OOH
OOH is the acronym of “out of home”, which means the outdoor advertisement. As the definition by an American institute, outdoor advertisement refers to any forms of advertisement beside those through of radio, television and internet that can send information and message to consumers. OOH takes on two main trend: one is the diversification of media forms, the other is it tends to be internet-enabled.
According to the definition above, the OOH is various in media form and five main categories are concluded: outdoor billboard, street facility, traffic vehicle, cinema and other special forms. The diversification of media forms has been well received even by our common people, for ads have been seen everywhere in our life. They sweep many places like stations, airports, buses shelters and so on, let alone the downtown areas where ads congest. The outdoor media today is increasing at an extremely high rate, any forms that have advertising value are fully used. This trend never stops and is progressing forward.
OOH in market-driven economy has two features: First, it completely belongs to traditional media; Second, it is inevitable, and increasingly delivered over the internet.
Nowadays, people’s life style is changing. In other words, the medium of life is changed and overturned. In the past, the percentage of offline life and online life is 80% and 20% respectively. But now, that is reversed. The online life is 80% while the offline life is 20%, which means people’s online life is more important and more frequent than that of the offline. The more focused people and mainstream online is a larger group. As time has passed, the group offline is old people but never the mainstream consumers. By internet-enabled OOH, it doesn’t mean moving all your resources onto internet, but a parallel one like the online consumption model.
The forms of outdoor advertisement includes: LED screens, signs, custom flags, street banners, posters,etc. During everyday's commutes to destinations, office, home... people are frenquetly exposed to these outdoor displays and unconsciously receive the dislaying information repeatedly. Though internet today sweep each conner all over the world, traditional outdoor advertisment is not going to be replaced with online advertisement just like our paper book. It is never a wise choice for anyone who want build brand to ignore outoor advertise channels.
