Luke Course
February 20, 2024
5 months ago

Introducing Out Of Home Advertising

Welcome to the world of out of home advertising (OOH), a game-changer that goes way beyond the usual marketing tactics.

In today’s marketing scene, where digital stuff usually hogs the spotlight, out of home advertising is like a breath of fresh air. Imagine this: among all the online hustle, OOH ads catch your eye right where you live, work, and chill.

They’re the billboards on the street, the ads on buses, and even those awesome digital displays. And get this – out of home advertising has been on a roll lately, with a whopping 15.1% surge over the last 2022/2023 financial year, according to the latest SMI Data.

This tells us one thing loud and clear: OOH is still rocking it and grabbing people’s attention. While this article leans heavily on the effectiveness of billboard advertising and how it plays an integral role in OOH, we’ll dive into what makes out of home advertising tick – the tricks, the trends, and the success stories that make it a must-have in any killer marketing plan.

We also have some FREE expert tips and tricks on how to get the most out of your outdoor campaign, so keep reading!

The Ultimate Guide To Effective Out Of Home Advertising

The Benefits Of Out Of Home Advertising

We’re all aware that advertising is all around us. In fact, let’s travel back in time a smidge:

In the mid-1830s, Jared Bell, an OOH pioneer, etched his name in history by designing some of the very first billboards. These mammoth canvases weren’t just blank spaces; they were vibrant stages, spotlighting the thrill of circus acts headlined by none other than the iconic duo, Barnum And Bailey.

Picture it: before Instagram and TikTok, Bell was already creating buzz with his larger-than-life billboards, laying the foundation for a spectacular era of show-stopping advertising.

Fast forward to 2024, where we look into the benefits of out of home in today’s modern world.

Get Noticed Everywhere with Billboard Ads

Out of home advertising (OOH) is like the VIP pass to getting your brand noticed. Think of billboards as these gigantic canvases that scream your message to everyone nearby. Stick one in a busy spot, and suddenly, your brand is on everyone’s radar.

It’s the kind of advertising that lets you be as creative as you want – just check out these stand-out campaigns below for inspiration. These brands took static billboards and turned them into memorable brand statements. Don’t believe us? Check out these case studies provided by some of our clients. 

Reach More People With Out Of Home

When it’s about reaching the masses, nothing beats the impact of OOH advertising. Billboards, in particular, have an unmatched ability to deliver your message to a broad audience. Placing your ad on a strategically located billboard ensures that your brand becomes a familiar sight to everyone passing by.

It’s not just an ad; it’s a statement, visible to people from all walks of life. This makes billboard advertising one of the most sought-after mediums for out of home advertising, ensuring your brand resonates far and wide.

Capture the attention of audiences with Digital Out Of Home (DOOH)

Take the power of billboards and elevate it to the next level with digital displays. Digital billboards aren’t just attention-grabbers; they’re game-changers. The ability to switch messages in real time ensures that your brand stays in the limelight consistently.

This dynamic nature of digital billboards makes them the centre of creative out of home advertising. It’s not just about visuals; it’s about creating experiences that keep your brand shining.

Capture the attention of audiences with Digital Out Of Home (DOOH)

Types Of Outdoor Advertising:

Let’s look into various types of outdoor advertising small and large brands often make use of in conjunction with their on-going marketing efforts.   


Billboard advertising steals the spotlight in out of home campaigns. These towering structures ensure your brand stands tall, grabbing attention with strategic placements in high-traffic areas. Billboards act as giant canvases, giving your message the space it deserves for maximum impact.

Bus Advertising on the Move

Imagine turning buses into rolling billboards. That’s the charm of bus advertising. Your brand travels through diverse neighbourhoods, reaching a wide audience on the move. It’s a great way to capture attention in the hustle and bustle of daily commutes.

Streetwise Advertising

Street advertising brings the campaign to the heart of the action. Think posters, murals, and interactive displays strategically placed in bustling urban areas. It’s about connecting with people right where they live, work, and play.

Vehicle Wraps: Mobile Ambassadors

Transform vehicles into mobile brand ambassadors with eye-catching wraps. Whether it’s cars, buses, or delivery vans, vehicle wraps turn ordinary transportation into a moving advertisement, ensuring your brand gets noticed wherever it goes.

Stadium Signage: Sporting Impressions

For brands looking to score big, stadium signage is key. Whether inside or outside the arena, these signs ensure your message reaches sports enthusiasts and eventgoers, creating lasting impressions in a lively atmosphere.

OOH is #1 for Generating Brand Awareness

It’s official Out Of Home performs best for awareness across all demographics! When it comes to creating awareness that resonates across diverse demographics, Out of Home (OOH) advertising takes the lead.

Whether targeting young professionals in urban hubs or engaging with families in suburban neighbourhoods, OOH campaigns prove their versatility. The visual impact of billboards and other OOH formats captures attention across age groups, ensuring a broad reach.

This official confirmation underscores that OOH isn’t just a marketing method; it’s a universal language that speaks to everyone, making it an unparalleled choice for brands seeking widespread awareness and recognition.

OOH is #1 for Generating Brand Awareness

Out Of Home Success Stories

The Halls Gap Zoo decided to run a Static Billboard campaign with us in Ararat with the view of growing its brand awareness. The idea was creative awareness around the commonly asked question, “Where is Halls Gap Zoo?”.

  • About the client: Halls Gap Zoo is the largest regional zoo in Victoria, with over 160 native and exotic species featured located adjacent to the well-known Grampians National Park, making it a part of the Grampians experience.
  • Relevance Of Audience: Due to the billboard being located on route to the Grampians, Halls Gap Zoo’s location found our Ararat site to be useful in guiding passing traffic using the site to remind those on route of their nearby attraction.
  • Campaign Objectives: Their campaign artwork was very effective, using a brightly coloured print incorporating their logo. Their billboard provided the distance from their location as well as travel suggestions, helping their goal of directing passing traffic to them.

The duration of this campaign ran for 5 consecutive years with a total audience of 6, 552, 000 cars being exposed to this powerful ad campaign.

Here’s a testimonial from Greg Culell the owner of Halls Gap Zoo

“We were delighted when this space became available as this direct type of advertising was something we had realised for several years would be helpful. The resultant increase in trade has more than paid for the expense, and the billboard has been identified by several visitors as the sole reason they came to our zoo.”  

Out Of Home Success Stories

Check out the full case study

Trends in Out Of Home Advertising – DOOH

In the ever-changing world of out of home advertising, digital out of home (DOOH) steps up to shake things up, giving brands a fresh way to connect with their audience. But what is digital out of home advertising?

Well, it’s like taking those regular billboards and making them all tech-savvy, swapping out the static images for dynamic, eye-catching displays on high resolution LED screens.

Trends in Out Of Home Advertising - DOOH

Digital Billboards Catching Eyes

Picture this: digital billboards stealing the show by ditching the plain pictures for lively, ever-changing visuals. These billboards aren’t just pretty; they’re smart too. Advertisers can switch things up in real time, keeping their messages up to date. Plus, with digital billboards, creativity knows no bounds.

The Boom of DOOH

Digital out of home advertising isn’t confined to regular billboards. It’s everywhere – transit stations, malls, even on street corners. This adaptability lets brands craft campaigns that seamlessly fit into city life. DOOH is the tech twist in outdoor advertising, making it a hot pick for those looking to stay ahead in the marketing game.

Top Tips For Creating an Effective OOH Campaign


  • Ideally, a maximum of 8 words.
  • Avoid cluttering with too many elements; drive time is only 3-5 seconds.
  • Remember – 41% of your campaign effectiveness comes from your creative.


  • Use bold, easy-to-read fonts – The further away it can be read, the longer the viewer has to read and remember it.
  • Keep spacing between lettering even and consistent.
  • Use high-contrast colours, as you are appealing to a drive-by audience.


  • Make sure the call to action is clear so that your billboard campaign is successful with measurable results.
  • Avoid a detailed call to action in roadside environments. Phone numbers and addresses are too long to remember, and audiences can’t write them down while driving!

H3: The Call To Actions Could Be One Of The Following

  • Direct people to buy a product
  • Direct people to Google your business name or a phrase
  • Direct people to your store/location

H3: Some More Expert Tips

  • View your artwork from a distance to make sure that’s it clear and legible.
  • If you can’t say it in a few words, don’t.
  • The best billboards are in your face, they cut to the point simply but with impact. They plant a core idea into consumers’ minds and don’t “over-explain” their message.
  • Get CREATIVE: You can make your billboard stand out with extensions.
Top Tips For Creating an Effective OOH Campaign

Localised Out Of Home Advertising

Being regional Victoria’s largest supplier of outdoor advertising, we’re somewhat of an expert on localised out of home advertising.  

Now, let’s look at the power of local out of home advertising, especially in the charming landscapes of regional Victoria. Why out of home advertising, you ask? Well, when it comes to connecting with the community in places like regional Victoria, it’s all about being right there where life happens.

Placing static and digital billboards strategically in local hotspots isn’t just about grabbing attention; it’s about seamlessly blending into the daily scenery. These billboards aren’t just ads; they’ve become part of the familiar landscape for the folks who call these picturesque towns in regional Victoria home.

Your brand isn’t an outsider; it’s like a friendly neighbour everyone knows. In this corner of Australia, out of home advertising goes beyond mere visibility – it transforms into a local legend, sharing your message where it matters the most.

Localised Out Of Home Advertising

Whether it’s the lively streets of Ballarat or the peaceful corners of Bendigo, localized out of home advertising ensures your brand isn’t just making an impression; it effortlessly integrates into the local tapestry.

Looking for more tips on Out Of Home advertising? Follow our journey on social media or get in contact with us today!