In the dynamic world of advertising, we see firsthand how OOH reaches audiences with a unique blend of relevance and effectiveness. According to the study, OOH ads prove to be seven times more impactful compared to other mediums, ranking among the top preferred ad types for women and key decision-makers.
Unlike the disruptive nature of many digital formats, OOH seamlessly integrates into the consumer journey, making the message more likely to resonate. JCDecaux’s Digital Out-of-Home (DOOH) assets in airports and on city streets are a testament to this, consistently tailoring ad placements that are relevant to its consumers.
OOH Gets Noticed
OOH excels at capturing attention. It drives brand awareness with a powerful 13% lift over TV and online ads, and it fosters brand favorability at nearly four times the rate of digital and CTV.
In airports, OOH reaches a high-value audience of travelers in a dwell-time environment, offering a captive moment to engage with your brand. From large-format digital spectaculars to strategically placed charging stations, airport advertising allows for strategic storytelling that captivates and informs.
Notably, on JCDecaux’s street furniture assets, including bus shelters and newsstands, become part of the urban landscape. They are a constant presence, delivering brand messages to pedestrians, drivers, and public transit users right at the point of action. This hyper-local relevance creates a powerful connection with the community.
What Makes a Great Airport or Street Furniture Ad?
The Kantar study highlights key characteristics that make a great OOH campaign stand out:
- Instant impact
- Simple
- You look again
- Contextual proximity
To begin, they make an instant impact with a simple, yet compelling, message. They are designed to be noticed in a bustling environment, making you look twice. “The best executions create an emotional connection, turning a fleeting moment into a memorable brand experience.”
The data revealed by Kantar exemplifies the power of a diversified media mix. While online channels excel at driving quick transactions, JCDecaux’s premium airport and street furniture networks are unmatched in their ability to build brand equity and guide consumers through their entire journey. This strategic combination directly maps onto the marketing funnel, ensuring brands capture a consumer's attention from initial awareness to final consideration and purchase. By leveraging the unique strengths of OOH, brands can connect with people at every touchpoint, from the moment they arrive in a new city to when they're simply waiting for a bus.
