Why Celebrities Love OOH
Published: October 1, 2021
Out-of-home advertising (OOH) is quite literally a show-stopper for audiences worldwide, with nearly half of US adults noticing OOH advertising today more than before the pandemic began. From spectaculars spanning busy city streets to more nuanced locations such as coffee shops or offices, the omnipresent advertising medium proves to be an unmissable presence - viewed by practically anyone who is nearby. This is why celebrities such as international K-pop sensation BTS and American media personality, socialite, and businesswoman Kylie Jenner are responding to the pervasive channel. Especially the amplifying effect OOH advertising has across all other marketing channels.
A study done by the OAAA found that adding OOH advertising to consumers who engage with digital/video media grows to nearly 100%, meaning OOH campaigns are proven to boost online search and social media activity - which is why A-list celebrities are turning to OOH.
Adweek recently published an article on how Canadian rapper Drake launched an OOH campaign hyping his new album, Certified Lover Boy, in major metropolitan areas and in cities where featured artists on his album lived. According to social analytics platform Infegy Atlas, not only did the campaign garner over 32.4 million impressions but there were a total of 22,000 social media posts over two months that collectively generated 482,000 engagements, with more than half of those happening between Sept. 1-3. Partner and chief social officer of the independent agency Mekanism, Brendan Gahan, stated, "By highlighting the hometown heroes, he prompted a slew of social media posts—generating over 13,000 posts in one day on Sept. 2."
Online advertising makes it possible for advertisers to ensure their specific target audience sees their ads. However, because of OOH's public nature, celebrities can rupture the online ad clutter while driving onlookers to their social media pages, including their target audience. Meaning OOH campaigns do not discriminate the same way that online advertising does, which in turn reaches more audiences. And adding programmatic components makes the process a lot faster and more efficient.
For example, Kylie Jenner launched a digital out-of-home campaign to introduce her new skincare line, Kylie Skin. The campaign monopolized 5,800 screens in more than 1,000 cities in just a matter of days. The OOH campaign generated a ton of traction on social media, with millions of likes and thousands of comments, and the products ended up selling out within hours.
More recently, Lil Nas X shared his billboards on his social media pages to promote his new album, Montero. The American rapper and singer created four different billboards that put himself in hilarious stints, from becoming a personal injury lawyer to announcing his pregnancy. Each billboard included a QR code and link that led you to a page where you can pre-save Montero or watch one of Lil Nas X's music videos. This is a perfect example of how OOH is a practical approach to reach mass audiences while driving specific consumer actions and amplifying other marketing platforms.
Furthermore, celebrities and fans get excited when they see a familiar face on a larger-than-life screen, immediately posting their out-of-home ads online - extending its lifespan. Too Hot to Handle celebrity Melinda Melrose posted a reel to her Instagram sharing her excitement about seeing herself on a Times Square billboard for the first time. Her 1M followers reacted with joy, sharing messages of love and support for the reality star.
Celebrities utilize OOH campaigns to interact with large audiences and create buzz; however, fans are taking a similar approach. BTS, a boy band based in Korea, is gaining in popularity with an impassioned fanbase. Their fans have been purchasing billboards to get the band’s attention in a remarkable and impactful way. What once was a trend with a handful of ads has become a full-blown experience, such as fans investing in Time Square spectaculars - to share their support and possibly gain the attention of the K-pop band.
The traditional advertising medium, OOH, is the most effective offline medium in driving online activity. Celebrities are using OOH ads to amplify their online platforms like never before. And now, 66% of consumers are taking action on their smartphones after seeing an OOH ad, increasing the opportunity for celebrities to interact and grab their fan's attention. So what are you waiting for? Create new engagement opportunities with the power of out-of-home ads today. Our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.
Written By: Julia Cramer
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