The Power of Outdoor Advertising: Why It Should Be a Part of Your Marketing Mix
Outdoor advertising is one of the oldest forms of advertising, yet it continues to be an important part of the marketing mix for many businesses. In today's digital age, outdoor advertising might seem like an outdated method of advertising, but it can still be an effective way to reach a large audience. In this article, we will discuss the power of outdoor advertising and why it should be a part of your marketing mix.
What is Outdoor Advertising?
Outdoor advertising refers to any type of advertising that is placed outdoors, such as billboards, street furniture, transit advertising, and digital out-of-home advertising. Billboards are one of the most common forms of outdoor advertising. They are usually placed on busy roads, highways, and intersections to reach a large audience. Street furniture refers to advertising that is placed on benches, bus shelters, and kiosks. Transit advertising is placed on buses, trains, and subways. Digital out-of-home advertising refers to digital advertisements that are placed on screens in public spaces, such as shopping malls, airports, and train stations.
The Benefits of Outdoor Advertising
There are several benefits to using outdoor advertising as part of your marketing mix.
1. It reaches a large audience
Outdoor advertising has the ability to reach a large audience. Billboards, for example, can reach thousands of drivers and passengers on busy highways and intersections. Transit advertising can reach commuters on trains, buses, and subways. By placing your advertisement in a high-traffic area, you can ensure that it is seen by a lot of people.
2. It is cost-effective
Compared to other forms of advertising, outdoor advertising can be very cost-effective. Billboard advertising, for example, has a low cost per impression (CPI) compared to other forms of advertising, such as television and radio. Street furniture advertising and transit advertising also have low CPIs. Digital out-of-home advertising can be more expensive, but it also has the ability to reach a large audience.
3. It builds brand awareness
Outdoor advertising can help build brand awareness. By placing your advertisement in a high-traffic area, you can ensure that your brand is seen by a lot of people. This can help build brand recognition and increase brand awareness.
4. It is a non-intrusive form of advertising
Unlike other forms of advertising, such as telemarketing and email marketing, outdoor advertising is non-intrusive. People can choose to ignore the advertisement if they want, but if the advertisement is eye-catching or relevant, they may choose to pay attention to it.
5. It is versatile
Outdoor advertising is a versatile form of advertising. You can use it for a variety of purposes, such as promoting a product, building brand awareness, or promoting an event. You can also use it to target a specific audience, such as commuters or shoppers.
The Future of Outdoor Advertising
Although outdoor advertising has been around for a long time, it is still evolving. Digital out-of-home advertising is becoming more popular, and it has the ability to deliver dynamic and interactive advertisements. For example, some digital billboards can change their messaging based on the weather or time of day. Some digital advertisements can also interact with people's smartphones, allowing them to engage with the advertisement in a new way.
Conclusion
In conclusion, outdoor advertising might seem like an outdated method of advertising, but it can still be an effective way to reach a large audience. It is cost-effective, builds brand awareness, is non-intrusive, and is versatile. As technology evolves, outdoor advertising is also evolving. Digital out-of-home advertising is becoming more popular, and it has the ability to deliver dynamic and interactive advertisements. If you are looking for a way to reach a large audience, build brand awareness, or promote an event, outdoor advertising should be a part of your marketing mix.