Looking for some effective brand-boosting advertising methods? If so, it may be time to think outdoors. Outdoor branding is a vast playing field. It includes anything from billboards to benches to branded vehicles. Advertising outdoors offers a unique way to engage with customers on a broader scale. In many ways, it’s superior to other advertising types.
Why does outdoor advertising work?
Digital advertisements have bombarded consumers so often that most go unnoticed or are ignored. How often do you find yourself skipping over ads when you scroll social media? You can’t skip over a billboard on the highway or a poster at the subway station. In fact, another reason why billboards are so effective is simply that they stand out and better capture the consumer’s attention.
Outdoor Advertising Vs. Online Advertising
Online and digital ads have become somewhat of a nuisance, which is why we’re seeing more people download ad-blocking software. Ads you see online also collect extensive amounts of data which allows businesses to directly target individual consumers. This can trigger privacy and security concerns which may lead to distrust between the brand and the consumer.
Outdoor advertising works because it is a real-life experience. It is a physical encounter with the advertisement. Many people spend significant amounts of time outside of their homes where they have no option but to see advertisements such as billboards and posters as they move about. Additionally, because OOH ads don’t require extensive consumer data monitoring, it is generally one of the more accepted forms of advertising.
Another reason why companies opt for OOH advertising is that it is cost-effective. Outdoor advertising is typically less expensive than print or digital marketing. It is also more long-term. On the contrary, in order to run a digital commercial ad, companies often have to pay a repeated fee just so their ad is visible more than once.
Types Of Outdoor Advertising
The advantages of your outdoor advertising strategy depend on which medium you use. Here are the most popular forms of outdoor advertising:
If you’re looking to make a strong impact, creative billboard advertising should be a the top of your strategy list. Billboards, one of the original forms of advertising remain one of the most reliable marketing strategies and has stood the test of time.
According to an Arbitron National In-Car study, 71 percent of drivers “often look at the messages on roadside billboards.”
Additionally, billboards don’t just have to be static words and images anymore. Technological advancements and the digital shift have given room for billboards to be more creative in terms of design and content. We’re now seeing digital and interactive billboards that continue to turn heads on streets and highways.
Digital billboards are typically made from LED screens that allow animated advertisements to be displayed. They also have the ability to showcase more than one ad. There are also interactive billboards, which allow consumers to directly engage with the advertisement. Movement is great at grabbing the attention of consumers, stimulating the viewer, and creating a new element of creativity.
Billboards allow flexibility for marketing campaigns. The creative opportunities are endless. Billboards come in different shapes, sizes, and mediums and can be put up virtually anywhere. It’s safe to say that this advertising medium shows no signs of slowing down.
This type of advertising includes posters and signage seen on buses, cabs, and bus waiting platforms. During commutes, consumers encounter thousands of advertisements. That makes this marketing strategy very opportunistic for your business. This marketing strategy is especially great for densely populated cities and urban areas. If an ad gains more exposure, it results in higher levels of engagement.
Transit advertising continues to stay popular due to the simple fact that the need for transit is not going anywhere. Increased ride time and frequency give your ad the opportunity to connect with the viewer, also allowing them to fully absorb the message of your ad.
Outdoor Events such as product demos, mini-concerts, and integrated free product trials are effective ways of marketing a new product or launch. Events allow the consumer to become a part of the marketing strategy and provide them with a memorable experience that they’ll most likely share on social media or with friends.
Point of sale advertising, or POS, triggers an impulse in the buyer. This marketing strategy intends to promote and showcase a product right before the customer is about to make a purchase. If a customer is going to make a purchase anyway, they’re more open to the suggestion of adding an extra item. This form of advertising includes simple posters or branded display stands that can be placed outdoors.
Construction sites are present in both rural and urban areas and require protective barriers like scaffolding and hoardings. These protective barriers present themselves as a unique opportunity for advertising. Examples of construction advertising include scaffold wraps and posters on temporary fences.
Successful Outdoor Advertising Strategy
Here are some tips for developing and executing a successful outdoor advertising strategy.
1. Target High-Traffic Areas
Targeting high-traffic areas give your advertisement more exposure. A good billboard will be nothing but a wasted opportunity if it is exposed to a small audience.
2. Be Visible – Visibility nurtures familiarity which results in trust.
Many consumers travel the same route daily. If they see your outdoor advertisement repeatedly, they develop a sense of familiarity with your brand. The more familiar your brand is, the stronger the trust is between the brand and the consumer.
3. Understand Your Consumer
Before designing your ad, you must consider the audience who will come into contact with it. Think about how you want them to respond to your advertisement. A good advertisement is memorable and motivates the consumer to take action. If you want to get the most out of your advertisement, these elements must be carefully considered.
The Benefits of Outdoor Advertising
Outdoor Branding is High Impact
Outdoor advertising doesn’t rely on customers having access to electronic media. In fact, such advertising methods can be easy to tune out and ignore. When out and about, customers have no choice but to notice their surroundings. This gives this form of advertising a unique appeal. Having your advertising part of a customer’s environment offers brand-boosting longevity. Other methods often struggle to match this.
Outdoor Advertising Attracts Attention
Unlike other advertising methods, advertising outside is visible close-up and at a distance. Advertising this way offers a huge platform for creativity and interesting visuals. A customer seeing your eye-catching campaign from far away is more likely to come for a closer look. As a result, your brand becomes that much more appealing. If you’re making use of a strategy such as branded vehicles, consumers are more likely to notice a colorful car.
Outdoor Branding is Cost Effective
Outdoor advertising is not only brand-boosting but cost-effective too! In fact, it can often be a once-off expense. Advertising methods such as TV or radio ads can become very costly to produce. As well as this, they often cost a small fortune to run. It’s even worth considering recurring payments for something like an outdoor bench. The cost is still generally much lower than other methods.
Outdoor Advertising is Engaging on a Large Scale
Outdoor branding is a brand-boosting tool that can help you reach a broader audience. Because of its public nature, it grants access to consumers that may otherwise be difficult to engage with. We live in a time where digital advertising bombards us constantly. In fact, a large part of audiences is growing to detest digital advertising methods. Instead, they choose to mute or skip the advert if possible.
People are trending away from advert-rich services such as TV and radio. And they are beginning to opt for advertisement-free streaming services. Consumers tend to favor outdoor advertising over other types. Research even shows that a large percentage of consumers prefer seeing branded buses. Making use of these strategies will give your brand exposure without irritating consumers. As an enterprise, you’ll want to avoid turning them away from your business!