The Power of Out of Home

Big and bold, cheeky, clever and sometimes controversial, Out of Home (OOH) is the ultimate creative stage.

OOH advertising allows brands to be unique, contextually relevant and targeted, while reaching mass audiences.

More reach

OOH reaches more people than any other advertising channel – 93% of the Australian population living in and around the capital cities
In the last nine years, OOH audiences have grown 29% vs 18.8% population growth
OOH reaches all people including light, medium and heavy consumers of other media channels

Biometric research shows people are 2.5x more alert outside the home compared to screen time at home, and are 2x more alert and likely to act
Alertness increases by 98% outside the home, which drives the attention and memory encoding necessary for advertising impact

MOVE measures audiences from the whole population across Roadside, Transport, Retail and Airport locations
MOVE uses eye tracking technology to measure the Likelihood to See, not just the Opportunity to See (like other media)
New data sources that complement MOVE are allowing advertisers to better target audiences when planning and buying
OOH is investing in new data for MOVE to measure more

When paired with other media channels, OOH drives mobile, social and digital, encouraging people to search, try and transact
OOH increases TV campaigns by 15%, and TV + digital campaigns by 23%
OOH can increase intrigue by 38% on top of an online campaign run on its own
OOH can increase advocacy by 28% on top of a print campaign run on its own
OOH continues to deliver more online activity per ad dollar spent compared to TV, Radio and Print (newspapers and magazines)

Contextually relevant OOH creative is 19% more effective
Campaigns with seven words or less on average produce 1.5X the recall of eight or more words
OOH comes in all shapes and sizes offering boundless opportunities for designing effective advertising campaigns
Traditional or digital, OOH has always been the purist creative showcase and new technology only furthers its creative potential

Click here for the best Out of Home creative and innovative executions.

There are over 77,500 measurable OOH signs across Australia located where consumers live, work, shop and socialise
Traditional OOH is the longest-standing media channel, consistently delivering reach, impact and scale
Integrated WiFi, beacons, Augmented Reality and other technology allow brands to better engage and interact with consumers and brings the digital word in the physical world
OOH continues to evolve, and with its digital inventory now offers more engagement and more relevance through:
1. Immediacy – short-term campaigns with a quick approval cycle
2. Flexibility – ability to day-part, temperature-trigger, segment messages throughout the week
3. Utility – OOH signs deliver Wi-Fi, content such as time and weather, plus essential infrastructure