Out-of-Home (OOH) advertising continues to make significant strides in the UK, capturing widespread attention from marketers with its dynamic growth and effectiveness.
Recent trends show that digital OOH platforms have driven a notable increase in consumer engagement, with an estimated two-thirds of Brits encountering digital ads weekly.
This level of exposure is exactly what brands aim for in today’s competitive marketplace.
But who exactly are these ads reaching, and why are certain demographics more engaged by OOH advertising than others?
As we delve into the audience profiles most impacted by OOH, we’ll explore the unique characteristics that make this form of advertising particularly resonant and effective.
Commuters and OOH Advertising
Commuters represent a prime audience for Out-of-Home (OOH) advertising due to their high exposure to public spaces and consistent travel patterns.
This demographic typically encounters multiple OOH advertisements daily, particularly during prolonged periods of inactivity such as traffic jams or while waiting at public transport hubs.
For instance, placing large-format 48 or 96-sheet billboards along major commuter routes not only capitalises on high traffic volumes but also on the moments when commuters are most receptive.
According to recent data from the Department of Transport, a significant majority of UK workers still commute by car, presenting ample opportunities for engagement during peak traffic times.
Moreover, with an increasing number of UK residents relying on public transportation, strategic placements in train stations, bus terminals, and subway platforms are equally effective.
Commuters using these services are often looking for distractions during their travels, making them more likely to absorb and react to advertising content.
To maximise impact, marketers should consider the specific contexts of different commuter groups.
For example, digital displays that update content based on time of day can offer breakfast promotions in the morning or dining options in the evening, targeting consumers’ immediate needs.
Similarly, brands could deploy creative and interactive campaigns at bus stops or train platforms that engage passengers through immersive experiences or augmented reality.
By carefully considering the unique aspects of commuter routes and integrating innovative advertising technologies, brands can significantly enhance the effectiveness of their OOH campaigns, ensuring that messages not only reach but resonate with commuters.
The 18-49 Demographic (Including Millennials)
In recent years, the Millennial demographic has solidified its position as a major consumer force. Yet, engaging this group through traditional marketing channels remains challenging.
A significant majority express distrust in conventional advertising methods like TV and direct mail, reflecting a broader trend towards ad avoidance, evidenced by high ad-blocker usage rates among young adults.
As digital ad fatigue grows, OOH advertising emerges as a compelling alternative.
Unlike intrusive digital ads, OOH, particularly billboards and digital signs, integrates naturally into the environments where Millennials spend their time, such as on commutes, in shopping areas, or during social outings.
OOH’s effectiveness is underscored by its ability to enhance mobile engagement.
Research indicates that OOH ads can boost mobile interactions by up to 38%, with younger consumers leading this engagement.
This is likely because OOH acts as a visual prompt that encourages on-the-spot digital interactions via smartphones, which Millennials and Gen Zers almost always have at hand.
To capitalise on this, brands should consider how OOH placements can serve as gateways to digital and mobile experiences.
For instance, including QR codes or social media tags on billboards that lead to online content or special offers can seamlessly bridge the gap between the physical and digital worlds.
Ultimately, for brands aiming to reach the broad 18-49 demographic, especially those within the Millennial cohort, OOH offers a less intrusive and more engaging way to capture attention and drive interaction.
By strategically placing OOH advertisements in high-traffic areas and aligning them with digital initiatives, marketers can engage this elusive group more effectively and foster meaningful brand connections.
Tourists
In an era where travel and exploration are increasingly popular, tourists and travellers represent a valuable demographic for brands seeking to expand their reach and influence.
OOH advertising offers a unique opportunity for brands to connect with tourists and travellers during their journeys, capturing their attention and influencing their purchasing decisions.
Similar to commuters and shoppers, tourists and travellers can be effectively targeted at various locations where they frequent, such as airports, train stations, bus terminals, and popular tourist attractions.
These destinations attract millions of tourists and travellers each year, providing advertisers with ample opportunities to engage with a diverse and global audience.
The deployment of OOH ads in or around tourist hubs and transportation hubs enables brands to reach consumers actively seeking information, entertainment, and experiences during their travels.
By strategically placing OOH ads in high-traffic areas frequented by tourists, brands can effectively capture their attention and drive engagement with their offerings.
To maximise the impact of OOH advertising targeting tourists and travellers, brands should consider factors such as location relevance, cultural sensitivity, and integration with travel-related content and experiences.
By creating cohesive campaigns that inspire and inform travellers throughout their journeys, advertisers can drive tangible results and create memorable brand experiences that resonate long after the trip is over.
Shoppers and Consumers
In an era dominated by e-commerce, traditional offline retail still holds significant sway over consumer spending.
While online sales continue to grow, accounting for a substantial portion of transactions, offline channels remain pivotal in driving retail engagement and purchases.
OOH advertising presents a compelling opportunity for brands to capture the attention of shoppers on the move.
With the majority of us regularly glancing at roadside ads and billboards, OOH provides a powerful platform for retailers to showcase new products, promotions, and in-store offerings.
Shoppers, much like commuters, can be effectively targeted at various locations, including malls, shopping centres, high streets, and retail parks.
These bustling environments attract millions of consumers each week, presenting advertisers with a captive audience ready to make purchasing decisions.
The deployment of OOH ads in or around shopping centres offers brands access to a receptive audience in “buy” mode, resulting in higher conversion rates and improved ROI.
Furthermore, OOH advertising can capitalise on the phenomenon of impulse buying, which remains prevalent both online and offline.
Statistics indicate that a significant percentage of consumers indulge in impulse purchases during their shopping trips, presenting advertisers with a lucrative opportunity to drive sales.
By strategically placing OOH ads and crafting compelling messages, brands can effectively tap into this behaviour and capture their share of the market.
To maximise the impact of OOH advertising targeting shoppers, brands should consider factors such as proximity to point of sale, audience demographics, and integration with online channels.
By leveraging the unique strengths of OOH in combination with digital marketing efforts, advertisers can create cohesive campaigns that resonate with consumers and drive tangible results.
Families
OOH advertising provides a powerful platform for brands to connect with families on the move, capturing their attention and influencing purchasing decisions.
Much like commuters and shoppers, families can be effectively targeted at various locations where they frequent together, such as malls, shopping centres, recreational parks, and family-friendly attractions.
These destinations attract millions of families each week, offering advertisers ample opportunities to engage with a captive audience ready to make purchasing decisions.
The deployment of OOH ads in or around family-centric locations provides brands with access to consumers actively seeking entertainment, leisure activities, and family-oriented products.
To maximize the impact of OOH advertising targeting families, brands should consider factors such as location relevance, audience demographics, and integration with digital marketing strategies.
By creating cohesive campaigns that resonate with families and complement their offline experiences, advertisers can drive tangible results and foster lasting connections with their target audience.
The Last Word
It’s interesting to note that these demographics include a diverse range of people across different genders and age ranges, with brands effectively able to leverage OOH as a way of targeting people who work, shop and socialise regularly.
Understanding the specific audience you aim to reach is paramount for crafting successful OOH campaigns.
This knowledge informs decisions regarding optimal locations and messaging strategies to effectively engage potential customers.
By integrating OOH with online and mobile marketing channels, brands can create cohesive campaigns that drive higher conversion rates and enhance overall marketing effectiveness.
