Combating Digital Fatigue: How OOH ads boost digital presence

[Use 62% mobile and 42.7% ad blocking infographic]

Combining Out-of-Home (OOH) and mobile advertising campaigns has been shown to deliver a better
Return on Investment (ROI) and high engagement. The two media formats complement each other in
the sales funnel, and effectively bridge the gap between the offline and online worlds. OOH provides
reach and a public profile, while mobile advertising offers targetting capabilities and access to a
personalized digital world.

Successful campaigns need to start linking OOH and mobile advertising strategies. OOH should be used
to establish brand identity and presence in the minds of the public, and mobile can then build on this
foundation to drive online engagement and sales.

As Mike Follet, the Managing Director of Lumen Research says, “OOH can supercharge the effects of
Social Media.”

Advertising campaigns run exclusively online are becoming less effective as more potential customers
adopt ad blocking technology. This is a fact brands are becoming increasingly aware of, and QR codes
and hashtags designed to attract smartphone interaction are being added to OOH advertising.
Essentially OOH, as a mass reach, one-to-many medium builds curiosity. Mobile can then be used to
resolve any questions, reinforce the advertising message and develop a personal relationship in a one-
to-one situation – leading to action and transaction.

Research from a 2021 report by The Harris Poll shows that customers are particularly receptive to
Outdoor Ads, as it provides welcome distraction when they are commuting. The challenge for OOH ads
is to create messaging that stands out and is memorable, but which can be quickly absorbed.

The rise of programmatic Digital-Out-of-Home (DOOH) advertising will only serve to further link OOH
and mobile advertising. Still in its infancy in Sri Lanka, programmatic DOOH will allow brands the
ability to run flexible ads, which can be tied to their digital strategies and/or targeted to customers
based on data generated through IoT infrastructure in cities.

According to the 2020 Nielsen DOOH Advertising Report, 62% of viewers engaged with advertisers using
their mobiles after seeing OOH ads. By using multiple ad mediums at once, you’re staying top-of-mind
for consumers throughout their entire day.

If OOH and mobile campaigns are planned strategically, they can create high-reach, inspiring campaigns
and emotional, activating brand experiences which customers find relevant and which drive sales and

Contact Richardson Outdoor to learn how you can use a mixed media strategy to boost ROI.

5 Covid-Inspired Creative OOH Campaigns

Out-of-Home (OOH) campaigns that ran during the pandemic delivered excellent returns. Though advertising took a hit in 2020 due to Covid-19, brands that did run OOH ads saw product recall increasing by 51%.

The improvement in product recall is thought to be for several reasons. In part, there was less competition. And in part, time outdoors was seen as valuable and people took time to appreciate their surroundings – which meant they were receptive to outdoor messaging.

The brands that were spending on OOH advertising during Covid-19 were also investing into particularly creative campaigns.

Here’s our pick of the top Covid-inspired ads, showing that when times get tough – the tough think outside-the-box.

1. Twitter

2. Bumble

3. Choctaw Casino and Resort

4. Coca cola

5. Emily Snacks

Top 20 Bus Shelter Ads: OOH inspiration for your next campaign

Looking for inspiration for your next bus shelter campaign? We’ve compiled a list of bus shelter ads that use clever creatives, interactive ideas and the latest technology to raise brand awareness and drive sales.

Bus shelters are one of the most effective media for outdoor advertising, providing 24/7 visibility to passing drivers, pedestrians and commuters.  Advertising in bus shelters facilitates high frequency exposure to a geographically targeted audience. This is ideal for local businesses looking to target local consumers. It’s also ideal for advertisers looking to make use of the “7 times factor,” which suggests that customers need to see an ad at least 7-8 times before it sinks in. As commuters often take the same route on a regular basis, bus shelter advertising is ideal for repeated exposure.

Customers are also at their most receptive while they are bored and waiting for a bus. They are looking to be entertained, so a clever creative can grab their attention and leave them with a positive brand association. A smart interactive ad campaign can even lead to organic online shares. These types of interactions ultimately drive sales.

Take a look at these 20 aspirational ideas or [advertise on our bus shelters].

1. Real Hip Hop: Black Power

Advertising Agency: Dentsu, São Paulo, Brazil

2. Christopher & Dana Reeve Foundation: Wheelchair

Advertising Agency: BBDO New York, USA

3. IKEA: Bus Stop

Advertising Agency: unknown


4. Apple Macbook Air: Swing

Credits: Bruno Taylor

5. Victoria Bug Zoo

Advertising Agency: Rethink, Vancouver, Canada

6. Alfa Romeo Helps Other People Sell Their Cars

Advertising Agency: Duval Guillaume, Antwerp, Belgium

7.Livegreen Toronto: Switch

Advertising Agency: Agency59, Toronto, Canada

8. 14. 3M Security Glass

Advertising Agency: unknown


9. Rubbish Since Monday

10. Star Wars: Lightsabers

Advertising Agency: enVision, Aarhus, Denmark

11. Quiksilver: Ramp

Advertising Agency: Saatchi & Saatchi, Copenhagen, Denmark

12. Caribou Coffee: Oven Bus Stop

Advertising Agency: Colle+McVoy

13. Amnesty International: “It Happens When Nobody is Watching”

Advertising Agency: Jung von Matt, Hamburg, Germany

14. The Dignity Project

Advertising Agency: Unknown

15. San Francisco Zoo: Critter Quest

Advertising Agency: BBDO West

16. Je*s Jeans – No Need to Bend Anymore

Advertising Agency: Bruketa@Zinic, Zagreb, Croatia

17. Fitness First: Bus Stop

Advertising Agency: N=5, Amsterdam, The Netherlands

18. McDonalds: Free Coffee

Advertising Agency: Cossette West, Canada

19. Norwegian Airline’s New Destinations: The Kilt

Advertising Agency: Volt AB, Stockholm, Sweden

20. Norwegian Airline’s New Destinations: The Sauna

Advertising Agency: Volt AB, Stockholm, Sweden