Effective OOH Campaigns: Innovation, Engagement, and Sustainability

The Attention Effect in Outdoor Advertising Campaigns

PML Group’s IMPACT Attention study, a first in Ireland, explores the significant role of OOH in the attention economy. It reveals insights into the effectiveness of innovation, public information, sustainability, and localized advertising.

Effectiveness of Innovation in OOH

Innovative OOH formats, such as projections, lenticular posters, and sound-enabled transit tunnels, are highly effective in capturing consumer attention. The study highlights that 85% of respondents find these formats memorable and associate them with brand innovation. Digital Out of Home (DOOH) ads featuring video and dynamic elements engage viewers more effectively than static images, with 74% of respondents willing to wait for an ad to replay to learn more about it.

Engagement with Digital Screens

Digital OOH ads, especially those with video, significantly boost engagement. The study found that 81% of respondents find these ads engaging, with higher interest among the 25-34 age group. The dynamic nature of video ads enhances attention and message retention, making them a powerful tool in OOH advertising.

Public Information and Sustainability Messaging

OOH excels in communicating public information. The study indicates that 88% of consumers view OOH as effective for raising awareness about new public services and initiatives. Additionally, OOH is a strong platform for sustainability messaging, with 84% of people finding it effective for promoting green initiatives. Brands that highlight their sustainability efforts through OOH gain positive consumer perception and increased attention.

Going Local

Localized OOH ads that reflect community values effectively capture consumer attention, with 65% of respondents acknowledging their impact. These ads help build tangible connections between brands and consumers, making them more likely to support the brand and engage with future ads. The study underscores that local context enhances brand memorability and consumer trust.

Strategic Implications for Brands

Incorporating innovative and localized formats into OOH strategies can create memorable and engaging experiences. Brands should invest in digital OOH formats and leverage sustainability messaging to improve visibility and consumer loyalty. By tailoring ads to local contexts and focusing on dynamic content, brands can significantly enhance their advertising impact and foster deeper connections with their audience.