What is OOH? How to create an effective OOH campaign?

OOH (Out-of-Home) advertising is a traditional form of advertising that remains effective today. It not only provides visual experiences but is also an effective tool for reaching potential customers. 

What is OOH? 

OOH "Out-of-Home" is an acronym for "Out-of-Home," a type of advertising placed outdoors or in public locations such as streets, bus stops, large billboards, train stations, airports, etc. The common feature of these locations is that consumers can easily see them when they are "out of home."

Modern OOH advertising encompasses both indoor and outdoor marketing.

• Outdoor marketing: Forms such as LED screens, vehicles, billboards, etc.
• Indoor marketing: movie theaters, supermarkets, enclosed stadiums, elevators…

In Vietnam, OOH campaigns are easily found, in a variety of forms such as overhead billboard messages, videos displayed on LED screens at busy intersections, etc.

>> Are you familiar with the international standard TV commercial production process?

The benefits of OOH for marketing campaigns.

OOH advertising possesses many strengths and plays a crucial role in the marketing strategies of many brands. Specifically, some of the benefits that OOH brings include:

• Increase brand awareness: OOH helps businesses increase brand awareness and recognition by placing advertisements in strategic locations that attract the attention of large numbers of passersby.
• Cost optimization: Compared to other forms of advertising such as television or online advertising, OOH typically has lower initial investment costs, but delivers significant results. OOH can reach millions of people every day.
• Increase engagement: With the advancement of technology, OOH is no longer simply static imagery but can also be combined with video techniques to create unique interactive experiences that capture customer attention.

Classification of OOH advertising formats 

Currently, some popular forms of outdoor advertising (OOH) in Vietnam include:

Transit

We often encounter this type of advertising on the streets with brands such as fashion, food, at public transport waiting areas, most commonly on taxis, bus stations, trains, boats, etc.

This type of advertising has specific regulations regarding construction and design, such as bus advertising which is usually placed on the side of the vehicle. This helps increase brand recognition and easily make an impression on target customers.

POSM (Point of Sale Materials)

We often see POSM (Point of Sale Materials) in the form of display stands at amusement parks or large supermarkets. Depending on the budget and purpose of each campaign, POSM will be used flexibly. For example, flyers, display stands, product hanging strings, display cabinets, etc.

POSM comes in two main types:

• POS: A point of sale is a place where sellers display, introduce, and sell products to customers.
• POP (Point of Purchase): Point of sale, the place where consumers will buy a product.

POS and POP systems have many similarities, but their usage will differ depending on the perspective of the buyer and seller.

Billboard

OOH (Out-of-Home) advertising on billboards is a very popular form of advertising in modern cities. Billboard refers to large posters or advertising signs on LCD screens, LED screens, touch screens, etc., usually placed in high positions such as on poles or rooftops.

Billboards are typically placed in high-traffic areas, and the advertising time is short. Generally, this is the most popular and effective form of OOH (Out-of-Home) advertising in Vietnam in recent years. Businesses consistently invest in creating video and TV commercials to be shown on these busy LED billboards.

Some common types of billboards include:

• Double-sided billboard: With two sides displaying messages in both directions, it's easily accessible to passersby in both directions. Often placed in prime, high-traffic locations, it's suitable for long-term brand promotion campaigns.
• 3-sided billboardDesigned with three sides perpendicular to each other, it allows viewers to easily see the brand and message from three different directions. This not only increases reach but also maximizes advertising benefits.
• Trivision BillboardThis type of advertisement features a continuously rotating triangular bar that displays the message from various angles. Each time the bar rotates, the advertisement appears, attracting the attention of passersby.
• Electronic billboardAlso known as a Digital Billboard, it's a modern form of advertising display that shows content and messages through LED screen technology. This format is both flexible and effective, bringing dynamism to advertising campaigns.
• Billboard 3DThis is a modern outdoor advertising technology that uses 3D technology to create vivid three-dimensional visual effects, giving the feeling that the subject is actually present in real life. This format creates a unique visual experience, attracting the attention of passersby and increasing the effectiveness of the campaign.

Roadshow

A roadshow can be understood as a mobile advertising event on the streets. This form of OOH marketing is used by many businesses to increase brand awareness.

You might encounter groups of motorbikes, bicycles, and promotional staff (PB/PG) wearing brand uniforms parading through the streets to attract customer attention. This may be accompanied by other promotional activities such as giveaways, flyer distribution, and mini-games.

Street Furniture (Low-level advertising)

While billboards are typically placed high up, street furniture advertising is at a lower viewing level. You'll find these advertisements on bus seats, along roadsides, park benches, telephone booths, and more.

This format is suitable for branding campaigns due to its fixed and attractive presence. Additionally, Street Furniture can be combined with vibrant designs and creative imagery to increase customer engagement.

DOOH

DOOH (Digital Out-Of-Home) is a form of outdoor advertising that combines modern digital technology. This allows for the delivery of messages and products, and increases brand awareness.

Location-based advertising

This is achieved by placing billboards in locations that easily attract customers, such as airports, shopping malls, and hospitals. This method is highly effective as it easily makes an impression on target customers, delivering high marketing results at an optimal cost.

How to successfully execute an OOH marketing campaign.

This TV commercial for Elaiya soft drink was produced by Right Media.

• Market and target audience research: Understanding your target audience is a crucial step in selecting the right placement and content for your OOH campaign.
• Choose strategic locations: Place ads in locations that potential customers frequently pass by, ensuring maximum reach.
• Define campaign objectives and combine messaging and visuals to easily reach your target audience. Additionally, ensure that the design and messaging comply with advertising regulations.
• Combine with other advertising channels: Leverage the combination of OOH and other advertising channels such as television, radio, or online advertising to enhance the effectiveness of the campaign.
• Choose the options advertising film production unit The leading provider of high-quality OOH advertising videos today.

OOH campaigns are not only an effective way to increase brand visibility and awareness, but can also create unique interactive experiences for customers. By implementing the right strategies, you can leverage the power of OOH to boost your brand and significantly enhance customer reach.

If you are looking for a business video provider to support your marketing campaigns, you might want to consider their services. corporate film production belong to Right Media here.