OOH advertising or commonly known as OOH is something we cannot ignore. There are billboards which are fetching and unique in uncountable ways. However, OOH advertising can trace its lineage back to the earliest civilizations. Thousands of years ago, the Egyptians used tall stone obelisks to publicize laws and treaties. Albeit modes of advertising have changed over the centuries, OOH advertising is still a most common medium used to advertise today.
The Evolution of OOH over the Years:
- In 1450, Johannes Gutenberg invented movable type printing, and advertising in the modern era was launched in the form of the handbill. The lithographic process was improved upon in 1796 which transitioned into an illustrated poster.
- Initially, American roadside advertising was generally local. Merchants painted signs or glued posters on walls and fences to notify the passersby that their establishments were located up the road, sold horse blankets, rheumatism pills, and other useful items.
- In 1975, the Outdoor Advertising, Inc. (OAI) designed a campaign to measure billboards effectiveness. The concept featured Shirley Cochran, the newly crowned Miss America, on billboards that were displayed across the country. Her name recognition soared 940 percent after the campaign launched.
- In 1990, OOH companies offered a wide selection of advertising formats including billboards, street furniture, transit, alternative media, cinema, and digital place-based screens.
- In 2005, the first digital billboards were installed.
- In 2015, Porsche launched world’s first interactive billboard.
Through the years, the OOH campaign has changed significantly. The relevance and content are mainly centered on targeting a niche audience. With attention span declining rapidly it comes as no surprise when more & more inventive mediums and methods are being implemented on OOH campaigns. The latest development is 3D billboards, which are successfully drawing positive attention from onlookers worldwide. Mankind is experimenting with technologies consistently and in the coming years, this would be revealed through OOH.