Brands choose a variety of advertising strategies to reach their target audience. Since people spend a lot of time outside their homes for work or leisure, companies need a marketing solution to enable their advertisements to reach a wide audience outside their homes.
Here, outdoor advertising come into the picture and help deliver the required message at the outdoor locations where the brand’s audience is most likely to be present.
What Are Outdoor Advertising Campaigns?
Outdoor advertising campaigns refer to campaigns that help grab viewers’ attention through techniques like billboards, LED van advertising, BTL advertising, and roadshows. Since people commute to and from multiple locations daily, outdoor marketing campaigns can be seen and remembered easily, especially if they frequently visit specific areas where outdoor marketing activities occur.
If you want your audience to stop and look at a billboard on the street or take note of your campaign in outdoor locations, you need to ensure that your campaign is well-thought-out and executed.
Things To Consider While Creating An Outdoor Marketing Campaign-
In outdoor advertising, the site’s location is the most important factor. The viewability, the dwell time (the number of times viewers get to see the advertisement site), the traffic that site gets (the number of viewers and type of viewers that location will attract), and so on, are the factors a brand must consider when choosing an outdoor site.
Therefore, the site location dictates the major success of the outdoor campaign. For example, a site that is visible head-on and cannot be missed when passing through it is at a place where traffic or viewers halt for a while and is placed at a location from which your target audience passes by, would be the most suitable location.
Frequency of Advertising
When planning an advertising campaign, placing the advertisement across multiple touchpoints in a city helps spread more awareness and improve brand recall. Therefore, the frequency of placing the ad across multiple locations plays an important role in making the outdoor advertising campaign successful.
For example, putting up advertisements across hoardings on important roads, shopping complexes, malls or theatres, airports or railway stations, etc., covering the entire city, means that when a person is travelling from one place to another, they get to see the brand multiple times.
Since the viewing distance, placement of the ad, hoarding size, and dwell time vary for each location, the creative has to be on point for each location. To make your brand’s campaign stand out from others, keep the following things in mind when planning the creative:
- Colours: Using bright colours with a contrast of neutral colours helps ensure your advertisement stands out and is not missed. For example, you can choose colours like yellow with dark blue or black or orange with green. Colours in contrast to each other (black and white) also ensure proper visibility.
- Brand logo: While creating the design of your outdoor marketing billboard or banner, ensure that the brand logo is visible. For example, if the location of your campaign is on a busy street, highway, etc., a passerby might only be able to view the logo and may miss out on the complete copy. In such a scenario, brand recall happens through logo visibility. Also, since outdoor activities are more from a branding perspective, the logo needs to be big enough to be noticed.
Before an outdoor campaign is created, the first thing that the brand needs to consider is the audience. Unless this is defined, the company’s advertising budget will go down the drain. Identifying your audience and knowing where you can find them will help you choose the location and placement of your advertisements.
For example, millennials are likely to relate to recent pop culture trends, and brands can use appropriate messaging to target them. For example, Netflix is a brand that uses billboards to show the creatives of shows watched by millennials.
The outdoor advertisement should easily grab the attention of the brand’s target audience. Witty or humorous copy or copy that surprises the audience is more likely to be noticed than generic outdoor advertisements. Crisp, concise copy is the key to an outdoor campaign.
Since the dwell time is less, the viewers do not get a lot of time to read the content; hence, keeping the content low and communicating more with images should be kept in mind.
The outdoor advertisement is not sufficient unless the user knows what to do next. Hence, while creating your outdoor advertising campaign, including a call to action. The call-to-action helps the advertiser understand what they must do next. For example, “Call Now!” or “Download” are examples of call-to-actions.