14 Jul 23 The Impact of Offline Out-Of-Home Advertising on Online Engagement

There is no denying the rapid evolution of advertising techniques in our increasingly digitised world. Yet, the question remains: Does traditional offline out-of-home advertising still pack a punch? The short answer, especially in the context of outdoor advertising South Africa, is a resounding ‘yes’. This article discusses how offline OOH advertising not only maintains its relevance, but also significantly boosts online engagement.

The Interplay between Offline and Online Engagement

OOH advertising, despite its traditional roots, has evolved in response to the dynamic, ever-changing marketing landscape. In today’s connected world, out-of-home advertisements, whether they be creatively designed billboards or strategically positioned mall advertisements, are far from being stagnant or obsolete. In fact, they serve as potent triggers that arouse curiosity and prompt audiences to further engage with the brand in the online sphere.

Consider the scenario where a passerby spots a billboard ad featuring an intriguing brand message or an eye-catching graphic. It’s likely that their curiosity will be piqued, and they’ll be inclined to investigate further. This might mean reaching for their smartphone to conduct an immediate online search about the brand or its products. Or it could translate into a mental note to explore the brand online later when they have more time. Either way, the seed of online engagement is sown.

Furthermore, today’s consumers don’t just stop at online searches. Their engagement extends into the realm of social media, where they are likely to follow the brand’s page, share their thoughts, or even post about the brand, thereby amplifying the brand’s online visibility. This sequence of events is not just speculative; it is backed by hard data. A comprehensive 2019 Nielsen study indicated that a remarkable 46% of adults conducted an online search about a brand after being exposed to an OOH ad related to it. Moreover, 38% of the subjects visited the brand’s Facebook page or posted a status about it.

These statistics underline the fact that offline advertising methods do not operate in isolation. On the contrary, they can significantly boost online engagement. Far from existing in a vacuum, offline OOH ads stimulate and fuel the online brand-consumer interaction, thereby reinforcing the brand’s digital presence. It’s clear that a well-rounded marketing strategy can have a profound impact on a brand’s online presence.

Harnessing the Power of OOH Advertising

As an outdoor media agency operating in South Africa, we are passionate about blending traditional and digital strategies to optimise marketing results. The emphasis should be on complementing your digital campaigns with OOH advertising, and here’s why:

• Brand Recall: According to a study by the Outdoor Media Centre, OOH advertising is more likely to be remembered than online ads, with an impressive 72% recall rate. The tangibility of physical advertisements fosters a greater sense of trust, which, in turn, strengthens brand recall.
• Extended Engagement: OOH advertising’s 24/7 visibility means your brand maintains a constant presence. This can extend the digital conversation long after online ads have disappeared from the screen.
• Targeting Capabilities: OOH advertising, especially mall advertising, can provide precise targeting based on geography and demographic factors. The right positioning can naturally lead consumers to seek the brand online.

Taking Advantage of Synergy for Improved Engagement

To truly leverage the power of OOH advertising, you must harmonise your online and offline strategies. An intriguing billboard or mall advertisement that aligns with your online content can provoke interest, spur online discussion, and foster engagement.

You might consider adding QR codes or social media handles to your OOH advertisements. Encourage users to share their interactions with the advertisement on social media platforms. This fusion of online and offline tactics can help create a comprehensive brand experience that fosters interaction and solidifies brand loyalty.