At the core of any successful business is a solid advertising strategy. No matter what products or services you sell, it won’t mean much if you can’t get your brand in front of the right people.
This is the primary reason businesses in 2022 spent nearly 9% of their revenue on advertising. Many types of advertising have substantial returns on investment (ROI), but people often overlook the potential of out-of-home media.
This type of advertising is drastically reshaping the industry, and it’s essential to understand how it works. Listed below are key tips to keep in mind. Let’s explore what you should know.
Improved Brand Awareness
This is one of the most notable benefits of out-of-home media campaigns. Businesses have the potential to reach a large percentage of their demographic without stretching their budget.
This is especially useful for small companies that don’t have a strong industry presence. There’s also something to be said about the increased consumer trust it can build. Consumers are often more trusting of brands that have a strong local presence.
For example, let’s assume you live in a small town and want to go out to eat. You have the choice between two local restaurants and a large restaurant chain that just opened. Let’s also assume you’ve never visited any of the restaurants before.
You would likely choose one of the local businesses over the chain due to their presence in the community. This way of thinking is a major part of why out-of-home media is so effective. When people see ads in places they trust, the message will have a greater impact.
Increased Ad Recall
Optimizing ad recall is a difficult process. If you overexpose your audience to your marketing messages, they could get annoyed with your brand. If they don’t see your ads often enough, they might forget about your company.
This is one of the areas where out-of-home media truly shines. People who frequently see ads at local businesses are more likely to remember marketing messages.
This is especially true if you place them near high-traffic locations. With increased ad efficacy comes a better ROI, allowing you to take each dollar further. This could mean the difference between whether your campaigns reach your goals.
Reach Unique Audiences
One of the most notable attributes that out-of-home strategies have is targeting audiences that would otherwise be unreachable. To clarify, most forms of advertising emphasize attributes like annual income, ethnicity, age, and gender. While these are important parts of solid advertising methods, they can sometimes miss the mark.
Take a moment to consider underrepresented or underserved communities in your local area. Regardless of how fine you tune your marketing metrics, you still might have trouble reaching these individuals.
This is often due to them having unreliable internet connections or technology. Regardless of their access to technology, people in these areas still need to go outside. This is where they’ll encounter your messaging.
Regardless of the area’s demographic or location, this is a universally true statement. You can also ensure you reach them daily, as you can place your ads along routes people take to go to work, visit friends, or shop for groceries.
Overall Flexibility
There’s no shortage of flexibility regarding out-of-home advertising. You have enormous potential regarding where you place your ads, what they look like, and how consumers will view them.
A major factor to consider when placing your ads is dwell time. This refers to how much time people spend in a specific area. The most common example is bus interiors.
People sometimes wait an hour or more in these locations, which can exponentially increase how likely they are to remember your ads. Other great locations include movie theaters, shopping malls, and airports. With enough trial and error, you’ll find the ideal locations for your ads.
Out of Home Media Can Enhance Other Media Channels
Many entrepreneurs overlook the potential for out-of-home media to improve their other media channels. For instance, your ads could cause more people to search for your brand online. They’ll also be more likely to follow your social media accounts.
You can view out-of-home advertising as a way to amplify your other marketing strategies. Under the right circumstances, you can substantially improve your campaign’s overall performance by integrating it.
Even a modest investment can take your performance to new heights. However, you should still pay close attention to your analytics. This isn’t a “set and forget” form of advertising, and you’ll need to assess how your out-of-home campaign has affected the rest of your strategy.
Getting Started
It’s entirely possible to handle out-of-home media on your own. It will likely cost more time and resources than it should, though.
Working with a professional is the best way to get started. When searching for someone to hire, explore their past reputation and see what others have to say. Were they satisfied with the results they got?
What did previous clients say about the company’s professionalism? The answers to questions like these will help you narrow down your decision.
You should also examine their pricing structure. You often get what you pay for, and it’s never recommended to choose the cheapest firms you encounter.
How communicative are they? Getting left in the dark during your project can be frustrating and prevent you from reaching your goals. Only work with companies that are enthusiastic about helping you meet your needs.
If they don’t seem interested in your project, this could cause issues later on. With enough due diligence, you’ll find the ideal choice for your needs.
Don’t Overlook Out of Home Media
When leveraged correctly, out-of-home media can take your advertising metrics to the next level. Not only can it help you reach your audience more effectively, but the right out-of-home strategy can improve your other media channels.
Pearl Media strives to build partnerships with building owners to create lucrative advertising opportunities. We aim to pair great-looking ads with premium properties to access untapped revenue potential. We’ll discuss the best options for your brand when you get in touch with us.
