English for special purpose discussion report topic out of home advertising

Create brand awareness & recognition Brand awareness is a marketing term for the degree to which consumers recognize a product by its name.. Advertising is how businesses showcase their

Ha Noi – 2024

TABLE OF CONTENT

A INTRODUCTION 3

B CONTENT 3

I THE DEFINITION OF OUT-OF-HOME (OOH) ADVERTISING 3

II THE AIMS OF OOH ADVERTISING 4

2.1 Create brand awareness & recognition 4

2.2 Driving demand & interest: 5

2.3 Influencing purchase decisions: 6

2.4 Building brand image & associations: 7

III ADVANTAGES AND DISADVANTAGES OF OOH 8

3.1 Advantages of OOH Advertising: 8

3.1.1 High Reach & Frequency: 8

3.1.2 Location Targeting 9

3.1.3 Strong Brand Awareness 9

3.1.4 Creativity & Impact 10

3.2 Disadvantages of OOH Advertising 12

3.2.1 High Cost: 12

3.2.2 Limited Interactivity 13

3.2.3 Short Message Lifespan: 14

IV 3 IMPRESSIVE OOH ADVERTISEMENTS 15

4.1 McDonald's: "Weather-reactive McCafe" campaign 15

4.2 Google: "Make the Most of Summer" 16

4.3 Samsung: Galaxy Note Bending Billboard 17

C CONCLUSION 20

A INTRODUCTION

Advertising serves as the vital link between brands and consumers, adaptingcontinuously to the changing media landscape and consumer behaviors Out-of-Home(OOH) advertising, amidst the digital revolution, remains a robust and impactful form ofpromotion In this presentation, we explore the aims and challenges of OOH advertising,aiming to uncover strategies for leveraging its power to enhance brand visibility andconnect with audiences effectively Let's delve into the dynamic world of OOHadvertising and its role in today's marketing landscape

B CONTENT

I THE DEFINITION OF OUT-OF-HOME (OOH) ADVERTISING

Out-of-Home (OOH) advertising refers to any form of advertising that reachesconsumers when they are outside their homes It encompasses a wide range of formats,including billboards, transit ads, street furniture (such as bus shelters and benches),digital signage, and more OOH advertising targets consumers in public spaces, wherethey are commuting, shopping, socializing, or simply going about their daily activities

consumer behavior while individuals are on the move or engaging with theirsurroundings outside the confines of their homes OOH advertising offers uniqueopportunities to reach diverse audiences in high-traffic areas, making it an essentialcomponent of comprehensive marketing campaigns.

II THE AIMS OF OOH ADVERTISING

2.1 Create brand awareness & recognition

Brand awareness is a marketing term for the degree to which consumers recognize

a product by its name Ideally, consumers' awareness of the brand may include positiveperceptions of the qualities that distinguish the product from its competition

Advertising is how businesses showcase their products and brands Throughadvertising, consumers will be provided with information about the product such asattributes, benefits of the product, or can promote special programs that the product isapplying such as promotions to contribute to raising consumers' awareness of the productand the brand

Usually, brands will create unique ads, blending new elements, thereby making adifference for their brand This, in turn, helps businesses make a better impression in theminds of customers and makes it easier for customers to identify the brand

From attracting attention to consumers, making consumers have a good look andimpression through advertising, the products and brands of the business will from therereceive customer recognition and promote the revenue and sales of that product of thebrand

2.2 Driving demand & interest:

Advertising can contribute to changing consumer thinking and behavior.Importantly, it can stimulate and increase consumer demand for the advertised product.Attractive ads make the product more attractive too When an ad is curious enough tostimulate consumers to want to test that product, that's when the ad has successfullycreated demand for customers Simply understood that before, customers had absolutely

no need to buy or use the product, but after seeing the advertisement about that product,immediately, customers wanted to try to experience the product as advertised

Advertising also makes customers love the product more Consumers tend to loveproducts advertised in unique ways that impress them, which is why they choose onebrand over another Therefore, businesses need to consider focusing on advertisingcontent to achieve this goal.

2.3 Influencing purchase decisions:

Out-of-Home (OOH) advertising has a profound impact on consumer purchasingdecisions By being displayed in prominent locations on streets and in central points,OOH creates clear awareness of products and services The continuous presence of theseadvertisements not only increases the chance for consumers to learn about the productsbut also creates a positive impression of the brand The creative messages and captivatingimagery in OOH advertising stimulate the desire and longing to own the products or usethe services When consumers see these ads, they often feel excited and eager to learnmore, even to make an immediate purchase

Placing OOH advertising in reputable locations and commercial environments canbuild trust and a positive impression of the brand This, coupled with positive reviewsfrom other consumers, helps consumers feel more confident in their purchasing decisions

In summary, Out-of-Home advertising is not just a marketing tool but also a significantfactor in influencing consumer purchasing decisions, creating awareness, stimulatingdesire, and building trust in the brand and products.

2.4 Building brand image & associations:

OOH ads strategically placed in high-traffic areas serve as constant reminders ofbrands and products, enhancing consumers' brand awareness and consideration duringtheir purchasing journey By leveraging captivating visuals and compelling messages,OOH ads have the power to evoke emotions and establish connections with consumers,shaping their preferences and inclinations towards the advertised products Theimmediate accessibility of OOH ads encountered while consumers are on the moveprompts spontaneous actions, such as visiting a store or making a purchase, driven by thepersuasive content and urgency conveyed in the ads

Moreover, OOH ads succinctly communicate the unique value propositions ofbrands, reinforcing their relevance and desirability in the minds of consumers, ultimatelyinfluencing their purchase decisions Even when consumers are not actively engaged in

shopping, OOH ads subtly infiltrate their subconscious, shaping their perceptions andpreferences over time, thus impacting their future purchasing behavior.

III ADVANTAGES AND DISADVANTAGES OF OOH

3.1 Advantages of OOH Advertising:

3.1.1 High Reach & Frequency:

There is no shadow of doubt to say that OOH Advertising is the top choice when itcomes to size of reach A study from Nielsen shows that almost 80% of people willnotice OOH advertising on a weekly basis

As being placed in high-traffic areas, such as highways, city centers, and publictransportation, with eye-catching visuals, OOH advertising can reach a large and diverseaudience within a short amount of time

Moreover, unlike online ads that can be blocked or ignored, OOH ads are part ofthe physical environment, provide round-the-clock exposure, making them particularlyeffective for building brand recall and reinforcing marketing messages

3.1.2 Location Targeting

OOH advertising can be highly targeted, allowing businesses to reach specificdemographics or geographics with their messaging By strategically placing ads inspecific locations, businesses can ensure their ads are seen by the audiences most likely

to be interested in their offerings

For example, a real estate developer might choose to advertise their new luxuryhomes in an upmarket neighborhood with high foot traffic, reaching the exact audiencethey’re looking to attract

3.1.3 Strong Brand Awareness

OOH has the benefit of being a mass media channel with a large audience reach,making it a useful media channel to develop brand recognition and a good fit for newservice and product launch campaigns

Consumers' perceptions of brands can be strengthened and brought together withthe aid of outdoor advertising Throughout the consumer journey, out-of-home (OOH)uses components including images, colors, slogans, and logos to establish a strongimpression and brand memory

OOH is always present in a fixed location (billboard channel) day after day, socustomers can see ads at any time that passes through that location, unlike other types ofmedia which have some temporal and spatial limitations Additionally, OOH campaignstypically last for a long time—at least three months—so media outlets can easily leaveviewers with recurrent impressions in their minds.

This also clarifies why, despite their immense fame, firms allocate a portion oftheir annual budget for out-of-home advertising (OOH) since it helps them stay visibleand encourages consumers to give them a second glance

In addition to providing brands with a means of connection with consumers,outdoor advertising opens up new channels for businesses to collaborate and grow Thesight of the brand in large numbers on the street will draw the interest of directors,businessmen, and other individuals from companies and enterprises looking to grow theirpartnerships

3.1.4 Creativity & Impact

OOH is on the move It’s growing faster than any other traditional advertisingplatform, and it is breaking through the clutter One of the key reasons is OOH’s

unparalleled creativity Within the bounds of the law, outdoor advertising offersbusinesses a blank canvas on which to express their creativity.

Marketers have always relied on OOH to drive consumers “from the big screen tothe small screen” – from OOH displays to mobile phones But lately, we are starting tosee things move in the opposite direction, from small phone screens to OOH’s big, bold,beautiful canvas Throughout the consumer journey, people are ‘looking up’ from theirdevices and experiencing the real world in real life When they do, they engage with thereal thing – the creative power, impact, and engagement of OOH advertising

These days, there are a growing number of enhanced and comprehensive outdooradvertising options available, along with numerous prime deployment locations, whichlet businesses communicate their messages in a unique, imaginative, and efficientmanner This is a benefit that gives companies more options when running brandmarketing efforts Each form varies depending on the goal of each brand, as do thefeatures, expenses, and methods of execution

An interesting point is that around the outdoor advertising locations, most of themare supermarkets, shopping centers, retail stores, and many people have come to shopafter a period of exposure to certain advertising images There are two main reasons: One

is that they have known the brand before and still continue to use it; second, you don'tknow the brand and feel curious, new, and want to try it out.

Think about how a brief statement on a highway bulletin can reach a largeaudience Street furniture aimed at certain communities can serve as a means ofreinforcing this, since it will increase frequency and convey a message that is morepertinent to that community Long dwell times in bus interiors can enhance this evenmore by presenting a call to action and a more thorough benefits message via a readilyscannable QR code while the passenger is seated This is just one example of howmarketers may improve their mix by combining various market audience format messagecombinations from the wide array of OOH formats

3.2 Disadvantages of OOH Advertising

3.2.1 High Cost:

Out-of-home (OOH) advertising can indeed be expensive, despite offering someadvantages like high visibility and reaching a broad audience Here's a breakdown ofwhy:

 Space rental costs: Similar to renting an apartment in a popular area, billboardspace in high-traffic locations like busy highways or city centers comes at apremium Advertisers are willing to pay more to reach a large number of potentialcustomers.

 Production and Installation: Large-scale OOH formats like billboards and transitwraps require significant materials and labor for production and installation Thesecosts can add up quickly

 Limited Flexibility: Once your OOH ad is up, it's typically not easy or cheap tochange the message or visuals This is unlike digital advertising where you canupdate content readily This lack of flexibility adds to the upfront costcommitment

3.2.2 Limited Interactivity

OOH advertising is limited in interactivity for a few key reasons:

 Physical Constraints: Traditional OOH formats like billboards, bus ads, andposters are static displays They lack the touchscreens or QR code capabilities thatallow for two-way communication in digital advertising

 Passive Consumption: People typically encounter OOH ads while on the go commuting, walking down the street, or waiting at a bus stop They're not activelyseeking information or primed for immediate interaction.

-3.2.3 Short Message Lifespan:

OOH advertising has a short message lifespan due to a combination of factorsrelated to how people consume information in public spaces:

 Fleeting Attention: People encountering OOH ads are typically on the move –driving, walking, or waiting They have a limited window, often just a fewseconds, to process the message before their attention shifts elsewhere Thisnecessitates crafting clear and impactful messages that can be grasped quickly

 Information Overload: Public spaces are bombarded with visual stimuli – trafficsigns, buildings, other people, and competing OOH ads Complex messages withlengthy details get lost in the noise People simply don't have the cognitivecapacity to absorb a lot of information from a single OOH ad

 Limited Space: The physical size of OOH formats restricts the amount ofinformation that can be displayed effectively Billboards or bus signs simply don'thave the real estate for lengthy explanations.

IV 3 IMPRESSIVE OOH ADVERTISEMENTS

4.1 McDonald's: "Weather-reactive McCafe" campaign

To promote the cold drinks available on its McCafé Iced menu and targetconsumers this Summer, McDonald’s launched a weather reactive digital OOHcampaign

This McDonald's campaign in the UK is a fun digital OOH example featuringdynamic content The campaign featured two of McDonald's frozen drinks, “Strawberrylemonade” and the "Millionaire's Frappe."

The campaign used weather data to advertise seasonal drinks When thetemperature rose above 22 degrees Celsius - a temperature that was likely to make a colddrink more tempting to passersby the relevant campaign creative played on the digitalsignage