One of the most significant advantages of out-of-home advertising over other media is that, when targeted and executed in a smart and creative manner, it will always reach its audience. You can’t throw away a billboard campaign, or turn off a digital screen on an airport wall. You can’t change the channel, or fast-forward over the message. And the ability to select the location of the advertisement for maximum outreach has always been one of the biggest selling points of this uniquely positioned media. You can be assured that your target audience will see it every day, and so the advertisement becomes a part of their daily lives.
However, out-of-home has historically come with some disadvantages. Having to make a booking over a set period of weeks or months can occasionally mean that it may not be as ideal for shorter-term campaigns. And there’s a downside to the frequency that your audience will receive the message. It becomes a ‘glance medium’, attracting the attention for only a couple of seconds at a time. Messages and campaigns necessarily have to be brief and to the point to still have a chance of reaching people.
Mobile out-of-home advertising doesn’t have to stay still, and can move from location to location around the target area if need be. You don’t have to plan a spot for weeks in advance, or commit yourself to a months’ long campaign. Where the eye can sweep over an advertisement seen every day, an advan arrests the attention. There’s no such thing as a static image with mobile out-of-home advertising. And with the latest in digital advan technology allowing for mobile video screens to travel to key target areas and position themselves however is required, you can combine the impact of digital out-of-home with the flexibility of mobile out-of-home for maximum OOH factor.