The Influence of Out-of-Home Advertising on Crisis Communication: Challenges and Opportunities

When an company or entity faces a crisis, communication is key to reversing the situation. Out-of-Home (OOH) advertising emerged as a popular resource for transmitting clear and incisive messages to a large and vulnerable audience. This is because OOH is characterized as a form of direct, intense, and unforgettable communication.

Challenges

However, applying OOH in crisis situations is not without challenges. One of the main ones is the need for speed and precision, since time is a critical factor in moments of crisis. Additionally, OOH also faces challenges related to reach and visibility, especially in more populated and congested areas. Furthermore, OOH also needs to deal with obstacles such as investment and Return on Investment (ROI) in a crisis situation, making it a challenge for measurement and evaluation.

How can an Out-of-Home (OOH) campaign be used to handle crises?

The OOH can be used to handle crises in various ways. This may include the use of general advertising boards to transmit clear and quick messages, such as the presence of company or entity personnel at the crime scene. Additionally, OOH can also be used to provide information about the situation, reduce prejudices and demystify rumors.

OOH also presents opportunities for companies and entities in crisis situations. One of the main ones is the possibility of connecting with the audience in real-time, creating a deeper and more personal bond. Additionally, OOH offers instant action possibilities, allowing companies and entities to respond quickly to changes during the crisis.

Marketing Strategies

Marketing strategies should be tailored to the specific needs of the company or entity in crisis mode. However, there are some strategies that can be used to handle crises, such as creating a cohesive and consistent ad campaign, OOH using signs with clear and objective messages. Another strategy is the use of social media to complement OOH messaging.

In summary, OOH is a valuable resource for companies and entities in crisis situations. Although it presents challenges, it also offers opportunities to handle crises and ensure effective communication.