If you are a business owner, then you know firsthand how tough advertising can be. Society is constantly changing making it a never-ending battle to stay in front of your target audience. Back in the day, out of home (OOH) or “outdoor” advertising was very popular but has since taken a back seat as we enter the digital era of social media. However, businesses are now turning back to this highly effective form of brand awareness and product promotion, but how effective is outdoor advertising, really?
Outdoor Advertising
Outdoor advertising refers to a type of marketing that consumers are exposed to offline and outside of their homes. There are many different avenues of this type of advertising such as:
- Billboards
- Street furniture
- Wallscapes
- Wild postings
- Transit advertising and wraps
- Point of sale displays
- Cinema advertising
Once considered too unattainable or too expensive for small businesses, outdoor advertising is now not only more affordable than ever but extremely effective, here are a few reasons why!
- It is High Impact
Unlike other marketing avenues, outdoor advertising does not need to be invited into the consumers home. It is a part of the environment, therefore it can’t simply be turned off or skipped like radio and television ads for an example. The viewer has no control on whether they see it or not, giving your outdoor marketing campaign more impact for a longer duration of time than the viewer might expect.
- It Demands Attention
When you hop online, the first thing that you might notice are numerous marketing ads filling up every inch of space possible, trying to earn your attention. Outdoor ads are effective because they stand alone so they do not have to compete with other ads. Often quite large in size, OOH advertising makes itself very visible at distances that are both far and near. They also tend to be expressive and creative which tends to gain much more attention from consumers!
- It Has a High Reach with a Mass Audience
If you are a business owner that is trying to reach a broader audience than outdoor advertising is for you! This effective way of marketing is public and has the ability to reach consumers that can sometimes be difficult to get in front of. Like busy business people, younger users, and people with lower income for an example who might not have access to traditional advertising mediums.
- Builds Immediate Brand Awareness
Sure, commercials and radio ads are great, but sometimes the message that the business is trying to convey gets a little lost in translation. Outdoor advertising is a great way to market your brand because it is an effective opportunity to reach a captive audience with an uncluttered and exclusive message.
- Accepted by Consumers
Like we mentioned a little earlier, digital marketing and in-home advertising efforts such as ad placement on social media has flooded the market becoming increasingly popular. However, as with just about anything when we saturate the market with an idea or a product, consumers become callous to it. This means that the likelihood of a consumer acting on a common digital marketing approach such as a commercial or radio ad – is not exactly likely. Today, outdoor advertising is accepted by consumers because it is not as invasive as in-home media. Where digital marketing has failed, OOH advertising has flourished.
Marketing is crucial to the success of your business. However, if you are not doing it correctly, you could be potentially throwing your hard-earned money out the window. Today, we live in a digital kind-of-world that is ran by in-home marketing efforts. However, if you are looking for an effective approach to reach your target audience, go against the grain and try outdoor advertising – we know you won’t regret it!