A good advertising campaign must always have a good dose of outdoor advertising as a fundamental means for its effectiveness.
This also allows us to achieve segmentation of our target audience in any campaign that no other means achieves.
So, what are the five reasons which still push companies to invest in outdoor advertising in 2020?
1 – Outdoor advertising is visual and “surprising” by nature: it makes your communication more effective
The brain processes image 60,000 times faster than text. As a result, visual communication is adapted to increasingly limited consumer attention (8 sec, remember) Another interest, the display remains one of the media that can most easily play on the surprise effect. Communicating with outdoor advertising – and therefore through images, and benefiting from the effect of surprise – will certainly have a positive impact on your brand metrics (notoriety & memorization mainly), and therefore indirectly on your sales.
2 – The display remains an ideal large media when you have a “local” communication
Among the mainstream media, only the Internet and outdoor advertising offer the possibility of communicating on a specific geographic area – a postal code, a street, 100m around a store, etc. Who has never seen, for example, these billboards which “guide” customers to the point of sale? Few mass-media can claim such geographic flexibility. For all companies with a physical point of sale and a local clientele, outdoor advertising remains a “must” to make themselves known in its catchment area.
3 – The advertising poster – of any size – makes it possible to launch tactical marketing operations, at a lower cost
When we think of advertising displays, we think of the famous 14 x 48. But in reality, there is a multitude of formats: street furniture, transport display (bus, metro, train), posters in car parks or large surfaces, display on shopping carts, stickers and stickers stuck “wildly” in the city, marked vehicles… Outdoor advertising brings it all together. But how much are 1000 flyers that you hand around your store? Not much… What will you gain from a large format impression of an advertising banner displayed above your store so that you can be identified from afar? Much compared to what it will cost you!
4 – Outdoor advertising: good addition to the advertising media mix
The display remains a mass media par excellence, offered to all passers-by, free of charge: no need to buy a TV or radio set, or a computer… It is also a medium that allows you to communicate quickly: in just a few days, the vast majority of residents in an area covered by a poster plan are exposed several times. This is why marketers know that outdoor advertising is a medium that quickly delivers a large number of contacts and that allows a high repetition of messages, which allows you to stay “Top of Mind” in the minds of your potential customers. This is why outdoor signage is often used to build awareness of a given catchment area quickly, and its impact on your sales has been demonstrated.An econometric study had shown that $1 invested in outdoor signage brought in $2.80 in sales.
5 – Outdoor is going digital, which offers new synergies for advertisers
Outdoor advertising is certainly the oldest of the advertising media. And yet its “survival” has always been due to the innovation policy of this media. And this continues since we see today that outdoor advertising is becoming more and more style="color:#404CD3"“digital”.
The first example is the increasingly frequent appearance of QR codes on print advertisements. With the ubiquity of mobile devices in the pockets of consumers, it seems logical that advertisers offer a native “bridge” between the offline world – that of outdoor advertising – and the digital world. We see more and more fully digital displays appearing which allow access to new advertising innovations.
A bright future therefore in perspective which will undoubtedly re-impose outdoor advertising as an ultra-attractive lever for brands. 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 email@example.com SOURCE: BUSINESS PARTNER MAGAZINE