A Comprehensive Guide to Static OOH Advertising
Static advertising is a kind of outdoor advertising that uses texts and still visuals to convey advertising messages. Some of the major examples of Static OOH are billboards, hoardings, banners, etc.
The first ever modern static advertisement started in the 1930s when brands used to put printed billboards in public places. Notably, the static advertisement is still relevant in 2024 and helps brands gain more wealth each year. Considering its history and advertising method, static advertising falls under the traditional advertising method.
In this article, we will discuss everything about static outdoor advertising and how you can make an ad that stands out from the crowd today.
What is Static OOH Advertising?
First, what is OOH advertising? Out-of-home advertising popularly abbreviated as OOH advertising is a type of advertising seen outside of your home.
A static outdoor advertising is a kind of outdoor advertising that is static in nature and does not move from one place to another. Such ads include billboards, hoardings, banners, posters on the wall, malls, and even wall wraps. You can probably see them during your pedestrian travel, vehicularly, at a gas station, petrol pump, convenience store, or shopping mall.
It is a static form of advertising, unlike the digital billboards you see that change its content frequently. In static OOH advertising if you want to change the content, you will have to do it manually. One of the best things about static OOH advertising is its ability to reach hundreds of audiences every single time, only if placed in a proper place.
Why is Static Advertising Important in 2024?
We are in 2024, and still, 40% of people shop in stores every week. They travel their whole way and watch every signboard, billboard, and poster to the supermarket, and get back home. Did it click?
That is why static OOH advertising is still on the trend list even in 2024. People trust what they see. If you are an online brand and want to build trust among your audience and turn them into potential customers, you need static advertising. It builds faith and consideration, which is important today when facing economic uncertainty.
In 2024, when everything is digital, static OOH advertising still enjoys an advantage. It helps your business combine the power of real-world experience with real-time payoff. It makes your audience see, feel, experience, and remember it for a longer time.
Facts and Statistics about Static OOH Advertising
- Global Market: Valued at $28.5 billion in 2022, with a projected annual growth of 3-5% by 2026.
- Effectiveness: 81% of adult consumers notice static OOH ads, and 85% of them take actions.
- Consumer Trust: static OOH ads are ranked as the second most trusted ad format, after TV.
- Reach: OOH reaches over 90% of the population weekly, outperforming other media channels.
- ROI: Digital billboards offer a 40% return on investment.
Types of Static OOH Advertising
Static Billboards
Static billboards are bigger-than-life structures that you see on highways and city skylines. Billboard’s big size makes it an excellent choice for brands who want to reach a larger audience every single time. This way you can capture everyone's attention and leave a lasting impression in their mind.
You need creative and attractive content, and boom! Everyone is looking at your Billboard advertisement.
Street furniture
Street furniture often offers publicity to your business and increases your brand’s recognition. Street furniture can be in any form, a bus shelter, public bench, or kiosk, and is more often static rather than digital. If it is strategically placed, it will help your advertisement engage with passers-by in high-traffic areas.
Wallscapes
Wallscapes are posters or banners fixed to walls in heavy traffic places. This ensures that they are visible even from a very long distance, and has maximum impact.
Construction advertising/Hoardings
Construction advertising is large public advertisements placed as a temporary wall. It is usually used to fence a construction site and is knocked down after the construction is over. Construction advertising protects the general public from the construction work and also offers a chance for companies to promote themselves. Through this form of advertising companies can promote their product or services and enhance their brand awareness effectively.
Retailer advertising
In this type of OOH advertising, retailers place advertisements in their stores to attract and drive awareness, and interest of customers towards their product. This way they can generate more sales.
Through retail marketing, you can influence your customer’s behavior and their opinion to do and take some specific actions. These may include actions like buying complementary goods from the store, or products that are not easy to sell. It is best for retailers who want to increase their brand awareness and loyalty, so their customers revisit their stores often.
Benefits of Static OOH Advertising
Cost-effectiveness
Static OOH advertising formats like static billboards and posters are more budget-friendly than CTV spots, and many large-scale advertisements. They are the most affordable form of advertising in the market. This is why businesses opt for static OOH which effectively helps increase the quantity of effective brand messages on big screens like billboards.
Flexibility
Static OOH utilizes different advertising formats to advertise for your business or brand. If you have noticed, you would have seen the static OOH advertising formats across your city. This abundance of formats, location, buying options, and their ability to schedule and change the content easily makes it a flexible and reliable option for any advertiser. It helps you advertise flexibly and create highly targeted campaigns that can be customized per your wants throughout the campaign.
Increased visibility
Static Out-of-home advertising utilizes the power of giant boards and spaces like billboards that are easily visible to every passerby even from a distance. Unlike any online advertisement, you see on your mobile screen that you may block or skip, static OOH advertising is ‘always on’, and you cannot switch it off, pass, or block it, even if you deeply want to.
The constant visibility of your ad helps you deliver your message and makes sure your brand gets the recognition that you always wanted.
High Impression
Generally, an static OOH advertisement is placed in a place of heavy traffic, it can be highways, city skylines, malls, or petrol pumps. Their placement and location play an important role in its visibility. They are visible to millions of people who see, engage, and interact with your ad. Hence, creating a long-lasting impression on their mind.
Target customers
As we know, a place is everything for an advertisement to boom or blast. If you place static OOH ads strategically in specific locations, then this will help you target consumers from particular demographics.
Challenges in Static OOH Advertising
Static OOH is a great marketing option for brands. It offers opportunities and reaches a wider range of audiences, thus creating an impactful impression in everyone’s mind. However, static OOH advertising also faces some common challenges that hinder its effectiveness.
Regulatory compliance
Regulatory compliance is one of the major challenges static OOH marketing faces in India. In India, every state, and region has its own set of rules and regulations regarding the placement of advertisement, its location, size, and content. Meeting every regulatory requirement of the state can be a tough, and time-consuming task. You have to be careful interacting with the local authorities, and while obtaining necessary permits.
Limited inventory and availability of location
As we know static OOH advertising is most effective when it is placed in some high-traffic areas. However, such a high-traffic location with a popular billboard is quite limited in some cities in India. This makes the competition among all the brands tough, as everyone wants what is best for their brand. Which further will lead to challenges in securing the desired inventory for your campaign.
Visual cluster and ad fatigue
In populated areas, static OOH advertising faces the challenge of invisibility, disappearing, or visual clusters. In such places, you will find multiple posters, billboards, and hoardings of different brands competing with each other for the audience’s attention. This makes it a big challenge for advertisers like you to stand out from this cluster and make an impactful impression in everyone’s mind.
Measurement and ROI tracking
You will find it quite difficult to measure the effectiveness and ROI of your static OOH advertising. Unlike digital or social media marketing, you can check your growth through clicks and conversions, and easily track the impact. Here, in static OOH, it is difficult to track the impact of the static OOH campaign in terms of reach and customer engagement.
Static OOH Advertising Future Trends
There is no way static OOH will vanish just because it is a traditional advertising method and we are living in the new digital era. Static billboards, posters, and other conventional static OOH advertising can provide you with the best competitive edge in this era of digital transformation and dominance.
- The future of static OOH advertising will use AR, QR, and contactless engagement with its audience.
- There will be eco-friendly static OOH formats utilizing solar power.
- Incorporation of 3D displays for static OOH advertising.
- The future is shaped by creating visually appealing and engaging ads that stand out in the crowd.
- Aligning static OOH advertising with digital campaigns.
- Collaborating with others for social causes and community impact.
How to Make Your Static OOH Advertisements Stand Out?
If you truly want your static OOH advertisement to stand out, you have to do it with creativity and strategically. Here is a list of strategies to stand out in the crowd.
Utilize local culture
Create a static OOH ad and feature the local culture and tradition of the targeted community. This will help you personalize and build strong connections with your audience.
Use high-impact visuals
Static OOH ads feature visuals that mean to stand out, you must feature some good designs, visuals that are bold, clear, and memorable. Build your static OOH ad with high-impact visuals, and a strong brand message, this will help you and your ad be unforgettable.
Incorporate storytelling
You can incorporate storytelling in your static OOH advertisements. This will attract and engage consumers towards your static OOH advertisement.
Factors to Measure the Success of Static OOH Advertisements
Measuring the impact and success of static OOH advertisements is a bit of a task. However, you can use some metrics to measure its success:
Reach and frequency
Reach refers to the number of audiences your static OOH advertisement is visible to. Whereas, frequency refers to the number of times people have watched your ad.
Impressions
The number of times an ad has been seen by viewers, despite the fact they were not engaged with the ad is what we call impressions.
Views
It means how visible your ad is to your audiences, brands often place their ads in high-traffic areas, and this helps them enjoy greater brand recognition.
Conversions
Conversion metrics mean the number of people who saw your ad and potentially went to your website or store and bought the product or service.
Conclusion
Static OOH advertising helps businesses increase their visibility and turn mere viewers into potential customers. In this article, we have covered everything regarding static OOH advertising, its benefits, future potential, and how you can stand out in a crowd.
Are you looking for a static OOH advertising firm? Connect with Vigyapan Mart today.
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- Custom strategies.
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- A dedicated manager for the project
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- On-site team for installation & maintenance of your ad.
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