Out of Home (OOH) advertising continues to get creative, finding more ways to be where people are conducting every day activities. On this episode of Brandstorm, Dan and Nancy talk Jake Johnson, VP & national sales director at All Over Media in Minneapolis to find out what’s new in OOH ads.
OOH, or outdoor media, is advertising that reaches consumers while they are outside their homes. It focuses on connecting with people while they are on the go in public places…on mobile vehicles that include trains, trucks and buses, wallscapes, gas stations, and in waiting rooms, bars and, bathrooms. Highly visual and strategic, OOH has the advantage of being where people are at, while traditional media is more passive. People aren’t always able to read the newspaper, watch TV or listen to the radio. In addition, OOH is beneficial to advertisers in cities and communities that are heavily zoned, as in Washington, D.C., or have changing landscapes, as in L.A. or Malibu.
All Over Media
Headquartered in Minneapolis, All Over Media offers a variety of OOH assets that target people during their daily lifestyle activities. The company has offices in Los Angeles, New York, Chicago, Miami, Dallas and Seattle, and has recently expanded in Canada and France.
Creative OOH Uses
The use of OOH is typically creative-driven. While some clients come in with an idea using OOH, Jake says All Over Media often serves as a consultant, offering recommendations based on the markets and target audiences. OOH continues to evolve and is beginning to be more interactive with consumers. During NBC’s Billboard Music Awards, for example, an ad for Ariana Grande’s latest release involved the use of a hand-painted mural at the street level featuring a live, social influencer in the music industry, named Alicia. Jake believes the more consumers can touch, feel and experience an ad, the better, so we will be seeing more ads using 3-D printing and more interaction with ad itself. The use of ads that interact with social influencers and social media will be more prevalent in the future.
Jake says pricing varies depending on the market and OOH format. The company will typically use cost-per-thousands or CPMs or use comparison pricing with similar OOH formats. Other OOH pricing, like gas station ads, are simplified using a collection of averages for numerous locations. Multiple gas stations, for example, would be priced the same per unit despite its location.
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