Outdoor ads can be incredibly effective. One reason for this is that they are, in a way, one of the purest forms of advertising. Online ads, in contrast, are always competing with content and often even disguised as the content itself, and so the ad can easily get lost or simply be ignored by consumers as they go about their busy internet lives. Outdoor advertising, on the other hand, will always stand out.
Another reason OOH advertising works so well is its potential to reach large numbers of people, in a targeted area, over and over again. Most people will see outdoor ads on a daily basis, with ad impressions and cover being even greater in big cities like London and Birmingham.
These are just a couple of reasons why out-of-home advertising spend has been increasing, and it’s forecast to grow even more in the coming years. Outdoor advertising revenues in the United Kingdom have also been on the up, a trend that can be seen throughout Europe and the advertising world generally. Digital out-of-home in particular is being invested in by advertisers and outdoor media companies, with more and more digital screens appearing in public spaces.