OOH Advertising - From Shaken Up to Thriving .

 



The Covid-19 pandemic or rather endemic has affected and hit the Marketing World from all possible angles. However, the one division of the advertising sector to bear the maximum brunt of it all was Out of-Home Segment. This industry has been severely shaken down in the past months of April, May and June where marketers saw almost zero business and were unsure of how to proceed. And if your company used OOH as the primary mode to reach the customers, the pandemic has definitely left you wondering about its efficacy. However, the most frequent question arising in the minds are whether should you use outdoor advertising especially when people are being asked to stay indoors? 


Reports suggest that Out of Home advertising is making a slow but a steady comeback. The World has dealt with work from home measures and staying indoors, restrictions on travelling and staying in lockdown mode. The scenario had forced us to coop up and connect solely through screens, but now we are more than inclined to connect outside. Post-pandemic people are eager to move out make up for the lost time. The consumers are now re-exploring the same surroundings in new and different ways.


 Technology is transforming outdoor advertising in different ways and people are now adapting and looking forward to the idea of digital billboards where updating or changing campaign messages are easier. Covid-19 had forced people to stick their faces in mobile phones and laptops, but now due to digital device burnout, 75% people are switching to offline digital advertising. Even though OOH ads may appear old school, but companies are finding tactics to apply methods learnt from digital marketing to deliver a compelling and a focused message. They are trying to create a connect between online and offline modes, such as using a giant QR code on a billboard, which makes you use your phone to tap and avail the discount. With everyone excessively advertising on social media and different OTT platforms, you need to ensure that your Business stands out. And there is no better way than OOH which is starting to re-emerge on the streets but with a new dimension. 


 The pandemic has taught that both digital and offline marketing need to live in symbiosis if you want to flourish. Because come what may, Outdoor Advertising can never go out of fashion and Digital is the new lifestyle. Marketers should collate data through online means to determine what exactly do consumers want, and then use OOH to splash it all across the city and drive traffic to their brand!


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