Page 37 - SOBHA REALTY PR REPORT - OCTOBER 2024

11/1/24, 9:59 AM OOH advertising: Evolution is inevitable - Campaign Middle East

Strategic importance and benefits of OOH

OOH offers unique advantages, particularly in high-traffic public spaces. Nielsen data reveals that OOH boosts

online activations four times more efficiently per dollar spent than TV, radio or print. It also reaches 90 per cent of
the population aged 16 and above in major cities weekly.

Additionally, OOH generates the highest levels of consumer recall, outpacing print, radio and television, which is
crucial in today’s oversaturated media environment.

A prime example of OOH’s impact is our 3D anamorphic billboard at JBR, located in one of Dubai’s most vibrant
neighbourhoods. It attracts attention from locals, tourists and global investors alike, showcasing the brand’s
commitment to innovation and luxury.

Complementing digital campaigns

OOH’s strengths lie in its ability to complement digital campaigns. While digital ads are targeted and interactive,
OOH engages a broader, non-intrusive audience.

According to research from the Outdoor Advertising Association of America (OAAA), 66 per cent of smartphone
users took action after seeing an OOH ad, with 40 per cent seeking more information online. This synergy
between OOH and digital amplifies brand visibility and engagement across multiple channels.

Positive perception and brand connection

OOH is often perceived more favourably than digital ads, which can be seen as intrusive. Studies show that OOH
ads score higher in trust and engagement, with 78 per cent of consumers engaging with an OOH ad within 60

days.

For Sobha Realty, initiatives like our 3D campaign not only capture attention but also foster lasting connections

and positive associations with our brand.

Navigating OOH advertising challenges

Despite its advantages, OOH faces challenges, particularly in integrating with other marketing channels.

In today’s omnichannel environment, it’s crucial to align OOH efforts with digital, social, and content marketing
strategies. By leveraging real-time data and optimising placements, we can create a unified message across all
platforms.

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