Branding Boom: Out-Of-Home Explodes

The hottest branding buzzword these days isn't online, viral, CGM or YouTube. It's "out-of-home."

According to one of BrandingVoodoo's favorite sources, MediaPost, digital out-of-home networks are popping up everywhere from retail stores, theaters, health clubs, office buildings — even high-rise elevators, gas station pumps and public rest rooms. Remember the Comcastic SuperBowl campaign? Imagine taking those ads to the next level in video format?

A new report highlighted in the article by marketing consultants Profitable Channels indicated a growth rate of about 10 new networks per month and will account for $1.2 billion in national ad spending this year.

According to Leo Kivijarv, vice president-research at PQ Media, "It is one of the smallest segments, but it is also one of the fastest growing segments."

One of the key drivers of the new networks' growth is their ability to deliver the same three-dimensional advertising look and feel that big TV advertisers are used to seeing. Moreover, says the article, they are able "to deliver an extremely relevant message to consumers at a decisive moment in their purchase cycle."

And as with the success of any other type of advertising, it's all about how the ad stands out and resonates with the desired audience.

"A gas station isn't going to be the right venue for every advertiser, but for certain types of products - oil additives, etc. - they can be super highly relevant," says Stephen Diorio, a partner at Profitable Channels, and the author of the report.

Though experts note a barrier to entry for first-timers, the article notes a strong ROI has enabled repeat business and fostered the exceptional growth.

"I think we're at the tipping point," says Diorio. "This is a market that is poised to explode."

With a growth rate of 15-45 percent (depending on whether it's in-store out-of-home or alternative locations, such as restrooms or the gas stations), this is one medium your brand should be watching.