On a basic level, the human race has always printed messages for the masses to receive. In a modern world we still find the importance of mass communications and Out of Home is one of the advertising mediums dedicated to communicating with the masses.
OOH communications date back as far as the 1790s, around the time when lithographic printing was first invented and it was not long before people realised that there was the potential for profit to be made from utilising said invention.
Today, Out of Home advertising is very much part of the world's furniture with billboards and bus stop advertisements blending into cities everywhere, it's safe to say that outdoor advertising has integrated fully into our daily lives. To put this into perspective, 98% of the UK population are reached by an outdoor advertisement every week.
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| Drake's '6God' billboard towering over a highway in Toronto |
As technology develops further we find that the once relatively straight-forward advertising medium becomes more complex, more interactive and more creative, breaking down the barriers of OOH and coining terms such as DOOH. We can confidently inform you that OOH makes its way into your home along with you. Let's give you an example to show you exactly how outdoor advertising can make a humongous impression.
Drake (the Canadian born rap artist) along with his record label Universal Music Canada purchased a single 30ft by 60ft billboard from Clear Channel Canada. The billboard stood tall over a highway in Toronto, Drake's hometown, and featured cryptic content that reached a lot further than just Toronto's passing residents and commuters.
The parties involved successfully landed the accolade of 2015's most viral billboard. The standalone billboard managed to achieve 86 million media impressions, this whopping figure does not include broadcast coverage either. The campaign was successfully picked up by MTV, GQ, Time and Pitchfork as well as other media outlets around the world.
![Drake performing at Walmart Soundcheck]( "Drake performing at Walmart Soundcheck")
What really stretched the reach of this campaign was the use of some incredibly effective content that managed to result in everybody from the average Joe to news reporters asking the question "what is that?", combined with the perfect location. Where better for people to snap, share and shout about Drake's billboard than Drake's hometown.
All of the above came together to make the most impacting OOH campaign of 2015. At Out of Home International we understand the importance of out of home advertising, if you are looking to run an outdoor campaign and are looking for help from our specialist team then contact us now.
All of the above came together to make the most impacting OOH campaign of 2015. At Out of Home International we understand the importance of out of home advertising, if you are looking to run an outdoor campaign and are looking for help from our specialist team then contact us now.