Effective promotion of your business is crucial to its success. There are many ways to get your name out there, to reach those that you want to reach, and some will work better than others. One method that is tried, tested and trusted is out-of-home (OOH) advertising. These are the billboards that you see on walls, by roads, in bus shelters and shopping centres. But why should you use them? The team at Clear Channel are here to answer that question.
Make an Impact
A well-designed, carefully-planned advert demands attention. A huge display, whether digital or analogue can catch the eyes of people travelling past, imprinting your brand, your slogan, your product or your message into their minds. These advertisements needn’t be huge to catch the eye – well-placed smaller displays, such as bus shelter advertisements, are also a fantastic way of reaching potential customers. No matter the size of your advert, though, one thing remains constant: the content must be excellent.
A study by Nielsen indicated that OOH advertising was extremely effective in America, with 91% of residents aged 16 or over who travelled in a vehicle within a month of the study noticing some form of OOH advertising. Furthermore, the study found that 1 in 4 people with a smartphone who viewed an OOH advertisement interacted with it using an NFC sensor or QR code.
There’s so much you can do with an outdoor advertisement. Whether you opt for a digital or traditional display, you’ve got a blank canvas to promote your business in the way you want. Particularly with digital displays, there’s a whole host of ways to reach an audience: videos, animations, changing messages, and the most advanced displays offer motion detection, facial recognition, and even augmented reality. It doesn’t matter what size of display you opt for either – you can have a 96 sheet billboard at the side of a major road, or a smaller display in a bus shelter and still deliver an eye-catching, effective campaign.
Timing is everything
With digital outdoor advertisements, you can be very precise with your display schedule. Rather than allocating a week or two-week slot for your advert to be displayed, you can have your promotion change depending on the time of day. For example, let’s say you’re promoting your bar or restaurant; when evening comes and people are heading into town for something to eat or a drink, your advert can inform them of your happy hour or food deals to entice them through your door. In off-peak times, that advertisement can be a more general one, letting consumers know of your presence down the road (you can include directions to your premises on your advert, too).
Your advert needn’t be a standalone device for promoting your business or product. Today, when there’s a smartphone in almost every palm and an app for just about anything, advertisers are using their OOH campaigns to harness the power of our handheld devices and increase the impact of their promotions. Incorporating a QR code, an NFC sensor or a simple URL can encourage people who see your advert to engage further, as well as giving you a clearer way of measuring the impact of your campaign. Want to know how many people followed up your advert containing a URL? Simply check the analytics for that URL and see how many visitors it got.
Out-of-home advertising holds a well-deserved, excellent reputation within the industry, standing the test of time for centuries. As times change and technology improves, OOH advertising adapts instead of becoming redundant, and that’s unlikely to change anytime soon.
Clear Channel Direct are proud to be a leading provider of advertising strategy and space across the UK. For more information about what we do, get in touch with us today and we will be more than happy to help.