There’s More to OOH

Published By: Outdoor Asia, Volume 16

Kuala Lumpur, August 2024

People don’t buy what you do. They buy why you do it. Simon Sinek pointed to a host of companies whose core purpose has set them apart and positioned them for continued success.

Patagonia was founded to help people explore wild places. Protecting these wild places has become a core purpose. They just happen to make outdoor clothing that resonates with those who care about the environment.

Tesla’s single purpose is to accelerate the world’s transition to sustainable energy. They just happen to make energy-efficient vehicles that are affordable and appeal to those who are driving towards a similar transition. 

Similarly, in the advertising and media space, giants like Google, Meta, and now TikTok didn’t just stumble upon billion-dollar business empires. They tapped into the basic human need for social interaction and communication, with advertising becoming a natural byproduct. These companies show that when people identify with your purpose and not just your product, success follows. 

Now, let’s use this lens on Out-of-Home (OOH) media. Way before sophisticated maps and mobile applications, billboard signs were the original location guides, welcoming us to specific places or pointing to a nearby diner or store.

Billboards were built to empower local merchants and community commerce. As OOH companies expanded beyond these neighbourhoods, their client base grew. OOH media evolved into a powerful “reach” option for the advertisers, though the content often lacked local relevance with a few exceptions. 

One of the most successful OOH media companies ever, JCDecaux was a pioneer in bringing some of this purpose back. They reimagined bus shelter advertising as street furniture that also provided comfort to passengers waiting for a bus.

This innovative approach was not just built for advertising but improved the urban environment for everyday commuters – the local community. Over time, this concept has evolved into smart city installations that go beyond comfort, offering realtime updates on bus arrival times and other useful information to enhance the passenger experience.

Billboards are now screens and they are present everywhere. Modern digital billboards can execute nationwide campaigns while delivering hyperlocal content tailored to specific times of day and environmental factors like weather and traffic.

The ads are more contextual and relevant to people around the signs. Ocean Outdoor has been a proud supporter of global sports events like the Olympics, showcasing live updates, medal tallies, and highlights.

This commitment extends beyond just sports; their “Drops in the Ocean” initiative highlights their dedication to sustainability and environmental responsibility, illustrating how even small efforts can make a significant impact on our planet.

But it isn’t just the physical signages that are becoming digital. Every aspect of the OOH business, from inventory management and availability to booking, content flow, execution, analytics and online bookings are made possible using various software. The humble billboard has come a long way, proving that even in a digital world, it can still stand tall and proud. However, OOH media is still trying to rediscover its purpose… its raison d’être`

The path to OOH’s purpose 

The power of billboards to influence local communities was vividly illustrated in the critically acclaimed film Three Billboards Outside Ebbing, Missouri. This story showed how a few strategically placed signages could stir emotions and spark conversations on a grand scale. 

Can OOH media take on the mantle of communicating and engaging local communities to solve some of today’s pressing problems?

Many of us in the industry believe so and have already started making small but significant steps toward making a difference. I believe there are three themes that can be championed by the OOH media stakeholders to move OOH media closer to a purpose.

First, Community Commerce supports local merchants by promoting neighbourhood businesses and fostering local economies. Second, a Community Bulletin provides real-time updates on traffic, weather, and other essential information, enhancing the daily lives of community members. Finally, Community Causes champions local and global initiatives, using the power of billboards to raise awareness and drive action for important social and environmental issues. 

Each of these requires a combination of technology, OOH product development, marketing and campaign execution. Leveraging Moving Walls technology platform, the Moving Hearts initiative focuses on developing OOH products that can be delivered on a self-serve portal for scalable implementation. This initiative has already supported over 20 community causes across multiple markets in Southeast Asia, influencing the hearts of three million people. 

We have now started working on carbon reduction initiatives that involve recycling, implementing technology to reduce electricity consumption, and eventually offsetting the carbon generated by OOH campaigns. 

Through these actions, we aim to not only reduce our own carbon footprint but also inspire others in the OOH industry to take meaningful steps toward a greener future. The recent announcement of Ad Net Zero by 50 of the world’s leading advertisers will undoubtedly accelerate the adoption of green technologies in the OOH media industry. 

I believe that OOH media is moving towards a common purpose. At the very heart of this are the local communities who experience OOH media every day. Everyone in the value chain – media owners, agencies, advertisers, and technology solution providers like us – has a role to deliver OOH media with a heart. By design, OOH media remains closest to the masses and these signages are viewed collectively. It is only right that we should strive to always make a positive impact.