OOH Advertising
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1. New concept of OOH
- – OOH is an abbreviation of “Out of Home” in English, in other words, phenomena, events, activities, images … that are displayed or take place outside people’s homes.
- – In Vietnam, 80% of people in cities and provinces have habits and hobbies going around in the streets. And 90% of them exposure to OOH advertising average at 3 hours 10 minutes a day.
-> So “out-of-home” advertising is a good way to reach consumers.
2. Advantages of OOH advertising
- Big picture and concise content easy to see and remember.
- Picture and content can change easily depend on each of marketing campaigns of clients.
- At the same time to reach a lot of target customers in the long run.
- Low advertising costs, average of 42 dong – 500 dong/person/one time to see the advertising.
=> More and more enterprises are locating their marketing budget to OOH channel; accounting for 20% equivalent to 1 billion US dollars of total advertising revenue nationwide in 2017.
3. OOH classification
- When it comes to OOH phrases “outside of home” people often refer to large spaces, highways, high rise buildings, roundabout with so crowed traffic,… therefore billboards with large size at high visibility is still the first option comparing with the remining OOH forms.
- In addition, we also have “street/building furniture” such as bus stop, public telephone box, LCD screen, poster frame,… on the streets or in the elevators of supermarkets and buildings,… This type of have small to medium size at lower visibility than billboards.
- “Vehicles” are the means of transportation in the street such as bus, taxi,…
- Final one is POSM that includes product display, product name-tag, leaflet, product demo,… for decoration at sale outlets.
4. Materials and technology used in advertising OOH
- Hi-flex printing, still 3D painting or drawing, 3D animated and mapping LCD, LED, animated frame, sequin (metal plating thin, light and colorful),…
- LED illumination technology creates a vibrant visual effect.
- Tri-vision flip technology.
- Three-dimensional “holovision” motion illumination technology.
- Interacts with the viewer’s actions technology.
- …
In August 2017, in Times Square, Cocacola introduced the first and largest robotic 3D LED billboard in the world.
Coca Cola tung ra Billboard chuyển động 3D đầu tiên trên thế giới
With Sequin Material the billboards become more attractive.
5. Advantages and disadvantages of OOH advertising and trends
- “Potential but narrow”
- Potential: because of OOH advertising advantages and the number of Businesses increases so demand increases
- But very narrow: the number of positions does not increase much and the state tightly controls advertising space. “Supply” is not enough for “Demand”.
- However, the overall picture of OOH in Vietnam is still a bright picture because the government has policies for planning and building, stabilizing the legal corridor to manage and exploit the type of OOH advertising.
