It's a match: why social media loves OOH advertising

The Drum 19 Feb 2021 03:00
Leo Burnett's OOH campaign for McDonald's was recently a hit on social

This week, The Drum's social media executive Amy Houston considers why social media and OOH advertising are such an effective marketing combination.

In many ways, the evolution of out-of-home advertising (OOH) is the story of human communication. We have been making images to get our message across since civilizations began, and it’s thought that the Egyptians were one of the first civilizations to communicate in outdoor spaces, using hieroglyphic rock-inscriptions to broadcast bureaucratic information.

Fast-forward a few thousand years and these concepts are still relevant: use large-scale public promotion to generate awareness. But throw social media, and a heavy dose of creativity into the mix, and you’ve got a match made in marketing heaven.

The idea that OOH and social media are an effective duo might not be new, but it is interesting to consider the reasons why. In essence, the magic of social media lies in sharing content. The polished ads that pop up on our feeds might lend themselves to the highlight reel, but the authentic experience of witnessing something special in real life is unparalleled.

Out-of-home advertising offers real-world familiarity, as a single image, video, or strapline can fundamentally tell you a lot about an organization. Having a recognizable brand ethos and a purpose engages audiences. It connects people and makes them want to feel part of a bigger conversation. This storytelling aspect is key to maximizing the impact of cross-media marketing.

Over the years, many brands have found the sweet spot with omnichannel advertising. Leo Burnett’s outdoor campaign for McDonald’s was widely praised on social channels this week for its minimalist yet instantly recognizable vibe. Sam Hennigs ‘One Minute Brief’ idea for a KitKat ad (although it never actually ran in real life) spread like wildfire due to its relatability and original flair. Adam&EveDDB’s execution of a ‘special build’ to celebrate Marmite’s new dynamite flavor was also a hot topic.

We asked The Drum’s Twitter community their thoughts on this. Here’s what they had to say:

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Amy HoustonMcDonaldsSam HennigsAdamEveDDBLeo Burnett
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