As the marketing landscape evolves, the pressure to deliver measurable outcomes is at an all-time high. Digital platforms, social media, and legacy mediums like radio and television come armed with detailed reporting metrics that make it easy to track ROI. However, Out-of-Home (OoH) advertising, despite being a critical component of the sales funnel, often finds itself sidelined due to its perceived lack of quantifiable data.
But here’s the reality: OoH advertising plays a pivotal role in driving brand awareness, influencing consumer behavior, and ultimately, contributing to sales. In Kenya, where consumers are exposed to thousands of billboards, transit ads and digital screens daily, OoH remains one of the most powerful ways to capture attention and make a lasting impression.
So, how can marketers and business owners justify investing in this essential advertising channel and make it work for their business?
1. The Power of Presence: Building Brand Trust and Recognition
#OoHadvertising excels at creating a sense of presence and trust that digital channels often struggle to replicate. Think of it as a constant brand ambassador, visible day and night, reminding consumers of your brand without the interruption fatigue of online ads. According to a study by Nielsen, OoH advertising can drive a 46% increase in online activations per ad dollar spent compared to other traditional mediums.
In Kenya, where consumers are highly mobile, and urban landscapes are bustling with life, well-placed OoH ads can become landmarks, embedding your brand into the daily routines of millions. Whether it’s the morning commute on Uhuru Highway, Ngong Road, Outering Road, Makupa Causeway, or the vibrant activity around Nakuru’s Central Business District, OoH advertising delivers unmatched visibility and impact.
2. Contextual Relevance: Reaching Consumers in the Right Place, at the Right Time
One of the key advantages of OoH advertising is its ability to target audiences based on location, time, and context. Imagine reaching travelers at Naivasha Safari Mall just as they’re deciding where to have lunch, or capturing the attention of commuters stuck in traffic on Waiyaki Way with a timely message about your latest promotion.
By integrating OoH into your marketing mix, you can create a seamless consumer journey that drives action. Coupled with digital integrations like QR codes, mobile geofencing, or social media callouts, OoH can bridge the gap between offline and online, enhancing the overall effectiveness of your campaigns.
3. Redefining Success: Beyond Clicks and Impressions
It’s time to shift the conversation from digital metrics like clicks and impressions to more meaningful outcomes. As marketing guru David Ogilvy once said, “The more you tell, the more you sell.” OoH tells your brand story continuously and consistently, contributing to brand recall, perception, and preference—all critical factors that drive long-term business success.
In Kenya, marketers can leverage OoH not just as a standalone tactic but as a powerful amplifier of other media efforts. For instance, according to the OnePulse 2023 Customer Report Card, whilst social media has the highest incident of leading consumers down the funnel, billboards have the highest incidents of leading to trigger a purchase out of all legacy media channels (TV, print, radio and OoH). Research by the Outdoor Advertising Association of America (OAAA) also shows that pairing a billboard campaign with social media push can result in a 212% increase in ad recall. Therefore, deploying a robust mix of all platforms is sure to yield a greater ROI for brands.
It’s not about OoH vs. digital; it’s about creating a cohesive, integrated approach that maximizes touchpoints across the consumer journey.
4. Measuring What Matters: Proving OoH’s Value
While OoH may lack the granular metrics of digital platforms, advancements in technology are bridging this gap. Tools like mobile data tracking, eye-tracking studies, and foot traffic analysis now provide valuable insights into how OoH campaigns influence consumer behavior. In Kenya, there are several data analytics solutions that specialize in OoH and that can help you unlock these insights and better justify your investment.
Moreover, by focusing on business outcomes—such as increased store visits, sales uplift, or enhanced brand sentiment—you can demonstrate OoH’s true value beyond the conventional metrics. It’s about proving that OoH doesn’t just reach your audience; it moves them.
Conclusion
As we gear up for the last quarter of 2024, let’s not overlook the power of OoH advertising in our marketing arsenal. It’s time to challenge the status quo, rethink how we measure success, and embrace the broader impact that OoH can have on achieving our brand and business goals.
After all, in a cluttered media environment, standing out isn’t just about the loudest voice; it’s about being seen, remembered, and trusted.
Carol M. Nyaga, Marketing and Business Development Director.
Carol M. Nyaga is the Director of Marketing and Business Development at BMA OoH. A Marketing and Communications professional with over 20 years’ experience, she is passionate about helping brands harness the power of Marketing Communications to drive business growth. She spends her free time tapping into the energizing and restorative practice of yoga, and letting her imagination run wild with her creative writing pursuits.