What Are The Different
Types Of Outdoor Advertising?

When it comes to marketing, there are two main schools of thought. The first is the ‘tried-and-true’ approach which relies on tested methodologies. The other is ‘disruption for impact’, which uses any available means to garner as much attention as possible. At Face First Media, we believe in a combination of both! Maximising the use of outdoor advertising ensures that you rely on both tested and reliable marketing and allows the creativity and unsuspected twist of modern disruption to come to the fore. The question is: What are these different types of outdoor advertising?

Billboard Advertising

As our number one choice for most marketing campaigns or OOH campaigns, billboards have an added edge in terms of visibility, recognition, and demand for attention. Great billboards are strategically placed and selected for the maximum target audience exposure and offer quite a large degree of flexibility. Billboards are designed to be bold, with a strong message, and offer instant brand recognition.

There are multiple types of billboards available to you, including:

  • Static billboards
  • Mobile billboards
  • Digital Billboards

The market is also starting to explore interactive billboards and augmented reality billboards, so watch this space!

Retail Advertising

Retail advertising includes elements such as floor graphics, lift graphics, and mall media. This type of marketing is generally aimed at inviting customers into the store, purchasing a specific product, or increasing brand awareness through sheer immediacy and increase of foot traffic. This type of printed advertising is both engaging and impressive. It adds dynamic and prestige to a brand, drawing customers in for more intimate interaction.

Point Of Sale Advertising

Point Of Sale (POS) or Point Of Purchase (POP) advertising is aimed at engaged customers to further drive a sense of ‘there and then’ purchases which increases the end basket total. These methods may not seem traditionally “outdoors”, but they are often included since there is a certain amount of flexibility in this area which allows advertising to be capitalised on. This type of advertising includes branded display stands and adverts above containers or shelves ‒ often visible to passers-by even though the intended recipient is an in-store client.

Honourable Mentions

There are so many types of outdoor advertising available ‒ don’t miss out! Here are some other ways in which you can explore outdoor advertising:

  • Construction advertising
  • Lamppost or bridge advertising
  • Vehicle or transit advertising
  • Stunt advertising

Basically, if an outdoor location lends itself well to visibility, traffic, and engagement, there is potential for outdoor advertising.

Billboards have been around since the 1800s, and their resilience through changing times is nothing short of impressive. However, in the digital age, social media has made quite an impact on advertising, and many people are now considering the billboards vs social media debate. In this post, we lay out the pros and cons of each one to help you decide which is better for your business goals, audience and budget.

Cost

Social media has earned its reputation as being the most cost-effective way to advertise. It costs nothing to set up a Facebook or Instagram page and post regular updates. Even if you decide to spend a little on Facebook ads, the costs are still relatively low compared to other media. With South Africans spending roughly 9 hours a day on the Internet, social media is a great way to reach them. However, it can also be money wasted if not managed well.

Billboard advertising is known as the option for big budgets and big companies, and yes, it does cost more than a free social media account. But that cost comes with big value. Billboards can never be switched off and are visible 24/7. Their message is loud and clear, memorable, and not surrounded by thousands of other ads. So if you do have the budget, it’s money well spent.

Measuring ROI

It’s easy to track your ROI with social media through things like Google Analytics, Insights and click conversion rates. With billboards, it takes a little more effort, but it’s not entirely impossible. Through surveys, you can ask your customers how they found you and if they Googled you after seeing your billboard.  So, how are we doing with the billboards vs social media debate? Let’s consider one more point.

Input Vs Output

Billboards have a comparatively higher cost initially, but after they’re up there’s no work required on your part. Your billboard will be seen by thousands of people daily in high traffic areas, and by simply being there, they are working for you.

Social media, on the other hand, requires constant work and monitoring. You could spend very little in start-up costs, but then you end up spending time managing your pages, or you may decide to pay a social media company to do this for you. You could post every day and still not be noticed if your page is not constantly managed and optimised. So in this case, it’s more input for smaller results.

The Final Verdict

Well, our verdict when it comes to billboards vs social media is that there is no clear winner because it depends on each business. If you can, you really should use both for maximum brand awareness. The key to business success these days is to integrate all of your marketing efforts and reach customers on as many platforms as possible. If you are a small startup, by all means go for free social media marketing. If you do have the budget, billboard advertising is a must, as there is no doubt about its effectiveness in creating brand awareness. With the right strategy, a powerful message and very little text, billboards have huge potential to elevate your business.

We’ve all done it. At some point in our lives (in fact, many points), we’ve looked at billboards, sometimes stared for a good few seconds, appreciating the attractive pictures, clever puns or humour. As motorists, passengers, or shoppers entering a mall, we not only see billboards, but we pay attention to them. We linger a bit longer, even if we shouldn’t, and the best part is that what we see makes a lasting impression. In this blog, we take a look at why billboard advertising as a whole, including outdoor advertising and digital billboards, still make an impact and how to make yours stand out.

WHY BILLBOARDS WORK

From a purely strategic point of view, billboard advertising works because of the sheer volume of people your message can reach in high traffic locations. They allow for endless possibilities when it comes to creativity, especially if you opt for digital billboards with high resolution, motion graphics. With high visibility, high exposure and the ability to connect with your audience through a creative brand message, it is bound to work. However, there are some things to consider to make your advert not only seen but also work effectively.

MAKE IT EFFECTIVE

Use less text: The average driving consumer has only 6 seconds to read a billboard, so they should be able to get your message in a flash. So use words scarcely and keep it catchy to make an impression.

Don’t distract: While the billboard needs to get noticed, it must not distract traffic. Avoid provocative or shocking images that could lead to a collision.

Consider response time: Motorists driving past your billboard will not have time to write down telephone numbers or memorise website addresses. Rather create a powerful message that highlights your brand name and business purpose so that customers can remember it further down the line.

Don’t get too clever: Billboard colours and messages should be vibrant and memorable to be effective, rather than a complex puzzle. Create a lasting first impression with your audience within a few seconds.

Use repetition: One billboard is good. A message is more memorable when repeated. You could also tell a story in consecutive billboards, e.g. posting a question in the first one that makes people wonder and then post the answer in a second or even a third billboard further down the line.

Use the wonders of technology: Modern LED display technologies used in digital billboards provide opportunities to animate images. This allows you to create a memorable visual display that can make a deeper impact than a static billboard.

GET AHEAD WITH US

Get your brand where it needs to be with effective, expert billboard advertising. Face First Media is South Africa’s leader in both static outdoor advertising and digital billboards, with some of the country’s leading brands in our portfolio. For precision marketing and maximum reach, speak to our team!

Over the last thirteen decades, billboards, or as it is known now, Out of Home (OOH) advertising has played a huge role in the advertising landscape. They were relatively cheap, highly effective, and was a ubiquitous part of the landscape in most countries. Now, in the digital age, we have progressed to Digital Out of Home (DOOH) advertising, which incorporates the use of digital technology, which enables the targeting of specific demographic groups during the most effective time of day. Digital videos can be displayed, and advertising on the same billboard can be shared by multiple clients. All of this makes DOOH the future of billboard advertising.

Now, furthering the digital age of advertising, programming advertising has been included, because static and standard advertising has become less effective. But what is this? And how does it work? Here follows a short explanation:

Static billboards (OOH) enabled brands to target audiences in a standard way. Now, with new digital developments, DOOH enables the brand to target multiple audiences on the same billboard. People in the digital age with short attention spans now require more to gain their attention. Movement, relativity, location, and personalised experiences are now the order of the day.

Programmatic advertising includes a variety of technologies that allows the client to automate the visibility, purchase, and positioning of adverts in real-time. The main goal is to substitute human interaction with digital interaction, thus allowing advertisers more accurate targeting of specific audiences at particular times of the day. Metadata is used to gain information on target markets, demographics, purchase patterns, behaviour, routines, and geographical locations. This provides the advertiser with the most accurate pinpoints of their audience, which leads to more effective advertising.

When using programmatic advertising, information is recorded about customers and potential customers all the time. Every time a purchase is made, or a web page is launched, an algorithm harnesses data, and this can be used to find out which users are the best targets for specific brands. This has brought about a new revolution of billboard advertising because it has altered the billboard space forever. It has now become the new norm for DOOH and is highly effective. All advertisers’ greatest desire is to predict human behaviour, and DOOH programming technology allows them to find a starting point on purchasing patterns, locations and interests that provide a more personalised experience for the client.

If you want to know more about DOOH programmatic technology, contact our team at Face First Technology, and we will be happy to help! We have various well-positioned billboards across the country that will enable clients to target specific audiences and boost the bottom line.

Even though DOOH (Digital Out of Home) advertising has been around for some time, it took some effort to hone in on the most effective ways to employ it. What has become noticeably clear, is that DOOH is here to stay, and it just gets more sophisticated as time goes on and new technologies develop. A report by UpBeat has recently confirmed that the DOOH market will take a large chunk from advertising budgets, hitting around $8,3bn (just in the USA) by 2023. As a result, new trends are introduced all the time by innovative tech companies, and these innovations help advertisers not only stream relevant content to their potential clients but also to gather information from them.

Here are some of the new trends emerging on the DOOH market that helps users to make their advertising strategies a lot more effective:

  • Omnichannel: Mobile advertising is having a huge impact on users, but this technology has now been extended to billboards. Online advertising via mobile phones, computers, email and social media can seamlessly be integrated for optimum results! It is also possible to combine several campaigns on the same platforms – which provides much better ROI.
  • Dynamic creation: When it comes to other digital marketing strategies, DOOH still falls behind on the engagement ratio. This is because a lot of brands are still choosing to use OOH with static images instead of progressing to DOOH which can be integrated with other platforms. Relevant DOOH can increase awareness of a brand by 18%, according to Virtuo City in the UK. Severe creativity is needed to enhance these campaigns, and here are some ideas about how to do this, using new trends in DOOH.
  • Geo-targeting: Locating relevant messaging via DOOH can draw people to local events and outlets. For instance, where there are a lot of truck drives passing, put a billboard pointing them to a restaurant or truck stop nearby. During evening hours in the city, use DOOH to draw people to your pub and advertise your happy hour! You can even use this example to direct students outside of a university or college to drive them to a retail store or shopping mall.
  • Weather: What? Weather? Yes, weather! DOOH can be used to measure temperature and direct accordingly. For instance, on an ice-cold day, users can be directed to the nearest store selling heaters, warm clothing or electric blankets. On a hot day, they can be directed towards the nearest ice cream store! Weather plays a big part in behaviour, so why not use this to your advantage.
  • Commuters: While billboards have been pointing towards commuters for decades, it is now possible to create a more captive audience. City people spend a lot of hours per year commuting – via it is by train, underground or vehicle. Ads can now be generated to respond to specific traffic conditions by providing geo-targeted options for commuters.

As marketers, it is continuously crucial to come up with new, creative and innovative strategies to reach audiences. DOOH is still one of the most cost-effective ways to do this, and its popularity is only increasing. Call our team at Face First Media to find out more about this.

Marketers struggle at the best of times to fit their campaigns into their advertising budgets. Recently, online advertising has become the norm, but it is not as effective as one may think! It can be frustrating. Ad blockers are all the rage, and even though a lot of money is spent on creating very creative online campaigns, online ad blockers prevent a large portion of users to view the ad. The others very seldom view the ad, choosing to skip over it to reach the web content they are looking for. Even if the advertisement is viewed, there are so many now, that the ad must stand out above a multitude of others to draw attention.

These problems do not affect Out of Home advertising. Outdoor advertising usually consists of billboards (static or digital), and they are virtually

Billboard Advertising

unmissable, especially when they are placed in the correct demographic areas. They are unblockable, highly visible, and attract attention. OOH is the perfect medium to send out large messages to those who matter most to your brand.

With new technology, digital components can be introduced to capture specific markets at specific times, but this does not take away from the ubiquitous presence of the static billboard. Studies performed by Ocean NeuroScience confirmed that OOH is much more likely to drive around 48% of consumers to a particular website or venue after being exposed to OOH advertising (as opposed to online advertising). In addition to this, studies performed by Nielsen and the OAAA in the USA shows that 46% of their test groups had been motivated to explore an online site after being exposed to an OOH advert. This means that even though OOH is one of the most ancient forms of advertising, that it is still very much a contender when it comes to advertising spend and effect.

Why Is OOH Suddenly Popular Again?

One of the main drivers that empower outdoor advertisers, is the introduction of digital technology. Billboards no longer have to be static. They can be programmed to display particular ads at specific times of day, depending on the audience. For instance, having a billboard in a commuter drive can entice them to purchase breakfast at a local outlet, but once schools finish for the day, the same board can be used to drive traffic to the local clothing outlets, skateparks, or malls that cater for students.

Not only is this more effective at reaching correct target markets, but a billboard can be shared by various brands, which means lower costs for the marketer. With this comes the security that the target market is being exposed to the ads at the correct time of day when they are most likely to invest in the brand. Digital technology also introduces creativity, brighter colours, movement that attracts the eye, and entertaining content.

Television and print media is static and limited, and display only to an audience that watches television or reads magazines!

Call our team at Face First Media to find out more about how we can help you to optimise your advertising budget!

With the advent of Digital Out of Home advertising, the usual static Out of Home advertising seems that have taken a little bit of a knock in the industry. OOH advertising is usually a billboard that does not include movement, other than to display an image. DOOH involves digitization that can be managed from a central point to display different electronic images and messages at different times of day, so it is generally more flexible when it comes to hitting different markets during certain times of the day.

The question remains, however, is there now space for OOH in a world that is becoming increasingly focused on DOOH? Well, the short answer is yes! This is for various reasons:

  • OOH is cheaper: Obtaining digital technologies require a significant outlay from the advertisers, and as a result, these expenses are brought over to the client. Static billboards are already in place, and they are cheaper and easier to manage.
  • No sharing: Because OOH displays a static image, there is no need to share your billboard advertising with other advertisers. This means that your billboard image remains in the same place and visible at all hours of the day until the term is up, and that you can ensure that your target market experiences only your advertising every time they drive past the billboard.
  • Effective reach: Because static billboards remain the same, they capture attention for longer, and are visible repeatedly to a well-honed target market. This means that the messages come through stronger and are retained longer.
  • Impact power: External billboards have a space in peoples’ lives and are often referred to as landmarks. Digital advertisement can also be irritating, and as a result, many people use advertising blockers on their phones and computers. Having a static billboard is not affected by this and can convey a message constantly.
  • Efficiency: Billboards are great for the distribution of information to certain segments. Caution must be exercised here though to ensure that the best locations and advertisements are chosen for maximum impact.

While DOOH also offers many benefits, there is clearly still space for static billboards in the OOH market, and when honed properly, can yield great results! So, whether you are interested in OOH or DOOH, our team at Face First Media are always at your disposal to help put together a highly subjective campaign that will hit your target markets in the correct positions and provide great results. Contact us today to find out more!

Outdoor advertising may be seen by some as a separate world from digital advertising, but this is not the case as it has become a social channel.

Digital advertising has grown exponentially over the last decade causing a shift in attention and budget allocation from outdoor advertising. It however soon became clear that consumers’ attention isn’t focused on one form of advertising.

Marketing Is Entering A New Era

Social media has taken advertising by storm and everybody wants a piece of the cake.

Advertising has evolved so much over the past decades and the Internet opened new frontiers for advertising.

Social media ensures that people spend a huge amount of their time online. Advertising on social media also has its challenges. This includes:

  • Facebook algorithm changes
  • Rising ad costs
  • Getting noticed in overcrowded feeds
  • Too many trends to keep up with
  • Authentic connection with the audience
  • A dramatic drop in organic reach
  • Tracking results

Marketers get unique insights on how to reach consumers if they know where consumers are going, what they pay attention to, what they need, and where they shop.

Using Outdoor Advertising as A Social Channel

Billboards have become more eye-catching seeing that people spend so much time in front of screens and have become pros in ignoring or blocking pop-up ads and banners. Outdoor advertising can, however, be greatly amplified when consumers share ads on social media.

A photo of an eye-catching billboard on social media can travel the globe in an instant. Marketers are in the position to effectively create advertising campaigns that complement themselves across different platforms.

If an advertisement is creative and eye-catching enough consumers will amplify the product or service on behalf of advertisers. Research has shown that consumers are posting photos of interesting outdoor advertisements on social media platforms such as Instagram which leads to a specific advertisement being seen by three times as many people.

With social media in the mix outdoor advertising has become more about creating a culture and less about creating ads. Another study has shown that consumers are more likely to buy, engage with a brand on social media or download an app after seeing an outdoor advertisement.

Seeing that the use of social media occurs primarily on mobile devices consumers always have their devices on the ready when they are out and about. This means that campaigns that can integrate both can influence the impact of both mediums.

Much has been written about DOOH and OOH lately. The question is often what the distinctive differences between the two are, and which of these to choose for your outdoor advertising campaign. Firstly, before DOOH, we had OOH. OOH stands for Out of Home advertising. This includes mostly static billboards that are stationed in areas and locations where they can draw the most attention to the people who matter. The images are usually printed and displayed on huge billboards and remain there until the advertising campaign or contract is over. OOH is largely focused on capturing the attention of people who traverse the same route on roads, walking in the same areas and locations where a particular business is operating. OOH billboards, however, cannot be updated or changed as often as DOOH, because it requires a large format print, and someone to practically set up the billboard with a new visual image.

DOOH indicates a shift to Digitised Out of Home advertising, and new technology has brought along a whole new era of outdoor advertising for commercial purposes. These “billboards” display electronic images that can move (much like television or online advertising), and it is possible to interact with users on digital platforms. Advertisers can also share these boards, which means that messages on DOOH can be displayed at different times by different advertisers to hone in on their target markets. For instance, in the morning commute, messages can be displayed that advertise products to high-income commuters, while during mid-morning other advertising media can be displayed that may appeal to homemakers and stay at home parents. During lunchtimes, advertising for restaurants and special food promotions can be displayed. This flexibility in advertising allows the same board, on the same location, to capture different markets at different times of the day.

OOH remains relevant and is overall cheaper than DOOH. It also delivers a constant message over time which increases retention and consumer loyalty. DOOH is more expensive but can be highly versatile, as it can be combined with various online platforms during a single advertising campaign. They can also be interactive and prompt people to respond online to a question, breaking news, a booking, or a promotion, or even to leave feedback on the advertisement displayed.

DOOH advertising, as a result, can provide feedback on the target market and the types of users it attracts through its campaigns. It is dynamic and flexible, and interesting to watch. Often cameras or CCTV are also built into these dynamic billboards to measure consumer behaviour and to gauge audience numbers. It can therefore provide a more accurate reflection on the ultimate success of the campaign and user numbers.

If you are keen to find out which advertising media would be best suited to your campaign or company, speak to our customer service consultants at Face First Media as soon as possible, and we will ensure that you get the best value for your money!

A significant software and hardware revolution has occurred in the Out Of Home and Digital advertising landscape.  Campaigns are more creative, better aligned with target markets, increasingly eye-catching, and worthy of holding attention in a multi-screen generation. Fresh possibilities are bursting from the OOH environment and electrifying prospects are abound. OOH remains one of the most cost-effective advertising media around, and there is no stopping it now that digital technologies have had an opportunity to develop.

To impress with your DOOH display campaign, keep the following in mind:

  1. Keep abreast of new technology: While this may sound redundant, digital technology is tremendously fast-paced and nobody can afford to fall behind new developments 

and product offerings. It is vital to pay considerable attention to all new OOH and DOOH technologies, to know how they operate and to know how to apply them efficiently for maximum impact. DOOH campaigns must be energetic, direct, collaborative and pragmatic to snatch attention away from cell phones and other media.

  1. Integrate! Modern DOOH can interact with several digital platforms, and campaigns can be synchronised across various streaming media, creating a multi-layered approach. It can galvanise the audience into delivering feedback and stimulate online discussion to gain traction.
  2. Scale properly: Utilise data to comprehend the audience and scale campaigns accordingly. This does not necessarily mean that a DOOH campaign must be localised. There have been some examples of worldwide campaigns being rolled out simultaneously by companies such as Warner Bros and Xbox. Drive scale larger by using DOOH networks across many territories from a central hub.
  3. Focus on context: DOOH has a high-level impact and a presence that provides an ever-evolving, creative, and dynamic approach with which the audience can identify. This can change mindsets. Data again is crucial, and it is vital to understand market needs, preferences, associations with certain brands and use of social platforms. Results can be targeted directly in real-time to diverse locations, and a call to action at the appropriate time can yield terrific results.
  4. Remain ahead of the curve: No campaign stands motionless. It should be continuously enhanced, and this can only be achieved through a continuous cycle of testing, evaluation, and optimisation.

Over the next year, the entire landscape of DOOH is going to change, and this will help advertisers to stay ahead of their competitors!