupled with mobile.
The future under the sign of OOH?
Sales growth in the OOH market has been unexpected and entrepreneurs in the field will continue to grow. The mood is optimistic and IGRZ anticipates further growth in the share of OOH advertising in the media market. However, there is a concern that municipalities will be able to limit the advertising space by passing their local law on advertising, fences and small architectural objects. So far, about 40 municipalities of the 2500 that are in our country have taken advantage of this right. Most regulators, however, see the value for business and the educational and pro-social potential of OOH. Local governments also do not want to affect the reduction of profits of local businesses, and the legislative process itself is tedious very expensive, leaving often unclear regulations. Cities that have exercised this right have quickly given it up, which bodes well for OOH in the future.