Deciding the medium that you’re going to promote your business through is a key decision that will have a significant impact on the effectiveness of any advertising campaigns you may commission. TV advertising is incredibly popular, with countless iconic adverts gracing our living rooms, but how does it compare to outdoor advertising?
Outdoor advertising has a lower CPM than almost all other mediums. For example, advertising on ITV at peak hours can cost companies anywhere between £10,000 and £30,000 for an advert that can reach millions of people if shown during a popular programme. While outdoor advertising might not reach millions of people, the advert itself will be visible for a lot longer and at all hours of the day.
In the past, TV advertising was the chosen route to advertising success for businesses worldwide. It’s still very popular and effective today, with marketing departments coming up with ingenious adverts for everything from clothing to car insurance. However, out-of-home advertising has overtaken its TV counterpart in recent years in certain sectors, and in areas where TV is ahead, the gap has decreased significantly. Since 2013, 46% of survey respondents said they searched for a brand online after seeing an OOH advert, whereas 57% did the same after seeing a TV commercial.
Conversely, 24% of respondents interacted with a brand through Twitter after seeing an OOH advert, and 25% of people also interacted with brands after seeing an Instagram promotion. In comparison, 22% of people interacted with brands after seeing a TV commercial.
The aforementioned interactions cannot be mentioned without acknowledging the crucial importance of mobile phones. In 2016, it was estimated that 80% of all social media time was spent on mobile devices, and as many of us are scrolling on our phones on the bus or during our walk to work, when we pass outdoor advertisements, we’re much more likely to interact with a brand on our phones after seeing an OOH campaign.
Outdoor is Always On
There’s a reason companies pay such huge sums to promote during huge televised sporting events: there’s millions of people watching, glued to the screen, who will see your advert. A brilliantly-devised advert will stick in the minds of viewers, and with every repeated viewing, your message will be reinforced.
With OOH advertising, there’s no switching off, no muting and no changing the channel. Once your advert is in place, it’s there for as long as you’ve arranged, and it can’t be avoided. So, as well as making an initial impact on people when they see it for the first time, it will remain in place to remind people of your message every time they pass it.
Outdoor advertising is one of the most effective and impactful ways of delivering your message to potential customers. You can advertise for longer periods of time than you can on TV, and the scale of the advertisement itself can really make an impact on passers by. If this sounds like something that could help your business, contact us at Clear Channel Direct today and we’ll be more than happy to help you with anything you need.