Staying Relevant with Offline Media: OOH Advertising

Table of Content

• Intro to Offline Media

• The Advantages of Offline Media

• OOH Advertising for Fashion

  • Knix “Stop Trashing Your Period”

  • Gucci Art Walls

  • Jacquemus’ Out-of-the-World Pop-ups

• Key Takeaway

What do you think of when you hear “advertising” ?

Do you think of the ads that pop up every so often when you’re tapping through your friends’ Instagram stories? Or do you picture the immediate sea of billboards in Times Square?

When you are tasked to advertise a product, what is your first instinct? How do you know when is the best time to choose Facebook ads, and when to put up physical posters around your neighborhood?

Without a doubt, digital marketing has taken over the marketing landscape in the past decade. This has opened the door to so many new opportunities in marketing and advertising. However, even though digital marketing has allowed businesses to reach an immense audience and invest into various strategies like search engine optimization and pay-per-click ads, it doesn’t mean that offline media is completely out of the picture. In fact, offline media has always been present, whether you notice it or not. It is heavily embedded into our everyday lives and in recent years, businesses are starting to see its value again and it is starting to make a comeback.

Here are some quick facts about offline media that may surprise you:

1. TV ranks the highest in both attention and exposure when it comes to advertising effectiveness.

2. 96% of US adults are exposed to OOH media on a weekly basis.

3. OOH media drives more uplift in store visits than mobile campaigns.

4. Radio delivers greater weekly reach than Spotify across all demos.

RunwaytoRevenue, 2023

One of the advantages of offline media or OOH advertising is its scale and opportunity to make impactful statements. At some point in your advertising journey, you will have to use offline media (if you weren’t doing so already) to reach a new audience group outside the digital bubble you’ve created. Remember: everyone can be online, but not everyone is accessible to your company online. By restricting yourself to digital advertising, you are missing out on a much wider audience.

RunwaytoRevenue, 2023

For decades, OOH advertising has been the advertising medium for companies within the retail industry. This is because they are highly visibly, unskippable, visual, large, bold, and they reach consumers at an extremely crucial point in their purchase making decisions – right before they walk into a store (Leishman, 2020). These displays are essentially canvases where art is used to demonstrate high quality imagery that is essential in fashion campaigns. Not only does it convey exclusivity, it allows companies to show off intricate details and symbolism.

Let’s take a look at some of the most impactful OOH fashion ads and why they are worth remembering:

1. Knix “Stop Trashing Your Period”

OOHToday, 2020

Knix is an intimates brand that has excelled in offline media, particularly their collaborative OOH campaign with truck-side company Movia that has been running throughout New York City showcasing their new Super Leakproof Underwear. The customized dump truck that screams “stop trashing their periods” is driving around iconic locations like Times Square, Grand Central Terminal, and the Brooklyn Bridge. Not only was the campaign a huge success, it generated huge exposure for the brand and engaged with the public in a fun and creative way.

2. Gucci’s Art Walls

Vogue, 2018

In 2018, Gucci took OOH designs to another level by inviting Spanish surrealist artist Ignasi Monreal to create their Art Walls in New York and Milan, as part of their Spring/Summer 2018 campaign. The murals were massive, colourful, edgy, and nothing like we’ve seen. At a time when social media was surging in popularity, it was smart for Gucci to use outdoor space to attract active engagement, as the core of the murals, aside to showcase the artist’s work, was the fact that it was only available for two months for people to get them onto their Instagram feeds.

3. Jacquemus’ Out-of-the-world Pop-ups

Jacquemus

From summer dreams in Portofino to 24/7 vending machines in Paris to a life-size chiquito bag in Seoul, Jacquemus has managed to outdo themselves every time with their pop-up stores. Known for its playful and savvy marketing strategy, the fashion house has gained tons of attraction for their OOH campaigns. Each Jacquemus pop-up store has been distinctively different and yet collectively captures their strong brand presence and buzz. I’ll let the images do the talking.

Offline media remains a valuable component of a successful marketing strategy. It offers a range of benefits such as increased brand awareness, direct reminders, precise targeting, and enhancing brand authenticity. When used in conjunction with online marketing efforts, it can create a well-rounded and effective approach to reaching and engaging a diverse audience.