Why brands take the OOH route to virality
Brands are increasingly turning to OOH (Out-of-Home) advertising as a strategic tool to drive digital virality. To be honest, every viral hoarding – from Amazon Prime Video’s Lauki ad to Zomato-Blinkit’s ‘ Doodh Mangoge Doodh Denge ’ billboard banter—was discovered on social media than in the actual outdoors. Who can forget the beloved Wagah Border campaign by Zomato, which was heavily discussed on social media platforms such as Reddit, Twitter and Linkedin? Interestingly, even cosmetic brand Mabelline’s outdoor ad on the London tube to promote its mascara was driven by its global social media virality.
Understandably, brands are primarily investing in outdoor media only to spark conversations and grab eyeballs on social media. Recently, Puma India executed a campaign for the Paris Olympics 2024 at only 8 spots in Mumbai. The CMO of Puma, Shreya Sachdev uploaded pictures of the same on social media and they received a very overwhelming response. Sachdev of Puma had also shared with e4m that more people were engaging with the billboard ads online rather than offline, and that has been Puma’s objective with any outdoor installation. The brand rarely opts for outdoor ads since all of its audience is on digital, but when they do, the intention is to make the ads so unique that they create chatter online and even reach people who have not seen them live. She shared, “Out of home is less about reaching the people who physically see it and more about a great idea that kind of transcends across platforms.” The impact on the brand’s strategy Jayesh Yagnik, Chief Executive Officer, Madison Outdoor Media believes that while traditional OOH media typically offers only 3-5 seconds of visibility, current trends emphasize quirky, contextual and focused communications. “This approach allows for a hyperlocal contextual connection, seamlessly bridging the offline and online worlds. In terms of measurement too, digital chatter provides valuable data on OOH campaign performance,” he added. Rajiv Dubey, Head of Media, Dabur India highlighted that brands are increasingly leveraging OOH advertising to spark digital chatter on social media for several key reasons, one major benefit being that users may share their experiences with a brand in the real world which often resonates more with their followers, leading to organic reach and engagement. This approach is preferred today because it bridges the gap between the physical and digital worlds, creating a seamless experience that resonates across multiple touchpoints, ultimately leading to stronger brand visibility and engagement, as per Dubey. Haresh Nayak, Founder of Connect Network also believes it is the synergy of different mediums which come together to build a great brand essence. Especially digital and OOH are the best combination to go for because, in the past too, any outdoor activity created immense digital surge or digital virality. The impact on OOH industry Say, a brand once invested in 100 billboards earlier to gain attention. Today, the same brand invests only in 30 billboards because the rest of the heavy lifting is done by social media. Does this not negatively impact the overall revenues of the OOH industry? The situation is quite the other way around as per industry experts. Yagnik explained that as a result, an increasing number of brands are recognising the value of integrating offline and online strategies, leading to a surge in demand for outdoor advertising. This, in turn, is attracting new advertisers to the medium, driving revenue growth for the industry. “While not all brands may be able to capitalise on this trend, those with effective communication strategies that generate significant buzz are reaping the benefits. Importantly, this development is not cannibalizing OOH revenue but rather expanding the overall market, presenting new opportunities for growth and innovation,” he added. Nayak too thinks this is not the case as OOH has been able to expand its revenues on other fronts by integrating digital into its offerings like CGI and programmatic outdoor boards. Every medium has its own challenges and they innovate to swim out of it anyhow. Out of home plays a very critical role when it is about creating impact in the space and also creates variety across mediums, leading an impactful innovation. In conclusion, creative use in the out-of-home space creates a footprint in print, television and largely in digital because there are so many people who can easily talk about the innovation on that platform.
The connection between offline and online advertising has emerged as a powerful tool for brands seeking to expand their reach and spark meaningful conversations with their target audience, according to him. By leveraging query-driven communication, brands can transform their marketing efforts into conversation starters, fostering engagement and driving interest.
The mutually beneficial interaction between OOH and digital platforms can help marketers reach a much wider audience, giving customers a more immersive and interesting experience.
Tags : Ooh Advertising Madison Outdoor Media Services Jayesh Yagnik Blinkit Paris Olympics 2024 Shreya Sachdev