Combating Digital Fatigue: How OOH ads boost digital presence

Lockdowns and an excess of screen time have left consumers with ‘digital fatigue’. Consumers are increasingly investing in ad blocking technology as they see online ads as invasive. In contrast, viewers are more receptive to Out-of-Home (OOH) advertising messaging than ever, as the pandemic has made them more appreciative of time spent outdoors. Successful campaigns need to start linking OOH and mobile advertising strategies, using QR codes and hashtags on OOH ads to drive online engagement.

Combining Out-of-Home (OOH) and mobile advertising campaigns has been shown to deliver a better Return on Investment (ROI) and high engagement. The two media formats complement each other in the sales funnel, and effectively bridge the gap between the offline and online worlds. OOH provides reach and a public profile, while digital advertising offers targeting capabilities and access to a personalized digital world.?

As Mike Follet, the Managing Director of Lumen Research says, “OOH can supercharge the effects of Social Media.”

Advertising campaigns run exclusively online are becoming less effective as more potential customers adopt ad blocking technology. 42.7% of global users have installed ad blockers, according to a 2021 Hootsuite study. This is a fact brands are becoming increasingly aware of, and QR codes and hashtags designed to attract smartphone interaction are being added to OOH advertising. Essentially OOH, as a mass reach, one-to-many medium builds curiosity. Mobile can then be used to resolve any questions, reinforce the advertising message and develop a personal relationship in a one-to-one situation – leading to action and transaction.

Research from a 2021 report by The Harris Poll shows that customers are particularly receptive to Outdoor Ads, as it provides welcome distraction when they are commuting. The challenge for OOH ads is to create messaging that stands out and is memorable, but which can be quickly absorbed.

The rise of programmatic Digital-Out-of-Home (DOOH) advertising will only serve to further link OOH and mobile advertising. Still in its infancy in Sri Lanka, programmatic DOOH will allow brands the ability to run flexible ads, which can be tied to their digital strategies and/or targeted to customers based on data generated through IoT infrastructure in cities.

According to the 2020 Nielsen DOOH Advertising Report, 62% of viewers engaged with advertisers using their mobiles after seeing OOH ads. By using multiple ad mediums at once, you’re staying top-of-mind for consumers throughout their entire day.

If?OOH and mobile campaigns are planned strategically, they can create high-reach, inspiring campaigns and emotional, activating brand experiences which customers find relevant and which drive sales and engagement.

Contact Richardson Outdoor to learn how you can use a mixed media strategy to boost ROI.