Outdoor advertising has existed for nearly as long as businesses have, though the formats available have expanded over the decades (or even centuries) since the concept was new. While digital advertising has grown in popularity, even to the point where it seems to surpass the usage of outdoor ads, the benefits of OOH advertising are still numerous.
Outdoor advertising is a constant part of our modern daily lives. It is everywhere, from billboards lining highways to transit ads on buses and subways and digital displays in shopping centers. This ubiquity makes outdoor advertising a powerful tool for businesses looking to reach a wide audience and make a lasting impression.
Let’s explore modern outdoor advertising and the unique benefits it presents to both marketers and customers alike.
OOH Advertising Never Quits
Outdoor advertising presents several unique features that mailers and online ads simply don’t have, their constant presence. Most of the time, outdoor ads are always “on,” meaning that they don’t experience the same type of interference as other ads. People who are commuting to and from work/school, running errands, or attending events are going to see these ads when they leave their homes. They’re a normal, yet non-invasive part of the urban landscape.
They don’t distract audiences in ways that interfere with their tasks at hand. Instead, they’re just attractive enough to get noticed and leave an impression.
Types of Outdoor Ads
Outdoor advertising is not a one-size-fits-all marketing strategy. There are numerous types of outdoor ads commonly used today, and depending on a company’s industry, budget, and marketing methods, there are appropriate options for any goal.
Some of the most common types of outdoor ads include the following:
- Transit Ads: Transit ads include advertisements posted either on or around transit systems. This could include buses, train stations, taxis, bus shelters, and other transport terminals.
- Street Level: Any ads that are posted at street level where they’re going to be seen by pedestrians count as street level ads. These ads can be banners, posters, stickers, flashing signs, flyers, and other formats that enable “face-to-face” interaction.
- Digital Billboards: Digital billboards are similar to the static type, as they’re designed to draw attention above the street. These ad types can display several marketing designs in a loop.
- Traditional Billboards: Traditional billboards are one of the most common forms of outdoor advertising. They’re large and typically posted near major roadways.
- Guerilla Ads: Guerilla ads are a unique type of outdoor ad, as they’re creative endeavors. Guerilla ads also vary in their cost, as they can sometimes cost little to nothing for marketers. They tend to draw in crowds due to their individual appeal. Chalk drawings, physical art pieces, and interactive works can all be guerilla ads.
- Storefront Ads: These ad types are posted near the entrance of stores. They can be window signs, doorway banners, sidewalk signs, or even what’s known as human billboards (aka “sign spinners”).
Each ad type comes with its own benefits. For example, transit advertising can present automotive companies with an easy way to reach target audiences. If these businesses are trying to sell affordable vehicles, what better audience to target than commuters who use public transportation despite not liking it?
Strategic Placement for Maximum Results
One key factor in the success of an outdoor advertising campaign is strategic placement. By carefully selecting the location of ads, businesses can maximize their exposure and reach their target audience more effectively.
High-traffic areas such as busy intersections, shopping districts, and transit hubs are prime locations for outdoor ads. These areas see a constant flow of people, ensuring that many potential customers will see the ad. Additionally, placing ads in areas where the target audience is likely to be, such as near relevant businesses or in specific neighborhoods, can increase the chances of the ad resonating with the right people.
Strategic placement also allows for greater brand awareness. When ads are placed in prominent locations, they become a part of the local landscape and are more likely to be remembered by those who see them regularly. This repeated exposure can help to strengthen brand recognition and recall, making it easier for potential customers to remember the business when they need the product or service being offered.
Benefits of Outdoor Ads
We’ve just explored the unique qualities of outdoor ads when it comes to the various formats they can take on. Now let’s explore the various additional benefits outdoor advertising presents for business owners and marketing teams.
- Receptiveness: Unlike some other forms of advertising, outdoor ads are typically well-received by passersby because they don’t interfere with what the audience is trying to accomplish. Individuals can take notice of an outdoor ad during their commute, and then move on with their day hassle-free. By comparison, digital ads like those that interrupt YouTube videos can often be seen as a hindrance whether the ad promotes a useful product or not. People don’t enjoy being bothered or annoyed when they have something they’re trying to do and outdoor ads can easily work around this issue.
- Impression: Outdoor advertising has the potential to create memorable experiences for consumers. Businesses can make a lasting impression on their target audience by utilizing creative and interactive elements. For example, a well-designed billboard with a clever message or an interactive transit ad that engages passersby can leave a positive and unforgettable impression of the brand. These memorable experiences can help to strengthen brand identity and foster a stronger connection between the business and its customers.
- Customization: As mentioned above, outdoor ads can take on a variety of formats, and each format is highly customizable. Marketers don’t have to work with limiting templates when designing outdoor ads. For example, colors, images, text usage, positioning, and much more are easy to change with outdoor ads.
- Engagement: Pedestrians and shoppers alike engage with outdoor ads because when they’re on their way from Point A to Point B, they’re paying attention to their surroundings. They notice ads that appeal to them and when the material they’re viewing matters to them, they’ll remember it next time they plan to shop for the advertised product or service.
- Exposure: Outdoor ads stand to be seen by everyone who goes outside or even looks out of their windows. Because these ads are always performing, and they exist in the physical world, there is no way that consumers can miss out on what’s being offered to them. Remember, there are no ad blockers outside, and unlike mailers, potential customers can’t simply crumble up OOH ads and throw them away. They can certainly choose to ignore the ad if the offering does not appeal to them, but they’ll have seen it regardless. Additionally, even if the ad doesn’t fit the needs of one viewer, this person might have friends and family they’ll talk to about the ad product.
- Budget: Outdoor ads are often budget-friendly, as the various formats available tend to have price ranges suitable for a range of marketing levels. From a tiny local bakery to a massive corporation, outdoor advertising methods have affordable elements for every business hoping to spread the word about the products and services they’re providing to customers.
Technology and Outdoor Advertising
Technology has revolutionized how outdoor advertising is created, delivered, and measured in recent years. Digital displays, interactive kiosks, and mobile integration have made outdoor ads more dynamic, engaging, and responsive to consumer behavior.
Integrating social media is one of the most significant technological advancements in outdoor advertising. Many outdoor ad campaigns now feature hashtags, QR codes, or calls-to-action that encourage passersby to engage with the brand on social media platforms. This integration allows businesses to extend the reach of their outdoor ads and create a more immersive brand experience.
Augmented reality (AR) is another technology that outdoor advertisers have embraced. Using AR, businesses can create interactive experiences that blend the real world with digital elements. For example, a billboard could feature an AR code that launches an interactive game or product demonstration when scanned with a smartphone.
Technology has made outdoor ads more engaging and measurable. Digital displays and interactive kiosks can track consumer engagement, such as the number of times an ad is viewed or interacted with. This data can help businesses optimize their outdoor ad campaigns and measure their return on investment.
Conclusion
Outdoor advertising has proven to be a powerful tool in modern marketing, thanks to its ability to reach a wide audience, create memorable experiences, and complement digital marketing efforts. Businesses can effectively strengthen their brand identity and connect with their target audience by strategically placing ads in high-traffic areas and leveraging technology to make them more engaging and measurable.
Your next big campaign deserves a big impact. Outdoor ads could be the key. Contact Pearl Media to unlock its potential.
