According to a recent research report by the marketing intelligence firm Warc, the advertising industry in Canada is poised for growth, with a projected increase of 2.4% this year. As companies across various sectors ramp up their investments in media, it becomes crucial for your company to find ways to differentiate itself and effectively capture the attention of your target audience.
While there are several marketing strategies to consider, one approach that has proven to be highly effective is the development of coordinated campaigns that leverage multiple media channels. By diversifying your advertising efforts and utilizing different vehicles of promotion, you can create a more comprehensive and impactful brand presence.
Two media channels that continue to experience substantial growth in the advertising landscape are radio and out-of-home (OOH) advertising. If your company is already utilizing radio advertising, incorporating OOH ads can be a smart move. Let’s delve into the reasons why:
Firstly, OOH advertising refers to any promotional content that reaches consumers when they are outside their homes, such as billboards or advertisements placed on vehicles. On the other hand, radio advertising revolves around commercials and sponsored content featured in radio broadcasts.
The effectiveness of radio advertising is evident from the fact that it reaches an impressive 91% of Canadians on a weekly basis, according to the Radio Marketing Bureau. This wide reach provides an excellent opportunity to engage with a diverse audience and generate brand awareness.
Meanwhile, the OOH market is projected to grow at a steady rate of 5% annually, as estimated by Technavio, a reputable technology and research firm. By 2021, it is expected to be valued at around US$45.5 billion globally. This growth indicates the increasing significance and impact of OOH advertising in capturing consumers’ attention when they are on the move.
Now, picture this scenario: a person is driving around town, tuned in to their favorite radio station, when suddenly your commercial starts playing. As they continue their journey, they encounter a moving billboard with the same advertisement. This combination of radio and OOH advertising creates a powerful synergy, reinforcing your brand message and enhancing brand awareness among consumers.
To illustrate the effectiveness of coordinated campaigns, let’s take a look at the successful example set by the DioGuardi Tax Brokers. The company developed a highly impactful campaign with the slogan “Deal with the Taxman,” strategically employing both radio and OOH ads. Over a four-month period, their campaign garnered over 40 million impressions by leveraging the placement of advertisements on three trucks in Toronto. This showcases the potential of coordinated campaigns to significantly amplify brand visibility and generate impressive results.
If you’re interested in maximizing the impact of your advertising efforts and exploring the benefits of coordinated campaigns, we encourage you to reach out to us. Our team is experienced in crafting memorable and effective marketing strategies tailored to your business goals. Let’s collaborate to create a comprehensive and engaging campaign that will set your brand apart from the competition and leave a lasting impression on your target audience.
Feel free to contact us to learn more and discuss your next advertising campaign. We look forward to helping you achieve your marketing objectives and drive success for your business.
