In the ever-evolving digital age where social media has become the go-to place for consumers to connect and engage, one may wonder about how relevant traditional advertising mediums are these days. It may not seem obvious that one of the oldest and most traditional forms of advertising, out-of-home, is quite synergistic with social media, creating a dynamic duo that not only captures attention in the real world but also resonates in the digital realm. We’ll explore how OOH advertising and social media go hand-in-hand, generating real-world actions, purchases, and a cascade of user-generated content that amplifies brand messages.
Real World Action: From Impression to Action
While out-of-home has always been considered a wonderful way to build brand awareness, many may not realize that it is proven to drive real-world actions. Billboards, transit ads, and other OOH formats have a tangible presence in the daily lives of consumers, building brand awareness and influencing consumer behavior in ways that digital ads sometime struggle to achieve. Studies have shown that OOH ads prompt almost immediate responses, with a significant percentage of consumers taking actions like visiting stores or making purchases shortly thereafter.
A ComScore/OAAA study showed that after seeing an out-of-home ad
- 41% used a search engine to look up information about the brand or product advertised
- 33% searched social media such as Facebook, Twitter, or Instagram
- 30% searched video sites such as YouTube or TikTok
- 28% visited the brand’s website
- 20% made a purchase online
The influence on younger generations may be even more dramatic, with a Ubimo study showing that 92% of millennials and 77% of Gen Z saying they were highly likely to make a purchase after seeing an OOH ad for a product.
Amplification Through User Generated Content and Earned Impressions
One of the most powerful ways OOH and social media intersect is through user generated content. OOH campaigns often become the focal point of user-generated posts, transforming casual viewers into brand advocates. Consumers love sharing visually appealing and witty ads they encounter in the real world on their social media platforms. In fact, a Nielsen study discovered that 1 in 4 Americans posted an OOH ad on Instagram and OOH drives nearly 4 times more social activations per ad dollar spent than any other media.
Brands can encourage this behavior by creating OOH campaigns designed with social media in mind. Integrating hashtags, QR codes, compelling visuals, or interactive elements prompts consumers to share their experiences, creating a snowball effect of organic reach. QR codes especially are an easy way to bridge the physical and digital realms, inviting passing consumers to effortlessly connect with the brand on social media platforms. The sky is the limit in terms of what the code can lead to—it could unlock exclusive content, promotions, or immersive experiences that can foster engagement and more sharing.
Building Brand Trust Through OOH and UGC
With so much digital advertising these days, it is hard for consumers to know when brands are legitimate or of high quality. Adding OOH to the media mix is one way to signal to consumers that your brand is legitimate, real, and trustworthy. According to a Vistar/MFour study, 58% of survey respondents said they were likely or very likely to believe messaging in OOH ads.
Additionally, with the synergy between OOH and social media, any user generated content of the OOH campaign only further supports the brand’s authenticity. When consumers see other fellow consumers sharing a brand’s OOH campaign or activation it only further builds trust and interest in the brand.
A Holistic Approach to the Media Mix
The symbiosis between OOH and social media enhances cross-channel integration. Outdoor advertising not only captures the attention of passersby but also sparks curiosity and interest. By strategically placing advertisements in high-traffic areas, brands have the remarkable ability to reach a wider audience than they may be able to reach in the digital world. Sometimes, social campaigns may hit a plateau within a defined demographic, but by adding OOH advertising, that bubble expands and propels your reach instantly. By seamlessly blending offline and online strategies, marketers create a holistic approach that addresses consumers at various touchpoints throughout their journey. This synergy ensures consistent messaging, a comprehensive brand experience, and a more profound impact on the target audience leading to tangible actions and results.
In conclusion, the collaboration between out-of-home and social media creates a synergistic relationship that propels brand messaging to new heights, not only capturing consumer attention but converting that to action. OOH’s ability to generate real-world actions aligns seamlessly with social media’s capacity to amplify messages, spark engagement and conversation, and turn customers into brand advocates. As marketers navigate the complexities of the ever-changing advertising and media landscape, recognizing and harnessing the power of this dynamic duo can be the key to creating memorable, impactful, and well-rounded advertising campaigns that resonate both offline and online while leading to tangible results.
