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Why social media advertising can't compare to OOH

Despite being one of the most popular forms of marketing, social media cannot compare to the effectiveness of out-of-home (OOH) advertising.

OOH advertising is any form of advertising that reaches consumers when they are outside of their homes, such as billboards, transit ads, and street furniture. Here are some reasons why OOH advertising is more effective than social media advertising:

1. High Visibility:

OOH advertising is hard to miss. Billboards are strategically placed in high traffic areas, and transit ads are placed on buses, trains, and taxis that cover a vast area of a city. OOH ads are visible to everyone who passes by, which makes them an excellent way to build brand awareness and reach a large audience.

In contrast, social media ads can be missed by users who scroll through their feeds too quickly or use ad-blockers to avoid seeing ads. The user's attention span is limited, and there are other distractions on social media that can take away from the ad's message.

Arial view of highway near skyscrapers with billboards near them
High Traffic Billboard

2. Less competition:

While social media advertising is popular, it's also saturated. Social media platforms are constantly flooded with ads from various companies trying to reach their target audience. This makes it harder for companies to stand out and make an impact on their audience.

In contrast, OOH advertising has less competition. There are fewer billboards or transit ads compared to the number of ads on social media platforms. This makes it easier for companies to grab the attention of consumers and make a lasting impression.

Billboard on sweet av promoting Bismarck Title Company
Bismarck Title Company Billboard

3. Longer-lasting impression:

OOH advertising has a longer-lasting impression on consumers than social media advertising. Billboards and transit ads are visible 24/7, which means they can be seen multiple times by the same person. This repetition can lead to greater brand recall and recognition, which can be crucial for driving sales.

In contrast, social media ads are often seen once or twice and then forgotten. Users quickly scroll through their feeds, and the ad disappears from their view. This means that social media ads can be less effective in creating a lasting impression on consumers.

Billboard downtown promoting a dog that needs a home
Peaceable Kingdom Animal Rescue Campaign

4. Targeted reach:

While social media advertising can target specific audiences based on demographics, interests, and behavior, OOH advertising can reach a broader range of people. Billboards and transit ads are visible to everyone who passes by, regardless of whether they fit a specific demographic or not.

This broader reach can be useful for companies that want to build brand awareness and reach a larger audience. OOH advertising can be an effective way to reach people who may not be actively looking for a particular product or service but can still be persuaded to make a purchase.

Billboard on a busy intersection promoting a log cabin
The Mountain Life Real Estate Team Creative

In conclusion, while social media advertising has its advantages, it cannot compare to the effectiveness of OOH advertising. OOH advertising offers high visibility, less competition, longer-lasting impressions, and broader reach. For companies looking to create a lasting impression on their target audience, OOH advertising is a more effective choice.


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