Brands that once thought out of home (OOH) or outdoor advertising was a dying form of advertising their products in a digital age are now turning back to this highly effective form of product promotion and brand awareness.
Once considered too expensive or too unattainable for smaller companies and sole practitioners, outdoor advertising is now more affordable than ever and available in so many different mediums practically any company of any size can reap the benefits of executing an outdoor advertising campaign.
Outdoor advertising can help build your brand and promote your products and services in ways that digital and in-home advertising cannot. As the market becomes more and more saturated with what consumers view as “unwanted” digital advertising, choosing to promote your brand outdoors can be beneficial in multiple ways.
Here are six benefits of outdoor advertising about which you’ll want to know.
1. Outdoor Advertising is Accepted by Consumers
As previously mentioned, the market has become increasingly flooded with digital and in-home advertising efforts. As with anything, when we saturate the market with a product or idea, the consumer becomes callous to it.
Whether this is because of the flood of digital advertisements to which we are exposed or because in-home advertisements can feel intrusive and unwelcomed, outdoor advertising is seen to the consumer as acceptable, and in many cases, as enhancement to a consumer’s outdoor experience.
For instance, when a consumer views a billboard from their vehicle, they are more likely to notice the ad, read it, and respond favorably to it. If the billboard is aesthetically pleasing, they may even consider the billboard enriching to their outdoor experience.
2. Outdoor Advertising Helps to Build Your Brand
Because consumers are not able to simply “ignore” the signage they are exposed to when they are not in their homes (remember, digitally, a consumer can choose to close a web page, or turn a channel), they have very little control over advertisements to which they are exposed out of their homes.
Additionally, because most consumers will view many of the same outdoor signage on a daily basis (i.e. on their commute, taking children to school, etc.), their familiarity with and recall of your brand develops a firm foundation. This is especially true with outdoor media that is aesthetically pleasing and placed in highly trafficked areas of your target audience.
3. Outdoor Advertisements Are Fully Customizable
A common misconception about outdoor advertising may be that it is not customizable to a brand’s target audience or that it isn’t available in enough formats to reach targeted consumers. That simply is not the case. Outdoor advertising has the ability to be customized and directed to a specific cross-section of the population by using tools such as location, verbiage, and design.
While location placement may seem obvious (e.g. your target audience are medical professionals so you place your billboards near hospitals), specific verbiage and design can further target particular demographics.
4. Consumers Respond to Outdoor Advertisements
There are numerous studies that prove consumers respond to outdoor advertisements. Based on average consumer attention to outdoor media, the frequency with which they view it, and the positive connotation they associate with the brand, it’s no surprise consumers are moved to respond to these types of marketing strategies.
A response to an add can include things like visiting the business or office advertised, visiting a store to inspect a product or inquire about a special sale, visiting a website displayed on an outdoor advertisement, having a conversation about the advertisement, recommending the brand to another consumer, watching a television show suggested by the outdoor advertisement, or calling a phone number supplied by an ad.
5. Outdoor Advertising Makes Effective Use of Your Marketing Budget
In the current economy, outdoor advertising is more affordable than ever. Oftentimes less expensive than print or digital marketing, outdoor advertising produces more impactful results on a smaller budget, making it a great option for companies or practitioners who have less to spend on advertising. Additionally, unlike digital or print ads, outdoor advertising is more long term.
When you buy media space for an outdoor advertisement, you are buying location and length of time. The length of time your outdoor advertisement is available to consumers is key in securing brand familiarity with them. Unlike print or digital, outdoor advertisements have a longer life span, ensuring your target audience sees your product and brand and remembers them.
6. Outdoor Advertising Boosts Sales by Providing Maximum Exposure
As consumers our exposure to products on a repetitive basis usually equates to two things: brand familiarization and potential sales. Maximum exposure is created by purchasing media in the areas most heavily trafficked by your target audience. When your target audience is exposed to your marketing repeatedly (by commuting past it or engaging with it every time they are outdoors), they are more likely to respond. Outdoor advertising also serves as a brand reminder for brands and products with which consumers are already familiar.
Using outdoor advertising can save you time, money, and generate higher consumer response than many forms of in-home or digital advertising. Available in numerous different mediums (such as billboard advertising, posters, transit advertisements, vehicle wraps, and point of sale advertisements) the possibilities for furthering your brand and promoting your products are endless.
We can help pull together each of these elements, assisting you with the creation of your billboard advertising campaign. For more information on OOH and DOOH advertising, and how we can help with your next campaign, contact us today at 210-610-5012 or email firstname.lastname@example.org