To reposition your brand, you need to tell a compelling new story, to a large and relevant audience, in an engaging and authentic way. You also need to do it repeatedly over a long period, to ensure that your new positioning isn’t merely a moment in time, but a long-term focus underpinned by a clear consistent message. It’s not something that can be done overnight. As proven in Les Binet and Peter Field’s brilliant study ‘The Long and Short of It’, long-term brand success, needs a long-term solution. It can’t purely be delivered through short-term activations and a focus on instant ROI delivery. And brand repositioning is no different.
For this reason, OOH has always been an essential part of both the brand building and brand repositioning process and in fact, with the medium evolving at pace in recent years, it can be argued that it is only becoming more vital.
When looking at what is required to deliver brand repositioning, there is great synergy with the key and growing strengths of OOH:
OOH provides a platform to tell a compelling story
With the introduction of Digital changing the OOH market significantly over the last five years, the opportunity for brands to deliver more engaging, more compelling and more memorable communications in the medium has increased exponentially. With Digital OOH (DOOH) now available in every major environment, brands are increasingly able to deliver dynamic, full-motion creative to consumers, at scale.
OOH delivers brand communications to a large and relevant audience
OOH has and always will be a key broadcast medium. However, in recent years, media owners have invested heavily in location-based, data-led planning tools. These tools have allowed planners to identify and locate audiences based on not just demographic information, but also on both real world and online behaviours.
From using anonymised credit card data to identify spend locations for certain categories, to mobile app/search data allowing planners to understand physical hotspots that people engage with relevant products, services or subjects online, OOH is now a channel that can still deliver macro reach but is increasingly optimised at a micro level.
This increased targeting, whilst still being able to deliver broadcast reach, has meant that OOH is able to ensure brands communications are placed in locations that are best placed to drive awareness, but also other actions, from product purchase, to search, to social amplification. All of which it can be argued is key when repositioning a brand.
OOH gives brands a platform to target audiences repeatedly
In the same way that OOH is a great broadcast medium, it is also one that offers brands the opportunity to deliver a high frequency of message. This is key for brand repositioning, because in an increasingly cluttered media marketplace, where consumers are inundated with advertising messages throughout their day, ensuring your communications are the ones that stand out is essential. This is why OOH can help as it allows brands to display their content multiple times, in relevant locations and on appropriate, impactful formats, all of which can aid standout for brands and in turn, greater awareness and engagement.
OOH lets brands communicate in an authentic way
For brands to reposition successfully, it’s, of course, vital to display their content in a way that is honest, unobtrusive, safe and on platforms that are in keeping with the messages that the brand is looking to deliver. OOH, as a medium, is in the public space, so benefits from increased levels of trust in comparison to other mediums, especially in the era of fake news and clickbait becoming increasingly prevalent. If brands are willing to make statements on a billboard in a shared public space for example, then the public themselves are more likely to trust that what is being displayed is true.
In addition, with DOOH now allowing these messages to be tailored to key moments in consumers everyday lives, OOH is one of the only mediums that is embraced by the public. It’s not something that interrupts your viewing habits or pops up whilst your searching for content. OOH, advertising is something that is displayed in locations and at times when people are often looking for a distraction or where it improves the environment in which it’s served.
For brands, the benefits of being able to serve relevant content, in a brand safe environment and where consumers don’t feel their experience is being diminished is significant and this, along with the reasons mentioned above is why OOH is a key medium for brand repositioning.