These days, outdoor advertising is so common that most people no longer pay attention to it. In big cities and densely populated areas, businesses need to ensure that their ads create an impact; otherwise, no one will remember them, and the effort will be put to waste.
Outdoor advertising pertains to any medium that is intended to reach consumers when they are outside or away from home. Similar to ads placed on television or radio, outdoor ads are also for ‘mass market’ consumption. Because it does not target a specific type of audience, the purpose of this type of advertising medium is to convey generic messages or create brand recognition.
Different types of outdoor advertising
Whether a company is large or small, outdoor advertising is a staple marketing tool because it can reach a large number of viewers when placed in areas where people travel on foot, drive in cars, or while in mass transit. Some of the most common types of outdoor advertising used today are:
- Point of sale displays such as a pop up stand or a roll-up banner
- Billboards
- Transit advertising such as that found in buses, trains, and wrapped on taxicabs
- Digital billboards
- Street furniture ads posted on benches and bus shelters
Most outdoor advertising used in the past was simplistic and used as a supportive medium for television and radio ads. But with digital channels becoming more prevalent, outdoor advertising has also evolved with the inclusion of social media account names, websites, and QR codes. These days, outdoor advertising has become so creative that many brands often use it as the focal point of the company’s entire marketing campaign.
How to create successful outdoor advertising
To get the most value out of your company’s advertising budget, you need to approach outdoor ads strategically. Consumer attention span is becoming shorter by the second and if you want your ads to catch their attention, follow the advice below:
- Make outdoor ads shareable. One of the advantages of creating an impactful outdoor ad is that customers will likely share it on social media if they find it unique and engaging.
- Focus on high-traffic areas. Marketing is expensive, and if you want outdoor ads to count, you need to put them in areas with the most foot traffic. You will get more value for your money by investing in one high-quality ad placed in an area that will get millions of views than several ads in areas that will not get as many views.
- Learn from your competition. If a strategy is working for your competition, you can learn from what works for them and see how you can incorporate the same method without copying what they do.
- Keep it simple. With outdoor advertising, you only have a couple of seconds to catch the attention of potential customers. Ads should be simple, memorable, and spark a conversation. What you are aiming for is not only to inform the public but to intrigue them.
In conclusion, outdoor ads will do much of the heavy lifting for your company’s marketing strategy. It is crucial to understand the purpose of these ads to ensure that you are using them to your company’s best advantage.
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