Benefits of Outdoor Advertising
Advantages Of Outdoor Advertising
Even in today’s lightning fast, high tech world, outdoor advertising is still an extremely powerful and cost effective way to reach a mass audience. Government statistics report that working people are away from home more than 70% of their day. In light of these kinds of startling statistics, there is little doubt why outdoor advertising thorough billboards continues to be a powerful medium by which businesses can sell their products and services.
No other kind of marketing has the reach and impact that outdoor advertising can deliver. Unlike television or radio, billboards can promote 24/7, with no interruption. In addition, television, radio and print advertisers have to wait for consumers to find them in order market their brands. Outdoor advertising communicates effortlessly, regardless if a consumer chooses to engage with it or not.
Marketers also have the flexibility to target a specific demographic or unique audience by strategically putting ads in certain locations. For example, a highway billboard featuring a retail store or local tourist attraction just a short distance from its location can have a powerful affect on motorists’ purchasing behavior.
The Benefits Of Great Outdoor Ads
Research has shown that the return on investment with billboard advertising is outstanding. A recent study by Arbitron cited that 40% of consumers shopped at a store as a result of viewing a billboard during their travels. In addition, the Media Behavior Institute reported that there is a direct link between outdoor advertising and the effectiveness of other media, such as television and radio.
Outdoor advertising can also impact a company’s online marketing efforts. In another report, Arbitron noted that 30% of people who saw a website address on a billboard were able to remember it and visited
Outdoor Advertising – Measuring Success
Another great benefit of advertising outdoors today are the available metrics to measure marketing effectiveness. Years ago, the amount of automobile traffic passing a billboard could be captured, but that information was not able to shed any light on the demographics of those motorists or if they were in an advertiser’s target market.
Image Media Outdoor is proud to have partnered with Geopath, a marketplace innovator in audience location measurement data. Geopath captures meaningful information about how purchasers interact with billboard advertising and creates anonymous data to accurately gauge what segment of the public your advertising is influencing.
Through pinpoint analysis, our partnership with Geopath enables us to evaluate the effectiveness of our customers’ advertising campaigns with the specific audience that they want to reach the most. This data can also be extremely useful when strategic decisions are being made about improving advertising efforts. By capturing this kind of information, we can help our customers make their billboard advertising more successful than ever.
There has never been a better time to take advantage of outdoor advertising. With so many people away from their homes on a regular basis today, billboards and wallscapes are an extremely effective way to reach your target audience. The return on investment of outdoor advertising has never been stronger, in large part due to the reporting data that can be used to strategically focus a campaign’s messaging to the best audience.
Contact us today to learn more about how Image Media Outdoor can utilize our years of experience to help you get your brand out to not only more people, but just as importantly, the right people.