Out-of-Home Media: External Communication

Outdoor media, also known as external media or external communication, is a type of marketing that aims to reach the target audience in public spaces and high-traffic areas. This communication strategy is based on creating interactions and engaging people through publications and messages presented in places where they are found, such as buildings, streets, airports, train stations, highway rest stops, and others.

Out-of-home media is considered one of the most effective marketing strategies because it allows for direct and specific targeting of audiences, generating impact and memory among consumers. Moreover, it's an extremely impressive channel that makes it impossible to skip pages, which increases the chances of messages being remembered and internalized.

There are several types of out-of-home media, including: billboards, advertising signs, video panels, digital displays, murals, building lighting, and LEDs. Each of these formats has its own benefits and challenges, and marketing professionals should choose the one that best suits their needs and objectives.

What is the maximum reach of out-of-home media?

Out-of-home media can reach a significantly larger audience than other marketing strategies, since it allows you to reach not only people who are near the advertising location, but also those who pass by the area using public transportation or parking in parking lots, for example.

Another unique characteristic of out-of-home media is its ability to create personalized marketing approaches, allowing for specific targeting of target audiences in specific locations. This enables companies to effectively reach their target audiences and increases the probability that messages will be remembered and internalized.

Out-of-home media also has its challenges and limitations. A major challenge is the competition among various companies that compete for public attention, which can increase saturation and reduce the effectiveness of advertising. Moreover, out-of-home media may be affected by external factors such as weather, fog, or inadequate lighting at the location.

However, these limitations can be overcome with Planning and carefully choosing the location, size of the advertisement, and type of message. This can help ensure that the message is seen and remembered by the target audience in an effective manner.

Outdoor media is more effective for which business sectors?

Out-of-home media is more effective for business sectors that aim to target specific audiences, such as hotels, restaurants, department stores, travel companies, and others. It's also useful for brands looking to increase visibility and brand recall in specific markets.