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
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!