How ARY MAZ Development Leveraged a Multiformat OOH Campaign

In a market as visually competitive as real estate, standing out requires more than visibility it demands strategic presence across multiple touchpoints. ARY MAZ Development demonstrated this effectively through a multiformat out-of-home (OOH) campaign, creating sustained brand impact across key urban environments.

Rather than relying on a single advertising format, the campaign combined large-format, roadside, and high-frequency placements, ensuring consistent exposure throughout the audience’s daily journey.

What Is a Multiformat OOH Campaign?

A multiformat OOH campaign uses multiple outdoor advertising formats simultaneously, such as:

• Large-format billboards
• Roadside unipoles
• Digital OOH screens
• Street furniture
• Transit and high-footfall locations

The objective is simple: reach the same audience in different environments, at different times of day, reinforcing the brand message repeatedly.

ARY MAZ Development: A Strategic OOH Mix

ARY MAZ Development’s campaign followed a clear funnel-driven OOH strategy:

1. High-Impact Awareness

Large-format billboards were used to establish premium brand presence, ideal for showcasing architectural visuals, lifestyle messaging, and project scale.

2. Frequency & Recall

Roadside and commuter-heavy formats ensured daily repetition, capturing attention during routine travel and reinforcing the brand message.

3. Contextual Targeting

Placements were selected across business districts, residential corridors, and lifestyle zones, aligning the message with relevant audience mindsets.

This layered approach helped the campaign move beyond simple visibility to mental availability and long-term recall.

Why Multiformat OOH Outperforms a Single Format

1. Higher Reach Without Wastage

Different formats reach different audience segments drivers, pedestrians, professionals, and families—without relying on a single location.

2. Stronger Brand Recall

Repeated exposure across varied environments significantly improves message retention compared to seeing one billboard occasionally.

3. Journey-Based Storytelling

Multiple formats allow brands to reinforce one message or evolve it subtly as audiences move through the city.

4. Perceived Market Leadership

A brand visible “everywhere” signals scale, credibility, and confidence, critical factors in real estate decision-making.

Why Real Estate Brands Rely on Multiformat OOH

Real estate is a high-consideration, long decision-cycle category. Buyers and investors rarely convert after one exposure.

Here’s why multiformat OOH works so well for real estate:

• Long-Term Visibility: Keeps projects top-of-mind during extended decision periods
• Trust Building: Physical presence in premium locations enhances brand credibility
• Local Relevance: Formats can be placed close to project locations or target catchments
• Lifestyle Association: Outdoor placements connect developments with aspirational environments

For developers like ARY MAZ, multiformat OOH becomes a brand-building tool, not just a lead-generation channel.

How to Plan an Effective Multiformat OOH Campaign

Step 1: Define the Objective

Is the goal awareness, credibility, launch momentum, or sustained presence? Real estate campaigns often need all four.

Step 2: Mix Formats Strategically

• Use large-format for impact
• Roadside and digital for frequency
• Street furniture for proximity and repetition

Step 3: Map the Audience Journey

Identify where your audience lives, works, and travels, and place formats accordingly.

Step 4: Keep Messaging Consistent

Creative should feel cohesive across formats, even if sizes and layouts differ.

Step 5: Plan for Duration

OOH works best over time. Consistency beats short bursts, especially in property marketing.

ARY MAZ Development’s multiformat OOH campaign is a strong example of how integrated outdoor strategies outperform isolated placements. For real estate brands, where trust, scale, and recall matter deeply, multiformat OOH isn’t a luxury, it’s a necessity.

When done right, it turns cityscapes into brand ecosystems.

Frequently Asked Questions

1. What is a multiformat OOH campaign?

It’s an outdoor advertising strategy that uses multiple formats together to maximise reach, frequency, and impact.

2. Why is multiformat OOH better than a single billboard?

It increases recall, reaches audiences in different contexts, and builds stronger brand presence over time.

3. Is multiformat OOH suitable for real estate brands?

Yes. Real estate benefits greatly due to long decision cycles and the need for sustained visibility.

4. How long should a real estate OOH campaign run?

Ideally, several weeks to months, ensuring repeated exposure and long-term recall.

5. Can multiformat OOH work with digital marketing?

Absolutely. OOH boosts brand trust and awareness, making digital performance campaigns more effective.