Out-of-home (OOH) advertising has been a popular method for promoting restaurants for decades. From billboards to bus stops, OOH ads can be seen everywhere, making them an effective way to reach a wide audience. But with the rise of digital OOH (DOOH) advertising, restaurants now have even more opportunities to drive foot traffic and increase sales.
DOOH advertising offers several advantages over traditional OOH ads. For one, DOOH ads can be updated in real-time, allowing restaurants to promote specials, events, and other time-sensitive information.
Additionally, DOOH ads can be targeted to specific locations and demographics, ensuring that the right people see the ad at the right time. With these benefits, it’s no wonder that more and more restaurants are turning to DOOH advertising to boost foot traffic.
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Understanding Out-Of-Home (OOH) Advertising
Out-of-home (OOH) advertising, also known as outdoor advertising, refers to any visual advertising media found outside of the home. This can include billboards, indoor and outdoor signs, ads on street furniture like bus shelters or benches, in transit areas like airports or train stations, and place-based ad media like you might see at a stadium or in the cinema. OOH advertising is a powerful tool for reaching consumers when they are out and about, and can be particularly effective for driving foot traffic to restaurants.
According to the Outdoor Advertising Association of America (OAAA), OOH advertising is a $8 billion industry in the United States. The medium received around five percent of the 2022 global ad spending, ahead of radio and print. OOH ads have a wide reach and can be seen by millions of people per week. They are particularly effective in urban areas where foot traffic is high, and can be used to target specific demographics based on location and time of day.
OOH advertising is a versatile medium that can be used in a variety of ways to achieve different objectives. For example, billboards are great for building brand awareness, while transit ads can be used to reach commuters on their way to work. Digital billboards and screens are becoming increasingly popular, as they allow for dynamic content and can be updated in real-time to reflect changing conditions or promotions.
One of the key advantages of OOH advertising is that it is non-intrusive. Unlike TV or radio ads, consumers can choose whether or not to engage with OOH ads, making them less likely to be perceived as annoying or intrusive. This can help to build positive associations with the brand and increase the likelihood of consumers visiting the restaurant.
Types of OOH Ads
Out-of-home (OOH) advertising is an effective way to reach a large audience and drive foot traffic to restaurants. There are several types of OOH ads, including billboards, digital billboards, bus benches, bus shelters, and kiosks. Each type of OOH ad offers unique benefits to restaurants.
Billboards
Billboards are the most traditional form of OOH advertising. They are large, static displays that are typically placed along highways, busy streets, and other high-traffic areas. Billboards are an effective way to build brand awareness and reach a large audience. They are also ideal for promoting limited-time offers, such as seasonal menu items or special promotions.
Digital Billboards
Digital billboards are similar to traditional billboards, but they use a dynamic LED-based display instead of a static display. Digital billboards offer several advantages over traditional billboards, including the ability to display multiple messages and change messages quickly. They are also more eye-catching than traditional billboards, as they can display moving images and video.
Bus Benches
Bus benches are outdoor seating areas that are typically located near bus stops and transit stations. They offer a convenient place for people to sit and wait for their bus or train. Bus benches are an effective way to reach commuters and other people who use public transportation. They are also ideal for promoting restaurants that are located near transit stations.
Bus Shelters
Bus shelters are similar to bus benches, but they offer more protection from the elements. They are typically located near bus stops and transit stations, and they offer a convenient place for people to wait for their bus or train. Bus shelters are an effective way to reach commuters and other people who use public transportation. They are also ideal for promoting restaurants that are located near transit stations.
Kiosks
Kiosks are small, standalone structures that are typically located in high-traffic areas such as shopping malls and airports. They are ideal for promoting restaurants that are located in these areas. Kiosks can be used to display menus, promote specials, and offer coupons and other incentives to attract customers.
The Role of OOH Ads in Driving Restaurant Foot Traffic
Out-of-home (OOH) advertising has become a powerful tool for restaurants to increase foot traffic and attract new customers. OOH advertising refers to any physical advertisement consumers encounter outside of their home, including billboards, transit stations, wallscapes, and car-top ads.
Restaurants can leverage OOH ads to reach a large and diverse audience, especially those who are already out and about and looking for a place to eat. These ads can be strategically placed in high-traffic areas, such as busy intersections or near public transportation stops, to maximize visibility and drive foot traffic to the restaurant.
Location is a key factor in the success of OOH advertising for restaurants. By identifying the most relevant and high-traffic areas near their restaurant, they can target the right audience and increase their chances of attracting new customers. For example, a restaurant in a business district might place ads near office buildings during lunchtime, while a restaurant near a college campus might target students with ads near dorms or popular hangout spots.
OOH advertising can also be an effective way to increase store visits and encourage repeat business. By using eye-catching and memorable visuals, restaurants can create a strong brand presence and stay top-of-mind for consumers. Additionally, OOH ads can be used to promote special offers, new menu items, or events, which can entice customers to visit the restaurant and try something new.
It’s More Than Just Foot Traffic: Other Benefits of OOH Ads for Restaurants
Out-of-home (OOH) advertising is not just about driving foot traffic to restaurants. There are several other benefits that OOH ads can offer to restaurant owners, including:
Increased Brand Awareness
OOH ads can help restaurants increase their brand awareness. By placing ads in high-traffic areas, such as busy intersections or popular tourist spots, restaurants can reach a large number of people and increase their visibility. This can be especially beneficial for new or lesser-known restaurants that are trying to establish themselves in a competitive market.
Cost-Effective Advertising
Compared to other advertising channels, OOH advertising can be a cost-effective option for restaurants. Billboard ads, for example, can be relatively inexpensive to produce and can reach a large audience. This can make OOH ads a great option for restaurants with limited marketing budgets.
Targeted Advertising
OOH ads can also be a highly targeted form of advertising. For example, restaurants can place ads in areas with high foot traffic during specific times of the day, such as during lunch or dinner hours. This can help restaurants reach their target audience more effectively and increase the likelihood of driving foot traffic to their business.
Unique Advertising Opportunities
Finally, OOH ads can offer unique advertising opportunities for restaurants. For example, digital OOH ads can be interactive and engaging, allowing restaurants to showcase their menu items or promotions in a more dynamic way. Additionally, OOH ads can be placed in unexpected locations, such as on the sides of buildings or on public transportation, which can help restaurants stand out from their competitors.
Measuring the Effectiveness of OOH Ads
One of the key advantages of out-of-home (OOH) advertising is its ability to drive foot traffic to restaurants. However, measuring the effectiveness of OOH ads can be challenging. Here are some ways to measure the effectiveness of OOH ads:
Vanity Metrics
Vanity metrics are metrics that look impressive but don’t necessarily translate into real business results. For example, the number of people who see an ad may be impressive, but the ad isn’t effective if those people don’t actually visit the restaurant. Vanity metrics can include:
- Impressions: The number of times an ad is seen.
- Reach: The number of people who see an ad.
- Frequency: The number of times a person sees an ad.
While these metrics can be useful, they don’t tell the whole story. It’s important to look at metrics that directly relate to business results.
Measuring the Effectiveness
One way to measure the effectiveness of OOH ads is to track foot traffic to the restaurant. This can be done by using location-based data from mobile devices. By tracking the number of people who visit the restaurant after seeing the ad, it’s possible to determine the ad’s effectiveness.
Another way to measure the effectiveness of OOH ads is to monitor sales. If sales increase after the ad is displayed, it’s a good indication that the ad is effective. However, it’s important to note that other factors, such as seasonality or promotions, can also affect sales.
It’s also important to consider the context in which the ad is displayed. For example, an ad displayed near a busy intersection may be more effective than an ad displayed in a less trafficked area. By analyzing the context in which the ad is displayed, it’s possible to optimize the ad’s effectiveness.
Case Study: Burger King’s OOH Campaign
One of Burger King’s most successful advertising campaigns was an augmented reality digital out-of-home (DOOH) campaign coined “Burn That Ad“, allowing their audience to literally burn competitors’ ads through a mobile app.
The DOOH campaign complemented the brand’s traditional billboard campaigns by targeting drivers near billboards or on their way to competing fast-food chains and serving them pins and takeovers in Waze. The DOOH campaign generated a lot of buzz on social media and helped drive foot traffic to their stores.
Burger King’s OOH campaign is an excellent example of how proximity and digital screens can be used to create effective advertising campaigns. By targeting drivers near billboards or on their way to competing fast-food chains, Burger King was able to increase the visibility of their brand and drive foot traffic to their stores.
The minimalist billboard design and witty tagline caught the attention of passersby and generated a lot of buzz on social media. Advertisers looking to create effective OOH campaigns should take note of Burger King’s success and consider using proximity and digital screens to drive foot traffic to their stores.
