OOH may be the oldest form of advertising, but it’s also the most steadfast in an ever changing media landscape. As long as people are driving, they’ll have their eyes on the road and on your ads.
Some advertising isn’t working like it once did, due to…
Decline in print media readership.
With information so readily available on smart phones/tablets, the use of print media such as newspapers and magazines has declined as well its number of readers.
Cable TV cord cutting.
Alternative ad free TV options such as Netflix, Hulu, etc have led to many consumers opting out of high priced cable TV networks for cheaper, ad free options.
Ad blocking on mobile devices.
Due to rising privacy concerns, many mobile devices are equipped to block ads for customers.
The continuing fragmentation of TV, radio, print, and online media leaves OOH as the only remaining true mass medium. Moreover, OOH appears to be free from the shortcomings of other media. OOH does not interrupt any activities as TV, radio, and mobile ads do. At the same time, OOH is not affected by ad fraud, ad skipping, ad blocking tech, and low ‘viewability’ rates plaguing online and mobile advertising.