In a highly digitized market, it may sound strange for a company to invest in marketing strategies outside this context. But, although we are constantly connected, these offline actions, known as OOH Media (Out of Home), can bring numerous benefits to brands in terms of cost-benefit and reach.
One of the most favorable points of digital marketing defended by professionals in the field is the possibility of segmenting the established actions, aiming at a greater assertiveness in reaching the desired audience. This, along with other benefits in terms of agility, reach and practicality, contribute to that, according to data from the Statista platform, these investments should reach the value of US$ 910 billion by 2027, globally.
Offline media, however, can also offer the same assertiveness in terms of reach. These strategies are able to delimit the audience to be reached, since each type of media will talk to specific people and have a similar behavior due to their location and regional habits. This makes it possible, through the chosen medium and its place of disposal, to delimit a group to be talked to, even if this “filter” is less effective than the digital one.
In practice, some of the devices that can be used within this OOH Media are the billboards, LED panels, stickers, interactive screens, flyers, posters, projections, alternative advertising (street art), totems etc. From a single medium, it is feasible and possible to apply it in different types of locations, being very practical and effective in the message to be passed. If the goal is to impact individuals on an event that will occur in a mall, for example, working with adhesives, interventions and LED panels in the internal, external and nearby physical space, can bring excellent results to the brand.
It should also be remembered that OOH Media participates in the buying process, being one of the steps with which people can have contact and be impacted on their journey to conversion. Even for older people who, contrary to what many imagine, are no longer completely disconnected. After all, according to IBGE data, as proof of this, in 2024, 86.5% of these people reported using the internet every day.
When establishing strategies aimed at this audience, however, it is important to emphasize the need to plan actions to be taken according to their demands and history. It is the duty of companies to analyze the behavior of these people in the virtual environment, which platforms they usually use, and if it makes sense to achieve them in these means. After all, many may still prefer offline media, which need to be taken into account in this choice.
There is no doubt about the benefits that digital marketing can bring to brands. However, to this day, OOH Media also proves highly advantageous to reach, impact and convert a number of target audiences, and should, likewise, be considered in the strategic planning of this sector in favor of more integrated communication for its customers. When combined, these actions will have a greater chance to increase buyer retention and expand, increasingly, the company's reach in diverse and complementary channels.
