In brief: Out-of-home is advertising people encounter outside their homes, including outdoor, transit and place-based media.
How I use out-of-home in practice
I connect placement, audience, reach, timing and the action available after exposure. I assess it with the role it can realistically play in the customer journey.
What to watch
Exposure does not equal a visit or sale. Location, repetition, creative clarity and measurement limits all matter.
Questions for decisions
- Who will see the message and where?
- What can the creative communicate quickly?
- How will reach and response be estimated?
- What business result is realistic?