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As much as digital marketing and advertising have become popular, traditional advertising methods still hold great value for businesses. These methods have proved their worth over time and have a proven track record of success. For businesses looking to establish a strong presence in their local market, outdoor advertising can be a great option. If you’re thinking about trying outdoor advertising, but don’t know where to start, what format to choose, or where to place it, don’t worry. Movia has put together an informative guide to outdoor advertising to help you make an informed decision.
What is Outdoor Advertising?
Outdoor advertising is indisputably one of the most popular and effective methods of offline advertising. It refers to any type of advertising that reaches your target market when they are away from their homes, such as billboards, transit ads, benches, posters, and signage. By utilizing outdoor advertising, businesses can effectively publicize their products and/or services to a wider audience. It is an ideal way to capture the attention of potential customers and generate brand awareness.
Different Types of Outdoor Advertising
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Outdoor advertising is an extremely effective way to reach a wide audience during their daily commutes, whether they are traveling by bus, car, metro, or foot. There are various types of outdoor advertising that you can choose from to effectively promote your brand or message. Here is a list of the different types of outdoor advertising for your consideration.
Billboard Advertising
Billboards advertising can be a valuable tool for businesses looking to increase their brand awareness and drive sales. These large-format posters are strategically placed in high-traffic locations such as busy highways, popular tourist attractions, and city centers. With their broad appeal, billboards have the potential to reach a vast audience, making them an excellent choice for businesses seeking to expand their reach. By leveraging the power of billboards, you can showcase your brand in a way that is sure to capture the attention of your target audience, and ultimately drive more sales.
Types of billboards
Static Billboards
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Static billboards are strategically placed along busy roads to target drivers and catch their attention. This form of advertising is subtle yet effective, serving as a friendly invitation to potential customers.
Digital Billboards
Digital billboards are a fantastic option for outdoor advertising that can effectively display multiple advertisements within a specified timeframe. With the added advantage of digital technology, your advertising message can be creative and attention-grabbing. As the popularity of digital billboards increases, brands are encouraged to bid for spots in popular locations, making it a competitive but rewarding advertising option. Overall, digital billboards are one of the most sought-after and constructive forms of outdoor advertising available today.
Transit Advertising
Public transportation is a widely used mode of commuting for many individuals living or traveling within cities. During their daily commute on buses, trains, or taxis, commuters tend to pay close attention to the content displayed on those vehicles. It’s important to note that people on public transport usually make multiple stops on their way home. So, if your business advertises on public transport, you can expect to attract several of those commuters to your store. Advertising on public transport is also an excellent way to grab tourists’ attention and draw them to your business since these customers are always seeking new and exciting stores, restaurants, and hot spots within the area. Don’t miss out on the opportunity to reach a wider audience and grow your business by advertising on public transport.
Posters Advertising
Posters advertising are a powerful outdoor advertising tool that is smaller in size than billboards, but can make a big impact. They are strategically placed on lamp posts, near crosswalks, rest areas like parks, benches, and even in store windows. These posters are hard to avoid and are an effective way to grab the attention of people on foot.
Mall Advertising
If you’re looking for ways to attract more customers to your store, why not consider advertising inside a mall or shopping center? These locations are ideal for reaching customers who are already in the mood to shop. Shopping centers offer a variety of advertising opportunities for all kinds of products, such as food, clothing, and tech gadgets. You can use mall displays, posters, storefront displays, colorful signage, and more to showcase your brand. By taking advantage of these opportunities, you can increase your brand’s visibility and attract more customers to your store. So, why not explore these advertising options and see the results for yourself?
Street Furniture
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Street furniture advertising is a highly effective form of advertisement that seamlessly blends in with the urban environment. It involves strategically placing ads on public benches, bus shelters, and public restrooms to serve a functional purpose while subtly promoting brands. One shining example of this approach is Vi, formerly known as Vodafone, which has successfully utilized street furniture advertising to connect with consumers in India.
Digital Screens
Digital screens have revolutionized traditional advertising by offering a dynamic twist to it. The rotating ads, coupled with vivid visuals and movement, have proved to be an effective way of capturing the attention of the viewers. Many established brands, such as Titan, have already embraced digital screens across malls and high-traffic areas to showcase their products with finesse. And, it’s safe to say that the trend is here to stay for a long time.
Why You Should Use Out Of Home Advertising
It is an indisputable fact that people spend a significant amount of time outside of their homes. Whether it’s daily commuting to work, dropping off kids at school, attending their soccer practice or running errands, individuals spend hours every week away from home. During this period, they are not exposed to advertisements through their smart devices, television or print media. But, they are exposed to outdoor factors, making outdoor advertising the most powerful way to convey your brand’s message.
Importance Of OOH Advertising
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Maximising Reach in Diverse Demographics
India is a nation rich in cultural diversity, and advertising is an effective tool in reaching people from all walks of life. Regardless of their location, traditional ads can effectively capture the attention of audiences from diverse backgrounds.
High Footfall Areas
Picture the lively streets of Mumbai, the colorful markets of Delhi, or the crowded intersections of Bangalore. These areas with high footfall offer a perfect platform for advertising. Brands like Amul have ingeniously utilized these spaces, producing unforgettable and attention-grabbing billboards that strike a chord with the masses.
Cultural and Linguistic Relevance
Customizing advertising messages to specific regions and languages is crucial to enhance engagement. Outdoor branding is an effective way to create content that resonates with local audiences. Brands like Fevicol have demonstrated how integrating regional languages and cultural references in their traditional ads can establish a strong emotional connection with their audience.
Building Local Brand Presence
Establishing a strong local brand presence is crucial for businesses operating across multiple cities and states. One of the most effective ways to achieve this is through outdoor advertising, using strategically placed billboards and banners to foster a sense of familiarity and community attachment. Brands like Bisleri have successfully leveraged this tactic, becoming a household name in numerous Indian cities.
Effective for Non-Digital Audiences
It’s important to note that despite the rapid growth of digital platforms, a large number of people in India still don’t have access to the Internet on a regular basis. Therefore, advertising remains crucial in reaching out to these non-digital audiences and effectively bridging the gap between technology haves and have-nots.
Visual Impact in Urban and Rural Settings
Without a doubt, a well-designed traditional advertisement can have a significant impact on its viewers. Its visual appeal can capture attention and leave a lasting impression. It doesn’t matter if it features the towering skyscrapers of a metropolis or the serene landscapes of rural India, traditional ads have the power to evoke emotions and influence consumer behavior. Brands such as Vodafone have mastered the art of utilizing innovative designs to capture the essence of both urban and rural settings, making them a force to be reckoned with in the advertising industry.
Make Memorable Experiences
Outdoor advertising is an incredibly powerful tool that has the potential to create unforgettable experiences for consumers. By utilizing innovative and eye-catching designs, you can easily capture attention and make a lasting impression. With clever mobile billboards or interactive digital screens, you can create memorable outdoor ads that generate buzz and encourage word-of-mouth marketing. Don’t miss out on the opportunity to create an impactful outdoor advertising campaign that will leave a lasting impression on your target audience.
Provide a Connected Reach
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Outdoor advertising is an incredibly effective way to reach a large and diverse audience. By strategically placing your ads in high traffic areas, you can easily capture the attention of drivers on busy highways and pedestrians in city centers. With the right approach, you can create a message that truly resonates with your audience and leaves a lasting impact. Outdoor advertising has immense potential to help you achieve your marketing goals, so it is absolutely worth considering as a key component of your overall strategy.
Encourages Impulse Buying
Outdoor advertising is an effective way to persuade potential customers to buy your business offering. By strategically placing outdoor ads, businesses can trigger the right emotional response from their target audience. A great example of this is how hotels and fast-food restaurants advertise on billboards along the highways. These ads successfully reinforce the positive aspects of their brand messaging while creating value by promising to meet people’s needs. Outdoor advertising is a powerful tool that can help businesses achieve their marketing goals with confidence.
Is Outdoor Advertising Still Effective?
Outdoor advertising has proven to be a reliable and successful marketing method for many years. Each type of OOH advertising offers its own unique style that can attract even the most casual passerby, making it a valuable way to promote any brand.
How effective is Outdoor Advertising?
Although transit ads, posters, and bench ads are still effective advertising tools for small businesses, larger brands tend to prefer static and digital billboards. This raises the question: are people really paying attention to these billboards?
According to the Arbitron National In-Car Study, as cited by Forbes Online, 71% of people frequently look at the messages displayed on roadside billboards (both traditional and digital). Additionally, more than 37% of people report looking at outdoor adverts as they pass by.
The study has shown that the information retained by people from a billboard varies. An impressive 58% of billboard viewers aged 18 or older have learned about an event they were interested in attending, 58% have learned about a restaurant they later visited, and 56% have talked about something funny they saw on a roadside billboard. Moreover, 33% have been reminded to tune into a TV program, 44% to a radio station, while 26% have noted a phone number or 28% a website address written on an outdoor billboard.
Does OOH Advertising influence purchase decisions?
According to the study, there is no denying that billboards play a crucial role in shaping people’s shopping decisions while in the car.
An overwhelming 72% of billboard viewers frequently or sometimes shop on their way home from work. Moreover, a staggering 68% frequently or sometimes make their shopping decisions while in the car.
What’s more, 38% decide to stop at the store while on their way home, and 24% say they were motivated to visit a particular store that day because of an outdoor ad message. As if that wasn’t enough, 32% visited the retailer they saw on a billboard later that week.
It’s not just about influencing shopping behavior, though. 50% of people reported receiving directional information from a billboard, and 24% said they have immediately visited a business because of an outdoor ad message.
These findings speak volumes about the effectiveness of outdoor advertising. It’s clear that people notice the ads and are heavily influenced by them.
How Do I Advertise Outdoors?
When it comes to developing an advertising strategy, the key to success lies in simplicity. It’s crucial to have a clear idea of your campaign’s goals and objectives, and make sure they are measurable. With a well-defined plan in place, you can confidently cross off each goal from your list as you achieve it.
Set SMART Outdoor Advertising Goals
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It’s a good idea to create S.M.A.R.T targets to turn your goals into specific, measurable, achievable, relevant, and time-bound objectives that you can expand on as your campaign progresses.
Specific
To achieve success, it is crucial to set a specific goal that aligns with your objectives. Whether it is to promote a new clothing store or increase the uptake of a special offer, being clear about what you want to achieve will help you stay focused and achieve the desired outcome.
Measurable
Establishing specific and measurable targets is crucial to ensure that you can confidently determine when your goal has been successfully accomplished.
Achievable
It is imperative that your campaign objectives are realistic and attainable. It is your responsibility to ensure that your business possesses the necessary budget and resources to successfully execute the campaign that you have in mind.
Relevancy
To ensure the success of your outdoor ad, it is imperative that you make it relevant to your goals. Visualize how your advert will appear in an outdoor environment and select a location that is appropriate for your target audience. Remember to include your URL on the creative and tracking to encourage website visits. Align the goal of the billboard with your overall objectives to achieve the desired outcome.
Time
To ensure the success of your campaign, it’s essential to confidently set a specific timeframe for assessing its effectiveness. Whether it’s a promotion or a two-week trial, choose a period that aligns with your goals and stay committed to it.
Be Creative
After setting your campaign goals, it’s time to unleash your creativity. The most crucial part of any advertising campaign is creativity. Brainstorm ideas that resonate with your audience, make them engaging, valuable and enjoyable. Visualize how your advert would look like when placed outdoors. Keep in mind that outdoor advertising campaigns need to be concise. Your audience is often on the move and distracted. Therefore, your message and artwork should be easily digestible, with a clear message. Avoid using too many words, and include only essential contact information.
Choose An OOH Advertising Medium
When planning a marketing campaign, it’s important to choose the right advertising medium that aligns with your creative vision. The medium you select will have different requirements for your design, artwork, and poster sizes. For example, the image and artwork needed for a road-side billboard will be different from what is required for store-front posters. Therefore, carefully consider your advertising medium to ensure your campaign is effective.
Get Help From An Agency
Don’t rely solely on your own knowledge of your brand when it comes to advertising. Even the most knowledgeable business owners can benefit from the expertise of an agency. If you want to get the most out of your OOH advertising campaign or (other types of advertising), contact Movia today. Their team of experts knows exactly what it takes to create effective and impactful campaigns. Don’t miss out on the opportunity to take your brand to the next level.
What Are The Costs Of Outdoor Advertising?
Determining the potential value that outdoor advertising can bring to your business should be the first step before taking into account practical considerations that may influence its cost. There are several factors that affect the cost of outdoor advertising, but it’s crucial to evaluate its potential impact on your business before making any decisions.
A practical example of value:
If you are the owner of a business such as a coffee shop that relies on customers physically coming to your store to make a purchase, a billboard can be an excellent way to attract more customers. A static billboard can help guide people to your store and create a lot of excitement around your products. In this instance, investing in a billboard can be a valuable decision and demonstrates a clever use of Out-of-Home (OOH) advertising to help increase your profits.
What Affects The Cost Of A Billboard?
The cost of your billboard advertising can be influenced by several variables. Want to learn more about what factors can impact the price? Keep reading.
Circulation
Did you know that the effectiveness of a billboard is often measured by the volume of traffic that passes by it? This interesting fact is usually determined by transportation authorities who keep a keen eye on the flow of vehicles on the road.
Demographics
The demographic characteristics, such as age, gender, and income level, of the people who pass by a billboard have a significant impact on the cost of advertising. If you aim to target individuals with higher incomes, you should be prepared to pay more to advertise your product or service.
Impressions
The number of individuals who view a billboard is determined by its size, visibility, and the velocity at which people pass by it. This information is obtained from the circulation and positioning of the billboard.
Conclusion
If you want your brand or business to dominate the competition, gain wider recognition, and expand its customer base, then outdoor advertising is the way to go. This advertising strategy is a force to be reckoned with and can give your business the edge it needs to succeed. It works wonders for both large corporations and smaller businesses, allowing them to target a localized audience and make a lasting impression in their community.
