Being the oldest medium of advertising, outdoor advertising has proven to be very effective in creating awareness and fostering brand recall. A study by APN Outdoor revealed that outdoor ads have one of the highest recall rates amongst all mediums, with 72% of respondents recalling outdoor ads, compared with 77% for TV and 64% for online. Bearing this in mind, here are 3 more reasons why you should continue using outdoor advertising:
1. Outdoor can never be ignored
No matter how hard you try, it’s nearly impossible to ignore an outdoor ad. You can flip the page of a newspaper, ignoring the advert page, skip an online ad while watching a video on YouTube and switch off the television or tune into another station while a TV ad is running. However, you cannot do any of the aforementioned for outdoor advertising. Outdoor ads are in your face and like it or not – they are there to grab your attention. Consumers have little or no control over outdoor advertisements and as such advertisers have the upper-hand. Consumers come in contact with this medium when they are out of their homes, giving it the advantage of scoring a higher recall rate than any other advertising medium. Outdoor advertising messages are not just targeted at everyone, they are customized to suit the audience for which they are made. This objective determines the location of the ads in places where the target audience are most likely to see them. With the influx of interactive and engaging ads, OOH can no longer be ignored as audiences now interact with these adverts more than ever, hence taking outdoor advertising to a more personal level.
Outdoor advertising is more than just billboards. The level of versatility this medium presents far outweighs any other advertising medium. Outdoor encompasses all modes of advertising that can be found outside of the home. Traditionally, they are divided into 3 parts: billboards, transit and street furniture. However, with the growing trends in the industry and advertisers trying to keep up with the pace of consumers, guerrilla marketing, also known as ambient advertising has been introduced into the medium. Ambient is a form of advertising that captures audience’s attention in the most unusual and unconventional way. These media can be mixed to complement one another and to achieve holistic approach towards a campaign thereby delivering higher ROI. Advertisers have the luxury of exploring the potentials of this medium to its fullest while displaying creativity and innovation.
Of all advertising media, outdoor advertising has benefited mostly from technological advancement. Mobile technology along others, have been very instrumental to the growth of this powerful medium. According to the study conducted by Future Foundation for Federation Europeen Publicite Exterieur (FEPE), mobile technology is a powerful catalyst in accelerating the impact of OOH ads rather than diverting attention. The study posits that mobile technology is a partner of OOH and is ideally placed to drive instant response and action. The research showed that, 62% of urban consumers, who are most engaged with their mobile devices while travelling, have looked up information online immediately as a result of seeing an OOH ad.
With the growing influence of technology on Out-of-Home, the future of this veritable medium is very bright. Research has shown that by 2018, outdoor advertising will grow at a CAGR of 5.75%. Also, a report presented by Outdoor Media Association in 2014 showed that OOH industry’s net revenue has increased by 7% within 12 months, from $507.7 million to $543.8 million and it’s still rising! According to MOVE (Measurement of Outdoor Visibility and Exposure) OOH’s audience is also growing with a 9% increase in total daily contacts to reach 385 million. Still thinking of discarding this medium? Think again.