Thinking about offline advertising as a large ecosystem, outdoor ads are tagged as the core of the system, often being used to amplify any online or print campaigns that a certain business is running, through driving website traffic, downloads and social media engagement. The average consumer spends the vast majority of their hours outside homes thus outdoor advertising is an obvious place to start with positioning your brand in the public eye.
Billboards have strong track records of working extremely well alongside other platforms. One common form of integration is the coupling of outdoor advertising with online marketing to create a lasting impression and remind the consumer of the message being portrayed.
In a world where there is nearly as many mobile devices as people, pairing an outdoor ad with an online campaign is a highly effective way to extend the reach of your message. Research shows that people who have seen an out-of-home campaign are 17% more likely to engage with that brand on their smartphones. So whilst outdoor advertising is a great way to build brand-awareness, it also offers the opportunity to drive new customers to engage on a more personal level.
One of the most noticeable benefits of outdoor advertising is its high impact. Outdoor campaigns cannot be ‘turned off’ and form parts of the consumers’ environment. The ads have presence 24 hours a day, creating a sustained awareness. Outdoor ads can be targeted in specific locations to reach niche audiences or displayed nationwide to communicate with a mass audience.
One of the key points about outdoor advertising is that it must be kept brief and on-point. Images are more effective than reels of text. Combining an outdoor campaign with online complements the need for brevity nicely. Using digital breakthrough to complement an outdoor ad can be a powerful way to engage with passers-by. They can be used to offer exclusive vouchers, provide in-store updates or even enable passers-by to actively interact with your billboard.
Outdoor and online – it’s a no brainer. A successful integrated campaign combines two of the most effective forms of advertising in a way that, complements the other perfectly. Increase brand awareness, target mass audiences and continue interacting with consumers beyond their initial encounter with your out of home ad.
With outdoor advertising spaces so versatile, accessible and easy to find, it’s now easier to integrate these two advertising media with the fundamentals mentioned. Our national ad spaces inventory is readily available for download at our homepage to match your online ad campaign.