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If placed side by side, America’s 368,000 billboards, posters and other outdoor signs would stretch more than 1,900 miles—the distance from Santa Fe to NYC.

According to research firm Borrell Associates, Out of Home (OOH) advertising has grown by a steep 77 percent since 2009 and gives no signs of slowing down anytime soon. It is the only category of traditional advertising that has grown steadily over the past five years, despite the disruption of the Internet. Mobile advertising is also experiencing steep and sustained growth; eMarketer predicts that mobile advertising will continue to drive the majority of growth in digital ad spending.

One of OOH advertising’s biggest challenges is how difficult it is to obtain data on ROI, which is where mobile has an advantage. This begs the question—how can advertisers take advantage of both OOH and mobile advertising to maximize the effectiveness of their ad campaigns? The answer is by integrating the two strategies. Marketers must integrate both offline and online marketing to capture the growing value of both OOH and digital advertising. It’s a strategy Placecast are having increased success with having tested it first in the UK with our partner Mobsta.

Out-of-Home and In-Hand