The 21st century has seen many new changes when it comes to technology and innovation. Now, almost everyone has access to smartphones, radio, and other communication tech. These media forms are used by companies to advertise their products or services directly to their target audiences, which can feel a bit intrusive to customers. Almost every marketer uses a digital-first marketing strategy to help brands stay visible on various online platforms. But one advertising format has still not gone out of trend or been wiped out by time. What had first begun in the 18th century to create signs and write/carve on ancient monuments has now developed and taken the form of outdoor advertising. It is a way for brands to advertise in outdoor spaces using various media like billboards, transit, etc. The secret of outdoor advertising is how it provides uninterrupted visibility in various locations.
Both digital and outdoor advertising have the same goal: to increase brand awareness, visibility, reach, and conversion, but they have different ways of achieving this goal with the help of unique mediums. In this blog, let’s discuss why outdoor advertising is still an effective marketing strategy in a digital-first world.
Traditional vs Digital Advertising
Before understanding why outdoor advertising is still an effective advertising option, it is important to learn how traditional advertising differs from digital advertising.
| Feature | Traditional Advertising | Digital Advertising |
|---|---|---|
| Meaning | In traditional advertising, companies use offline modes like radio, TV, print (posters), billboards, etc, to advertise their products and services. | Digital advertising is nothing but using online forms like email, search engines, social media, etc., to promote services and products. |
| Platforms | Print (newspapers, posters, magazines, direct mail), Broadcast (television, radio), and Out-Of-Home (billboards, signage, kiosks, building wraps). | Search engines (Google, Yahoo, Bing, Edge), Apps, Websites, Social Media (Instagram, TikTok, YouTube, LinkedIn), and others (Email marketing and paid ads). |
| Reach | Broad reach | Targeted reach |
| Techniques | Offline marketing techniques include direct marketing, referrals, cold calling, door-to-door marketing, event marketing, etc. | SEO (Search Engine Optimization), email marketing, influencer marketing, AI in marketing, social media marketing, affiliate marketing, etc. |
| Target Audience | Local audience in specific locations, which helps in targeting a large number of people at once. | Precise target audience based on demographics, which helps in targeting a specific group of people based on similar factors. |
| Cost | Lower cost to reach a broad audience. | Higher cost to reach a broad audience. |
| Visibility | Visible more often, sometimes even 24/7, without any interruption. | Visible less often, and gets ignored most of the time due to intrusive ads. |
| Ad Performance Data Tracking | Relatively less tracking and data from ads for performance improvement. | Better tracking and data from ads to improve performance. |
Benefits of Outdoor Advertising
- Cost-Effective: Outdoor advertising is a cost-effective way of marketing for brands that are looking to target more people without spending more. The cost of getting a thousand people to see your outdoor ad is comparatively lower than online advertising.
- More Reach: One of the best outdoor or real-world advertising benefits includes reach. Strategically chosen outdoor advertising media offer more reach for brands every day, which helps in increasing brand awareness in a short time.
- Flexibility: Unlike online ads, which are limited to square or rectangle formats, outdoor ads can be any size or shape you want. This helps marketers think out of the box (literally!) and come up with flexible ads that capture attention.
- Visibility: Outdoor advertising offers high visibility among any other traditional or digital ads because these ads are displayed in public outdoor spaces 24/7, so they keep reaching more people every day.
- Creativity: Another reason for outdoor advertising effectiveness is the creativity that goes into it. When displayed in high-traffic areas, ads that include vibrant images, text, etc., will get noticed more and can be placed in different ways as well.
- Local Targeting: Creating a local impact with outdoor advertisements is highly possible. Many new brands choose outdoor advertising to increase their brand awareness in a specific location and then move on to other locations.
Why Outdoor Ads Still Work
- Break From Constant Ad Interruptions: Imagine listening to your favorite songs and then suddenly getting interrupted by an ad (or multiple ads), your audience might hate it. Outdoor advertising is a break from constant interruptions from ads since it doesn’t stop your activities.
- Tangibility: There is something trustworthy about seeing physical ads, with all the online fraud and scams going on. Seeing a physical ad like a billboard feels more authentic than any ad on your smartphone. Customers trust what they can see in the real world and not just on digital screens, and this creates a real connection with the brands.
- Memorable Visuals: Just imagine a billboard with a solid red background and a stroke of solid yellow on the side, anyone would guess it’s a McDonald’s ad. That’s the powerful impact of billboard advertising. Outdoor advertisements, even with simple visuals, can be easily recognized by customers.
- Constant Visibility: Online ads can be easily skipped or scrolled past by users, but outdoor advertising forms like transit ads, murals, hoardings, etc., give constant visibility to brands, almost 24/7, until it is taken down.
- Cost-Effective Advertising: Many brands look for ways to keep their costs down, and investing in outdoor advertising is a very cost-effective option. The cost of 1000 impressions with an outdoor ad is less than the cost of 1000 impressions with an online ad.
- Various Mediums: Outdoor advertising is not billboards and posters, but offers various media like underpass ads, kiosk ads, transit ads, static vinyl banners, unipole ads, road medians, skywalks, buildings, gantries, and many more, even digital signage.
OOH (Out-Of-Home) Advertising Trends
- Sustainable outdoor ads without cutting down trees, using recycled materials, and environmentally friendly inks.
- Interactive ads that include QR codes, NFC tags, and augmented reality are making way for tech-driven brand campaigns.
- Hyperlocal outdoor ads with dynamic ads for each location.
- Use of 3D holographs to display outdoor ads and grab more attention.
- Hyperrealistic outdoor billboards create “life-like” experiences for the target audience.
- AI integration for better tracking of ad performance and improvements for future ads.
- Digital outdoor ads with real-time display based on time, weather, day, etc, for relevant advertising.
Conclusion
Today, it’s a digital era, but companies can still increase their brand visibility through outdoor ads because it is effective even among digital forms of advertisements. High visibility, lower cost, tangible connections with ads, uninterrupted ads, and memorable visuals are why outdoor advertising is still effective in a digital-first marketing world.
