Why Out of Home Advertising Works
In the modern generation, it is doubtless to say that people nowadays spend most of their time on-the-go. According to statistics, majority of the people spend almost three-quarters of their time outside their home everyday. As the amount of time spent out of home rises, people spend less time facing the traditional media such as television screen, radio and so on.
This phenomenon happens due to the rapidly changing environment, including technical and technological advancement. Therefore, many of the brands and marketing agencies recognize that outdoor advertising as one of the fastest-developing media formats. In fact, the demand and supply of this marketing tool is constantly increasing, proving that out-of-home advertising is one of the most vital and effective marketing strategies compared to other marketing tools.
Out-of-home (OOH) advertising creates strong impact on its customers, and yet, lasts long. Marketers are aware of the massive statistics. In fact, the impact of a LED advertisement screen on a massive traffic volume area can be hardly ignored. Unlike traditional media such as television or radio, people can just switch to another channel. In order to create a huge impact, marketers need to target a specific area where people are, especially places crowded by people such as shopping malls, express ways, T-junctions and so on.
It is proven that out-of-home advertising can test someone's creative idea. The creativity can be turned into an actual advertisement, in order to ensure it has a clear objective and lasts long. Original OOH advertisement creates a strong impression and image in our mind, in an ever-changing climate. Due to technology advancement, and the constant demand for advanced, faster, and better products, OOH advertising is the platform for you to unleash unlimited creativity in the advertising space.
As compared to other form of advertisement, out-of-home advertising is able to gain competitive advantage in term of audience targeting. This marketing tools utilize location to reach specific group of audiences more effectively. It is important for a company to study the location of the advertisement, such as the demographic and cultural factors, so that they can target the right audience at the right time. Moreover, by interpreting the data collected, firms are able to understand the impact of the advertisement to the audiences. By collecting and analyzing the data, firms know the amount of people being exposed to the ads, and also the number of audiences who were influenced and motivated to purchase the products because of it.
It is needless to say that time is equal to money. One firm can out-stand among its competitors if it can allocate and utilize the resources effectively, be it financial resources, or time. Generally, the time cost required to purchase OOH is very low, in fact the process can be done within minutes.
In addition, companies can utilize the time-specific feature of OOH advertising. For instance, McDonald’s has a weekly ad in Liverpool that plays off of the weather, with rain being communicated as fries pouring down and snow as a vanilla ice cream cone.
Companies should use interactive messages to stand out from its competitors. An interactive messages means that the individual who receives the messages is able to react, and take further action because of it. For example, if a person passes by a McDonald's LED screen, he or she will get receive a notification in their cellphone, telling them their favorite dinner set is having promotion at the nearest location.