Outdoor advertising – an Effective Marketing Tool for your Business
by Ingrida Andrijauskaite
Outdoor adversting goes as far back as the Egyptian era, when laws and treaties were publicized on tall stone obelisks. Also, ancient Greeks advertised the Olympic games on wooden columns along roadsides.
This type of advertising has changed over the centuries, but currently it is still considered as an effective form of communication. Nowadays, this advertising is known as the OOH Media, which means Outdoor advertising or Out-of-home advertising.
Outdoor advertising works very well for promoting company‘s services or products in specific geographic areas. The chanels that can be used for such advertising are: billboards, bus benches, or transit advertising, ect. All of these can be very effective not only for larger businesses, but especially, for the small-business owners.
Why OOH Media is an important tool for business?
Outdoor advertising is an effective marketing tool and is an integral element of an high-quality advertising campaign. Firstly, outdoor advertising provides readily available brand messages and images for a wider audience, since you are targeting people on the go. This trend of advertising has a great impact because it is usually the first form of adversting that potential clients see, and therefore it can influence their opinion or impression of your brand.
Secondly, outdoor advertising can combined with dynamic digital media marketing tools. This means that businesses can use interactive forms of brand promotion including images of 3D characters, virtual environments, or visual graphic design elements of a company’s identity such as logos, colors and ect.
Digital OOH Media can be placed on many different addressable places, for example on: backlit translits, LCDs, kiosks, bus stops, screens, and on other various banners.
Shaun Gregory, CEO of Exterion Media said: “…We are committed to harnessing the digital opportunity and using increasingly available technology to create the experience the audience we are engaging with would expect. The only way we are going to achieve this is through collaboration, which is why I am hugely excited that so many major players in OOH are coming together to develop this industry standard for measuring DOOH (Digital Out-of-home advertising). The insights it will bring will only help us to provide a better experience for brands, agencies and consumers and accelerate the rapid growth of DOOH”
What is a Good Brand Message?
The majority of outdoor advertising professionals underscore that effective brand messages of OOH Media should be significantly eye catching to attract the attention of the customers. The advertising has to be sufficiently informative to let future customers know what you sell and why it is beneficial for them.
First impression is indeed the last impression: businesses never get a second chance to make a first impression, so all companies should endeavor to devote all important marketing tools to achieve the best results of their OOH Media campaign. It is also important to keep the message short since people don‘t have time to read or watch a long advertising message of a product.
Marketing professionals say that when the brand message looks irresistible, customers are interested to find out more details of the product and most of them often end up buying the product.
Present a realistic Brand message: it is essential to focus on the reality of brand messages and to use the relevant promotional tools for the brand advertising campaign. All businesses should present to the public their social and ethical behaviour and provide it’s customers with reliable brand information, so that they do not feel cheated or misinformed about the company’s products or services.
So, be smart and innovative, engage the audience with your brand message, and win the market struggle with victory through OOH Media.
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