With AI in the news and digital and social media competing for online attention, outdoor advertising seemed to have taken a back seat. Billboards, however, are a very effective way to build brand awareness. This out-of-home (OOH) medium appears in very high traffic areas, beside highways, on buses, in train stations and airports, as well as large wallscapes that hang from the sides of buildings. Nevertheless, some consumers view outdoor as a dated strategy.
3D Digital Outdoor Revives Medium
Then 3D digital outdoor was introduced, quickly going viral, and suddenly, outdoor advertising was getting noticed once again. As a matter of fact, 2023 research revealed that 49 percent of adult consumers were noticing billboards more than they did a year ago. The benefits of this medium can be surprisingly effective. For one thing, the size and scale of your specific audience in these high-traffic areas can increase awareness for your brand or business by a large margin.
Does It Work?
So, next question: Does outdoor advertising work? More than 80 percent of viewers can recall a digital outdoor ad they’ve seen over a month ago. Additional research from OOH Today confirms that out-of-home advertising has higher recall than podcasts, radio, live TV, print, or online advertising. And finally, Statista’s 2020 audience research concludes that 35 percent of those who respond visit a website or search online afterwards, and that 20 percent will make recommendations.
A Lasting Impression
Unlike digital advertising, outdoor has the advantage of capturing attention in the physical realm. This medium doesn’t rely on algorithms or specific targeting to capture its intended audience. It’s connecting with potential customers in the real world. They might be heading to work, taking time for leisure activities, or simply enjoying the great outdoors. Within these moments, encountering an outdoor board with an unexpected image or an unusual headline that resonates with them can make a lasting impression.
Outdoor Attracts Local Consumers
Another important advantage for engaging your audience in the physical realm? Outdoor excels at attracting and targeting local consumers. This unique advantage is essential for small to medium-size businesses, especially when it comes to making connections in their local communities. What’s more, you also have the added advantage of placing your outdoor messaging near your place of business or in very specific neighborhoods that align with your demographic.
Outdoor and Digital Work Together
Finally, why compete with your digital marketing campaign when outdoor can work to strengthen or enhance your online efforts? As your digital and physical channels begin working together, you have the advantage of a more holistic and integrated marketing campaign. Additionally, you can incorporate QR codes, NFC technology, and geotargeting, all of which help close the gap between the digital and physical advertising realms.
Ready to find out more about how you can put the power of outdoor to work for your brand or business? Contact our brand strategist Aaron Petticord through our contact form. You can reach the office at (423) 634-0123.