New Ideas in Marketing
Essential news for marketers, summarised by YouGov

OOH is the most preferred ad format among Millennials and Gen Z.

This piece says that outdoor advertising with authentic content can help bolster consumer engagement to counter the audience’s shrinking attention span. Brands should focus more on formats like OOH (out-of-house) advertising to reach out to customers who are shifting from traditional TV, radio and digital formats.

With consumers spending 70% of their time outdoors and OHH can help in reaching out to them in an un-intrusive manner. The author says that consumers are 48% more likely to click on a mobile ad after they see the same ad on an out-of-home advertisement first.

Marketers can use geolocation and mobile data to check how often consumers are exposed to OHH ads. OOH also allows marketers the last touch opportunity and also helps build mass awareness with comparably low CPM.

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[4 minute read]

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