For good outdoor advertising to be effective, it must be in the right places, addressed to the appropriate people with the right message, and call promptly. If we manage to comply with these premises in our outdoor advertising campaign, we will have a high probability that the results of it will be very positive.
A very important condition for all this is met is the budget we have. To achieve the goal, we set, we must be aware that the campaign requires an investment.
A MEDIUM THAT STILL HAS A LOT OF LIFE
The outdoor advertising is one of the means with which account the marketing department of any company to achieve its goals. But firstly, it is necessary to analyze if the products or services for which it is wanted to be used are or not the propitious or suitable for it. Since not all products are valid to be promoted through this channel.
The outdoor advertising, by its nature, is a good way to complement campaigns using television or radio as the primary means for execution. Outdoor printing Sydney is still a booming marketing and advertisement method.
The outdoor advertising has been used since ages ago, not because it has become obsolete. It is quite the opposite – in recent years it has been increasingly booming. Besides, the advancement of technologies allows the emergence of new media that facilitate the originality of the announcement of the product or service we promote, making clear campaigns successes.
OUTDOOR ADVERTISING FASCINATES ADVERTISERS
There are countless valid media for outdoor advertising, but creativity and originality are essential for the ad to succeed. For this reason, it is a type of advertising that, in general, advertising professionals like very much. Normally, they all profess great sympathy in this way.
To conclude, and summarizing. A good advertising campaign must always have a good dose of outdoor advertising as a fundamental means for its effectiveness. This also allows us to achieve segmentation of our target audience in any campaign that no other means achieves.
So, what are the five reasons which still push companies to invest in outdoor advertising in 2020?
1 – Outdoor advertising is visual and “surprising” by nature: it makes your communication more effective
Have you ever seen a four × three sign or a poster in a store with 1000 words on it? No, it’s rather rare. It is a fact that outdoor advertising is visual. And be convinced, the images are good for the impact of your communication! The brain processes image 60,000 times faster than text. As a result, visual communication is adapted to increasingly limited consumer attention (8 sec, remember).
Another interest, the display remains one of the media that can most easily play on the surprise effect. Communicating with outdoor advertising – and therefore through images, and benefiting from the effect of surprise – will certainly have a positive impact on your brand metrics (notoriety & memorization mainly), and therefore indirectly on your sales.
2 – The display remains an ideal large media when you have a “local” communication
Among the mainstream media, only the Internet and outdoor advertising offer the possibility of communicating on a specific geographic area – a postal code, a street, 100m around a store, etc.
Who has never seen, for example, these billboards which “guide” customers to the point of sale?
Few mass-media can claim such geographic flexibility. For all companies with a physical point of sale and a local clientele, outdoor advertising remains a “must” to make themselves known in its catchment area.
3 – The advertising poster – of any size – makes it possible to launch tactical marketing operations, at a lower cost
When we think of advertising displays, we think of the famous 4 x 3. But in reality, there is a multitude of formats: street furniture, transport display (bus, metro, train), posters in car parks or large surfaces, display on shopping carts, stickers and stickers stuck “wildly” in the city, marked vehicles…
Outdoor advertising brings it all together.
But how much are 1000 flyers that you hand around your store? Not much…
What will you gain from a large format impression of an advertising banner displayed above your store so that you can be identified from afar? Much compared to what it will cost you!
What e-merchant cannot afford 10,000 stickers to add to the packages he ships to his customers to “make a difference”? It is within reach of any creator’s purse.
Which craftsman will not order 5000 prints without address to distribute in his neighborhood? No…
Whether we’re talking about 4 x 3 displays, street marketing, guerilla marketing, point-of-sale advertising, unaddressed printed matter… “printed” communication remains something simple and economical to implement.
4 – Outdoor advertising: good addition to the advertising media mix
The display remains a mass media par excellence, offered to all passers-by, free of charge: no need to buy a TV or radio set, or a computer… It is also a medium that allows you to communicate quickly: in just a few days, the vast majority of residents in an area covered by a poster plan are exposed several times.
This is why marketers know that outdoor advertising is a medium that quickly delivers a large number of contacts and that allows a high repetition of messages, which allows you to stay “Top of Mind” in the minds of your potential customers.
This is why outdoor signage is often used to build awareness of a given catchment area quickly, and its impact on your sales has been demonstrated.
An econometric study had shown that $1 invested in outdoor signage brought in $2.80 in sales.
5 – Outdoor is going digital, which offers new synergies for advertisers
Outdoor advertising is certainly the oldest of the advertising media. And yet its “survival” has always been due to the innovation policy of this media. And this continues since we see today that outdoor advertising is becoming more and more “digital”.
The first example is the increasingly frequent appearance of QR codes on print advertisements. With the ubiquity of mobile devices in the pockets of consumers, it seems logical that advertisers offer a native “bridge” between the offline world – that of outdoor advertising – and the digital world.
Then, we see more and more fully digital displays appearing which allow access to new advertising innovations, like this campaign in Stockholm where we see the hair of the model who moves with the arrival of a train of the subway.
The future is not so far away: Google, for example, has already taken the test by posting outdoor advertising in London’s Waterloo station, via its DSP DoubleClick Manager which now allows programmatic buying of display advertising (banners and videos) on computer & mobile… and tomorrow on the billboards of your city!? Are you still wondering if outdoor advertising still works? Read about it on Forbes.
There is still a long way to go, and the convergence of digital with outdoor advertising is still a journey full of pitfalls. But it will happen.
And in an “entirely programmatic” world, outdoor advertising can adapt to multiple signals, like the time of day, the type of audience it will have in front of it, weather, sporting events, geographic locations etc. A bright future therefore in perspective which will undoubtedly re-impose outdoor advertising as an ultra-attractive lever for brands.
Image Source: Pixabay.com