In a highly digitalized market, it may seem strange for a company to invest in marketing strategies outside of this context. But, despite being constantly connected, these offline actions, known as Out of Home (OOH) Media, can bring numerous benefits to brands in terms of cost-effectiveness and reach. Yes, as long as they are properly planned, in order to successfully reach the intended audience.
One of the most advantageous aspects of digital marketing advocated by industry professionals is the ability to target established actions, aiming for greater accuracy in reaching the desired audience. This, along with other benefits in terms of agility, reach, and convenience, contributes to the fact that, according to data from the Statista platform, these investments are expected to reach the amount of US$ 910 billion worldwide by 2027.
Offline media, however, can also offer the same accuracy in terms of reach. These strategies are capable of defining the target audience, since each type of media will communicate with specific people who share similar behaviors due to their location and regional habits. This makes it possible, through the chosen medium and its placement, to delimit a group to be communicated with, even if this "filter" is less effective than digital.
In practice, some of the devices that can be used within this OOH Media are billboards, LED panels, stickers, interactive screens, pamphlets, posters, projections, alternative advertising (street art), kiosks, etc. From a single medium, it is feasible and possible to apply it to different types of locations, being very practical and effective in delivering the message. If the goal is to impact individuals about an event happening in a shopping mall, for example, using stickers, interventions, and LED panels in the indoor, outdoor, and nearby physical spaces can yield excellent results for the brand.
It should also be remembered that OOH Media participates in the purchasing process, being just one of the stages with which people can come into 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 for planning actions to be taken according to their demands and history. It is the companies' duty to analyze the behavior of these people in the virtual environment, which platforms they usually use, and whether it makes sense to reach them through these channels. After all, many may still prefer offline media, which need to be taken into account in this choice.
There are no doubts about the benefits that digital marketing can bring to brands. However, to this day, the OOH Media also proves to be highly advantageous for reaching, impacting, and converting a variety of target audiences, and should, likewise, be considered in the strategic planning of this sector in favor of a more integrated communication for its clients. When combined, these actions will have a greater chance of increasing customer retention and expanding the company's reach across diverse and complementary channels.
