Is outdoor advertising effective in today’s digital era?

OOH has seen new a lease of life in the digital world. Opportunities for cross/multi-platform campaigns have given new challenges as well as freedoms to marketers.

1. Cross-platform

The medium is a perfect example of how much of a need there is to view all the different portals as part of the same system of communication rather than in terms of silos. A phones with cameras, and scanners have transformed the way, print and OOH advertisements are perceived. While the advertisements still have to be optimised for region and audience, and the particular board itself, there is no longer the pressure to tell the entire story in that one frame. Because, OOH are no longer single frames anyway and there is the possibility of connecting the message to personal devices/accounts of individuals, which when cameras and scanners come in handy. Which is why optimising content and pushing creative boundaries in OOH has never been more possible than now. The medium is a perfect example of how much of a need there is to view all the different portals as part of the same system of communication rather than in terms of silos.

billboard

2. Hyper-local Personalisation

We always imagine the turn to hyper-fragmentation of the market as a phenomena that affects only the digital medium but as we said not viewing all of them as part of a communication system can prove to be costly. With increasing data and access to it, the message can be delivered to consumers specifically at high impact locations where the chances of conversion are high. The messages can also be interactive and/or personalised with the aid of mobile devices. We can insure that not are the customers receiving the information in a space they can act on the message, engage or learn more about the brand/message with the help of their devices but also that people who come to interact with the message find it relevant, and care about it.

We always imagine the turn to hyper-fragmentation of the market as a phenomena that affects only the digital medium but as we said not viewing all of them as part of a communication system can prove to be costly. This is true even if the campaign is a single medium, local/targeted one; it is important not to lose sight of the performance potential of  a message on various platforms and devices.

3. New avenues of creativity

The above two points mean that the opportunity for creative endeavors have never been greater. While there is a need to keep track of scalability of content when a cross-platform or multi-platform is concerned creators are more encouraged to build content that fulfills campaign objectives. Equally important is the know how of finding the optimum locations so the message has the maximum impact eventually resulting in what underscores the objectives of every campaign ROI.

All said and done OOH is constantly evolving and proving to an excellent medium on its own as well as, as part of a cross/multi-platform campaign because of the possibilities of links developed between these mediums due digitalisation.

Outdoor advertising is extremely effective because:

  • You can simply create an advertisement depending upon your creativity to target the right audience.
  • If you opt for outdoor advertising such as mobile billboards, they are even cheaper with prices being small fractions of average advertising costs online.
  • One can do outdoor marketing in areas specific to need thus saving the spending on every other person.
  • Outdoor advertising is not restricted to just the signage or billboards, you can also advertise on the trucks or buses, or you may opt for mobile billboards, vehicles wraps or bus shelter advertising.
  • In addition to the highly numerous strategic locations, Out-of-Home offers unique and impactful formats that offer space for creativity & flexibility for ever more appealing brand-building campaigns.

The Metrics for Billboard Effectiveness – An outdoor advertising company can help you to measure the traffic that will pass by your advertisement or the billboards, whether it be vehicular traffic or pedestrian.

Billboard Effectiveness

Technological Advancements in OOH : Advertisements placed on billboards, bus terminals, transport vehicles & public spaces haven’t changed a lot since the early 1900’s. The only notable changes are the crisper colours, higher quality print, and more durable print materials. The usual screen-type ads are also there, but people are slowly getting tired of them, as well.

Ads are becoming smarter

Ads are becoming smarter and smarter : Smart outdoor ads are already present today, although not many companies are utilizing it due to its cost. These are OOH advertisements that do not only show information about a particular business, product, or service; it also reacts to who’s viewing it.

Usage of tech

Usage of tech : Sensors, facial recognition software & other smart features allow outdoor billboards to interact with their target audience. There are also some OOH ads today that use augmented reality and another interactive tech to make their campaigns more engaging.

Data gathering

Data gathering options are increasing : Gone are the days when billboards only show information & advertisers hope for the best and that viewers would drop by their store or purchase their product.

Why Mplan? We are specialists offering outdoor advertising services to help you choose the right areas to advertise based on the demographics of your TG. Help you book strategically positioned ad spaces for OOH advertising that make it easier to capture the attention of your audience & deliver the brand message precisely. We help you achieve maximum ROI, whatever may be your budget or the type of ads or spends. We make it possible for you to reach the target groups to even those who have low exposure to OOH advertising. By suggesting perfect placements, we help you exercise that last window of influence on your consumers, just when they are ready to shop.

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