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5 great reasons to add OOH advertising to your marketing mix

Think static out-of-home (OOH) advertising is a marketing medium of the past? Think again.

OOH is actually the fastest-growing advertising medium of the last few years, showing consistent and steady growth while other forms of media are declining.

All the elements of a marketing mix influence each other, and a healthy balance can lead to a thriving business. But are you giving OOH enough attention?

Adding OOH to your marketing mix is a chance for small and large businesses to up their game and stay in the league. Here’s are five great reasons why:

The reason OOH complements digital and traditional media so well is thought to be because OOH is seen to be a more credible medium that boosts brand trust, according to industry experts.

In addition, advertising associations report that OOH is a strong sales activator and action motivator, key to the “last window of influence”, that critical time before a primed consumer takes action or makes a purchase.


1. OOH boosts your other channels

In fact, OOH especially boosts digital channels by up to 31% for online advertising, 56% for paid-social, and 80% for search, according to the Canadian Out of Home Marketing and Management Bureau (COMMB). That’s pretty impressive for a simple billboard.

Adding OOH to your marketing mix can amplify your other media channels and drive consumer action or sales.

Other triggered actions after seeing OOH advertising include using a search engine to search for something advertised in an OOH ad or visiting or posting a message about it on social media, among many others, according to Nielsen OOH Advertising Study.


2. OOH effectively builds brand awareness

Even digital didn’t win the war on creative advertising when it comes to OOH.

OOH continues to offer great opportunities for strong, bold, and creative advertising that drives brand awareness.

Adding OOH advertising to your brand awareness campaigns is a smart move that can elevate your brand and familiarise consumers
and target audiences with it.

As we’ve mentioned previously in this blog, consumers are more receptive to and trusting of this type of advertising than other mediums, which makes it perfect to build and solidify a brand.

Strong graphic design and simple, creative concepts help create effective brand recognition in consumers who are otherwise inundated with advertising clutter. The right message at the right time and to the right people can cut right through the noise and provide far better brand memorability.

COMMB studies show that we’re 33% more alert when we’re outside our home, while its American counterpart the Out of Home Advertising Association of America (OAAA) reports that OOH can boost brand esteem and fame by 62%.

By placing ads in other mediums, you risk your ad getting diluted by other messaging, as other brands vie for consumer attention. But place some rink boards in the middle of an ice-hockey rink, and you’ll be one of very few large, attention-drawing ads.


3. OOH delivers mass reach quickly

OOH is highly effective in reach large numbers of potential consumers quickly for a broad, in a format that’s hard to miss, with a narrow focus.

With OOH advertising in parks, indoor and outdoor arenas and sports venues, you have a chance to reach a captive audience that can otherwise also be hard to reach, both in urban and rural markets.

And when it comes to OOH advertising at Rec Media, you already know the audience based on the venue, which means you have more chances of creating advertising that connects with or speaks to them. You’ll also have a fair idea of the numbers of people reached by the nature of the location of the OOH ads. 

Thousands of people will see your ads, without the option of dismissing or ignoring your ads, as is frequently done on mobile and desktop ads. You can’t fast-forward the ad, skip it, or even pay more to avoid it.

There’s more impact for longer periods of time, and with our decreasing attention spans, OOH advertising can only be a good thing for the memorability of an ad or brand.

This means that if you focus on strong creativity, relatability, and impact, you have a chance to truly connect with your audience in a meaningful and memorable way.



4. OOH is here to stay… and is
growing!

It’s one of the oldest forms of advertising, but it’s as relevant as ever. Despite it being a digital-savvy world, OOH is having a moment.

While TV, radio, newspaper and magazine advertising have all been on the decline in recent years, OOH advertising has been growing since 2017 and is billed to show continued, steady growth through to 2023, as latest figures of the OAAA show.

Other forms of advertising are on the decline in reach and consumption, especially with younger generations, but OOH has built on its strength in the last 10 years—and reaches those younger audiences in ways online and TV ads don’t.

Imagine your family at a soccer game, where impactful OOH ads can be seen all around the field, with every move of the teams. There’s no doubting the power that OOH ads can have by comparison to the ads your kids will skip, dismiss, and forget on their smartphones.

Not convinced yet? Consider this: OOH is forecast to continue to grow steadily over the next few years, with no indication of slowing down.


5.  OOH delivers consistently high ROI

OOH is thought by many to be the golden goose of advertising these days. It’s highly effective—but it’s also cost-effective in comparison to other ad mediums.

The OAAA and Outdoor Media Association report that OOH advertising delivers more activity per ad dollar spent than print, TV, or radio ads, and for each one of those dollars, there’s an average profit of $5.97.

Not only that, COMMB states that OOH advertising outperforms TV ads in relation to undiluted recall levels, and connects and engages with consumers effectively.

OOH simply yield a higher return on investment. The higher the investment, the higher the return.

So what’s the point? OOH shouldn’t be overlooked or be an afterthought in your marketing mix: allocated sufficient budget so it can drive your advertising and provide bottom-line impact. You can reach more people (the right people) in the right place at the right time, which should be a prime consideration in today’s competitive market.


Over to You

Are you taking advantage of the strengths of OOH advertising to reach your ideal customers? Contact Rec Media today, so that we can design an effective OOH campaign to meet your marketing objectives.

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RENATA MCMANN

As the Senior Accountant, Renata’s responsibilities include reconciling account balances and bank statements, maintaining general ledger and assist with tax returns.

Renata works hard to oversee general accounting operations by controlling and verifying the financial transactions, in an effort to ensure accuracy and effectiveness in all of Rec Media’s accounting tasks.

Originally from Prague, Czech Republic – Renata has close to 20 years of accounting experience with a thorough knowledge of accounting principles to analyze financial reports and forecasts.

When she’s not working, you’ll find Renata hanging out with her three boys (mostly in hockey arenas) or enjoying Canada’s beautiful forests and scenery.

KAREN MECKELBORG

As a member of the leadership team, Karen helps set direction for Rec Media’s business development. Her background in business strategy, with expertise in sales and marketing, makes her contributions focused on the company’s brand integrity, customer relationships, client innovations, and partnership development.

Previous experience includes business development and sales/marketing management with a variety of companies, including CTV, RedPoint Media, and Canada Wide Media. She now runs a successful consulting practice and is proud to include Rec Media as a favorite.

Karen is happiest working with a team, guiding everyone toward the corporate vision. Her career and life journey has taken her from Saskatoon to Toronto, then Calgary, Vancouver, and now back in Calgary where she spends most of her time with her large, exuberant, very active, and extremely close circle of family and friends.

CHRISTOPHE LECOMTE

Christophe is a Financial and Operational Consultant/Entrepreneur who is skilled at navigating organizations through change, achieving increased efficiencies and bottom line results. Christophe is an engaging entrepreneurial team-builder combining strategic, analytical and creative approaches to solution development and implementation.

His specialties include mergers and acquisitions, financing, process reengineering, forecasting and budgeting, Management Practices, Communications, Performance Improvement, Strategic Planning, Change Management, Mentoring & Coaching Staff, Radio and TV Broadcast Media operations and Team building.

DAVID SEDGWICK

David Sedgwick is a managing director with Balmoral Wood Alternatives which designs, invests in and manages global alternative investment strategies.

David has an extensive background in capital deployment and management related to real estate, infrastructure, energy and non-correlated alternative asset categories, as well as general corporate finance expertise across a variety of mid-market manufacturing, services, real estate, energy and alternate asset industries.

David is actively interested in alternative investment opportunities for institutional grade investors.

AMANDA PLOUGHMAN

Amanda has extensive experience in both media strategy and broadcasting, with a solid track record of leading businesses and teams through complex environments. Amanda is skilled in Digital Strategy, Integrated Marketing, Advertising, and Business Development; and has held senior leadership roles in organizations such as Cossette, MediaCom and Shaw Communications.

She is a savvy industry veteran who intimately understands the needs of both advertisers and consumers.

STEFAN DANIS

Stéfan is Chief Talent Officer & CEO at Mandrake Human Capital which operates in the Search, Career Transition, Leadership Development, and Onboarding/Executive Acceleration.

Mandrake has recruited more than 10,000 executives in Canada and is one of the country’s largest firm in its sector. A graduate from McGill University, he started his career as a marketer at Procter & Gamble before joining Mandrake as a Consultant. He became Partner in 1991, and CEO in 1999. He is also is Executive Director of IMD, Mandrake’s 30 country strong global partnership.

Stéfan has led hundreds of executive engagements in Finance, Sales, HR, Marketing, Communications, and Strategy for various service, not-for-profit, and manufacturing companies.

He is an expert on the issues surrounding the changing face of human capital in today’s market, and a leader in creating and structuring competitive advantages for clients.

BRIAN TAMKE​

As Account Manager and Venue Partnerships, Brian consults directly with businesses to grow their brands and reach the communities they serve through our recreational facility network and advertising platforms. Additionally, Brian works with our venues to ensure the highest level of long-term success for both our clients and venue partners.

Originally from Saskatchewan, Brian has called Calgary home for over 30 years, most of which in the Calgary media landscape in radio broadcasting, print, OOH, and digital advertising.  Brian's knowledge of our venue audience and expertise in advertising platforms, campaign planning and brand development is a valuable resource for our clients.

Brian and his wife, Joy, have two teenage boys that keep them entertained.  When Brian's not working, you’ll still find him at the local rink enjoying his kid's hockey games, spending a weekend away camping or playing golf at the nearest golf course!

MIRZA GHALIB

As Retail Account Manager, Calgary & Area, Mirza helps brands connect with their local community in recreational facilities.

Mirza works hard to ensure that he fulfills his client’s key marketing communications ethos day in and day out.
Prior to immigrating to Canada, Mirza obtained an MBA in Marketing & Sales from Amity Business School and worked with companies throughout India, UAE and Mauritius, managing advertising campaigns at various levels across the OOH and traditional media domain.

When Mirza is not working, you’ll find him travelling the world with his wife, playing cricket, watching Lawn Tennis and sharpening his singing skills.

JEFF YOUNG

As the VP of Sales, National, Jeff oversees the Rec Media sales team and works directly with corporate and agency accounts to grow their brands strength and integrity in the community recreational facility landscape.  He’s passionate about helping businesses uniquely connect with local communities in over 5,000 facilities across Canada.

Jeff grew up on a farm in Southern Alberta, has an MBA from the University of Calgary, and has 20 years’ experience leading sales teams within the broadcasting, digital media, and software industries.

When Jeff’s not working, you’ll find him boating with his wife and three kids, working on his classic Mustang fastback or playing a tune on the piano.

TAYLOR GIBB

As the Accounting Clerk, Taylor’s responsibilities include collecting and posting accounts receivable invoices, verifying and processing accounts payable, as well as assisting in daily accounting operations.

Originally from Mountain View, Alberta – Taylor graduated from the University of Calgary with a Bachelors of Commerce majoring in Accounting. When she’s not working, you can find Taylor enjoying the outdoors with her husband, riding horses on her family ranch or curled up with a good book.

ALLIE PENTLAND

As Operations Team Lead, Allie is responsible for overseeing the execution of advertising campaigns by liaising with both the client and recreational facilities that the advertising is placed in.

Allie works hard to ensure that clients’ media requirements are accurately and timeously executed; while developing and maintaining key relationships with recreation facilities across Canada.

Allie was born and raised in Calgary and graduated from the University of Victoria with a major in Sociology and minor in Business. While in University, Allie studied abroad in Utrecht, The Netherlands. When she’s not working, you can find her on the Padel courts, watching movies, or traveling.


RENATA MCMANN

As the Senior Accountant, Renata’s responsibilities include reconciling account balances and bank statements, maintaining general ledger and assist with tax returns.

Renata works hard to oversee general accounting operations by controlling and verifying the financial transactions, in an effort to ensure accuracy and effectiveness in all of Rec Media’s accounting tasks.

Originally from Prague, Czech Republic – Renata has close to 20 years of accounting experience with a thorough knowledge of accounting principles to analyze financial reports and forecasts.

When she’s not working, you’ll find Renata hanging out with her three boys (mostly in hockey arenas) or enjoying Canada’s beautiful forests and scenery.


ASHLEY GRANT

As a Media Project Coordinator, Ashley works on liaising with clients and various recreation facilities to help businesses reach the communities they serve.

Ashley works hard to ensure that the client is completely satisfied with the end result and the advertisement looks exactly how they pictured.

Originally from Birmingham, England – Ashley has one year of experience in the media advertising industry.
When he’s not working, you’ll find Ashley working out, playing hockey or just about every other sport.


SYLVIE LAFAVE

As the Ski Advertising Sales Consultant for the Quebec region, Sylvie helps local businesses connect with desirable audiences in some of Canada’s most sought after ski resorts.

Originally from St-Sauveur, Quebec, Sylvie has spent many years on the ski hills (since she was 3 years old!) and knows her territory all too well. Her 20+ years in the sales and marketing field has enabled her to understand the specific needs for each of her clients.

When she is not working you will find her at the many sporting competitions (soccer, skiing and volleyball to name a few) her four children are involved in! She likes to ski, go for walks in the woods with her hubby and enjoys a delicious latte to kick start her day!


DIANNA CALDER FARNHOLTZ

As the Senior Account Manager for Calgary and the surrounding areas, Dianna’s primary objective is to help businesses reach and connect with desirable audiences in community sports and recreation environments.

Dianna works hard to ensure that she has an understanding of her client’s business needs in an effort to determine their best fit to fulfill their campaign marketing goals.

Originally from Edmonton, Alberta – Dianna has over 20 years of sales experience across a variety of industries.

When she’s not working, you’ll find Dianna traveling to tropical destinations and indulging in her favorite pastime, paddle boarding. She also loves to be creative, painting with acrylics or just relaxing with a good book and a nice glass of wine.


MARY K LALLY

As the VP of Sales, Eastern Canada, Mary K works with corporate advertising agencies and clients in Ontario, Quebec and Atlantic Canada. Having worked in the out-of-home advertising space for 20 years she understands the effectiveness of the medium and recognizes that Rec Media provides advertisers with a unique advantage to “give back” to communities!

Mary K is passionate about building relationships and developing partnerships within the industry. By promoting Rec Media’s community recreational network and providing corporate social responsibility solutions to marketers across Canada she is excited for what the future will bring.

Mary K is truly living the Rec Media story. She loves to ski with her family, play basketball in the driveway and spends the majority of her winter in hockey arenas across the GTA watching her son work towards his NHL dream!


JUDY BELL

As the Office Manager/EA, Judy provides administrative support to the CEO as well as the entire team. Judy juggles everything from people to pens; and uses her extensive experience and organizational skills help keep the Rec Media engine running! In addition to organizing meetings, training sessions and other team events; she assists the IT and Accounting Department with various daily tasks.

Judy’s experience and many years with the company enable her to effectively assist the team and ensure they have everything they need. Needless to say; she has become the natural go-to for her colleagues.

Originally from Prince Albert, Saskatchewan – Judy’s prior experience has primarily been in Retail Management.

When she’s not working, you’ll find Judy spending time with her family, attending live performances or creating her own fun!


TROY SEDGWICK

As President and CEO, Troy’s role touches on just about everything in the organization. A serial entrepreneur, he loves (much to the chagrin of his staff) to have his fingers in everything!

Thankfully, over the years he’s gotten much better at empowering and trusting the capable people on his team to do the job they were hired to do. He still manages to keep a pulse on and provide insight on all things marketing, sales, operations, IT and even accounting – just from a little farther distance than before. Troy works hard to ensure that his oversight and guidance resources and supports everyone in their role, without crossing over into the realms of micromanagement, nor abdication.

Originally born in La Belle Province (Montreal), and having spent several of his younger years in southwestern Ontario (Kitchener-Waterloo and Toronto), Troy now resides full-time in Calgary, with frequent trips between the Calgary head office and Rec Media’s offices in Vancouver, Toronto and Montreal. Troy has had the privilege of residing in all four of the great Canadian cities where our offices are located.

With almost 25 years’ experience in the marketing and advertising industry, Troy frequently jokes that he “started when he was 12”. But he loves the industry and wouldn’t rather be anywhere else.

When Troy is not working, you’ll find him out swimming or riding his bike, or just hanging out with his wife and 3 kids eating great food and drinking even better wine (hence the need for the biking and swimming!), and tackling the never ending list of amazing places to see and visit on this beautiful planet.