Although it makes sense for eCommerce businesses to want to advertise in the online world – since their business resides there – the profitability and opportunism of out-of-home advertising should not be underestimated. This type of advertising can be incredibly beneficial for eCommerce businesses. If you are an eCommerce business owner, you may want to consider out-of-home advertising for your next advertising campaign.
Why out-of-home (OOH) advertising can be a great way to promote an eCommerce business
Out-of-home (OOH) advertising encompasses every outdoor advertising space that is not limited to a home. Digital advertising has already made its way to the outside world, given its name, digital out-of-home (DOOH) advertising. As a result, OOH and DOOH advertising can range from billboards to posters, digital kiosks, digital screens, bus stop ads, and many more.
Although OOH advertising suffered a blow during the COVID-19 pandemic, which forced people to stay indoors due to lockdowns, this is not to say that the industry is redundant even post-COVID. On the contrary, it could be argued to be quite the opposite.
Out-of-home advertising for eCommerce businesses
OOH, advertising is liberating because advertisers do not have to compete aggressively for attention as they would in the overpopulated online world. Instead, they have their own space within OOH advertising, and you can get creative with this! Imagine anything outside that can be used for ad space – benches, lamp posts, public transport (buses are increasingly seen plastered with ads nowadays), and others. With OOH advertising, you can capture the audience’s attention through innovative advertising that will surely make a lasting impression on them, staying on their minds even as they head back home.
Now that restrictions have been lifted and many commercial spaces are opening up their doors, more and more people are spending time outside of their homes, making OOH advertising an effective method of attracting new customers.
It is worth noting that OOH ads are difficult to ignore, compared to ads on TV or mobile, which can instantly be dismissed with a button on a remote or a swipe on the screen. As a result, you can expect a mass reach with OOH ads compared to traditional TV or internet ads.
By limiting yourself by only advertising your brand online, you risk losing out on exposure to a wide and diverse audience – which is made possible through OOH advertising. In addition, OOH, ads drive online activity, as seen in a study that found that 46% of US adults search for more information on OOH ads after encountering them on the street. This shows that OOH ads are effective in engaging and intriguing the general public if done correctly.
The exposure is continuous, especially for a commuter who travels the same route many times a week for work or school. You are bound to increase brand awareness and brand recognition due to this. As an ecommerce brand, you must be willing to advertise to the outside space to engage with potential customers who may have never heard of your brand before, particularly if they are unfamiliar with your online presence.
And there you have it – just a few reasons why OOH advertising can be lucrative for an ecommerce business looking to promote its brand.