Content sponsored by OneScreen.ai
Branding is fundamental for every enterprise. Startups and emerging companies need to get the word out far and wide and fast. Established companies, even the biggest name brands, need to be at the top of their minds to stay ahead of their competition. No business can give up – or, conversely, become so “familiar” that overwhelmed customers become blind to them.
An impressive majority of marketers – 93% – say increasing their out-of-home advertising budgets is essential to strengthening brand awareness. Three-quarters of them further say that OOH enables them to differentiate their brand from their competitors. And many (74%) say that OOH is essential for tackling consumer digital fatigue.
These insights come from a recent nationwide survey that explores how marketers are rising above digital fatigue. The survey was conducted by Kickstand, in conjunction with OneScreen.ai, a B2B software platform that connects out-of-home buyers and sellers.
Why are marketers so irresistibly excited about the outdoors?
Reach out to everyone or to highly targeted audiences
Traditional outdoor advertising on billboards has long been valued for its ability to reach a huge audience at an affordable price. More recently, a variety of street furniture, posters, murals and other OOH inventory choices have allowed marketers to spread their out-of-the-way message across the street.
Marketers have also discovered that adding billboards can revive lost returns from online advertising, for example, when combined with Facebook ads can reach up to 400% and increase results. Not only does this strengthen online messaging but it also helps brands to differentiate, it can inspire viewers to follow.
An earlier study conducted by Nielsen and OAAA revealed that:
- 66% of smartphone users have taken some kind of action after seeing an OOH ad
- 74% of those who saw a directional OOH ad immediately visited the store and made a purchase.
Provide contextually relevant messages
Street-level static OOH allows marketers to capitalize on long stays. Content may include more details as well as a QR code scanned by pedestrians to engage with the brand. Brands can also tell their off-sales stories – about sustainability practices or community involvement – to attract attention and build loyalty from environmentally-conscious consumers.
Outdoor OOH placements can be geo-targeted to reach visitors within a specific area, and in larger venues such as indoor place-based DOOH lobbies, waiting areas, retail and grocery stores, gas pumps and digital EV charging stations, and stadiums. Conference Center. This means that the content can be directly related to the target population as well as time and place.
Include a complete complement of inventory resources
With the help of OOH, marketers can connect with audiences from the sky (skywriters and airborne banners are back!), On the ground, in the water, on the side of the road or indoors. Advertising can follow a consumer in their journey as they travel around the city or further away with repeated or sequential messaging.
Advertisers are also becoming more and more different using clever creatives like 3D and extensions. And they’re going interactive. Not just QR codes, but touchscreens and augmented reality. According to Digital Fatigue Survey, many Z marketers are also keen to learn how recognition-enabled displays can enhance the OOH experience.
Dominate conferences and other big events
It’s not just shoppers and diners who are spending more time away from home. Business people are going to the office and also to the conference.
Despite the increase in travel, despite some long-standing concerns about high fuel consumption and Covid, 93% of marketers said they expect airport OOH to be in high demand by 2022. Therefore, about three-quarters of those who have expressed concern about this demand will be overwhelmed by supply.
With more opportunities to reach an audience outside the home, survey respondents say they plan to make the most of 2022. They are expanding their advertising plans to include both OOH and DOOH. And they’re expanding their budgets, redirecting funds from many other channels (especially email, search payments and social payments) to help with payments.
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