In today’s world of ever-increasing digital marketing channels, out-of-home (OOH) advertising remains an effective way for businesses to reach their target audiences. However, many people are still unfamiliar with OOH advertising and how it works, so to get a better understanding, we analysed what people are searching online to find any trends that are emerging.
The research revealed that many individuals are unsure about what the industry entails and how it operates, while those who were aware of out-of-home advertising were asking how much it costs and how to get advertisements live. There were also questions around how to start a billboard or digital billboard advertising campaign, and the effectiveness of billboard advertising.
Interestingly, there were queries about the number of advertisements a person sees in a day, which could suggest that people are becoming more aware of the advertising they are exposed to on a daily basis. As phone and social media usage increases, more and more of us are becoming exposed to an increasing number of adverts in a variety of different formats.
Additionally, the data also highlights the importance of brand awareness, with several search terms related to the subject. This indicates that businesses are aware of the need to establish their brand and create awareness among their target audience.
The top five most frequently asked questions specifically relating to OOH were found to be:
- What is a billboard?
- How much does a billboard cost?
- What is digital signage?
- How much for a billboard?
- What is out of home advertising?
Currently, six of the top ten questions most searched for are related to the costs involved in outdoor advertising. Our analysis found that cost-related searches have increased dramatically over the last year. ‘How much is a billboard ad?’ has increased by 200 per cent as a search term in the last 12 months. Searches for ‘how much does a billboard cost’ are up 24 per cent in the last three months. People looking for ‘digital billboard costs’ have also increased 30 per cent in the same period.
Searches related to digital OOH advertising are soaring in general, with the majority of queries based on digital OOH advertising as opposed to print. People searching for ‘digital advertising screen for sale’ has increased by 800 per cent year-on-year and ‘digital outdoor advertising’ by 150 per cent. ‘What is DOOH?’ has increased by 40 per cent in the last year – with many people apparently not clear on the use of industry terminology.
Other search terms which have increased dramatically in prevalence are ‘digital out of home examples’, which has grown by 300 per cent in 12 months and ‘best fonts for advertising’ which has increased by 125 per cent in the same time frame, as people look for creative inspiration.
Business owners looking to increase their brand awareness and build a larger audience have also been found to be searching more. People searching ‘importance of brand awareness’ increased 100 per cent in 12 months and ‘how effective is billboard advertising’ increased 50 per cent year-on-year. Curiosity around how many ads consumers are being exposed to has also seen a rise in queries. ‘How many ads does a person see a day’ has seen a 100 per cent increase in searches in the same period.
Katy Conway, Marketing & Communications Director at 75Media commented: “I think as an industry there’s still a lot to be done in terms of education around OOH and the benefits it can bring. People are consistently searching for terms around the advantages of billboard advertising, so we have to make sure those are clear and compelling.”
“Although those actively involved in the industry obviously know the score, it would seem from this search data that many others still feel like they need to get to grips with the basics. Being transparent about costs would also help more small businesses and SMEs realise how affordable and effective outdoor advertising can be for them.”
Some terms relating to the logistics of OOH have also increased in popularity more recently with regards to the volume of searches being conducted. Searches around ‘types of billboards’ have increased by 67 per cent and ‘how to buy a billboard’ has seen a 200 per cent increase in the last three months.
In order to help educate people about the world of OOH, 75Media has answered some of the most popular questions below.
What is a Billboard?
A billboard is a large outdoor advertising structure typically found in high traffic areas such as along highways, major roads, and in urban areas. It typically consists of a large rectangular sign with advertising copy or images, often illuminated for visibility at night. Billboards are designed to capture the attention of drivers and pedestrians and communicate a message or advertisement for a product, service, or event. They can come in various sizes and formats, including static or digital displays, and are typically booked by businesses or organizations for a specified period of time.
How Much Does a Billboard Cost?
The cost of a billboard in the UK can vary widely depending on factors such as location, size, and format. Generally, billboards in prime locations such as busy highways or urban areas tend to cost more than those in less busy areas.
75Media billboards can cost as little as £16 a day for digital bookings and £22 a day for classic (paper) advertisements. This can vary though, depending on the specific location of the billboard and how long it is booked for.
More information about billboard pricing can be found on our website or get a full breakdown of each billboard cost on our blog.
Businesses looking to book a billboard should contact advertising agencies or billboard operators, like 75Media, for more detailed pricing information. Additionally, some companies may offer discounts for longer-term bookings or for multiple billboard placements.
What is Out Of Home Advertising?
Out of home advertising (OOH) refers to any type of advertising that targets consumers when they are outside of their homes, such as on the streets, in public transportation, at stadiums, or in shopping centers.
OOH advertising can take many forms, including billboards, posters, digital displays, transit ads (on buses, trains, and taxis), street furniture (such as bus shelters, kiosks, and benches), and experiential marketing (interactive displays or installations).
The goal of OOH advertising is to reach consumers in public spaces where they spend time and can be exposed to advertising messages. OOH advertising is often used in conjunction with other types of advertising, such as TV, print, and digital advertising, to create a multi-channel marketing campaign.
What is DOOH?
DOOH stands for Digital Out of Home advertising. It refers to the use of digital displays or screens for advertising in public spaces, such as billboards, transit ads, and street furniture. DOOH ads can be static or dynamic, and they may feature video, animation, or other interactive elements.
Unlike traditional OOH advertising, DOOH allows advertisers to change their ads in real-time and target specific audiences based on the time of day, location, or other factors. For example, an advertiser could display different ads for morning commuters versus afternoon shoppers.
Why is Brand Awareness Important?
Brand awareness is crucial for any business, as it helps to establish a strong and recognizable brand identity with the public. This recognition can lead to increased sales, customer loyalty, and a positive reputation in the market.
How Many Ads Does a Person See a Day?
The number of ads a person sees per day can vary greatly depending on a number of factors such as the person’s location, daily activities, and media consumption habits. However, on average, it is estimated that an adult in a metropolitan area may see anywhere from 4,000 to 10,000 advertisements per day. This includes ads seen on TV, online, billboards, social media, and more. So, standing out, by advertising the right messages in the right location via the right medium, has never been more important!