Three Reasons Outdoor Advertising Is Still “In”

In our current digital age, online marketing tends to dominate discussions. But it’s important to not overlook non-digital forms of advertising as well, such as outdoor advertising. Outdoor advertising continues to have enduring power and efficacy. Forms of outdoor ads including billboards, posters, transit ads, and others remain significant contributors to global marketing strategy success. In fact, recent data highlights the enduring relevance and effectiveness of outdoor advertising on reaching and engaging audiences, with 3 key points.

1. Mass Reach and Local Targeting

The mass reach offered by outdoor advertising is virtually unparalleled, allowing brands to connect with a broad audience. In fact, studies indicate outdoor advertising could make more than 5 trillion impressions annually. This makes outdoor advertising a truly formidable channel for brand exposure. Plus, outdoor ads tend to be strategically positioned in high-traffic areas, guaranteeing maximum visibility.

Yet in spite of its broad outreach, today’s outdoor ads also offers precise targeting capabilities, letting brands customize their messaging to specific geographic areas. With technological advancements, such as call tracking numbers, advertisers can deliver tailored communications based on audience location. Such capabilities makes outdoor advertising an excellent option for businesses seeking to connect with local communities.

2. High Engagement and Recall

One of outdoor advertising’s prime benefits is its capacity for grabbing audience attention and creating enduring impressions. The Outdoor Advertising Association of America (OAAA) conducted research which found that 71% of travelers tend to look at roadside billboards. This indicates an elevated level of engagement with outdoor ads.

Furthermore, outdoor ads exhibit impressive recall rates. According to a study by Solomon Partners, outdoor ads have an 86% recall rate. Placing ads in high-traffic areas with eye-catching visuals contribute to this statistic. And adding an easy to remember toll-free vanity numbers boosts that recall rate even further, leaving a lasting impression on viewers.

3. Cost Effectiveness and ROI

Compared to other forms of advertising, outdoor ads offer optimal return on investment. Findings report these ads deliver the lowest cost per thousand impressions (CPM) compared to TV, radio, print, and digital media. Small and medium-sized businesses with limited marketing budgets find such cost-effectiveness especially appealing.

To further achieve the best ROI, tools like consumer profiles let companies define their ideal customers in order to create highly targeted advertising campaigns. Companies can be confident the marketing strategies they employ are reaching the right people, improving their odds of qualifying leads and moving them along the pipeline. As a result, their advertising dollars are truly being put to good use.

Outdoor advertising continues to be a potent and versatile marketing tool, offering brands unequaled reach, engagement, and ROI. In the face of of digital marketing channels’ ascent, outdoor ads continues to thrive, leveraging technological advancements and innovation to produce impactful campaigns. Brands that harness these benefits effectively reach and connect with their target audiences, driving brand awareness, foot traffic, and sales.