In today’s digital world, out-of-home (OOH) advertising offers a distinctively different way to reach audiences. This form of advertising reaches consumers outside their homes, such as through digital billboards, on the sides of buses and digital signage in shopping centres and airports. In advertising, a vital measure of success is consumer engagement. OOH advertising provides a unique opportunity to capture attention and initiate interaction.

The Role And Benefits Of OOH Advertising In Consumer Engagement

The fact that OOH has the potential to reach such a broad audience makes it one of the best advertising tools for increasing brand awareness. It has been proven that OOH ads are far more likely to be remembered than any other form of advertising. And, out of all forms of advertising, OOH are the most creative and adventurous, adding further to their memorability. 

Factors Influencing Consumer Engagement With OOH

The strategic placement of these adverts in high-traffic areas is one of the primary factors influencing their ability to engage the consumer effectively. Other factors to consider to ensure that they stand out in this area include making sure that the ad content is relevant to the target audience and the location where it is placed. For digital billboards and displays, consider the time of day and day of the week when placing ads to maximise exposure to the target audience.

You should also keep in mind that ads that blend seamlessly with their surroundings or take advantage of unique features in the environment are more engaging to consumers. Including a clear and persuasive call-to-action encourages consumers to take action, increasing engagement with the ad.

Challenges And Opportunities

Despite its effectiveness, OOH advertising faces challenges in engaging consumers that need to be overcome, including:

• The limited attention span of the audience.
• Message clutter in high-traffic areas dilutes effectiveness because of sensory overload.
• Environmental factors such as rain or fog make it difficult to see the OOH adverts.
• Finding the right balance between cost and visibility (high-traffic locations cost more).
• The limited size and format make designing something fresh and eye-catching tricky. 
• Measuring effectiveness is more difficult in digital advertising in terms of ROI and consumer engagement. 

Face First Media is the leading outdoor media owner in South Africa. Contact us today to find out how we can provide effective, custom-designed and strategically positioned out-of-home advertising solutions.

Reaching your target audience is one of the fundamentals of good advertising. The big buzz in recent times to maximise reach has been to target millennials. But as it turns out, this focus is too narrow, and you are missing a potential section of the market known as the “Connected Generation”. 

Let’s explore who this segment of the market really is and how to engage with and influence this tech-savvy demographic using billboard advertising. 

Defining The Connected Generation

The connected generation is not defined by age but by their behaviour. They are individuals who are connected to the world via their smart devices. You will find them using their phone for everything from socialising to shopping, from transport to dating, banking to doom scrolling, and everything in between. This includes millennials, but also extends to older generations who have embraced technology.

What Appeals To This Connected Generation

Advertisers must understand their wants and needs to engage the connected generation effectively. What appeals to them includes:

• Personalisation: include personalised data in billboard advertising, like location, time of day and even current weather conditions to optimise the connection.
• Engaging Content: Adverts need to be visually appealing and interactive. Use eye-catching graphics, QR codes, contests and giveaways, augmented reality, and gamification.
• Social Media Interaction: Encourages viewers to share their experience with your billboard on social media. Use hashtags and campaigns that encourage user-generated content.
• Authenticity: Be authentic in your message. The connected generation will see through traditional advertising tactics. Transparency and honesty will be more valued.
• Instant Gratification: Provide methods for instant responses that give instant pleasure or results to the user with a short attention span. 
• Excellent Customer Service: With easy access to so many services, adhere to your promises of exceptional customer service, or the connected generation will already be moving on to the next one.
• Mobile Integration: Include a call to action that directs the viewer to their cell phone, such as texting a keyword for more information or downloading a voucher.

At Face First Media, we understand the changing faces of today’s target audience. Contact us today for specific, relevant, and effective billboard advertising.