Billboards, TV and OOH - dead or alive?

Billboards and Out-of-Home (OOH) advertising have been around for what feels like forever. In fact, a spot of trivia for you: the first billboard in the world was invented in the 1830s, becoming a popular form of advertising in the 1860s. Television ads came later, with the first recognised TV ad broadcasting in 1941, and no doubt we all have a favourite that has stayed with us.

But times have changed. Technology has evolved in a big way since those early years, making more personal, digital channels increasingly popular. So, is there still value in old school marketing and advertising methods? Can outdoor signage still be relevant in this crazy, modern world?

A place for Billboards and OOH?

OOH advertising such as billboards has been a staple of the advertising world for over a century and is meant to grab your attention as you drive or walk by. They're usually located in prime real estate, like busy roads and highways, and can't be skipped like a TV ad. They offer a quick brand hit for those passing by and can be a great way to reach a local audience.

While billboards are still popular with advertisers, they have a few drawbacks. For one, you only get a brief moment to see them - usually less than 10 seconds. They're also limited to a specific location. But, on the bright side, billboards can still be a great way to reach people and make a lasting impression.

OOH has actually done a pretty stellar job of evolving with the times, and as a result the industry continues to thrive. These days in addition to static billboards or signage, you also see a bunch of digital billboards that can offer additional options for advertisers. Digital means you can catch the eye with movement and effects and may have the potential to test ads, but you’ll possibly share your space with other advertisers. Static is limited in its creative opportunities, but the semi-permanent nature of the advertisement means you could see more reach if brand awareness is the goal.

Any value in TV advertising?

TV ads used to be the king of the advertising world, but with streaming services like Netflix and Amazon Prime, traditional TV viewership is on the decline. Plus, TV ads can be expensive, especially for small businesses

It has to be said that TV ads can still deliver big results, especially for larger businesses with big budgets. They give advertisers the chance to reach a huge and diverse audience, and they're especially effective for reaching families and older people. They reach a diverse and massive audience and can be highly effective in building brand awareness.

Recent research backs up the continued value in TV advertising. A ThinkTV study demonstrated that TV ads can help brands to achieve improved brand awareness over the long term as well as boosting the ability to increase sales short term.

TV and OOH are alive and well

While digital advertising has definitely made a dent in traditional advertising methods, TV and OOH have shown they can stand the test of time and continue to deliver.

One big advantage is that you have a captive audience. You can't skip or fast-forward past a billboard or TV ad. And compared to other forms of advertising, OOH is still relatively cheap, making it accessible for businesses of all sizes. Plus, studies show that these forms of advertising can be incredibly effective for building brand awareness and making a lasting impression on consumers.

Or course, it all depends on your target audience and marketing goals. If you want to reach a large, captive audience and leave a lasting impression, these traditional methods could be just what you need. So, don't count them out just yet!