The Benefits Of Outdoor Advertising
In the digital age, brands that once believed out-of-home (OOH) or “outdoor” advertising was a fading form of product promotion and brand awareness are now returning to this highly effective method.
Once deemed too expensive or unattainable for smaller businesses and solitary practitioners, outdoor digital ads is now more affordable than ever and accessible via many mediums.
If you are interested in finding out more information on where we think the future of advertising is headed, be sure to check out our in depth blog post on the topic by clicking the link.
Any company can benefit from an outdoor advertising campaign. Outdoor advertising can aid brand building and product promotion in ways digital and in-home advertising cannot.
As the market becomes increasingly saturated with what consumers perceive as “unwanted” digital advertising, promoting your brand outdoors can be advantageous in multiple ways. Utilising an out-of-home advertising marketplace can simplify the process and alleviate the stress of launching a campaign.
Allowing this company to manage your campaign from start to end will increase your productivity and save you time and money.
You will also be able to track the progress and reach of your campaign and the sales generated by your advertising. If you are considering outdoor advertising for your next product launch, this post explains all the advantages of outdoor advertising that you should know about.
What Is Outdoor Advertising?
Outdoor advertising, often known as out-of-home (OOH) advertising, promotes a company’s wares or services in typically non-residential settings.
Outdoor advertising remains as an excellent method for businesses to reach people while out, and it does not have to break the bank to do it. It is a valuable tool for getting many people in a specified group.
Advantages Of Outdoor Advertising
Listed below are some of the most well known advantages of Outdoor Advertising:
Consumers Approve Of Outdoor Advertising
As stated, the market has become increasingly saturated with digital and in-home advertising initiatives to help a brand stand out. As with anything else, when a product or concept is oversaturated on the market, consumers become indifferent to it.
Digital marketing has reached its zenith of indifference among consumers. This indicates that the likelihood of a consumer responding positively to a brand when it is promoted digitally (via ad placement on social media, television and radio advertising, web engine sidebars, etc.) is low.
A consumer will likely either wholly ignore the advertisement (select not to click on an online link, fast-forward through a commercial, or change the station) or notice the ad and attach a negative association to the brand or product because they view it as a nuisance.
This is highly detrimental to any marketing campaign. Research shows consumers respond more positively to outdoor media than in-home media. Whether this is due to the abundance of digital advertisements we are exposed to or because in-home advertisements can feel intrusive and unwanted, consumers view outdoor advertising as permissible and, in many instances, as an enhancement of their outdoor experience.
When consumers view a billboard, for instance, they are likelier to notice the advertisement, comprehend it, and respond positively. Which helps create customer impressions that are favourable to the company. If the billboard is aesthetically appealing, the audience may perceive it as enhancing their outdoor experience. Where digital and in-home advertising has failed, outdoor advertising has grown in prevalence and acceptance.
Outdoor Marketing Is A Great Way To Get Your Name Out There
Most people have a more favourable impression of outdoor advertising than digital marketing. However, outdoor marketing can also help consumers remember and associate your company with positive experiences.
Consumers have little say over the marketing to which they are exposed when they are away from their homes because they cannot simply “ignore” the signage they are exposed to in public places. In addition, customers’ familiarity and recall of your brand are strengthened because they often see the same outdoor advertising over time.
When you work with a professional advertising agency, you can rest assured that your ads will appear in the right markets at the appropriate time. Outdoor media that is visually appealing and strategically positioned in heavy foot traffic locations is very effective.
Customers Are Receptive To Outdoor Ads
Outdoor advertising works, as countless studies have shown. Unsurprisingly, people are influenced to respond to outdoor media advertising given the average consumer’s focus on it, the regularity with which they view it, and the favourable connotation they associate with the brand. Over 60% of customers are estimated to pay attention to outdoor ads.
A consumer’s reaction to an advertisement may take the form of a visit to the advertised store or office, a conversation about the ad, a recommendation of the advertised brand to another consumer, the viewing of the television program suggested by the outdoor advertisement, or the dialling of a phone number provided by the ad.
Suppose a good marketing agency is in charge of your outdoor advertising campaign. In that case, they can use analytics to tell you what percentage of the responses they get result in actual purchases. This knowledge might provide you peace of mind that your marketing dollars are being well spent.
Outdoor Ads Allow For Complete Personalization
Many people may think that outdoor advertising cannot be tailored to the specific needs of individual brands or that there need to be more ad types from which to choose.
By manipulating factors like placement, copy, and visuals, outdoor advertising can target particular demographics. It may seem logical to place billboards near hospitals if your target audience consists of doctors. Still, you may narrow your focus even further by using demographically relevant language and imagery.
For example, billboards near professional office buildings attract more attention if they have a clean, more structured design and use vocabulary that appeals to professionals. At the same time, advertisements placed near theme parks are better received if they are colourful and promote relaxation and fun.
Outdoor Advertising Increases Revenue Since It Reaches More Potential Customers
Repeated product exposure usually results in two things for us as buyers: increased familiarity with the brand and more sales. It is more probable that people will respond to your advertising if they see it frequently (say, during their daily commute or while they are out and about). Outdoor advertising can also be a gentle reminder to customers already familiar with a brand or product.
Customers who see an outdoor ad may remember it the next time they need the advertised product or service or decide to try out a product or service they had never considered. A consumer’s opinion of a product can shift for the better when it is featured prominently in advertising campaigns.
The use of billboards and other forms of outdoor advertising is highly effective. Any company that values the growth of its brand and the broadest possible distribution of its products should consider outdoor advertising. Outdoor advertising has the potential to outperform in-house promotions because of its greater reach and more favourable reception from customers.
Outdoor advertising has many advantages over other forms of marketing, including lower costs, greater exposure, and a greater response rate from consumers. Consumers than digital and in-home methods also generally see outdoor advertising as a more favourable and less invasive kind of promotion.
Outdoor Advertising Utilizes Your Marketing Budget Effectively
The cost of outdoor advertising has decreased in recent years. Outdoor advertising is an attractive choice for businesses or professionals with a limited advertising budget because it is often more cost-effective than print or digital marketing while still producing significant results. Outdoor advertising also has a longer shelf life than digital or print ads.
When you purchase outdoor advertising media, you are buying time and space. The success of your outdoor marketing campaign depends heavily on how long people are exposed to it. Outdoor advertisements last longer than their print or digital counterparts, increasing the likelihood that the intended audience will see and remember your product and brand.
Types Of Outdoor Advertising
Outdoor advertisements on A-frames, or sandwich boards, are standard along streets and other heavily used places. They typically feature an image or statement on both sides and are double-sided. A-frames are a great technique to attract the attention of passing pedestrians and bring in more customers.
A-frames can be used for a wide variety of marketing goals, including but not limited to attracting customers’ attention, announcing upcoming specials or events, and promoting new products or services.
In addition to advertising your products or services, A-frames can double as directing indicators. Make your A-frame stand out with bold hues and attention-grabbing imagery. Communicate with clarity and conciseness to captivate your readers.
Billboard advertising, which uses vast printed billboards to promote a product, service, or event, is the most common and successful outdoor advertising. Billboards are frequently located on motorways and other high-traffic roadways to attract the attention of passing drivers and pedestrians.
Billboards are an efficient method of advertising because of their size and visibility. When used correctly, they may attract a lot of eyes and ears to a cause or offer. Making your message noticeable is the key to successful billboard advertising. There are 15 distinct varieties of billboards, but we may classify them more precisely into three categories:
There are benefits to using traditional marketing billboards, even if many companies are switching to digital and mobile advertising for improved brand image. Drivers caught in traffic have nothing better to do than stare at the billboards, unlike print media, making them an ideal target audience for a static billboard’s low production and maintenance costs. Finally, yet importantly, billboards have a higher chance of being noticed and remembered since they are more conspicuous than other forms of advertising.
Outdoor advertising can also be a mobile billboard, essentially a trailer or truck covered in billboards driven around high-traffic locations. It is a terrific way to get your word out to many people in high-traffic areas like downtown streets and highways.
High-resolution images and films can be displayed on digital billboards, which are computer-controlled electronic displays. Businesses can rent digital billboards for either a short or long period, and the billboards can display static or animated advertising information. Despite being a form of outdoor advertising, they represent the meeting point between online ads and traditional advertising forms of promotion.
Augmented Reality Billboards
One of the newest trends in outdoor advertising is the use of augmented reality billboards. With this new technology, audiences can participate actively in the show. One only needs a smartphone or other device to experience and interact with 3D graphics superimposed on the real world.
It is a clever approach to connecting with customers beyond simply wowing them with something special. One example is playing an interactive game or quiz in a public place, as is viewing a 3D picture of a product before purchasing it. It is revolutionary for the field of outdoor marketing.
“Point-of-sale display” refers to promotional materials shown at retail checkout counters. A point-of-sale display attracts shoppers’ attention and encourages them to purchase. Point-of-purchase displays can be temporary or permanent and come in various materials, such as cardboard, plastic, and metal.
As the focus of advertisers shifts from broadcast to online advertising and mobile platforms, businesses need to develop new methods of reaching their customers. Guerrilla marketing is often disregarded despite its clear benefits.
Guerrilla marketing can refer to unconventional advertising, such as campaigns that use uncommon methods or aim to surprise the target audience. We want to make an experience that impacts the audience and sticks with them long after seeing the commercial.
Outdoor retail advertising typically features announcements of in-store discounts or activities. You can see it displayed on signs and billboards close to the storefront. Commercials for stores can be found in the media, such as newspapers, radio, and television.
Promoting sales and events like holidays and clearances helps retailers attract customers and raise awareness of their products and services. New items and services, as well as future events, are frequently promoted through retail advertising.
Store ads are often short-lived and meant to instil a sense of urgency. They are typically positioned near the storefront to catch the eye of passing customers. The most efficient advertising method combines this strategy with others, such as in-store displays and special offers.
Banners, signs, murals, and other forms of advertising can be hung from or painted directly onto bridges. One type of outdoor marketing that takes advantage of a city’s infrastructure is bridge advertising. Due to their proximity to high-traffic areas and thoroughfares, advertising campaigns on bridges in large cities are highly effective.
If a business wanted to advertise to city commuters using bridges, it would do well to choose a bridge over a major thoroughfare. Banners and signs advertising a major athletic event in a city are just one example of how bridges may be used to show support for local teams and events.
Attaching a banner or poster to a lamppost, typically with specialised attachments, is a lamppost advertisement. The standard dimensions for a banner or sign displayed on a lamppost are two meters wide by three meters tall.
Advertising on lampposts is most effective in high-traffic locations where people walk a lot, such as downtowns, business districts, and residential areas where people walk to and from work and errands. Banners and posters work best when displayed at eye level.
Transit advertising refers to commercial messages seen by commuters while riding or waiting for public transportation. This method boosts brand awareness statement to a particular audience daily. Print ads, digital billboards, and even audio spots are all viable options for transit advertising if you want a particular brand to stand out. Renting transit media is a cheap way for firms to reach a broad audience.
Advertisements on street furniture are a form of out-of-home (OOH) marketing for maximum exposure, and they attract attention because they are situated at eye level and near passersby. The package includes bus shelters, subway stations, newsstands, benches, kiosks, a retail centre, and convenience store panels. Depending on the specific audience street furniture can easily attract new customers and offer an immediate impact
.Businesses often advertise on street furniture to reach local populations at little expense and very little control. By taking advantage of this novel media opportunity, you can get your target demographic as they go about their daily routines.
Advertisements on street furniture are placed at eye level to reach the largest possible audience and to have the most potential influence on walkers and commuters. Street furniture ads can hit their mark in densely populated urban areas with many cars.
Skywriting and banner towing, which employ lighter-than-air aircraft, are the two most frequent forms of aerial advertising. There are two main methods of aerial advertising: skywriting and banner towing.
A skywriting message is created when an aeroplane uses smoke cannons to write in the sky. This form of advertising was widely utilised in the early 20th century to bolster morale during World War One.
Banner towing is aerial advertising frequently used to publicise music events like festivals and concerts. The advertising message can be broadcast to many people at once when broadcast from the air. Because of the high expense associated with this marketing approach, careful consideration of your objectives and resources is required before making a final decision.
Outdoor advertising is everything from mundane because it can be tailored to fit any business’s unique needs, demographics, and objectives as compared to other channels. Billboards, posters, transit ads, vehicle wraps, and point-of-purchase displays are just a few clear channel of advertising for expanding your brand and marketing your products.
If you are interested in our article dedicated to the psychology involved when it comes to social media marketing, be sure to check out our in depth blog post on the topic.
Outdoor media buying and data collection can be streamlined through a marketplace, freeing up resources for other aspects of brand promotion that makes sense . Outdoor advertising has several positive effects that can be used by any business or professional to better their brand and bring in more customers.