What is OOH (Out-of-Home)? Approaching the characteristics and charm
■What is OOH?
OOH is an abbreviation for "Out of Home" and is a general term for advertising media that contact consumers in places other than their homes.
Media installed mainly in public transportation such as trains, stations, airports, and buses are called [transport advertisements], and media installed in downtown areas and commercial facilities are called ``outdoor advertisements.''
It is said that OOH has existed since before Christ, making it one of the oldest advertisements out there.
■Main types of OOH
[Transportation advertisement]
・Station media
The main examples include station posters and station signboards pasted at each station. There are various types of posters available, such as short-term posters that can be displayed at each station, large advertising spaces that can be displayed extensively on the outside walls of stations, and major station network poster media.
[Hachiko Board] Large OOH that can be posted on the facade of JR Shibuya Station
・Vehicle media
These include the bulletin board posted in the center of the vehicle, advertisements above the windows, and posters and stickers next to the doors installed on the sides. Since it is posted in the vehicle space, it is positioned as OOH with high forced visibility and advertising contact rate.
[Inside advertisement] An advertisement posted from the ceiling inside a train car. The royal road to OOH that allows you to deliver your message to a diverse audience using public transportation
・Digital media
Digital signage (DS) refers to advertising media that uses digital technology for display and communication to display images and text on a display. Main examples include horizontal signage media installed above train car doors and vertical media installed near station ticket gates. It is a very popular medium because it allows for dynamic advertising expressions and the ability to broadcast a variety of creatives.
[JR East Shinjuku Wall 456] Japan's largest 45.6m LED digital signage installed in the east-west free passageway of JR Shinjuku Station
[Outdoor advertising]
・Billboard
A general term for media posted on the walls and rooftops of buildings in major cities such as Shibuya. There are short-term media sold on a two-week basis and long-term media sold on a yearly basis. It is characterized by its large format and constant advertising exposure, and is used for corporate campaign announcements, branding, store attraction, etc.
[Osaka] Dotonbori MMB board. OOH is a super large standard of 333㎡ and boasts a big impact and high visibility.
·vision
An example of this is the large-scale vision set up in front of Shibuya's scramble crossing.
Many media are also capable of broadcasting audio, making it possible to appeal to visitors through video and audio. Recently, there are many advertisements using 3D images, and unique advertisements using video materials are increasing.
[Shibuya Scramble Crossing XNUMX-screen vision] Simultaneous broadcasting (synchronization) of XNUMX screens is also possible. It is aired by various advertisers in Japan and abroad as a popular OOH that can be used for space jacking.
・Advertisement vehicle (ad truck)
Refers to media that places advertisements on the bed of trucks and drives them around downtown areas. The advantage is that you can select the area and time period depending on the target you want to appeal to.
In addition to AD trucks, there are many advertising menus that will catch the attention of visitors, such as London buses and stage trucks that can have features mounted on the loading platform.
[Stage Truck] OOH where you can drive with three-dimensional objects displayed on the loading platform.
・Event space
A space dedicated to events that can be held in a corner of a station or outdoor commercial facility.
Various advertising experiences can be provided to visitors, such as sampling of beverages and free samples, touch and try events, etc.
Pop-up spaces (shops that open for a limited period of a few days or weeks) are also extremely popular, and spaces that can be used for events by occupying an entire building are also attracting attention.
[ZeroBase Shibuya] A pop-up event space located in the center of Shibuya. One building can be used by one company for an event. A vision system is also installed on the rooftop, allowing synergistic development of events and OOH.
・In-store media
A general term for media that can be used for advertising in restaurants, supermarkets, movie theaters, and commercial facilities.
Each facility has a variety of advertising settings, such as tabletop stickers at restaurants, behind-the-scenes cashier advertisements at supermarkets, and cineads that allow commercials to be aired before the main movie begins at movie theaters.
Restaurant interior sticker. OOH that allows advertising to be promoted during the time spent in the store
■Advantages and features of OOH
・Large format allows for great impact
The biggest feature is that you can post advertisements in large format. By posting advertisements with an overwhelming sense of size, you can expect a high impact and high visibility effect. This is the most different advantage from XNUMX-mass digital.
・Can appeal repeatedly
It is an advertising medium with high frequency (frequency of contact).
In particular, transportation advertising is a medium that can be contacted during the transportation process, such as commuting to work, school, and shopping, and is a medium that can be expected to have a high repeat appeal effect.
・Appeal through contact points close to the purchase location
One of its characteristics is that it is a media that contributes to the purchase effect of products, as it can be promoted on the go, while on the go, or in stores that you stop by.
・Highly compatible with SNS
Unlike other media, OOH is easy to implement unique developments, and is a medium where people who see an ad can take an interest in it, take a photo, and share it on SNS, which can help spread the word.
■ Summary
OOH is an interesting media that is once again attracting attention due to a recovery in the number of people moving and visiting the city due to the relaxation of new coronavirus restrictions, the expansion of the digital signage market due to the development of technology, and a unique development that makes it highly comparable to SNS. We will continue to post case studies and news, so we hope that as many people as possible can learn about the appeal of OOH. Thank you for reading to the end!
