Advertising is a form of marketing to sell your product or service in such a way that it reaches a large audience. It has several forms, and one such popular form is outdoor advertising, also known as out-of-home (OOH) advertising.
This form of advertising is found outside of the home and is found in several forms, like billboards, transit, digital billboards, trucks, automobiles, aerials, and more.
Outdoor advertising plays an important role in today’s era, and below are some of the benefits that this type of advertising offers.
Increased Visibility
Advertising your product and service in the most popular area, which ensures high traffic, increases the visibility of what you’re selling. Billboards, transit ads, etc. are placed in regions with high traffic.
Example – On a busy highway, McDonald’s puts out a big illuminated billboard sharing its recent signature dishes and giving away a free dessert if you spend at least $50 in the store or pick up your order from the drive-thru.
Cost Effective
One of the major concerns in advertising is setting up a budget, and outdoor advertising proves to be a cost-effective measure. When compared with digital and TV advertising, this measure can offer a good cost per thousand impressions.
Example: A local cloud kitchen opens up near your street. They put out advertisements on trucks and nearby bus stops. In addition to this, there’s a special coupon, which can help you get up to 50% off and free delivery if you order before a certain set date.
Brand Awareness
Imagine advertising the product or service you’re selling in a highly populated area. Whenever people are crossing by that billboard, be it in their car/bike or even walking, they will see your message through that billboard. Over a period of time, this increases trust and loyalty among your target audience.
Example: A car manufacturer uses its specific slogan across all cities around the world and shares it via huge billboards. Gradually, people see the products the manufacturer offers, and they believe what is said on their billboards. This technique gains trust in the customer’s mind and increases brand awareness.
Anytime Visibility
One of the major advantages outdoor advertising has over any other form of advertising is its visibility. The 24/7 visibility ensures that people get to see the message anytime.
Example: A local restaurant uses illuminated billboards on the highway and in the city premises to showcase the new items on the menu and the timings of the restaurant. This creates an impression in the minds of customers, and potential foodies can explore the option at any time of the day or night.
Design Creativity
Based on what type of content you’re looking to advertise and where it will be seen, you have a good amount of creative flexibility for your content. It is up to you to create eye-catching content and convey your message effectively to the audience.
Example: A car manufacturer, let’s say Toyota, puts out a digital billboard on highways and cities. It portrays their famous SUVs like the Land Cruiser and trucks, the Tacoma, Hilux, and Tundra, in different terrains. And how many features they have and the exterior color options. It keeps on changing, giving customers an idea of the versatility of their vehicles.
Specific and Clear Communication
Marketers have a free hand in expressing what they are trying to sell. They can send specific messages to the audience and share relevant communication through the advertisement
Example: A phone provider puts out their latest offers for just $29. Knowing it is quite cheap, everyone rushes to it only to know that the offer is valid only for students and that too for a specific period. Therefore, a brand should put out the message on billboards very clearly so it gets to the audience in a correct manner.
Influence to make purchases
Setting up the billboard in the right place at the right time can influence people to buy the products you are trying to sell. And it won’t need any effort if it has the right and catchy message.
Example – You are entering a shopping mall. Right outside it, there’s an offer KFC has put up that says, Show us the bill of $500 and more and get a 20% discount on your food bill. Now, when you’re parking the car, there’s again a small billboard sharing the image of a customer enjoying their KFC meal, and in bold, the same message is written. You see it everywhere, on each floor of the mall and in every corner.
Even if your budget is not $500, you might get a good discount on your meal. That’s how you shop more to get a discount to feed your belly.
Measurable Impact
With the newer technologies, the traffic gained from outdoor advertising can be easily gained. Marketers can check the website visits, foot traffic, etc. to measure the success of the advertisement.
Example: A retail store shares a weekend sale and shares the same via digital billboards. They now track foot traffic and monitor online coupon redemption to measure the success of the campaign.
Complementing other marketing channels
The company won’t just rely on out-of-home advertising, especially with how the digital age is capturing the audience these days. This type of advertising can complement other forms of advertising, such as print and digital, and share a similar message to what is shared on other marketing channels. This will eventually enhance the cumulative growth of the product you’re trying to advertise.
Example: A popular sandwich joint is opening up in town. Now, to promote a buzz around that, several ads and promotional offers are run on social media, and customers are being enlightened by email marketing too.
Now, all the above methods complement outdoor advertising, as billboards provide a similar touch to the ads run on social media. Similarly, passersby who see the billboard are tempted to visit the social media page and website of the sandwich joint by just scanning the QR code. This increases traffic to the restaurant’s online platforms, where visitors can share their email list for exclusive offers and even pre-opening event.
Environmental Accountability
These days, the audience is getting smarter and more aware of their surroundings. One such topic they are widely aware of is taking the environment into consideration. Taking care of it and doing anything and everything to preserve it In the same way, several outdoor advertising campaigns are adopting environmentally friendly methods to promote their message to the target audience.
This includes energy-efficient lighting and recyclable materials for displays. These methods, too, catch the interest of the audience and enhance the company’s reputation for using creative and innovative ways of promoting the products.
Example: An eco-friendly organic business (producing fruits and vegetables) puts up digital billboards with recycled materials and also puts up solar-powered LED lighting. The message of the brand now aligns with the sustainable approach it took. It also attracts an environmentally friendly audience.
Emotional Engagement
There are several ways to catch the interest of your audience, and one of the most effective is through emotions. Humor, emotions, imagery, etc. can be used to promote the products or services you’re trying to market. It creates a lasting impact on the audience.
Example – Engaging the target audience with an emotional touch can work wonders. Let’s say there’s a local food bank around the street. Now, they have put up several billboards sharing how even smaller donations of food can help feed the homeless in Toronto. Any catchy tagline signifying the importance of sharing food and how waste can be stopped by just making a small donation engages the audience in such a way that it gives them gratitude for what they get in life, and they can pass the good deed by sharing some food for the less fortunate.
Geographical Emphasis
Even though out-of-home advertising is relatively lower than other means of advertising, the company still wants to get the maximum results. One of the things businesses do is pick up the exact location and surrounding neighbourhoods where their target audience resides. It maximizes the advertising effects and increases brand awareness.
Example – An ice cream truck business puts out billboards around popular parks and beaches during the summer season. With this, they reach out to the local audience and give them a treat on a refreshing day.
Customization of billboards
Gone are the times when, in the name of outdoor advertising, there were static billboards. With newer technologies, digital billboards have taken over, and they offer a unique approach to sharing the desired message with the target audience. In addition to this, brands can use several creative ways to portray the message they want to deliver to people.
Example – A company is launching its flagship smartphone. Now, they put up interactive billboards near shopping malls and other popular areas. They are equipped with touchscreens, and customers can get a clear idea of the features of the upcoming smartphone, its warranty, colour options, and more.
Segmentation of audience
With the help of geographical targeting, the target audience can be further segregated in several ways. Be it commuters waiting at bus stops or shoppers shopping at shopping malls, segregating your audience creates a filter for seeing the real results. It helps businesses a lot to understand their types of audiences.
Example – A local pet shop wants to promote organic dog and cat food. Now, to cater to the specific audience, the owner sets up billboards and signage in parks, streets, and areas where there is daycare for dogs and cats. He even sets up partnerships with daycare facilities for dogs and cats.
The billboard and signage have pictures of happy dogs and cats enjoying the organic pet food, which is good for their long and healthy lives. It also showcases several flavours and a variety of pet food options to pick from.
Conclusion
In all contexts, outdoor advertising plays a pivotal role for businesses. Be it geographical targeting, high visibility, increasing brand awareness, etc., it gives the business a chance to stand out in the crowd. It also gels well with the current digital ads that are played on the company’s social media and print ads in newspapers/magazines and aligns with the message that goes across all platforms.
Businesses customize the message they want to be seen in outdoor advertising and engage with consumers in innovative ways. Outdoor advertising will continue to play an important role in the near future too, as it provides a broader aspect to what the company is selling and the message the business is trying to convey.
