The Resurgence of OOH

Cars driving past a billboard on Milton Road in Brisbane

The Out of Home Advertising sector has expanded significantly over the past three years in the wake of the pandemic, now encompassing various formats beyond traditional billboards. The industry’s definition has morphed to include anywhere out of the home that people encounter messages, visuals and creativity of the medium. From trains, to bus stops, wall murals, shopping centres and airport advertising, OOH offers a diverse canvas for creativity.

Studies show that OOH is seen by 93% of Australians living in and around the capital cities every day (OMA, 2024). That’s 13.2 million Australians each day, making 58 million trips on a daily basis across Adelaide, Brisbane, Melbourne, Perth and Sydney (OMA, 2024).

Advancements in digital technology have further enhanced OOH advertising, providing advertisers with more options, including hyper-realistic, 3D, virtual OOH and anamorphic screens. In addition to the 24/7 visibility of classic billboard advertising, digital billboards now provide an opportunity to have multiple ads on rotation at a time, with the option of day parting to refine customer segmentation and consumer targeting opportunities. Digital capabilities have reinvigorated the medium, creating a huge boom in the industry unlike other traditional media formats. These innovations offer immersive experiences, captivating audiences in unique ways.

The recovery of out of home is in part, attributed to consumers’ increasing desire for authenticity in advertising. OOH advertising offers several advantages for marketers. It provides authentic, unskippable, and trustworthy messaging that resonates with consumers. Additionally, OOH is highly shareable on social media platforms and with the introduction of virtual out of home, the reach and impact of the medium becomes multi-channel.

Contrary to the belief that OOH is less intrusive, it is highly targetable, delivering tailored messages to specific audiences at the right time and place. In 2024, the Outdoor Media Association (OMA) will be releasing MOVE2.0, said to be the most comprehensive audience measurement system traditional media has ever seen. With sophisticated data analytics, advertisers can predict consumer behavior and effectively engage with their target demographics during their consumer journey.

Overall, OOH advertising presents a compelling opportunity for marketers seeking authentic, impactful, and highly targeted advertising solutions in today’s dynamic landscape.

To learn more about the benefits of out of home advertising with Bishopp, reach out to our team today on (07) 3552 5600 or via our website.