Out-of-Home (OOH) advertising has long been a key part of brand marketing strategies in Indonesia. However, many marketers still generically place OOH only in the "awareness" stage, even though a more strategic approach can integrate OOH throughout the entire marketing funnel: awareness, consideration, and conversion.

This article explores in depth when and how OOH should be used at each stage of the funnel, complete with applicable examples in the Indonesian market.

1. Awareness: Building Brand Recognition in Public Spaces

OOH is most commonly used to build brand awareness. Large billboards on main roads, digital signage in shopping centers, and transit ads at bus stops and train stations are effective channels to reach mass audiences.

Characteristics:

1. Reaches a large audience.
2. Not reliant on digital algorithms.
3. Ideal for new product launches or rebranding.

Case Example:

An Indonesian fintech company used billboards along Jakarta’s main roads for 2 weeks prior to their app launch. Survey results showed 78% of respondents in the target area recognized the company logo at launch.

2. Consideration: Reinforcing the Message and Driving Interest

OOH can also play a significant role during the consideration stage, when prospective consumers start weighing their options. At this point, OOH content should be more educational, informative, and specific.

Effective Strategies:

1. Use QR codes that lead to landing pages.
2. Briefly highlight the Unique Selling Proposition (USP).
3. Place ads at decision-making points like malls, bus stops, or rest areas.

Case Example:

An online course service placed interactive DOOH ads in MRT Jakarta stations with a CTA: "Scan to get a free class!". Registrations increased by 32% during the campaign.

3. Conversion: Driving Immediate Action

This stage is often considered the exclusive domain of digital marketing. However, in hyperlocal contexts, OOH can be highly effective in driving conversions, especially with instant triggers.

Supporting Techniques:

1. Countdown timers or limited-time promotions.
2. Maps showing the nearest store location.
3. Integration with mobile promotions or e-wallets.

Case Example:

A fast-food chain ran a “50% lunch discount” campaign with a countdown timer on a Sudirman LED billboard. Over 10 days, sales at nearby outlets increased by 18%.

Tips for Integrating OOH Across the Funnel

1. Use location and time-based data (behavioral mapping) for optimal placement.
2. Synchronize OOH messages with digital campaigns (retargeting, social ads).
3. Track effectiveness using custom URLs, QR codes, or short links.

Conclusion

OOH is not just a tool for building awareness. With the right strategy, it can be a powerful catalyst throughout the entire customer journey from brand discovery to consideration and finally to purchase. It’s time for brands in Indonesia to view OOH as a flexible, powerful, and highly measurable media channel when used wisely.