So we come to the last installment of posts describing the features and benefits of out of home advertising. To recap:
In part 1 we discussed out of home advertising’s
- Low cost per thousand impressions,
- Ability to target local areas of your city
- Propensity for massive clutter busting
- Scalability and versatility in relation to your budget
Part 2 addressed the mobility, frequency, and continuity of outdoor advertising:
- Repeated exposures to an increasingly mobile market
- Outdoor’s complementary effect on your other advertising efforts
- 24 hour per day exposure
- Out of home advertising and non traditional media can focus your advertising. Out door advertising is pure advertising.
Characteristic #10 - Outdoor advertising is located where your purchasing prospect shops
The beauty of outdoor and out of home advertising (especially non traditional) is that it has a high probability of catching your customer when they are in the purchasing mindset. This is easily inferred if you think about where your prospect is when they consider other types of advertising. Your selling message, when placed in front of your customers in a grocery store, running errands between the dry cleaner and gas station, or commuting to and from using the same route every single day.
The concept is simple. Dale Carnegie made a case in How to Win Friends and Influence People when before asking a person a question in which you are hoping for a yes answer, to ask them preliminary questions to get them to start saying yes. I draw an analogous relationship between this concept and the idea of advertising to a prospect who is in the purchasing mindset.
This is why non traditional is so incredibly powerful. This is not a quantifiable benefit (there were no data I could find to illustrate this point), but if follows that if you are spending money in the first place, you are more receptive to other advertisement.
Characteristic #11 - Out of home creates awareness quickly*
This characteristic is a must not only for out of home advertising, but for any advertising campaign your business undertakes. In fact, I dedicated a previous post, to this topic because you should not have to wait long for your advertising efforts to pay off. If you do not notice an increase in customer flow in 3 months, you need to reevaluate your campaign and determine why it is not providing the results you paid for.
Since out of home advertising is a pure form of advertising, it has the ability to stand out easier and thus create awareness at a faster rate than conventional advertising.
Characteristic #12 - Demographically customizable
This topic is closely related to the geographical specificity out of home and outdoor provides. You can deliver your unique selling proposition to a mass audience, reaching all ethnic, income, and demographic groups within the coverage area of a particular market. For my clients, I generate census maps which show demographic overlays and the inventory that we have available in that area.
And thus we come to a conclusion of the main features of out of home advertising. Outdoor advertising is the fastest growing form of advertising right behind the young, hip internet advertising - if you have not considered outdoor advertising as part of your overall campaign, and have more questions about it, don’t hesitate to give me a call! 210 200 84 80.