Marketing Guide

The exposure to out-of-home (OOH) advertising

Out-of-home or OOH advertising is one of the fastest growing segments in the area of marketing and advertising. This is mainly because this type of advertising is very unique and usually reaches a specific target group very effectively.

OOH Media the new thing in advertising

This is a constant challenge for marketers because while the conventional media like television and radio reaches the target audience in the mass market, OOH advertising is a lot more targeted and focused which could be a small group of consumers based on the specific demographic and income group.

Non-digital and digital OOH media

There are many types of OOH media which can be seen across public places. This includes:

  • Large posters which along roadsides and on buildings
  • Small posters that pasted on the streets
  • Bus advertising, and taxi shelters and stops
  • Directional signage
  • Pedestrian bridges
  • Table-Top advertisements

More modern OOH Media

The more contemporary media used in OOH adverting that use digital content meanwhile include digital video screens which are seen both indoors and outdoors, convenience stores and digital video on hypermarkets, banks, food outlets, public utilities centres, digital video on public transportation like buses and trains, lifts, highway rest places (R&R) and in hair salons.

Most effective reach

Where this is concerned, the most effective media reach is in the large posters which have a 54.7% of communicating with Malaysians. The smaller posters have a 43.7% while bus advertising is third with 34.5% reach of Malaysians. Here it must be noted that bus and taxi shelters and stops have a reach of 32.9%.

On the other hand, digital OOH media is growing very rapidly with digital video being used in various spaces. It is important to note here that 1.9% of Malaysians are exposed to digital video on buses while 0.9% of Malaysians are reached on the trains through their digital screens.

Public transportation advertising

To know and understand which public transportation is best used for OOH advertising, the profile of commuters must first be identified. There are 8.7million motorcyclists in Malaysia to date while there are 13.3 million car drivers. Bus commuters constitute 2.4 million Malaysians while taxi commuters amount to 0.7million. Train commuters totalled at 0.6million while 0.5million Malaysians are reachable through the monorail system.

Where to focus on in OOH media

For the marketer and advertiser, the most important factor when considering OOH media is on the effectiveness. The most common element that must first be considered is the target market. Where this is concerned, brands like mobile phones and telcos would mostly benefit from advertising on buses, trains and taxis.

The fast-moving and improving digital signage like LEDs and digital advertising boards are growing not only in importance but in popularity as well. Advertisers today are vastly moving into this media where they are looking at ways to reach their target market through videos that are played on public places like buses, trains as well as along the roads and streets.

Other areas of OOH that are being considered include places like shopping complexes, hospitals and clinics, billboards in different sizes as well as on restaurants and retail outlets, all of which are being used by advertisers to target and communicate their ads to a specific group of viewers.