Quickly growing awareness
Outdoor advertising works exceedingly well with product launches. This is why it is often used to build awareness about new releases and upcoming changes. OOH also serves to remind and keep consumers up to date about products and brands.
Outdoor advertisements effectiveness in building awareness is based on consumers enormous time spent out-of-home. Commute, recreation and miscellaneous travel, leisurely time spent in the city and Shopping, are an integral part of daily routines for practically everyone. During this time, OOH’s visual communication etches into their memories from the frequency and unbeatable coverage of outdoor media.
Following the trend of urbanization, the average time spent out-of-home is growing. In 2013, people spent almost 9 hours outdoors every day (8,4h/day).
People are reached with visual communication. And due to the visual nature of consumer brands, outdoor trumps all alternatives when it comes to brand building. Consumers are faced with over 20k messages daily (Fluid Drive Media). As such, it is exceedingly difficult to stand out from the noise and occupy a part of consumers time. Thus, brands place their trust in OOH, with 86% of Finland’s 50 largest advertisers investing in outdoor advertisement in 2014.