OOH on its own is an incredibly strong advertising medium, however, when used in conjunction with other channels it’s been proven to extend the reach and effectiveness of a campaign.

Consumers today spend 70% of their time outside of their homes making out-of-home (OOH) advertising a prime channel for reaching your target audience. With a low CPM and high ROI, what’s not to love about the traditional channel?

OOH & Online Ads

You might think of these two advertising mediums as occupying two completely different worlds – one physical and one in cyberspace. But with 27% of our year spent online, both mediums actually do a pretty similar job of catching us in our everyday lives.

When OOH is combined with online ads, brands can elevate the effectiveness of their overall campaign by 31% and increase the overall reach by 68%. Used together as part of the marketing mix, these two channels thrive.

OOH & Mobile

Did you know there are more mobile phones in the world than there are people? We’re clearly obsessed with our handsets. So what happens when a relatively new channel like mobile is combined with a traditional channel like OOH?

According to recent studies, when OOH is combined with mobile it can increase a mobile campaign’s reach by 316%.

A great example of OOH working well with mobile comes from McDonald’s in the US. They utilised mobile geofencing to retarget audiences through Waze (a GPS navigation software app). Displaying the same billboard creative within the app, as they were in close proximity to an outdoor ad. This approach saw McDonald’s earn 6.4 million mobile impressions and 1.9 million unique consumers in 8 weeks.

OOH & Social Media

With 45% of the total world population using social media, social is one of the most effective channels for targeting audiences. In its simplest form, the combination of OOH with Social Media could just be a hashtag on a billboard, however, there is a multitude of ways that these channels can work to complement each other.

In 2014, Pepsi Max launched “Unbelievable,” a campaign that beautifully combined digital OOH (DOOH) with Social Media. Featuring an Augmented Reality DOOH stunt, the brand earned over 50 million views online, as well as news coverage and countless awards.

When OOH is combined with Social Media, it amplifies and extends the reach of a campaign from a physical to a digital level. Results from Talon’s 4th space research saw a 48% increase in consumer action when digital OOH was added to a social plan.

OOH is a great amplifier, and when added to your marketing mix as part of a comprehensive strategy, increases campaign performance.

This month sees ITV run an online and digital out-of-home campaign promoting the portability of its online catch-up service, ITV Player. The online activity started on January 16th, with DOOH following a week later.

The DOOH creative includes two specially shot spots entitled Painter and Baby. The Painter spot features a young man happily painting a floor before realising he has painted himself into a corner. The Baby creative shows a father vainly trying to get his crying baby to sleep before realising that he has no choice but to sit by the cot. In both spots, a mobile device with ITV Player offers a way to while away the time.

The online campaign featured takeovers and banners on sites such as MSN.com, TVGuide.com, Mail Online, and IMDb.com, amongst others. The digital out-of-home creative ran on Transvision, XTP, D6, Access Manchester, the Birmingham Bullring, and the Liverpool Media Wall formats. Grand Visual provided consultancy on the DOOH shoot and produced and trafficked the online assets.

ITV is launching a tactical outdoor campaign today that will integrate real-time match scores and commentary across online and outdoor platforms. Created by BBH, the campaign keeps fans up to date on England’s progress during the Rugby World Cup and reminds them to watch it live or catch up later on ITV1 HD, ITV.com or on the ITV Rugby iPhone App.

The tactical digital outdoor activity is scheduled to play on the Friday and Monday alongside all major high profile games during the Cup. Friday’s execution integrates live, real-time score updates with live commentary from ITV’s marketing team. On Monday’s the execution features match statistics from the weekends play.

The digital OOH campaign is supported by an online campaign which includes MPU’s, leaderboard’s, reskins and skyscrapers on sites such as The Telegraph, ESPN, and Radio One, and also features match updates and commentary. Both the online and digital OOH activity was produced by Grand Visual and managed via their OpenLoop platform which allows advertisers to publish live copy executions across all major UK online and digital OOH networks.

The campaign, negotiated by Mindshare and Kinetic, will use a range of digital outdoor sites across the UK, including JCDecaux’s rail D6’s and roadside 48’s, CBS Outdoor’s XTP screens on the London Underground, Amscreen’s service station screens and Eye Corp’s Airport Lounge screens.

Olympic sponsor Cadburys is taking its Spots V Stripes campaign to the streets in a new outdoor campaign aimed at keeping the nation playing games. The campaign runs for two weeks on LOCOG screens at 18 city centre locations and features national and localised content to encourage game play at spotsvstripes.com. The campaign plays out as a dynamic 5 minute loop for one hour per day at each location.

The creative begins with an intro video reinforcing the Spots V Stripes concept, and includes a live scoreboard and a calendar of local events to entice people to get involved. Copy also includes user generated videos from local ‘heroes’ aggregated from the campaign microsite. Live social media feeds are displayed and locally targeted messages from the Cadburys marketing team updated throughout the day using Grand Visual’s ad serving facility OpenLoop.

This latest campaign follows the interactive digital outdoor campaign GV produced for Cadbury’s in August this year. The interactive activity allowed contestants to play two games on-screen in 9 shopping malls using augmented reality software and gesture based technology.

ITV1 launched its flagship breakfast show “Daybreak” with a dynamic online and digital out-of-home campaign. The DOOH activity included tactical daypart messages and was screened in major shopping centres and public transport environments as well as online.

Devised by BBH and produced by Grand Visual, the creative rolled out in three stages.

Firstly, a live countdown teaser featured during the build up to the first show on Monday at 6am, when Christine Bleakley and Adrian Chiles began hosting. This was followed by a simple launch message on the Monday until 6pm when tactical daypart messages ran previewing the shows content for the following day, supporting the shows schedule for the first week of launch.

The client entered the copy directly into GV’s ad serving platform OpenLoop via their desktop, where it was then automatically reformatted and distributed to DOOH and online platforms instantly.

Rebekah Lord from ITV1 commented: “This campaign delivers fresh and relevant content at each phase of the programme launch.”

Lucy Scott, Team Manager at BBH commented: “The campaign is designed to announce the exciting new breakfast format and build interest in the show’s content. By using OpenLoop we have been able to harness the flexibility of digital outdoor media and sync it with all online communications instantly at the push of a button.”