In this quick-paced era of social media, people rely too heavily on advertisement recommendations and promotions to decide what things they want to purchase. According to a recent survey, a significant portion of customers state that they make up their minds about buying any product while in transit. 

So, as a company or a brand, are you looking to utilise this opportunity? However, are you unsure about where to start? Then you should experiment with outdoor marketing! The term “outdoor marketing” describes promotional activities and advertising initiatives that are conducted outside of a digital screen.

This can be especially beneficial in a country like India where a substantial percentage of the target market is always stuck in traffic! 

What Does Outdoor Branding Mean?

Communicating information about their goods and services is crucial for any firm operating in the market. This is how businesses can boost the product’s popularity and it can be easily accomplished with the use of outdoor advertising.  By showcasing your service in a distinctive way that in-home and internet marketing just cannot, it can assist in moulding your company.

Ooh advertising, also known as out-of-home advertising or outdoor media, is the type of promotion in which a company launches an advertising campaign in particular regional areas that reaches target customers when they are travelling on the roads.

Here, the ads are designed to catch people’s eyes when they are on the move. For this, it makes use of methods like billboards, banner ads, poster cutouts, leaflets, store signage, flex sheets, etc.

The Major Pros and Cons of Outdoor Ads

Nowadays, there are many ways to market a brand or company, thanks to the growth of social media and the popularity of internet advertising. So it makes sense that enterprises are having trouble deciding whether to invest their promotional funds in conventional media or the online world.

Therefore, prior to actually addressing how outdoor advertising can actually benefit your company, let’s first examine its advantages and disadvantages so you can reach an insightful conclusion. 

Some of the major advantages of outdoor advertising are:

• Affordable, to the core: In terms of reach, outdoor advertising is among the most economical forms of marketing. This is so because you may effectively reach the maximum number of individuals for a fixed, little expenditure. Additionally, outdoor branding may be completed by oneself without the assistance of other agencies, costing very little money.

• Impactful and Eye-catching: You have the benefit of attracting attention in nearby markets with outdoor marketing. The buyer is likely to create a personal fondness and connection to the things you sell if your advertisement stands out, is eye-catching, and attracts attention. Place the advertisement in a spot where potential customers can easily notice the signage and the CTA if you want it to leave a strong initial impression.

• Creates a sense of trust among consumers: Through the development of a connection with customers, outdoor advertising increases brand trust. These customers are more likely to interact with the businesses. When a customer interacts with a meaningful billboard advertisement, the message strikes a chord with them, and usually, instantly they turn to their smartphone to learn more about the product.

• May even promote impulsive purchasing: A skillfully placed advertisement that appeals to the feelings of the audience may persuade a potential consumer to purchase what your company is selling, even if they are not looking for it. For instance, candy and soda shops may place signs along school roads to sell their products because youngsters passing by will be drawn to them and are more likely to make a purchase. 

Now, let’s explore some reasons why outdoor advertising might not be the best option for every company:

• No clear target audience: Outdoor advertising does not target any one demographic. As opposed to a deliberate marketing approach, it is utilised to acquire new clients by chance. For instance, if a piece of street furniture is positioned by the side of the road, hundreds of people may sit on it each day, but it’s possible that none of them have a demand for the advertised goods.

• Uncertainty in outcomes: There is no assurance that your consumer market will improve in any way as a result of adopting outdoor advertising. Even in a high-traffic area, installing a signboard by the side of the road makes it tough to attract customers because it is not necessary that it will get noticed by the people passing by.

• Lockdowns are forcing people to stay indoors: As the COVID-19 pandemic spreads, many people are choosing to stay at home. As a result, outdoor advertising instruments like billboards would struggle to attract much attention for a brief period of time. As a result, you might need to wait a while before enjoying the rewards of your investment.

• Remembering the CTA is challenging: Banners, signage, and hoardings are all made to catch your attention quickly. When the public is exposed to a proposal for no more than three to five seconds, It can be really challenging to find the time to jot down the info in this circumstance, particularly if they are commuting. This could harm your client base and end up being an expense that isn’t worthwhile.

Types of Outdoor Advertising

Now that you know what outdoor media actually is, let’s take a better glance at the types of outdoor media you encounter each day.

1. Billboard advertising: Wherever they live or go, most individuals are aware of billboard advertising. Huge billboards and hoardings are erected along some of the busiest, most heavily frequented roadways as well as in rural areas. They are a common sight because they effectively convey details that the general public finds to be spatially significant, such as the address of the nearest eatery or lodging.

2. Street Furniture: Advertising on street furniture can be directed at locals in a particular area, offering distinctive possibilities to promote small businesses. Additionally, they have the benefit of being reasonably priced. There is a significant amount of traffic, thus the placement of the street furniture draws attention. Bus and park seats, traffic signals, and other types of pedestrian walkways offer the best prospects for such advertising.

3. Transit Ads: Typically, transit advertisements can be seen on minibuses, cabs, subways, and stations. These outdoor advertisements are intended to sell to shoppers, travellers, and workers who are on the move. Due to the greater exposure it provides, this form of outdoor advertising is efficient and well-liked. Also, the ad can reach a much broader coverage area since the vehicle is always moving. This broadens brand recognition significantly.

4. Point of sale advertising: You must have seen the variety of merchandise visible at the checkout counters. They are also essential components of outdoor advertising, as some spontaneous consumers choose those things only by viewing them while queuing for their chance at the cash desk. Goods that are unusual, innovative, and valuable and can capture customers’ attention right away are seen to be the ideal candidates for these types of advertising.

5. Guerilla Marketing: Guerrilla marketing is an advertising strategy in which a business employs unexpected and unusual events to advertise a good or service. Instead of using extensive commercial initiatives, it frequently focuses on one-on-one communication, has a limited expenditure, and concentrates on small teams of marketers who are in charge of spreading the message in a specific area.

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6. Retail Advertising: With this form of outdoor advertising, you can keep a customer visiting back for more purchases. For implementing this strategy, there is absolutely no better location to display the products than a mall. Visitors are already in a mood to spend at retail stores or centres, thus if you’re a great advertiser, you need to take advantage of this and create several forms of promotional graphics to use in numerous locations inside the centre.

Some Success Stories of Outdoor Advertising

1. The Reebok Example: Interactive billboards give brands a whole new level of customer involvement. 2016 saw the installation by Reebok of a speed camera-equipped interactive billboard featuring the ZPump footwear. Then, spectators were urged to pass the speed camera and attempt to reach a speed of up to 10.5 miles per hour. Everyone who made the target received brand-new Reebok ZPump 2.0 shoes as a gift.

2. Lyft’s ‘Ride To Vote’ Campaign: Due to a shortage of transportation, around 15 million young eligible voters did not turn out to vote in 2016. In reply, Lyft started an initiative called “Ride to Vote” that provided 50% off of costs. Lyft created a painting with leftover ballots stating “Don’t Keep ‘Em Hanging” on a corner apartment in Manhattan to symbolise the negative impact of the 15 million individuals who did not participate.

3. Spotify’s Digital BillBoard: In their “Your 2018 Wrapped” promotion, Spotify offered customers the chance to display their year-end listening statistics on a virtual billboard in Times Square. This was a pretty innovative and fun approach to connect current users while also encouraging non-customers to convert to Spotify, because who wouldn’t wish their excellent music choices to be showcased? 

4. The #CancelSouthPark Move: In Los Angeles, the South Park producers offered a recent illustration of curiosity marketing. Black billboards with the simple but assertive #CancelSouthPark tagline appeared all around Los Angeles in advance of the start of their 22nd season. This sparked discussion on the show’s discontinuation and tweets about it on media platforms, including images of the posters, turning it into a viral sensation.

The Bottom Line

If done correctly, outdoor marketing can be a tremendous asset for your company. The odds of conversion are significantly increased by these methods, which are also very appealing to  consumers. Find affordable and high-exposure locations where people are interested in what you have to sell. 

As a result, there will be less chance that the drawbacks will materialise and you can profit from the positives. We hope the knowledge we’ve provided has helped you better grasp the value of outdoor advertising and how to use it to your advantage.