--- title: OOH - The Marketing Multitasker description: What used to be thought of as billboards and transit advertising has taken a big jump into the digital world. Check out what out of home marketing can do for both brand building and sales activation. image: https://blogs.ksvc.com/hubfs/NGOOH2.jpg --- [![KSV](https://www.ksvagency.com/wp-content/uploads/2020/10/logo-charcoal-640.png "KSV")](https://www.ksvagency.com) ![☰](https://www.ksvagency.com/wp-content/uploads/2020/10/icon-hamburger-charcoal-70-50.png "☰") - [Focus](http://www.ksvc.com/focus/) - [Capabilities](http://www.ksvc.com/capabilities/) - [Work](http://www.ksvc.com/work/) - [People](http://www.ksvc.com/people/) - [Culture](http://www.ksvc.com/culture/) - [EnergyWire](https://blogs.ksvc.com/energy-wire) # OOH - The Marketing Multitasker Posted by [Harrison Grubbs](https://blogs.ksvc.com/energy-wire/author/harrison-grubbs) on October 4, 2018 at 10:00 AM - [Tweet](https://twitter.com/share) *More flexible. More dynamic. More effective.* Marketing in advertising has two purposes: sales activation and brand building. Sales activation is targeted at people who are looking to purchase on the spot, or it aims to trigger a purchase decision. Brand building has four key goals: - Reputation building - Loyalty building - Education - Brand reinforcement Today’s business goals require the smart use of both activation and brand building. [Coca-Cola](https://www.coca-colacompany.com/press-center/press-releases/coca-cola-announces-one-brand-global-marketing-approach) is a perfect example of this marketing direction. At a time when more and more advertising is shifting to short-term activation, Coke and [others](https://vimeo.com/222330551) are holding steady to a mix of the two: [building the brand](https://www.youtube.com/watch?v=iHja99JpPNI) and making the necessary push to activation. One medium that has broad reach and enables brands to target existing customers and potential consumers is out-of-home (OOH) advertising. What used to be thought of as billboards and transit advertising has taken a big jump into the digital world. Over 70 percent of all consumers are exposed to OOH advertising ([Source: MarTech Advisors, 2018](https://www.martechadvisor.com/articles/ads/what-would-copernicus-do-probably-buy-more-digital-outofhome-advertising/)). OOH now lives where data, technology and physical infrastructure seamlessly connect to where your customer/prospect lives, efficiently and effectively. **OOH in market:** National Grid understood that its customers were losing up to 20 percent of their energy through leaks in various small hidden areas in their home. We all know that our homes leak energy, but 20 percent? That’s a statistic worth paying attention to, and National Grid wanted to make sure its customers did just that. Research indicated that a more interactive approach was required to get customers to truly understand the numbers, making this a perfect opportunity to use new technologies with smart OOH creative executions. The results speak for themselves:    What is your OOH approach? Are you using OOH for both activation and brand building? The strategy is clear—after all, who doesn’t want to be part of a brand with the value of Coke? Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Innovation](https://blogs.ksvc.com/energy-wire/topic/innovation), [Energy Efficiency](https://blogs.ksvc.com/energy-wire/topic/energy-efficiency), [Research](https://blogs.ksvc.com/energy-wire/topic/research), [Clean Energy](https://blogs.ksvc.com/energy-wire/topic/clean-energy), [Creative](https://blogs.ksvc.com/energy-wire/topic/creative), [Media Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/media-strategy-and-best-practices), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices) ### [EnergyWire](https://blogs.ksvc.com/energy-wire) EnergyWire is KSV’s weekly insight into the consumer mindset when it comes to energy. It’s an honest conversation on the reality of their perceptions and motivations, and how energy services companies can use this insight to successfully engage customers. ### Sign Up ### Recent Posts ### Topics - [Customer-Centric Marketing (215)](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing) - [Utility Communications (183)](https://blogs.ksvc.com/energy-wire/topic/utility-communications) - [Marketing Strategy and Best Practices (158)](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices) - [Innovation (156)](https://blogs.ksvc.com/energy-wire/topic/innovation) - [Digital Transformation and User Experience (100)](https://blogs.ksvc.com/energy-wire/topic/digital-transformation-and-user-experience) - [Audience Segmentation (88)](https://blogs.ksvc.com/energy-wire/topic/audience-segmentation) - [Data and Analytics (83)](https://blogs.ksvc.com/energy-wire/topic/data-and-analytics) - [Energy Efficiency (76)](https://blogs.ksvc.com/energy-wire/topic/energy-efficiency) - [Clean Energy (61)](https://blogs.ksvc.com/energy-wire/topic/clean-energy) - [Branding and Brand Value (58)](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value) - [Research (49)](https://blogs.ksvc.com/energy-wire/topic/research) - [Climate Change (48)](https://blogs.ksvc.com/energy-wire/topic/climate-change) - [Inspiration (47)](https://blogs.ksvc.com/energy-wire/topic/inspiration) - [Sustainability Marketing (47)](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing) - [B Corporation (38)](https://blogs.ksvc.com/energy-wire/topic/b-corporation) - [Content Marketing (37)](https://blogs.ksvc.com/energy-wire/topic/content-marketing) - [Climate and Social Justice (35)](https://blogs.ksvc.com/energy-wire/topic/climate-and-social-justice) - [Creative (34)](https://blogs.ksvc.com/energy-wire/topic/creative) - [In the News (31)](https://blogs.ksvc.com/energy-wire/topic/in-the-news) - [Smart Technology (24)](https://blogs.ksvc.com/energy-wire/topic/smart-technology) - [Social Media Strategy and Best Practices (23)](https://blogs.ksvc.com/energy-wire/topic/social-media-strategy-and-best-practices) - [Company Culture (19)](https://blogs.ksvc.com/energy-wire/topic/company-culture) - [Media Strategy and Best Practices (19)](https://blogs.ksvc.com/energy-wire/topic/media-strategy-and-best-practices) - [Industry Expert Interviews (13)](https://blogs.ksvc.com/energy-wire/topic/industry-expert-interviews) - [Sustainable Brands (13)](https://blogs.ksvc.com/energy-wire/topic/sustainable-brands) - [B2B marketing (12)](https://blogs.ksvc.com/energy-wire/topic/b2b-marketing) - [Electrification (12)](https://blogs.ksvc.com/energy-wire/topic/electrification) - [Creative Showcase (10)](https://blogs.ksvc.com/energy-wire/topic/creative-showcase) - [Energy Storage (9)](https://blogs.ksvc.com/energy-wire/topic/energy-storage) - [AI (7)](https://blogs.ksvc.com/energy-wire/topic/ai) - [D2C (7)](https://blogs.ksvc.com/energy-wire/topic/d2c) - [Artificial Intelligence (6)](https://blogs.ksvc.com/energy-wire/topic/artificial-intelligence) - [Vermont (6)](https://blogs.ksvc.com/energy-wire/topic/vermont) - [Branding (5)](https://blogs.ksvc.com/energy-wire/topic/branding) - [Case Study (5)](https://blogs.ksvc.com/energy-wire/topic/case-study) - [Brand Activations (3)](https://blogs.ksvc.com/energy-wire/topic/brand-activations) - [SEO (2)](https://blogs.ksvc.com/energy-wire/topic/seo) - [Search (2)](https://blogs.ksvc.com/energy-wire/topic/search) - [Augmented Reality (1)](https://blogs.ksvc.com/energy-wire/topic/augmented-reality) - [Digital Video (1)](https://blogs.ksvc.com/energy-wire/topic/digital-video) - [OOH (1)](https://blogs.ksvc.com/energy-wire/topic/ooh) - [Paid Search (1)](https://blogs.ksvc.com/energy-wire/topic/paid-search) ... ##### Get in touch. ###### Vermont 212 Battery Street Suite 2 Burlington, VT 05401 [802.862.8261](tel:8028628261) ###### New York 27 E 28th Street Suite 15055 New York, NY 10016 [212.366.4000](tel:2123664000) ## Sign up for KSV insights ## Thanks for subscribing! Email Subscribe © 2025 KSV [![LinkedIn](https://www.ksvagency.com/wp-content/uploads/2020/10/icon-linkedin-cream-80.png "LinkedIn")](https://www.linkedin.com/company/kelliher-samets-volk/) [![Twitter](https://www.ksvagency.com/wp-content/uploads/2020/10/icon-twitter-cream-80.png "Twitter")](https://twitter.com/KSVTweets) [![Twitter](https://www.ksvagency.com/wp-content/uploads/2020/11/icon-facebook-cream-80.png "icon-facebook-cream-80")](https://www.facebook.com/ksv.agency) [![Instagram](https://www.ksvagency.com/wp-content/uploads/2020/10/icon-instagram-cream-80.png "Instagram")](https://www.instagram.com/ksv.agency/) [Privacy Policy & Cookies](https://www.ksvagency.com/privacy-policy/) [![KSV](https://www.ksvagency.com/wp-content/uploads/2020/10/logo-cream-640.png "KSV")](https://www.ksvagency.com) ![X](https://www.ksvagency.com/wp-content/uploads/2020/12/icon-x-cream-70-50.png "X") What We Do [Work](https://www.ksvagency.com/work/) [Blog](https://blogs.ksvc.com/energy-wire) Who We Are [About](https://www.ksvagency.com/about/) [Careers](https://www.ksvagency.com/careers/) [Contact](https://www.ksvagency.com/contact/) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Harrison Grubbs", "url" : "https://blogs.ksvc.com/energy-wire/author/harrison-grubbs" }, "datePublished" : "2018-10-04T14:00:00.000Z", "headline" : "OOH - The Marketing Multitasker", "image" : [ "https://blogs.ksvc.com/hubfs/NGOOH2.jpg" ], "mainEntityOfPage" : { "@id" : "https://blogs.ksvc.com/energy-wire/out-of-home-success", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blogs.ksvc.com/hubfs/Logo_darkblue-1.png" }, "name" : "KSVC" } } ``` ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://2224113.fs1.hubspotusercontent-na1.net/hubfs/2224113/KSV%20OOH%20Interactive.mp4", "dateModified" : "2022-05-26T18:44:55.561Z", "duration" : "PT39S", "height" : 720, "name" : "National Grid Out of Home Interactive", "thumbnailUrl" : "https://api-na1.hubapi.com/filemanager/api/v3/files/thumbnail-redirect/6269170824?portalId=2224113&size=medium", "uploadDate" : "2018-10-03T13:44:25.221Z", "width" : 1280 } ```