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a beginners guide to ooh
Outdoor advertising, also known as OOH (Out-of-home advertising), is any advertisement displayed in public spaces, outside the home.
Article Summary
Outdoor advertising (OOH) refers to any ads seen in public spaces—like billboards, street signage, transit displays, and wallscapes. It’s a high-impact, visible medium that builds brand recall and reaches people outside of digital channels. Emerging formats, such as DOOH and programmatic DOOH, add dynamic, data-driven flexibility, enabling real-time creative and targeting. Global delivers this with expert execution across formats for effective audience engagement.
It’s a powerful way to reach your audience when they’re on the go. From billboards to bus wraps, outdoor media covers a wide array of formats and locations.
types of outdoor advertising
- Roadside Advertising: This includes placing an ad on formats such as traditional and digital billboards, kiosks, street furniture and Street Hubs.
- Transport Advertising: Think ads on buses, trams, the London Underground and Overground and your local metro network.
Outdoor advertising works by capturing consumers’ attention when they’re out and about, making it an ideal complement to other media like radio and digital ads.
the most common form of outdoor advertising
Billboards have been the backbone of OOH for decades, with more and more sites being upgraded to digital screens. They’re everywhere—from major roads to the heart of city and town centres. Global, for example, reaches over 95% of the UK population, with a network of over 253,000 outdoor sites across the UK and Europe.
Measuring success in outdoor advertising
Yes, you can measure the success of your outdoor campaigns. At Global, we put data at the heart of everything we do. Our ongoing research projects generate accurate, up-to-date insights into audience behaviour, ensuring your campaign delivers results.
Why choose outdoor advertising?
Outdoor advertising is a proven way to spread your brand’s message to a broad audience. Whether you’re aiming for brand awareness, impact, or specific conversion goals, we work closely with you to create campaigns that hit the mark. More.
is outdoor advertising expensive?
The cost of outdoor advertising varies depending on several factors—like the type of ad, location, and duration of your campaign. It’s not about the absolute cost; it’s about the value. High-traffic areas with more eyeballs naturally command a higher price. Think of it in terms of CPM (cost per impression).
Do SMEs use outdoor advertising?
Absolutely. It’s a myth that outdoor is only for large corporations. SMEs can—and do—take advantage this high impact form of media. Outdoor advertising can be tailored to fit a wide range of budgets and objectives.
Visualising your outdoor ads
Curious about how your ad will look on a billboard or bus? Global has developed an online tool that allows you to mock up your advert and visualise it across various outdoor formats.
Need production specifications?
For those ready to take the plunge, Global offers a comprehensive guide to producing artwork for outdoor advertising. This resource is used by clients and agencies all across the UK. See production specs.
finding the perfect location for your outdoor advert
Location is crucial in outdoor advertising. The right spot can significantly impact impressions, conversions, and footfall. Global reaches over 95% of the UK population, targeting millions of consumers throughout London and beyond. To learn more about choosing a successful billboard location, click here.
Beyond outdoor: Global’s advertising offering
Global doesn’t just do Outdoor advertising. We own some of the UK’s biggest radio stations like Heart, Capital, LBC, and Classic FM, and offer DAX, a pioneering digital advertising exchange connecting brands with audiences across audio, outdoor, and podcast advertising.
Planning your outdoor campaign with data
Understanding your audience is as crucial as reaching them. Without clear data, planning an effective campaign can feel like guesswork.
Leverage Global’s proprietary data to plan your campaign. Our award-winning Commercial Insight Team provides everything from audience analysis to market intelligence and campaign performance, giving you a competitive edge.
Creating your outdoor campaign from scratch
Yes, we can help with that too. Global’s creative and production departments are equipped to handle everything — from digital and traditional advertising to experiential activations that create impactful media moments.
If you want to create a bold outdoor campaign for your business that cannot be overlooked or ignored, contact Global today.
