Thanks to new technology, out-of-home (OOH) advertising is evolving—and as it does, it is becoming an increas-ingly effective complement to other media channels. An ad on a bus shelter or a moving billboard (transport truck ad) can be dynamic, geofenced and real-time, giving marketers the opportunity to create powerful new mixed-media approaches that reach audiences at all stages of the sales funnel.

Extend reach with a multichannel approach

With the widespread use of smartphones, the high visibility of out-of-home—70% of people age 18 and older in the UK say they notice an OOH ad at least once a week—this goes hand in hand with actions on digital channels such as social media. For example, nearly 4 in 10 adults surveyed (38%) in the US say they have visited a Face-book page or posted on Facebook after seeing an OOH ad, and 25% have posted to Instagram.

Drive discovery with Generation Z and Millennials

Facebook and OOH advertising are particularly effective in driving new product awareness and consideration with younger audiences.

For example, research from Accenture found that Gen Zers and Millennials in Europe are more than twice as likely to say Facebook platforms help them discover new food and beverage products compared with the average popula-tion. The survey also found that Facebook and OOH ads have a much greater likelihood of reaching these younger audiences compared with television ads and print ads.

Gen Z and Millennials in Europe rely on Facebook and OOH to help decide which new foods and drinks to buy

Facebook worked with Kantar to evaluate the results of one of Danone’s recent campaigns for Les 2 Vaches, a French organic yogurt. The brand team knew it had to recruit new buyers in order to grow and decided to adopt a multichannel approach using TV, Facebook and OOH ads to achieve its objectives.

The study found that while the OOH ads were effective in reaching existing buyers of Les 2 Vaches, Facebook reached the highest number of new buyers. Facebook was also able to reach younger people, closer to the brand’s target group. When comparing different approaches, using both Facebook and OOH ads worked best—with the combined impact proving to be 13% more efficient than expected.

With both Facebook and OOH channels included in the media mix, all intended audiences—including new and existing customers—were reached, driving 6% of incremental sales, far beyond the benchmark.

Big Rig Wraps Transport Truck Advertising (Big Rig Wraps) is the premier provider of large-scale outdoor advertising on trucks up to 53 feet. Through a series of partnerships created with fleet truck owners, graphic designers, and certified installers, we make it possible and affordable for companies to take their advertising on the road, locally, regionally, nationally and internationally, even if they don’t own their own fleet. Learn more about Big Rig Wraps here.