Importance of Out of Home Advertising for corporate branding

Importance of Out of Home Advertising for corporate branding

For over centuries in advertising history, OOH advertising has maintained its relevance in the marketing media mix. There are many explanations as to why this is so, one of which is the fact that you can not undervalue the level of intrigue and engagement that brands are able to create with this media channel when used creatively to communicate brand messages. 

Talk about Spotify’s “Hearing You” OOH campaign. 

Medium: Spotify “Hearing You” OOH campaign

The copies were great. The idea of juxtaposing feelings and opposing actions was totally brilliant and the visual direction – was simple, yet flawless. However, the strategic outdoor placement remains the icing on the cake that throws in the awe element, makes the ad more engaging, and leaves you with an indelible memory regardless of if you gazed or merely glanced at it.

Spotify Turns Memes Into Billboards To Prove That Its Playlists Are  Relatable AF - | Cartazes de campanha, Redação publicitária,  Ideias para cartazSpotify Turns Memes Into Billboards To Prove That Its Playlists Are  Relatable AF - | Cartazes de campanha, Redação publicitária,  Ideias para cartaz
Pinterest: Spotify “Hearinng You” OOH campaign

Here’s another great example of an OOH ad that’s burnt in my memory and will very likely be burned in yours from here on out. 

Say hello to “Smart Cities” by IBM

Campaignlive: “Smart Cities OOH campaign by IBM
Campaignlive: “Smart Cities OOH campaign by IBM

In this brilliant ad, IBM is able to create a whole experience for their audience. They created brand assets that potential targets can engage with while the brand communicates a strong message that’s capable of provoking their audience to respond to their clear call to action. 

Now let’s address the elephant in the room: the question that still lingers after the proofs of OOH advertising excellence and results that I’ve provided thus far. Why is OOH advertising still relevant in this digital age where millions of people can be reached online. Why has OOH not been replaced by digital advertising? 

I’d love to get into it, but first, let’s lay some foundations around the concept of OOH. 

What is OOH

OOH Meaning “Out of Home” is a type of advertising that is set up outside of a consumer’s home. Yes, you probably guessed that right. Contrary to some opinions, out of home is not just a substitute name for billboard advertising. OOH covers the entire gamut of outdoor ad placement including, billboards, bus shelters, lamposts, benches, walls, and everything in between.  

OOH, advertising helps brands connect with their target audience in a wide variety of outdoor scenarios. For a lot of creative agencies, it’s an interesting channel to explore. A whole world of advertising all by itself. 

OOH, advertising is visual in nature. It could include static creative content deployed on a series of available options or it could be deployed as motion graphics on different outdoor channels. However, the major types of OOH include; 

Types of OOH

  1. Billboards (traditional or LED) 
  2. Street furniture
  3. Lampost 
  4. Bus  shelter 
  5. Kiosk 
  6. Posters 
  7. Wallscapes, and more. 

All of these platforms have been used by several brands are still being used to interact with consumers in very interesting ways. 

Now, back to our elephant in the room. 

Why has OOH not been replaced by digital advertising? 

Digital advertising has become the rave of the age. Many CEOs are coercing their marketing leads into pumping their entire marketing budget into the development and execution of digital marketing strategies like SEO, social media marketing, and more.  Nevertheless, some marketing professionals have continued to explore outdoor channels creatively and are still recording great results. 

From a global perspective, KFC’s award-winning coronavirus campaign against finger lickin’ leveraged  OOH advertising to a high degree even during the lockdown. 

BBC: KFC’s award-winning coronavirus OOH campaign against finger lickin’

And in one of African’s leading economies, Nigeria, MTN – a telecommunication agency – largely leveraged outdoor advertising for its “Wear it for me” COVID 19 campaign which went viral. 

Mugibson: MTN’s “Wear it for me” OOH campaign to encourage use of nose mask

These examples underline the relevance and effectiveness of OOH advertising until this day. 

Contrary to popular expectations, OOH advertising and Digital advertising are not designed to be mutually exclusive. Both advertising channels can play complementary functions during campaigns. The resurgence of OOH advertising is driven by technology and with its advancements, marketing, and advertising professionals have been given a wider range of opportunities to explore creativity. 

Why is OOH Advertising important for corporate branding

Advertising plays a major role in corporate branding. Here are some of the reasons why it is esteemed important. 

  1. Broad Reach 

OOH, advertising is almost inevitable, especially when placed strategically and deployed creatively, just like some of the examples above. 

With thousands of people commuting daily, OOH has the potential of reaching a very broad audience. The audience can be very specific when reaching residents and it can also be very dynamic when reaching travelers, visitors, and other groups. 

  1. Increase Brand Recognitions/ TOMA (Top of mind awareness)

With OOH advertisement being almost inevitable, it is able to drive awareness and recognition among a specific group of audience. Brand messages and elements like logos can be displayed prominently to consumers. 

  1. Affordability 

When executing awareness campaigns with major objectives identified as reaching as many eyeballs as possible, OOH advertising could guarantee the highest ROI. Think about how many times you’ve seen that FMCG Brand ad in the past month and imagine its impact on many more people especially if it was a really creative ad that communicated a strong and clear message. There. Now you have an idea of how impactful and yet comparatively affordable OOH ad deployments can be.

  1. Drive Engagement 

Ads like Spotify’s “Hearing You” or IBM’s “Smart Cities”  are sure to garner engagement from their target audience and even propel word-of-mouth advertising. OOH also supports online marketing efforts by helping to drive brand or campaign recall which in turn could increase consumers’ likelihood of following the call to action. 

  1.  Boost sales
    Create continuous advertising for current and prospective customers and increase sales opportunities.  User behavior has shown that people who tend to see a brand’s ad repeatedly are more likely to buy the brand’s product. On another hand, out-of-home advertising helps to pique the interest of new customers who can get intrigued by the ads showcasing products services a brand. 


Creating exciting experiences for existing and potential customers is an integral part of marketing and advertising although many brands still blatantly ignore its importance.  Although sad, it puts you at an advantage if you are ready to commit to exploring its possibilities. 

Printipy at  is helping many brands create such experiences. You can be the next. We’d love to meet you. Say hello, let’s start the journey from there. 

Introduction to Programmatic Media Buying: How to Get Started 

Introduction to Programmatic Media Buying: How to Get Started 

As a brand, you could have some pretty brilliant ads, but if it’s not in the right place targeted at the right people, then your campaign will never reach its true potential. This is the problem some brands face in getting their advertising goals achieved. However, programmatic advertising has been changing the game for the past three decades by optimizing the most important aspects of your purchase: ad spends, impressions, and reach.

Thus, programmatic advertising is rapidly increasing among digital advertisers, rising from 76% of digital advertisers allocating their efforts to programmatic advertising in 2019 to 83% by Q2 of 2020, according to MediaRadar. In this piece, let’s go through what programmatic media buying popularly known as programmatic advertising is, how it works, its types and how it helps brands achieve their goals.

What Exactly is Programmatic Media Buying? 

Programmatic ad buying is the use of automated technology to help your business buy ad space. It utilizes data and algorithms to help you serve your ads to the right people at the right time and in the right place in a fraction of a second.

Programmatic advertising includes ad slots for digital out-of-home (DOOH), online, streaming, TV, video and voice ads. Its popularity in the digital space continues to rise as there are tons of advantages to both the advertiser and the seller. Programmatic display advertising takes traditional display ads one step forward. Here the algorithms make the decision of bidding and buying the ads. It reduces human error, reducing the need for salespeople and making the entire process cheaper. 

How does Programmatic Media Buying Work? 

The programmatic advertising process is pretty simple. Programmatic advertising works through ad exchanges which are online marketplaces, where advertising space is brokered and auctioned, and then once bought, content can be advertised.

Now, An automated algorithm uses advanced analytics to determine the correct placement of these ads on publishing sites, based on factors like industry and demographics, in order to give the ads the best bang for their buck.

Advertising – Business of Apps - Business of AppsAdvertising – Business of Apps - Business of Apps
Business of Apps: Illustration of how Programmatic media buying works

This is a process that takes place in a few seconds, with buyers able to find qualified space for their ads almost instantly. Some typical platforms for programmatic advertising would be Google Ads, Verizon Media, Pubmatic etc.

Programmatic ads can be delivered to audiences in several types of channels. The most popular are display ads. Video ads like in-stream ads, out-stream ads, and in-display ads, three of which are becoming highly popular as well.

Types of Programmatic Advertising 

Leveraging on programmatic media buying doesn’t have just one process. There are several methods marketers buy ads for your business. Here are three types of programmatic advertising:

1. Real-time Bidding 

We’ll start by having a look at is real-time bidding. Real-time bidding, known as an open auction, is available to any advertiser/publisher that seeks to buy/sell ad space. Bids for these ads happen in real-time, and the company with the highest bid gets the ad space.

With this type of programmatic ad buying, brands can bid for ad impressions and buy ads in bulk. While brands have access to many websites and a large audience, they don’t know where their ads will appear. It means that brands run the risk of their ads appearing on sites they don’t want them to appear.

2. Private Marketplace 

Private marketplace allows your programmatic ads to only appear on the websites within this marketplace if you’re invited. The private marketplace is an invite-only market, allowing publishers to control which companies can advertise on their sites. In a private marketplace, advertisers usually set aside premium ad spots to enable select advertisers to have those spots. They can set aside the ad space to attract advertisers who will pay top-dollar for premium ad space on their side. Advertisers usually prefer the use of a private marketplace because it is more transparent than Real-time bidding. The advertisers know exactly which websites their ads will be served on so measuring  their ROI is super easy

3. Programmatic Direct 

Third on the list is programmatic direct which is a direct sale deal between seller and buyer, eliminating the need for ad exchange parties. These companies don’t use the ad exchange but rather agree on terms for advertising on the publisher’s site. Again, the publisher invites buyers but there is no bidding involved.

Unlike other programmatic deals, direct deals offer guaranteed agreements. Furthermore, the advertiser gets a fixed number of impressions at a fixed price. Most importantly, publishers know to whom (advertisers) they are selling their ad spaces and advertisers know where their ads are being displayed.

Benefits of programmatic advertising

  1. Increased ad efficiencies: Every ad ultimately aims to achieve campaign goals and increase ROI. Research has found that programmatic ad buying allows brands to pinpoint the audiences that they want to reach out to, ensuring that they deliver the perfect message, in the perfect location, at the perfect time.

2. Reduced overall advertising costs. For many companies, the biggest boon of programmatic advertising is reduced cost. By automating your bidding process, as well as modifying your cost-per-thousand impressions (CPMs) in real-time, you are optimizing your ad spend. 

3. Scalability: Programmatic advertising allows you to reach a larger audience across multiple websites and touchpoints in a timely and efficient manner.

4. Reducing campaign launch time: Traditional media buying takes a lot of time brokering price points and making deal and puts a strain on campaign launch time. Programmatic advertising cuts that time down drastically.

5. Collecting greater data insights: Programmatic advertising uses collected data to decide which advertisements to use, and how much it would cost. This helps brands to understand customers.

6. Ability to optimize and target the right audience in real-time.

7. Higher Return On Investment. 

8. Building effective cross-device campaigns

Closing Thought 

Programmatic advertising is changing how media buying operates in the digital world. It is faster, more efficient, and cheaper than traditional methods. Advertisers can optimize their campaigns in real-time, and review them on an ongoing basis. Moreover, 

At Printipy we know how effective programmatic media buying is and have already been integrating programmatic media buying into campaigns. As an expert marketing agency, we help automate the decision-making process of media buying by targeting specific audiences and demographics. Printipy deals with mobile programmatic advertising, programmatic media buying and many more activities. 

Whether you are a publishing house or a brand looking for media space, our programmatic buying agency will help you automate the execution of strategy. Furthermore, Printipy’s programmatic media buying is the best to help your brand unlock insights to help you realize more Return On Investment out of your media spends.

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