The subject of FOOH and OOH ads has been the center of hot debate in the last year. Since its inception, Fake Out of Home or FOOH advertising or so-called Mixed Reality Videos have attracted significant attention from marketers and advertisers with its ability to increase brand awareness and engagement through unique short-form videos on social media.
Coupled with its significantly lower costs and flexibility, FOOH has been a popular choice for brands looking to maximize their reach online. This increase in popularity has led to a shift in advertising strategies, with many brands considering FOOH as a supplement to a long staple in the advertising industry - Out of Home (OOH) advertising.
With both FOOH and OOH advertising having their merits, carefully evaluating your objectives and goals will be crucial in determining which approach is best suited for your brand or how we can combine both. In this article, we will explore 10 must-know insights about FOOH and OOH ads in 2024, shedding light on the pros and cons of each, and helping you make an informed decision for your marketing campaigns.
What Are FOOH and OOH ads?
Out of Home (OOH) advertising refers to any form of advertising that reaches consumers when they are outside of their homes. This can include billboards, transit ads, street furniture ads, and more. These ads have been widely used across industries, with records of early use of OOH dating back to even the 1800s. [1]
You've probably seen this Coca-Cola ad at bus shelters before — it’s a classic example of an Out of Home ad.
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OOH ads are typically strategically placed in high-traffic areas to maximize their visibility and reach. These ads offer a wide audience reach and can be particularly effective in creating brand awareness among commuters or pedestrians. In the 21st century, the advent of social media and technological advancements introduced a new form of “outdoor advertising”, known as FOOH or "Fake Out of Home" advertising. FOOH ads combine video footage of real-life scenarios with computer-generated imagery (CGI) to create hyper-realistic 8 to 15-second videos on TikTok, Instagram, YouTube, Facebook, etc.
This is how these ads are made:
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These ads can quickly and effectively hook the attention of an online audience through the initial “shock factor” it brings, making it a valuable asset in your marketing arsenal. Mixed reality videos are essential in staying ahead in your business this 2024; Here’s why you should care.
Now that we have a basic understanding of FOOH and OOH ads, let's explore the key insights you need to know when deciding between these two forms of advertising.
FOOH and OOH ads: How Do They Compare?
FOOH and OOH ads have distinct characteristics that make them suitable for different marketing goals and campaigns. Knowing and understanding these differences is crucial in making informed decisions to maximize the impact of your ad campaigns. Let's look at some of the key factors to consider:
1. Cost
When it comes to production costs, FOOH ads can be less expensive than OOH ads (considering cost of creation, adaptation, and billboard rent). While for OOH campaigns you need to adapt language, rent all different kind of boards and screens in various countries, for FOOH ads you can spread one single video worldwide via paid ad targeting, with a bit of luck your ad will go viral and target a broad audience organically.
Moreover you don’t need to fight over popular OOH spots and timeslots with other companies, with Mixed Reality Videos you’re not bond to time and place. You can post at anygiven time on social media and spread it precisely as you want to.
With all this in the picture, this doesn't mean that OOH ads are not worth the cost; they can offer unique benefits like broad local reach, high visibility, and long-lasting impact. However, for brands seeking more agile and cost-effective options, FOOH can be an attractive alternative.
2. Reach and Audience Targeting
When deciding between FOOH and OOH ads, one important factor to consider is the reach and targeting capabilities. OOH ads have the advantage of being visible to a wide range of people in a specific location. This can be beneficial for brands looking to create awareness among a diverse audience or target a specific geographic area.
On the other hand, FOOH ads can offer more precise targeting options. Through advanced algorithms like Instagram or TikTok analytics, brands can leverage social media platforms to reach specific demographics, interests, or even individuals. This level of targeting can result in higher engagement rates and more relevant ad experiences for the audience.
If you're choosing between FOOH and OOH ads, consider how much reach and precision are critical to your campaign's success. If your main goal is to hit a broad audience across various demographics, OOH advertising might be the better route.
For targeted campaigns focused on niche segments or specific user behaviors, FOOH advertising provides a more adaptable and precise tool. If you find the budget, they could even complement each other, and you can FOOH Ads into your OOH Campaign, leveraging both benefits and creating an even bigger reach.
Check out this example of Volvo, combining both OOH and FOOH:
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The bottom line is that both approaches have their strengths, but aligning them with your brand's unique needs will help you make the most informed choice.
3. Measurability and ROI
Another significant factor to consider when comparing FOOH and OOH ads is the ability to measure performance and return on investment (ROI). Traditional OOH advertising can be challenging to track directly.
While methods such as foot traffic measurements, eye-tracking studies, and consumer surveys provide insights, they often lack immediate and precise data on ad performance. ROI for OOH campaigns can also be harder to quantify due to these indirect measurement techniques.
FOOH advertising offers enhanced measurability due to its digital nature. Social media platforms where FOOH ads are typically displayed come equipped with detailed analytics tools, allowing advertisers to track metrics such as impressions, clicks, shares, comments, and conversions in real time.
This data can be invaluable for assessing the effectiveness of a campaign and making data-driven decisions to optimize performance. Additionally, advanced tracking methods like pixel tracking and A/B testing can provide deeper insights into consumer behaviors and preferences and can be used to refine campaigns.
While FOOH ads provide a clearer picture of ROI through precise tracking and analytics, OOH ads can still deliver substantial long-term value, particularly for brand recognition and reaching a mass audience. Evaluating how important measurable data is to your campaign goals will help in deciding which advertising method will offer the best return on investment for your brand.
4. Flexibility and Turnaround time
Flexibility and turnaround time are crucial factors that one must consider when planning a marketing campaign - and knowing your campaign objectives and goals is important when it comes to working with FOOH and OOH ads. With OOH ads, such as billboards and posters, you typically need a lengthy planning period, as you often need to establish a consistent brand image that will be reinforced by the OOH ad. This timeline can range from several weeks to months, depending on the location and complexity of your Out of Home ad.
Conversely, FOOH ads offer opportunities for a shorter planning period and quicker turnaround time. From conception to execution, projects could be produced as fast as 3 to 6 weeks. This allows brands and marketers the ability to quickly react to current events and trends.
When it comes to audience engagement and interaction, FOOH and OOH ads offer distinct advantages. OOH ads often receive passive forms of engagement, such as visual impressions and brand recall, especially when strategically placed in high-traffic areas. This ensures maximum visibility and repeated exposure for your brand.
However, OOH ads lack the capacity for direct interaction, which makes it harder for brands to engage with consumers on a deeper and more personal level.
FOOH ads, on the other hand, encourage active engagement and interaction through social comments, shares, and likes. These ads create opportunities for two-way communication between brands and their audience, allowing brands to gather valuable consumer insights and feedback in real time. When choosing between FOOH and OOH ads, brands should consider their campaign objectives to determine which advertising approach or both can deliver the desired impact.
Ultimately, the decision between FOOH and OOH ads hinges on your campaign's specific objectives, target audience, and budget. Remember to evaluate not just the initial impact but also the long-term benefits and the potential for brand growth of your campaign.
7 FOOH and OOH ads Examples
Now that we've gone through how FOOH and OOH ads can benefit your marketing strategy let's explore some real-life examples that illustrate these differences in action. These examples will highlight how various brands have successfully utilized FOOH and OOH ads to achieve their campaign goals.
1. Coca-Cola Zero Sugar x Oreo Flavor
As part of a promotional campaign for the limited-edition 2024 release, this Fake Out-of-Home ad brings together two iconic global brands, Oreo and Coca-Cola, in a creative crossover. The ad takes place in Zurich, where a row of giant Coca-Cola Zero cans is housed inside a massive red garage. As time passes, one can is transported onto the street, where a tire-sized Oreo rolls into view and stops in front of it. In a dramatic transformation, the familiar red can spins, revealing a bold new red and black color-blocked design, blending Coca-Cola and Oreo's signature aesthetics.
This ad masterfully captures the experimental fusion of the two brands. Showcasing the limited-edition soda from Coca-Cola’s Creations collection, it highlights both brands’ iconic flavors and visuals, making a strong statement about innovation and collaboration.
2. Volvo’s Luxury Without the Bling Bling
A good marketing campaign can combine the unique opportunities both FOOH and OOH ads can bring. This ad from Volvo does precisely that.
The ad begins with a hand holding a car key. After starting the car, a sleek black Volvo speeds through an underground driveway. The scene then shifts to a garage door on the second floor of a building, displaying the Volvo logo as it opens to reveal the vehicle. The ad concludes with a marquee in German that reads, "Luxury without the bling-bling (Unless the bling-bling increases security at some point).”
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This ad perfectly encapsulates Volvo's brand identity of elegance, luxury, and understated simplicity. It conveys what the brand represents—refined yet practical—without being overly flashy, while also showing a sense of humor. The message emphasizes that Volvo doesn't rely on gimmicks or extravagant features; its cars speak for themselves.
3. Nike celebrates AirMax Day in 2021
Nike's campaign celebrating AirMax Day in 2021 in Shinjuku, Tokyo, serves as a prime example of the effective use of OOH ads. In this ad campaign, Nike transformed a Cross Office building into a 3D Out of Home ad that features a giant sneaker box, complete with a pair of oversized AirMax shoes emerging from it.
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This fun and eye-catching installation quickly captured the attention of thousands of pedestrians and became a widely shared spectacle on social media, like Reddit, Twitter, and Instagram. The noise this ad created significantly boosted Nike’s visibility and engagement. The campaign was a testament to how traditional OOH ads can be used creatively to captivate a large audience while also generating substantial virality online.
4. Wiener Staatsoper "Carmen" Campaign
Wiener Staatsoper "Carmen" Campaign is an exemplary display of using FOOH ads to promote a new production season in 2023 and 2024. The ad features the opera house, with the facade slowly getting zipped open with a giant zipper and huge musical notes flying out onto the street as Mozart's Le Nozze di Figaro plays in the background.
This fun ad was not only a visual treat but also a sensory experience that captured the essence of what makes opera so magical. This campaign highlighted how FOOH ads can provide multi-sensory engagement and drive substantial interaction through clever use of modern technology and creativity.
5. Spotify Wrapped Campaign
Spotify's annual "Wrapped" campaign is a brilliant example of utilizing OOH ads to engage audiences on a massive scale. Launched each year, Spotify's "Wrapped" campaign showcases users’ most-listened-to artists, songs, and genres, and its campaign includes large-scale outdoor ads in multiple cities worldwide.
These OOH ads encourage users to share their individual Spotify Wrapped results across social media platforms, with ads often prompting onlookers to guess which song or artist was the most streamed worldwide. And with Spotify's "Wrapped" trending annually on every social media when it comes out, it's safe to say these ads do their job exceptionally well.
6. McDonald's Local Menu
One of the most classic yet effective examples of effective OOH advertising is McDonald's localized menu options. The fast-food giant has long utilized billboards, bus stop signs, and other OOH advertising methods to display the unique items available in different regions.
Whether promoting the McSpicy in Asia or the Poutine in Canada, McDonald's OOH ads capitalize on local tastes and preferences to draw in customers. This localized approach not only highlights McDonald's versatility in catering to different markets but also strengthens its connection with local communities, making each ad feel more personalized and relevant.
7. OBI Baumarkt's Plantfest Campaign
OBI Baumarkt, a leading European DIY retailer, brilliantly utilized FOOH ad in their "Plantfest" campaign. The FOOH ad features someone coming out of their car, and running towards an OBI Baumarkt location in Vienna, where a gigantic garden grows on top of the building's roof.
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The ad's caption on Instagram reads that special promotional offers are available on garden products from the 8th of May to the 11th. This ad showcases the innovative potential of FOOH ads to capture attention, increase brand engagement, and drive in-store traffic.
FOOH and OOH ads: How Can You Measure the Success?
Measuring the success of FOOH and OOH ads is crucial for understanding their impact and optimizing future campaigns. Here are some methods you can use to measure the effectiveness of each type of advertising:
Metrics for OOH Ads
For traditional OOH ads, several metrics can help gauge their success:
1. Foot traffic: Measure the number of people in high-traffic areas (streets, subway stations, malls) before, during, and after your campaign using sensors, cameras, or third-party data.
2. Brand recall and awareness: Conduct surveys to assess how well people remember your ad, including message comprehension and perception changes.
3. Sales data analysis: Compare sales in areas where your ads ran with similar periods without the campaign to identify any correlation.
Metrics for FOOH Ads
1. Interaction rates: Track real-time user interactions like click-throughs and swipe-ups through social media analytics.
2. Audience demographics: Use analytics to identify the age, gender, location, and interests of those engaging with your FOOH ads.
Choosing between FOOH and OOH ads isn't a matter of one being superior to the other; rather, it's about aligning your advertising strategy with your specific business goals, target audience, and budget. FOOH ads offer unparalleled engagement thanks to their digital nature and integration with social media.
These ads are ideal for campaigns aimed at tech-savvy consumers who are likely to interact with social media. On the other hand, OOH ads provide broad visibility and can effectively build brand awareness in high-traffic areas, making them suited for mass-market campaigns.
Of course, combining both FOOH and OOH strategies can offer the best of both worlds, like in the Volvo ad, for instance. Whether your goal is to boost brand awareness, drive traffic to your physical or online store, or engage a specific target audience, this integrated approach can maximize the strengths of both mediums, creating a cohesive and multi-faceted advertising campaign that reaches a larger audience while also fostering deeper engagement.
Need help with crafting the perfect ad? Reach out to us today and drive your business forward with Fake Out of Home.
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