Outdoor Advertising Methods, Tactics, and Tips
Outdoor Advertising has become more common in public as consumer usually see them regularly/daily. But in these days every business is keener on grabbing the attention of the consumers to generate huge revenue, as result of this there is huge rise in competition within the businesses. It is estimation that an individual see 10s of outdoor advertisements every day, it is relatively more in Metropolitan and Cosmopolitan cities. But ad recalling is almost zero, almost no consumer is carrying the advertisement to the homes. If the advertisement is made in right way it is imperative else it’s simply a waste.
OOH advertising is a broad term that includes many types of advertising methods that which reaches to the audiences or consumers who were usually move on roads ie., who were outside of home. The types of OOH advertising is mentioned in the following
It’s always need to be creative and innovative in case of outdoor advertising even though it has high reach, the advertisement which was saw cannot be taken to home. Investing lot of money and promoting the brand with huge text with offers and brand promotion will not give audience attention who were in moving traffic and occupied with mobile devices but a minimal content and wisely choosing strategic locations will create awareness in the audience.
Types of Outdoor Advertising
Every Advertiser expected to see their advertisement posted around the streets of the city/country, and very common means of approaching this kind of promotion is Outdoor advertising. There are many mediums that come under outdoor advertising, outdoor advertising is a staple of media mix that which reaches thousands of audiences. The most common types of outdoor advertising are:
- Billboard/Hoarding Advertising
- Street Furniture (Bus shelters, Kiosks, Petrol bunks etc)
- Digital Signage
- Transit Advertising and Wraps (Taxis, Buses, Metros, Subways etc)
- Digital billboards
- Mobile billboards
- Ambient media
Earlier hoardings or outdoor media advertising is simply used as brand awareness mediums through which it is very difficult to approach the consumers with complex message or content in a few seconds or minutes while they are on moving traffic, so to overcome this, the advertisers had chosen platforms like Television, Radio and print mediums to reach the audiences/consumers.
In today’s scenario, with the advancement in technology and websites, the outdoor media advertising standards were improved which are driving the audiences for business generation. Technologies like QR code, social media applications which are displayed on outdoor promotions are driving the huge conversions to the businesses and also creating a buzz in audience mind
Outdoor advertising has became a key point for any campaign, especially when it encompasses the engagement with mobile users or internet freaks by tagging a QR code where it can sell products on single click, hash tag promotions etc.
Costs of Outdoor Advertising
Advertising cost on mass-communication of reaching thousands of consumers is not that cheaper and so as competition hoarding ad spaces were enormously increasing year by year, so do the associated costs.
To calculate the advertising cost for a particular outdoor media, there is a system called Gross Rating Points (GRP), which refers to the number of impressions that were recorded per day for particular outdoor location. This system is also called as Daily Effective Circulation (DEC). One GRP point is equal to 1% of Market population.
All these factors are based on the total traffic, visibility, size of Advertisement, location and so on. The score is represented in percentages which varies from 1% – 100%, i.e., if the rating is 35 that means it has reached to the 35% of the population in that particular area in one day. This rating helps in the ROI estimation and creates analytics do understand audience behavior.
Outdoor Advertising Campaign Tips
It is always important to develop the best strategies with careful planning and at utmost precision for an outdoor advertising, because the world is running in a jet speed technology, where smart phones and other portable gadgets started ruling every industry. This led the audiences’ attention towards small screens than the outdoor promotions. Create crisp and clear content and let the audience take the advertisements into mind and carry for business conversions.
Create buzz and interest about outdoor tactics and make them shareable
Build the brand by reaching more to the consumer/audience with social media promotions. Post the articles, images that which creates buzz and interest in the audiences and will let them to share to their communities which ultimately creates brand awareness
Plan the location with high traffic for advertisement
Simply spending money on advertising without any proper strategies will go just as a waste. It is easy to get Ad spaces at low prices at many locations, but at the end of the day the revenue generated from those Ad space will be either minimum or at zero instead planning one advertisement at a location with high traffic and invest little more to maximize the conversions and generate huge margins.
Maintain a healthy atmosphere with the competitors and always thrive to put your brand up in the competition. It does not require putting ridiculous comments about the competitor and going rival. So know the area and locate the business which will not make any problem and conspiracy with the competitor business.
Do it Lesser and make More
An outdoor advertisement takes the audiences eyeballs at most second or two, outdoor advertising is not a platform to deliver messages, call to action etc. Simpler the ad more will be the reach. Keep the ad to deliver a short message with visually appealing images and take the attention from the audience. Think of outdoor advertising as a conversation starter only. It is not there to inform, but merely to intrigue.
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