What is OOH? 6 important information to update now!

Faced with the rapid growth of the market, OOH still knows how to create its own irreplaceable position through timely changes. If businesses are looking to implement OOH marketing, please quickly update the useful information below.

1. What does OOH mean?

OOH is a familiar term in the advertising industry. The term OOH stands for Out Of Home. Simply put, this is a term used to refer to services and forms of advertising that take place outside your home, not just outdoor advertising as people often call it.

Because when talking about OOH now, it is not only outdoor advertising on the street, but also many forms of indoor advertising are listed in this list. To understand more clearly, let’s see what forms of OOH advertising are currently being implemented!

2. What does OOH include?

Outdoor advertising is known as a traditional advertising channel with a long history of development. But through each stage, each period, this advertising channel has many new steps forward and has never stood still. Typically, we must mention the diversity and richness of outdoor advertising forms.

If we talk about the most popular forms that are being favored in the OOH Media channel, we can list them according to the following categories:

2.1. Types of high-altitude outdoor billboards

Outdoor billboards are one of the origins of OOH. There are currently several types of high-rise billboards:

• Billboard advertising: Large billboards with pillars, usually with 2-3 sides displaying advertisements, placed on highways, national highways, and major intersections.
• Advertising panels: Wall-mounted advertising panels are suitable for installation in urban areas, located on the sides or facades of houses and high-rise buildings.
• Trivision billboard: A flip billboard that can convey 3 advertising messages at the same time.
• Outdoor advertising LED screen: New generation digital outdoor advertising sign, capable of displaying many different formats such as images, videos,…

2.2. Low-level outdoor advertising

Low-level outdoor advertising is also known as Street Furniture. While high-level billboards attract attention from afar, low-level OOH advertising can reach viewers at a closer distance and is also more affordable.

Some popular forms of low-level outdoor advertising currently include advertising at bus shelters, advertising light boxes, hanging banners, advertising flags, etc.

2.3. Advertising on vehicles

Transit – Advertising on means of transport is a form of mobile OOH advertising. Instead of being placed in a fixed place, advertisements are placed on means of transport that move every day on the road such as bus advertising, taxi advertising, advertising on personal cars, truck advertising, motorbike advertising, etc.

The advantage of this form is the ability to expand the reach and influence with customers. The ads move and actively appear in sight, are highly compelling and make it difficult for viewers to avoid.

2.4. Advertising POSM

POSM – Points of Sales Material is a form of visual advertising, often used in supermarkets, shopping malls, activation venues, etc. To understand more clearly, we can name popular types of POSM such as: advertising booths, flyers, posters, danglers, shelves, wobblers, etc.

2.5. Advertising Roadshow

Roadshow is one of the most popular OOH advertising trends today. Roadshow is a street parade with a group of people and vehicles decorated in a prominent, uniform and eye-catching way. They are often deployed in the short term to quickly promote important events such as launching new products, services, opening roadshows, etc.

Popular forms of roadshow include: motorbike roadshow, bicycle roadshow, car roadshow, luxury 45-seat car roadshow, double-decker bus roadshow, truck roadshow, etc.

2.6. Advertise at specific locations

OOH advertising at specific locations is a type of indoor advertising. But here, the selected locations are all places where a large number of diverse customer files are concentrated, with large and rich shopping needs such as: advertising at supermarkets, shopping malls, advertising at airports, train stations, etc.

3. What are the advantages and disadvantages of outdoor advertising?

It is not too much to say that outdoor advertising is still the king in the industry. Especially after the pandemic, outdoor advertising is even more popular and appreciated. Even with the current Gen Z generation, OOH still has many outstanding competitive advantages.

But of course, no form or service of advertising is perfect. Outdoor advertising has many advantages and also has the following limitations:

3.1. Advantage

• OOH reaches a diverse customer base, not limited by age, gender, profession, or income.
• Outdoor advertising takes advantage of every time, every opportunity, reaching customers 24/7. On your way to work, school, going out, walking around the street, you can see outdoor advertising.
• Outdoor advertising cannot be turned off, is always present around and is highly compelling, even if you don’t want to see it, you still have to see it.
• OOH is a long-term branding method that increases sustainable recognition.
• There are many forms, easy to implement with many cost levels suitable for all investors.

3.2. Disadvantages

• On average, customers only have 5-7 seconds to access an advertisement.
• Regulations on outdoor advertising in Vietnam are increasingly tightened.
• Outdoor advertising is influenced and affected by many objective factors, especially the weather.

4. Factors affecting the effectiveness of OOH advertising

If you want to implement outdoor advertising effectively, businesses need to clearly understand the factors that directly affect the success of the campaign. These are:

Location, advertising location

Choosing the right location and outdoor advertising location will create better customer reach opportunities for your business.

For fixed outdoor advertising, you should choose a place with high traffic density, high number of people passing by, crowded, wide view, open, without any obstructions. As for dynamic OOH advertising such as transit, choosing the right bus route and suitable bus company will help you more accurately define the potential media area.

Advertising coverage

Outdoor advertising should not only be done individually but also need to operate in a chain, creating a wide coverage area, increasing the frequency of continuous access to customers. The more opportunities viewers have to encounter the advertisement, the higher the rate at which they are impressed and remember the brand.

Implementation time

When implementing OOH advertising, clearly identify this as a “long-term battle”. Outdoor advertising does not have an immediate “sales” or “customer” effect. Advertising is mainly about brand building, so it takes at least 3 months or more to see clear results.

Advertising design

As mentioned above, outdoor advertising does not have much time to reach customers. Therefore, the design and content of the advertisement need to be concise, expressed briefly but still ensure the impression.

OOH advertising should be presented clearly and be primarily suggestive. Do not provide too much detailed information, convey too many messages at the same time, or confusing images will cause customers to ignore your advertisement!

5. How to measure the effectiveness of OOH advertising?

Measuring the exact effectiveness of outdoor advertising is certainly a difficult problem that many businesses have to consider. However, from the reality of implemented projects, the effectiveness of outdoor advertising cannot be measured by exact, specific numbers like online advertising.

The effectiveness of outdoor advertising takes time to prove but still has a lot of sensory elements. OOH advertising forms are auxiliary, combined with other communication channels to create the final result for the overall communication campaign.

But now, some forms of outdoor advertising have been integrated with measurement tools. For example, billboards and advertising screens will have cameras to count the number of people passing by, billboards with QR codes can measure the number of customers interacting, etc.

6. Will OOH outdoor advertising still be popular in the future?

Outdoor advertising is still predicted to be the “nail” advertising service in the future. Although it seemed to face many difficulties with the rise of the Internet, outdoor advertising still proved its immortality.

But of course, to achieve this result, OOH advertising has also changed a lot to become more modern, powerful and proactive in reaching customers. In the near future, the outdoor advertising trends that are predicted to take the throne include:

• LED screen advertising technology, 3D advertising creates super impressive, more vivid campaigns.
• Advertising on means of transport and roadshow advertising continue to be popular because of their ability to proactively reach customers.
• OOH advertising requires more continuous, stronger interaction with customers.
• Combine outdoor advertising with online advertising, as well as other media channels to increase effectiveness.

And if you and your business need further advice on OOH advertising services in Vietnam, please contact Sixth Sense Media immediately! We are an experienced outdoor advertising company, with 14 years of experience, successfully implementing hundreds of different projects for domestic and international investors.

Outdoor Advertising Media Joint Stock Company – SIXTH SENSE MEDIA

Hanoi Office:

Address: 3rd Floor, No. 6 Nguyen Cong Tru, Hai Ba Trung, Hanoi

Tel: (0243) 237 3692

Hotline: 0982 513 898

Ho Chi Minh City Office:

Address: 459 Su Van Hanh, Ward 12, District 10, HCMC

Tel: (08) 88 589 489

Hotline: 0934 519 516

Email: contact@ssm.vn

With the rapid development of the market, OOH still knows how to create its own irreplaceable position through timely changes. If businesses want to implement OOH marketing, quickly update the useful information below. (more…)