How expensive is Out-of-home advertising?

While a reasonable media investment is required to achieve strong results, OOH is not as costly as often perceived. The digitalisation of screens and the rise of programmatic media buying have significantly lowered the barrier of entry, making OOH more accessible for brands of all sizes.

Is running Out-of-home enough to drive sales?

The effectiveness of OOH in driving sales depends on your brand and products. It’s important to remember that purchase decisions are typically influenced by multiple touchpoints across various channels. OOH is generally most effective at the top of the funnel, building awareness and brand consideration. Pairing it with action-driven channels can help drive sustainable sales in a holistic way.

How big are the screens and billboards?

When people think of OOH, large billboards often come to mind, but OOH encompasses a wide variety of screens, including those at bus shelters, petrol stations, office lobbies and lifts, doctor’s offices, shopping centers etc. This diversity allows you to reach your audience effectively, wherever they may be.

Are we limited to selecting screens and locations? Can additional targeting options be applied?

While screen types and locations are key in designing an OOH strategy—whether based on socio-demographics, proximity to retail outlets, or specific environments like gyms or doctor’s offices—Digital OOH offers more targeting options. With programmatic buying, you can target by time of day (e.g., morning commute), day of the week (e.g., office days), or even weather conditions (e.g., during rain).

What creative assets are needed for Out-of-home advertising?

Different screens have varying creative requirements. Some only support static images particularly in locations where motion could pose a safety risk, while others allow short videos (typically up to 7 seconds). If you already have display or video assets, these can often be repurposed for Out-of-Home (OOH) campaigns. However, we strongly recommend professionally adapting your creatives to meet OOH specifications to ensure they render clearly and effectively across all screen types.

Reach your audience at scale with Out-of-Home advertising

Build strong brand awareness via impactful out-of-home ads and billboards across strategic locations

GET STARTED

What is Out-of-home advertising?

OOH billboard display in Westfield shopping centre

Out-of-home (OOH) advertising stands apart as a media format located outside the consumer’s home and digital devices. It includes displays in high-traffic areas like shopping centres, transit locations such as bus shelters, office lobbies and lifts, as well as prominent city streets.

While many OOH screens have now been digitalised, some billboards still use traditional paper-and-glue methods. Additionally, certain screens are capable of playing video, while others remain static for road safety purposes. OOH advertising can be purchased either directly or programmatically, with targeting based on strategic locations near retail outlets, high-footfall areas, or specific postcodes that align with socio-demographic profiles. Digital OOH also allows for advanced targeting based on environmental factors, time of day, and weather conditions.

Benefits of Out-of-home advertising for Australian brands

Out-of-home (OOH) is a powerful addition to any branding campaign, offering a unique blend of broad awareness and precise targeting. Its impact is amplified by the fact that, unlike other digital channels, OOH is nearly impossible to avoid, providing 100% visibility and immunity to ad blockers.

Digital billboard advertising serves as an excellent catalyst for other channels, with 48% of consumers being more likely to engage with digital ads after seeing an OOH ad. Additionally, device IDs from audiences exposed to digital billboards can be captured and used for retargeting across other channels, driving engagement further down the marketing funnel and creating a more cohesive customer journey and real impact.

Lastly, a Nielsen study shows OOH has a brand recall rate of 55%, making it one of the most effective channels for driving brand awareness.

Types of out-of-home formats available to businesses

Large Format Billboards (Motorways, Rooftops)

Large format billboards deliver maximum impact and visibility. Positioned along busy motorways, major arterials, or on high-profile rooftops, these oversized displays capture attention from afar and are ideal for broad reach campaigns. Both static and digital billboards are available, offering creative flexibility and high audience impressions.

Transit Advertising (Buses, Train Stations, Ferries)

Transit advertising places your message where people are constantly on the move – on buses, trains, trams, ferries, and in transport hubs. Options include vehicle wraps, platform posters, and station signage, allowing brands to connect with commuters and travellers daily. This format offers high frequency and reach across urban and suburban areas.

Street Furniture (Bus Shelters, Kiosks, Public Amenities)

Street furniture advertising integrates your brand into everyday urban life. Located at eye level in bus shelters, kiosks, benches, and public amenities, these ads offer close-up visibility for both pedestrians and motorists. Ideal for localised targeting and delivering high repetition in key suburbs.

Retail and Shopping Mall Signage

Retail and shopping centre advertising targets customers in a buying mindset. Formats include large digital screens, hanging banners, and in-store advertising that influence purchase decisions right at the point of sale. This OOH format is particularly effective for retail promotions, seasonal offers, and product launches.

Office Towers and Lifts

Office tower and lift advertising reaches professionals in high-density workplaces. Placed in lobbies, lifts, and common areas, these ads engage audiences during dwell times and are highly effective for B2B marketing, financial services, and premium consumer brands.

Place-Based and Vertical-Specific OOH Advertising

Place-based OOH advertising targets audiences in specific environments, ensuring your message reaches people in the right mindset and location. These formats can be tailored to key verticals such as: Gyms and Fitness Centres, Medical Centres and Hospitals, Universities and Education Campuses, Airports, Cinemas, Stadiums and more!

BOOK A CONSULTATION

How do you measure the effectiveness of Out-of-home ads?

Out-of-home (OOH) advertising can be a powerful tool for reaching a wide audience. However, measuring its effectiveness can be challenging. Here are some key strategies to track the impact of your OOH campaigns:

Traditional Measurement Methods

Campaign Reporting via MOVE: including amount of ad spots, likelihood and opportunity to see reach, frequency of ads seen, impression multiplier, ad share of time, and mode of view (car driver, pedestrian, transit passenger).
Brand Recall and Awareness: Conduct surveys or use brand tracking tools to measure changes in brand awareness and recall.
Website Traffic and Sales: Track website traffic and sales during and following an OOH campaign to determine its impact on online activity.
Foot Traffic: Use foot traffic data to measure the impact of OOH ads on increased physical store visits.

Digital OOH Measurements

Ad spot plays, impression multiplier, and cost per 1000 impressions.
Ad spots by media owner (e.g. JCDecaux, Val Morgan Outdoor), and venue type (e.g. shopping centres, airports, bus shelters).
Creative breakdown by impression and cost.
Geography breakdown of screens.
Break down by hour and day to understand the strongest performing times.

Advanced Analytics

Geofencing: Use geofencing to measure the impact of OOH ads on foot traffic to nearby stores, measuring the uplift in visits.
Screen Verification: understand and cross-check your screen buy with an independent screen verifier, including accounting for any damaged screens.
Device retargeting: understand people who have made contact with the OOH screen via mobile location technology, and retarget those people with ads across other media buying channels

By combining these methods, you can gain valuable insights into the effectiveness of your digital billboard campaigns and make data-driven decisions to optimise your future efforts.

Remember, while measuring OOH advertising can be challenging, it’s essential to track key metrics and analyse the results to improve your future campaigns.

Case study

Modibodi’s online sales increase through digital out-of-home ads

Bench developed a digital out-of-home campaign across Australia for Modibodi, which drove incremental sales across other marketing channels.

The campaign led to a 51% reduction in cost-per-sale and a 94% increase in return-on-ad-spend.

Why choose us for Out-of-home advertising?

We blend strategic media planning with deep local insight to deliver high-impact Out-of-Home campaigns across Sydney or Melbourne and beyond. Whether you’re building brand awareness or driving real-world action, our team leverages premium screen access, data-led targeting, and programmatic technology to maximise your visibility. From creative development to campaign execution and performance tracking, we offer end-to-end support with a focus on real-world results and ROI.

GET STARTED

Frequently asked questions

How expensive is Out-of-home advertising?

While a reasonable media investment is required to achieve strong results, OOH is not as costly as often perceived. The digitalisation of screens and the rise of programmatic media buying have significantly lowered the barrier of entry, making OOH more accessible for brands of all sizes
Is running Out-of-home enough to drive sales?

The effectiveness of OOH in driving sales depends on your brand and products. It’s important to remember that purchase decisions are typically influenced by multiple touchpoints across various channels. OOH is generally most effective at the top of the funnel, building awareness and brand consideration. Pairing it with action-driven channels can help drive sustainable sales in a holistic way
How big are the screens and billboards?

When people think of OOH, large billboards often come to mind, but OOH encompasses a wide variety of screens, including those at bus shelters, petrol stations, office lobbies and lifts, doctor’s offices, shopping centers etc. This diversity allows you to reach your audience effectively, wherever they may be
Are we limited to selecting screens and locations? Can additional targeting options be applied?

While screen types and locations are key in designing an OOH strategy—whether based on socio-demographics, proximity to retail outlets, or specific environments like gyms or doctor’s offices—Digital OOH offers more targeting options. With programmatic buying, you can target by time of day (e.g., morning commute), day of the week (e.g., office days), or even weather conditions (e.g., during rain)
What creative assets are needed for Out-of-home advertising?

Different screens have varying creative requirements. Some only support static images particularly in locations where motion could pose a safety risk, while others allow short videos (typically up to 7 seconds). If you already have display or video assets, these can often be repurposed for Out-of-Home (OOH) campaigns. However, we strongly recommend professionally adapting your creatives to meet OOH specifications to ensure they render clearly and effectively across all screen types.

It’s also important to note that even when video is supported, a static image version will usually still be required. Setting aside a budget or internal resources for creative development is essential for a successful campaign. Once your OOH strategy is finalised, we’ll provide you with the exact specifications for each screen format.

Need help preparing your assets? Contact us today for guidance on formats, dimensions, and creative best practices.

Book your free
30-minute strategy session

Active hosted form here

Speak with us