What is the first thing that comes to mind when you think of outdoor advertising?
For most people, a picture of a big billboard along the highway or on a business building in the city pops in to mind, but outdoor advertising is actually much more than these big, colourful billboards. It can be, but is not limited to, phone booths, taxis, shopping centre, benches, trains and buses. Outdoor (occasionally referred to as Out-Of-Home) advertising is communicating with people while they are out of their home. Nowadays people are spending more time away from home and so outdoor advertising has the potential to reach active consumers. The benefits of outdoor advertising are almost endless, but for time sake we have compiled a list that, in our opinion, is the top 7 benefits of outdoor advertising.
- OUTDOOR ADVERTISING IS HIGH IMPACT
Unlike other mediums, outdoor advertising does not need to be invited in. Outdoor advertising is part of the environment, therefore cannot be turned off like television and radio. The viewer has no control on whether they see it or not giving your campaign more impact for a longer period of time than the viewer may expect.
- IT DEMANDS ATTENTION.
Outdoor advertising stands alone so it doesn’t have to compete with other ads like other mediums. Often big in size, outdoor advertising makes itself very visible at both close and large distances. They tend to also be creative and expressive which tends to gain more attention amongst consumers.
- OUTDOOR ADVERTISING CAN BE VERY COST EFFECTIVE
A study was performed and it was discovered that outdoor advertising delivers a high Return of Investment in all categories and the higher the budget spent on outdoor advertising the larger the ROI.
- IT HAS A HIGH REACH WITH A MASS AUDIENCE
This is a great marketing platform for brands or businesses that are trying to reach a broader audience. Outdoor advertising is public and has access to consumers that can sometimes be difficult to reach. Like younger users, busy business people and lower income consumers may not have access to traditional mediums, so outdoor advertising is a great way to reach them.
- IT IMPACTS THE PATH-OF-PURCHASE
According to APN Outdoor, 70% of purchases are occurring outside of the main shopping and retail centre. Location is everything when it comes to outdoor advertising because it impacts across all stages of the Path-to-Purchase. Research collected by the UK’s Outdoor Media Centre (OMC) shows that outdoor advertising is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping.
- OUTDOOR IS AN ENGAGING MEDIUM
Unlike most mediums, outdoor is actually liked by consumers. Research from APN Outdoor, found that 71% of Australians preferred buses with advertising than those without and that 36% stated outdoor advertising as a welcome distraction.
- OUTDOOR ADVERTISING IS A TEAM PLAYER IN THE MARKETING MIX
Outdoor advertising can and has been proven, to work best with other mediums. The impact and reach of outdoor advertising is greater and can remind the consumer of the message across other media. Outdoor advertising can offer brands and companies a fresh and creative approach to reaching consumers.