Out of Home is the broad definition for media, typically visual, reaching consumers outside “home” or “captive” spaces. Often abbreviated as OOH, and never pronounced “ooooooh,” unless you’re feeling fiesty.
Out of Home media can include:
- Outdoor, such as billboard, kiosk, bus shelter, wild posting, skywriting, train or bus wraps, or blimp.
- Guerilla OOH, which might include sticker campaigns, coffee cup sleeves, dry cleaning bags, or still-subversive wild posting.
- Media which is technically “Indoor,” yet out of home: office building elevator screens, screens or signage in public transit spaces such as airport billboards, FBO baggage claim installations, or jetbridge signage.
According to 2019 data, Out of Home media is the only form of “traditional” advertising showing growth, due to its impact, ability to drive brand visibility, and the generally positive sentiment consumers have toward OOH (57% of consumers trust outdoor ads – a relatively high figure).
OOH is also one of the fastest-consolidating sectors of advertising. One crystalized example in the US is Netflix’s now famous 2018 purchase of the LA and Sunset Strip inventory of Regency Media for $150 Million – a move which upended the localized inventory and forcing a profound upsurge in costs due to limited available inventory. The consolidation of OOH inventory requires strategic maneuverings to navigate the correspondingly high costs that consolidation creates.
For more on Criterion Global’s innovative Out of Home media planning buying, read our insights on wild posting, from its disruptive beginnings to how mainstream brands can use wild posting to add some edge – and OOH impact – to their media. checkout this case study.