DTC brands can use outdoor advertising for brand building

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2019, 7:00 AM UTC

Using mobile and OOH together can potentially improve a company’s recall value.

The author, noting the limits of online marketing efforts by DTC businesses towards brand building, suggests that direct-to-consumer (DTC) companies leverage outdoor advertising. The article cites a study which found that OOH’s popularity ranks second, following that of TV.

For long-term brand building and for linking online and “real world” advertising efforts, the author recommends using DOOH. This is because content created for online campaigns can be re-used on DOOH for added impact.

The author also suggests using mobile and OOH together. The piece cites a study which found that mobile campaigns delivered to an audience that had already been “primed” by outdoor advertising were over a third more likely to register in the audience’s long-term memory. This can increase the likelihood of the brand being recalled by consumers.

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