The importance of Outdoor Marketing in the media mix
Media mix is a blend of several channels used to accomplish marketing objectives. Out-of-home, television, print, web, and a variety of non-traditional media outlets are often used in these combinations. Using a range of platforms may help a campaign reach a wider audience.
Would you use the least CPP media type in your media mix if it might enhance your exposure by up to 316 percent? You would, of course! You may dramatically enhance the exposure of your campaign by using out-of-home media in your media mix.
If you're ready to investigate outdoor advertising with your next product launch, here are six advantages of outdoor advertising to consider.
1. Consumers are open to outdoor advertising
The market has grown progressively swamped with digital and also indoor advertising initiatives, as previously noted.
When we over-saturate the market with such a product or concept, the customer grows desensitised to it.
Consumers' apathy about digital marketing has reached an all-time high.
This suggests that a consumer's chance of reacting positively to a brand when provided with this in a digital format (e.g., social media ads, television and radio advertisements, web engine sidebars, etc.) is low.
A consumer is more likely either to completely ignore this same advertisement (by choosing not to click on to an online link, rapidly forward from a commercial, or change the station) or notice the advertisement and associate it with a negative brand association or product even though they perceive it as a nuisance.
Obviously, any marketing plan would suffer as a result of this.
2. Outdoor advertising aids in the development of your brand
We've previously examined how most kinds of internet marketing are perceived in a more positive light than outdoor advertising.
Outdoor advertising, on the other hand, may help you establish strong brand recognition and recall.
Consumers have relatively little influence over ads they are presented to outside of their homes since they cannot simply “ignore” the signs they are presented to while they are not really in their houses (remember, a consumer may opt to exit a web page or change the channel digitally).
Furthermore, since most customers will see most of the similar outdoor signs on a regular basis (e.g., on their commute, while driving their kids to school, etc. ), their awareness with and memory of your brand will grow.
This is particularly true for visually beautiful outdoor advertising that is put in high-trafficked locations of your target demographic.
3. Outdoor advertising may be completely customized
Outdoor advertising is sometimes misunderstood as being un customizable for a brand's target demographic or as not being accessible in enough forms to reach targeted customers.
That is just not true.
By employing elements like location, verbiage, and design, outdoor advertising may be personalised and targeted to a certain segment of the population.
While location may seem apparent (for example, if your target audience is medical professionals, you should position your posters near hospitals), precise language and design might help you target certain groups.
Advertising near amusement parks, for example, may be more favourably received if it is bright and promotes relaxation and pleasure, but billboards near professional office towers may be more noticed if they have a clean, more organised design and wording that appeals to experts.
4. Consumers React to Advertisements on the Street
Consumers react to outdoor ads, according to various research.
It's no surprise that customers are driven to react to these sorts of marketing methods based on average customer attention to outdoor advertising, frequency in which they watch it, and the good connotation they connect with the brand.
Outdoor advertising is thought to be effective with more than 60% of customers.
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