In a highly digitalized market, it may sound strange for a company to invest in marketing strategies outside of this context. But, despite being constantly connected, these offline actions, known as OOH Media (Out of Home), can bring numerous benefits to brands in terms of cost-effectiveness and reach. This, as long as they are properly planned, in order to successfully reach the expected audience
One of the most favorable points of digital marketing advocated by professionals in the field is the ability to segment the established actions, aiming for greater accuracy in reaching the desired audience. This, along with other benefits in terms of agility, reach and practicality, contribute to what, according to data from the Statista platform, these investments should reach the value of US$ 910 billion by 2027, globally
Offline media, however, they can also offer the same assertiveness in terms of reach. These strategies are capable of defining the target audience to be reached, once each type of media will engage with specific people who have similar behavior due to their location and regional habits. This makes it so that, through the chosen means and its location of disposal, it is possible 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 include billboards, LED panels, stickers, interactive screens, pamphlets, posters, projections, alternative advertisingstreet art), totems etc. From a single means, it is viable and possible to apply it in different types of locations, being practical and effective in the message to be conveyed. If the goal is to impact individuals about an event that will take place in a shopping mall, as an example, working with stickers, interventions and LED panels in the internal physical space, external and nearby, can bring excellent results to the brand
It must be remembered, also, that OOH Media participates in the purchasing process, being yet another step with which people can interact 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 data from IBGE, 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 your demands and history. It is the duty of companies to analyze the behavior of these people in the virtual environment, which platforms are usually used, and it makes sense to reach them through 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, until today, OOH media also proves to be highly advantageous for reaching, impact and convert a series of target audiences, owing, in the same way, to be considered in the strategic planning of this sector in favor of a more integrated communication for its clients. When united, these actions will have a greater chance of increasing buyer retention and expanding, increasingly, the company's reach in various and complementary channels
