There is no doubt that over the years marketers are increasingly getting dependent on outdoor advertising. Outdoor Advertising is the single term for any advertising that publicizes the business’s products and services outside the business’s or customer’s place. Types of outdoor advertising include billboards, bus benches, walls of buses and other vehicles, and the poster on the exterior of your own brick-and-mortar location. Let’s put some light on trends in outdoor advertising in 2017.
Outdoor advertising works very well for promoting the product in specific geographical areas. Billboards, benches and transit advertising can be very effective for the small-business owner and above all: any successful outdoor campaign begins with your own location’s signage. Outdoor Advertising is indeed an excellent marketing tool of today.
How to decide which form of outdoor advertising or out-of-home advertising will be good for your business? You need to do a bit of prep work for figuring out exactly what will be the best for you and your business. You can start off with going around the town and observing which signs catch your eye. Also, note the ones that don’t. Then think of the impact that it had on you compared to the probable impact that the advertiser wanted. All these analyses are very much required because you never get a second chance to make a first impression, so remember to give this important marketing tool your best efforts.
1. Digitalization in Advertising
Static Billboards are indeed splendid, but digitalization seems to have taken over. Billboards are the most efficient mode of advertisement when located close to the business advertised. They’re likely to be too expensive for most small firms, and some communities have strict ordinances governing the placement of billboards. A recent study showed that:
- 71% of audience “often look at the messages on roadside billboards” (traditional and digital combined)
- 58% learned about an event they were interested in attending.
- 56% of audience talked about something funny they saw on a roadside billboard
- 26% of people noted a phone number or Web site address
Going by the statistics, the digital billboards or advertisement do seem to be making more impact and is a notable trend. Companies like Gain Buzz provide an online platform to connect the buyers and sellers of billboards. You can find a lot many outdoor hoarding sellers on the same platform for your area. This will increase the competition and thus you can get the hoardings at the best rates.
Moreover, Gain Buzz keeps a track on all the contracts done through it and ensures that the hoarding is displayed till the contract expires. Thus, it makes very easy to find hoarding spaces in the best locations in the city and also it becomes easy to deal with the sellers.
2. Live Data Support
Though signage remains static, the audience does not. Use of big and live data can now illustrate the “when, where and how” of our audiences are engaging with the immediate surroundings broken down by day, hour, minute and moment.
Not all clients have access to their own pertinent data, which creates value that can be used by third parties – especially mobile. Recognizing the synergy between mobile and exposure to OOH advertising, OOH media owners are looking forward to making use of mobile third party data to help clients shape their campaigns. The problems of cost and aggregation for personal privacy have created challenges in the application of this data, but it still offers the live mobility data set.
3. Automation in Advertising
With Application Programming Interfaces(APIs), Demand and Supply Side Platforms in Advertising, it has become easy for the seller to communicate with the buyer. Automation in outdoor advertisement involves encoded transfer rules and improvised data structures. There is a growing rate of cynicism when it comes to newspaper print and television ads. Much of this is because of the level of saturation that exists among such mediums and the fact stands true that an estimated 54% of consumers do not trust large, corporate entities.
This suggests that channels such as posters and digital billboards are seen as natural vehicles that add value to their surrounding environment rather than being intrusive and targeting people in their own space.
4. Use of High-Tech Technologies
The recent technological advancement has caused a revolution in Outdoor Advertising. It has made advertising more persuasive and contextual. The important partnership between the technologies and advertising expands the horizon of branding and brand promotion. It provides adequate opportunities for brand promotion and audience interaction.
Smart and Creative thinking is the new cool. Outdoor advertising is considered to be one of the oldest advertising mediums but technology has provided the opportunity to develop creative, catchy messages. High-impact billboards include tri-vision signs that allow three advertising messages per location, three-dimensional images, and interactive billboards.
5. Use of HiTech technologies in Advertising
There are a lot of out of home advertising solutions, all of which have their own unique impact – billboards, advertising posters, walls, buses, street furniture, especially signage, digital, mobile billboards, sports media and more – that will surely fit business needs. Case studies have proved that the right message in the right place at the right time increases or generates sales. To sum up, OOH advertisements are now more likely to engage more and more customers and influence their spending habits with these recent trends of outdoor advertising in 2017.