In the world of digital marketing, Out-of-Home Advertising (OOH) stands out as a unique advertising strategy. Many well-known brands today rely on outdoor advertising to increase brand reach and attract more customers. Good outdoor advertisements, especially those that speak to the audience perform better than basic ads. For this reason, outdoor advertising is still an effective choice for many businesses to increase their brand visibility offline. If you have already implemented outdoor advertising for your brand but it is not giving you the expected results, don’t worry, because in this blog, we will discuss how you can choose the right advertising medium for your brand to maximize the overall advertising impact.
Benefits of Outdoor Advertising
- Reach: Advertising outdoors can give your brand a better reach. If you are a new business, and your target location is, let’s say Bangalore, you can easily increase your reach by advertising on outdoor mediums like billboards or skywalks. If your target location has more number of people, the reach of your outdoor ads will also increase.
- Visibility: Unlike digital ads that you might see on your smartphones, outdoor advertisements do not get “scrolled away” or “skipped”. This means, that at any time in the day, your ad will get noticed by the audience, giving you 24/7 visibility as well.
- Cost-effectiveness: Choosing outdoor advertising is very cost-effective in the long run because you only have to invest in the initial stages, and let your ad run for a specific amount of time, without having to keep spending every day. In digital ads, you might pay the advertiser every time someone clicks on your ad, but there is no such cost in outdoor advertising.
- Creativity: Advertising outdoors allows brands to use their creativity to make unique ads that can attract the audience and increase sales. From the design and the color to the ad format and the content, you get to be creative and showcase your brand personality to connect with your audience.
- Flexibility: Outdoor advertising is flexible because there are a lot of types of advertisements that businesses can use. You can either choose one or more types of OOH advertising and even have the flexibility to change your ad throughout the day using digital screens.
Types of OOH Advertising
- Billboard Advertising: Hoardings or billboards are just large advertisements that are displayed in high-traffic areas to grab the attention of the audience and persuade them to buy the products or subscribe to the services.
- Digital Signage: If you think that outdoor advertisements are just static ads, think again. Nowadays, you might have seen digital screens that can display video or dynamic content, that’s called digital signage.
- Transit Advertising: These outdoor ads are showcased on transits like metros, buses, trains, cars, etc. These ads keep moving across locations so there will be more reach and more visibility by newer audiences.
- Street Furniture Advertising: Street furniture advertising like bus shelter ads, pole kiosk ads, and ads on park benches are found on street furniture. Since they stay in one place for a long time, it increases brand recall.
- Unipole Ads: Unipole advertisements are large ads that are displayed on unipoles. They are tall metal structures that can be placed in areas like busy streets, intersections, etc., for more ad visibility.
- Gantry Advertising: Gantries are the structures on top of the roads that can be found on highways, intersections, etc. They are used to display advertisements to attract a large number of audience.
- Underpass Advertising: Underpasses are the roads that go under the bridges, where you can see the advertisements placed between the underpass and the overbridge.
- Road Median Ads: Advertisements that are placed in the space between two roads are called road median ads. They are usually placed in intersections, where there is high traffic to attract more consumers.
- Skywalk Advertising: Skywalks are not only used for crossing busy roads but they can also be used to display the ads on the wide empty space. These ads can be seen by people who pass by the skywalks every day.
Choosing the Best Advertising Medium for Outdoor Advertising
Among the different advertising mediums that we discussed, the right advertising medium will help you increase your impact.
Consider these mediums to increase impact
- Digital Signage: These dynamic advertising formats are best for high-traffic areas because you can display multiple ads.
- Transit Ads: Best for reaching new audiences as transits move across cities, which also increases visibility.
- Interactive Displays: QR codes, augmented reality, NFC tags, or motion-sensor ads.
Consider these mediums to increase local brand awareness
- Street Furniture Ads: They are highly visibility to pedestrians and daily commuters.
- Road Median & Unipole Ads: Best for high-traffic intersections, because it gives repeated exposure.
- Gantry & Skywalk Advertising: Large-scale ads that take up visual space in urban areas.
- Underpass & Transit Ads: Good for targeting audiences in a very specific location.
Maximize the Impact of Outdoor Advertising
- Campaign Planning: If you want your OOH campaigns to be successful, you need to carefully plan everything, from selecting ad formats to choosing the locations. Your campaigns should match your marketing goals, consumer preferences, and seasonal trends.
- Advertising Strategy: Create a well-planned advertising strategy to help you maximize the impact of outdoor advertising campaigns. Consider factors like ad placement, frequency, and also creative elements to increase your impact.
- Target Audience: Understanding the target audience is important for OOH advertising. Businesses should first check the demographics, commuting patterns, and consumer behavior before placing ads in their target locations.
- Audience Engagement: To leave a lasting impression on the audience, create interactive ads like digital unipoles, QR codes, NFC tags, AR experiences, along with visually pleasing and creative ads to increase audience engagement.
- OOH Measurement and Analytics: It is important to analyze the outdoor ads. This way, you can keep track of which ads are performing better and which ones need to be optimized for better results.
Conclusion
In conclusion, the right choice for high-impact advertising outdoor mediums will depend on the specific needs and goals of your business. You can choose among the various types of advertising mediums like transit ads, digital signage, street furniture, interactive displays, unipole, or billboards, but always consider your target location and demographics to maximize your impact.
