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Out-of-Home: Leaning into Location Data

Wilkins Media

August 10, 2023 • 2 min. read

In today's fast-paced world, location intelligence has become an essential tool for crafting highly effective marketing campaigns. It serves as a bridge that connects a brand, a community, and a consumer, allowing for targeted and personalized advertising strategies. When incorporated into out-of-home advertising, it allows brands to stand out and connect with the community where the ad is located, providing that "aha" moment for consumers who all of a sudden feel like a brand is speaking directly to them.

What sets OOH advertising apart from other platforms is its unskippable and brand-safe nature. Unlike online ads that can be easily ignored or blocked, outdoor advertising becomes an integral part of your daily life. Whether you're commuting to work, walking in the city, or simply enjoying a leisurely stroll, OOH ads appear with such regularity that they become as habitual as your morning coffee.

Traditionally, out-of-home advertising has excelled in guiding people toward specific locations. Just think about those directional billboards you've encountered while driving on the highway, directing you to popular attractions or services just a few exits away. However, brands are now taking OOH advertising to a whole new level by incorporating a personal touch that resonates with local communities.


For example, in the bustling city of New York, Bumble strategically places billboards that reference the vibrant city life and mention iconic elements, such as bodegas and walkups, that New Yorkers can instantly connect with. This approach not only captures attention but also creates a sense of familiarity and community, making the brand feel relatable and relevant to the local population.

Similarly, Herr's, a snack brand, launched a campaign in Philadelphia called Flavored By Philly, showcasing the city's best local flavors through bus ads that traverse the same locations every day. By highlighting the unique tastes of the city, Herr's not only promoted its products but also becomes a part of the local culture and identity.


When the insurance company, Clover Health, was looking to increase brand awareness in Georgia, they used a subtle nod to Georgians' southern charm with their creative. On a similar note, The University of Tennessee kept its message short and sweet, yet invigorated their passionate community of fans, students, faculty, and alumni. 

Clover Health - GA

Big Orange Country-1 

Local and regional financial institutions take community building seriously and out-of-home is always an important piece of the puzzle. This Associated Bank campaign in Milwaukee had consumers questioning why they would bank with anyone outside of their market when Associated Bank was homegrown and headquartered in Wisconsin. People's United Bank announced a new branch opening at the Boston Seaport with simple clever messaging that spoke directly to the locals. 

Associated Bank- Milwaukee Billboard-2Peoples United Bank- Boston Seaport-1

When it comes to creating a profound emotional connection, out-of-home advertising reigns supreme. By combining contextually relevant messaging, prime locations, and target demographics, OOH ads leave a lasting impression on consumers. They have the power to evoke emotions, spark memories, and build a sense of trust and loyalty toward a brand. In a world saturated with digital advertising, OOH stands out by capturing the attention of individuals in the real world, where distractions are minimized and engagement is maximized.

In conclusion, location intelligence and OOH advertising go hand-in-hand when it comes to crafting highly effective marketing campaigns. The ability to seamlessly blend into the physical landscape of a community, combined with the unskippable and brand-safe nature of OOH ads, offers unparalleled opportunities to connect with consumers. By incorporating a personal touch that resonates with local communities, brands can create a meaningful emotional connection that leaves a lasting impression.

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