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.
Knowing how to navigate an outdoor advertising campaign can seem overwhelming, but using an out of home advertising marketplace like AdQuick can streamline the process and take the headache out of getting your campaign up and running.
Allowing this company to handle the campaign for you from start to finish will not only increase your productivity and save you time and money, but you’ll be able to track your campaign’s progress and reach and determine the sales produced from your advertising.
If you’re ready to consider outdoor advertising for your next product push, 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.
Consumers are currently at a peak level of callousness with digital marketing.
This means that the likelihood of a consumer responding to a brand favorably when presented with it in a digital manner (whether by ad placement on social media, television and radio commercials, web engine side bars, etc.) is not likely.
What is likely, is that a consumer will either completely ignore the advertisement (choose not to click on an online link, fast forward through a commercial, or turn the station) or make notice of the advertisement and attach a negative association with the brand or product because they view the advertisement as a nuisance.
Obviously, this is incredibly counterproductive for any marketing campaign.
Where digital and in-home marketing have failed, outdoor advertising has enjoyed growth and increased acceptance and popularity.
Research has shown that consumers react more favorably to outdoor media than they do in-home media.
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
We’ve already discussed how outdoor advertising is generally viewed in a more favorable light than most forms of digital marketing.
However, outdoor advertising can also help you build solid brand familiarity and recall.
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.
Working with a company like AdQuick can ensure that not only your ads are visually stimulating, but that they are placed in the proper markets and for the proper lengths of time.
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.
For instance, advertisements placed near theme parks may be more well received if they are colorful, and promote relaxation and fun, while billboards placed near professional office buildings may be more noticeable if they feature a clean, more structured design, and verbiage that appeals to professionals.
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.
More than 60% of consumers are believed to respond to outdoor advertising.
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.
If your outdoor advertising campaign is being handled by a company such as AdQuick, you can rely on their analytics to determine how many of these responses to your campaign are generating sales.
Having this information can reassure you that your marketing budget is generating a good return on investment.
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.
Seeing an outdoor advertisement can trigger a consumer to consider the product or service the next time they are in need, or it can move them to purchase a product or service they wouldn’t have considered using previously.
This change in attitude toward a product is a direct result of the product receiving maximum exposure in front of the consumer.
Outdoor advertising is a great way to market your products and services.
No matter what size your business, if developing your brand and obtaining maximum exposure of your product is of importance to you, outdoor advertising should be a consideration.
With the ability to reach consumers on an acceptable, positive level, outdoor advertising has the ability to trump your in-home marketing efforts.
Using outdoor advertising space can save you time, money, and generate higher consumer response than many forms of in-home or digital advertising.
Additionally, consumers tend to accept outdoor advertising as a positive and non-intrusive form of marketing compared with how digital and in-home marketing is often received.
Outdoor advertising is anything but boring; it is fully customizable to your particular brand, target audience, and marketing goal.
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.
Using a marketplace to procure outdoor media placement and collect data for your campaigns saves time and money that can be used to promote your brand in other ways.
The benefits of outdoor advertising are numerous and available to any company or practitioner to use to boost their brand image and increase sales.