The out-of-home (OOH) advertising spend continues to rise in the UK, with digital channels dominating this market. Make no mistake, the DOOH spend will improve by almost 10% during 2019 alone, while accounting for 54% of the complete amount invested in outside advertising budgets.
While digital billboards may be increasingly dominant in the marketplace, nevertheless, we’ve seen a common improve in demand for all outside promoting channels. This consists of conventional billboards, which may play a pivotal position in any integrated advertising campaign and drive assisted conversions throughout multiple channels.
In fact, billboard promoting is multi-faceted in its nature, as it can be used to realize a number of core advertising and strategic aims. These embrace:
Increase Model Awareness
While major manufacturers are typically preoccupied with digital advertising channels in the trendy age, platforms akin to social media and e-mail are tailored to drive speedy and measurable actions from users.
In contrast, offline channels comparable to billboards and tv are extra suitable with the rules of model promoting. This is why they’re favoured by globally famend firms corresponding to Apple and Coca-Cola, who leverage billboards to determine a reference to giant goal audiences and drive brand recognition over time.
Billboards are notably efficient for the function of model consciousness, and there are a pair of essential reasons for this.
Firstly, billboards supply manufacturers far larger exposure amongst their target clients, from 96-sheet roadside advertisements to smaller bus and practice station posters. The statistics recommend that bus shelter adds reach up to 92% of the UK population every week, whilst a staggering 71% of clients keep in mind the billboards that they see each day.
Secondly, an estimated 57% of clients trust the messaging that they see on billboards, in contrast with simply 44% for search engine advertisements.
This partially negates some of the cynicism related to brand advertising, enabling corporations to build belief by means of billboard messaging and forge long-term relationships with their clients.
In fact, tv was traditionally the go-to platform for building brand consciousness, however a sustained decline in traditional viewing figures has modified the landscape for advertisers.
Manufacturers are definitely struggling to focus on youthful clients aged between 16 and 34 by way of tv, with the quantity of linear advertisements seen by the demographic having fallen by a fifth in the yr ending March 2019.
Not only this however billboard promoting prices around 80% less than advertising by means of tv, which means that it’s succesful of delivering a far larger ROI to manufacturers.
In the event you’ve ever heard of unicorn advertising, you’ll know that this refers to a data-led strategy that focuses on how content performs quite than a pre-written set of guidelines.
So, fairly than trying to satisfy arbitrary high quality content material tips referring to structure, length or material, you’ll utilise material that’s impactful and drives excessive ranges of engagement amongst your audience.
The rules of unicorn advertising are definitely suitable with billboard promoting, with a number of highly-successful campaigns having been underpinned by controversial and incredibly topical content material that many manufacturers would sometimes draw back from.
One prime instance came again in 2015 when Protein World’s notorious ‘Beach Body’ campaign hit London and New York. The content material itself featured a bikini-clad woman with the slogan “Are you beach body ready?”, in a bid to advertise its vary of health supplements and a more healthy way of life generally.
Despite its aspirational premise, nevertheless, the marketing campaign met with a fierce backlash from feminist teams, who accused it of fat-shaming and insinuating that there’s only one sort of acceptable seashore physique. Some billboards have been even vandalised, as the campaign went viral and generated excessive ranges of engagement.
Consequently of the controversy and publicity generated, Protein World recorded a £1 million profit from a marketing campaign that value just £250,000, boosting each gross sales and brand awareness in the course of.
From a non-commercial perspective, political activists Led By Donkeys have additionally ran an incredibly profitable and controversial campaign aimed toward exposing the lies surrounding Brexit.
By turning Tweets into 48-sheet billboards and positioning these in the relevant MPs constituencies, the group have achieved extraordinarily excessive ranges of engagement whilst additionally raising awareness of the duplicity that underpinned the complete Depart campaign.
As these examples prove, the accessible and larger-than-life nature of billboards may be extraordinarily fascinating, making them more than succesful of disrupting industries, creating speaking factors and creating just the proper degree of controversy.
Promote Your Products
Few advertising channels are as versatile as billboards, with each traditional and digital advertisements capable of including worth at totally different levels of your advertising marketing campaign.
So, while we’ve already spoken about how billboards work exceptionally properly as part of a brand promoting campaign, they may also be used to promote products (or providers) immediately and compel clients to take quick action.
There’s a lot of evidence to help this too, with billboards famend as key drivers of assisted conversions and a excessive volume of on-line interactions. This is notably relevant in the world of social media, where OOH media and billboards drive more activations that tv, radio and print.
In the U.S., for example, 23% of residents aged 18 or over have interacted with a brand on Twitter after seeing a billboard, compared to 22% of TV viewers. Similarly, 25% of respondents have posted one thing to Instagram after interacting with OOH media, with this quantity declining to 22% amongst television viewers.
This reaffirms that idea that younger viewers usually tend to be focused by way of billboard messaging than television advertising, with this development more likely to grow to be more and more outstanding in the years to return.
Current studies have additionally proven that individuals who see a billboard are 17% more more likely to interact with a brand by means of their smartphone, creating the potential for impulse purchases and a big hike in gross sales conversions.
So, what are the key takeaways from these findings? Properly, it’s clear that billboards will help to drive greater ranges of engagement between brands and their clients, which in turn translates into an increased fee of interactions via social media channels.
This sort of assisted conversion will increase the probability of an internet sale, and on this respect, manufacturers are starting to realise the true value of billboards as product advertising tools.
We’d additionally argue that billboards are notably efficient relating to promoting merchandise or ranges (versus providers), simply because larger-format advertisements are perfect for presenting beautiful visuals that basically seize the imagination of clients.
Promote an Occasion
If we contemplate the versatility of billboard promoting and its potential to market specific merchandise on to clients, it stands to cause that the channel also needs to be used to advertise an event.
Except for the clearly partaking nature of billboards and their high ranges of visibility, this sort of advert may also be strategically placed to focus on core demographics within a selected geographical region.
In simple terms, because of this organisers can concentrate on advertising their occasion to locals, in a bid to optimise their advertising spend and improve the eventual return on this funding.
Occasions are sometimes only advertised for a limited period too, so it’s essential to optimise your publicity throughout this time. Conventional billboards are perfect for this function, as every one encompasses a sole advertiser whose message remains seen 24-hours a day for the period of the booking.
Conversely, digital billboards require you to share area with up to 5 different advertisers, which means that your message might only be visible for 10 seconds during each minute.
This dramatically diminishes your publicity in the native space, while the inflated value of digital billboards signifies that you’ll find yourself paying extra for demonstrably worse outcomes. This is far from cost-effective for occasion planners, who sometimes operate on a decent finances and are required to minimise expenditure whilst also optimising income.
On an identical word, in-store retailers can also look to promote a selected promotion or gross sales occasion by means of strategically placed billboards.
The identical rules undoubtedly apply right here, with retailers required to extend their publicity whilst driving as much in-store visitors as attainable within a relatively brief interval of time.
On this occasion, retailers can even goal busy business places which might be near their retailer to optimise the effectiveness of their promotions.
More particularly, they will actively goal buyers in real-time and while they’re motivated to spend their hard-earned cash, growing the prospects of them partaking with the brand online, heading in-store and finishing impulse purchases.
Improve your Ranges of Footfall
This brings us neatly onto the subject of footfall, with billboards undoubtedly succesful of concentrating on local clients and driving them into your retail outlet.
The statistics surrounding this are quite spectacular, with a hefty 32% of clients admitting to visiting a bricks-and-mortar institution during the similar week that they interacted with a billboard ad.
Much more impressively, 24% of respondents confirmed that they visited the marketed store the very same day, reaffirming the partaking nature of billboards and their capability for concentrating on consumers whilst they’re on the transfer.
In fact, a lot is dependent upon how nicely you perceive your goal market, as this data and insight will inform the places that you choose when erecting your billboards.
From here, it’s necessary to determine strategically efficient ad sites that focus on your profile demographic while also leveraging high volumes of visitors, as this creates the preferrred stability between exposure and bottom-line gross sales conversions.
Roadside billboards may also be extremely effective when concentrating on high levels of footfall, notably if you use 48 or 96-sheet advertisements.
In any case, an estimated 71% of clients take a look at the messages on roadside billboards when travelling, so putting advertisements alongside busy commuter routes which might be logistically close to your store or gross sales occasion may be extremely impactful.
Establish your self as an Authority
We spoke earlier about billboards being amongst the most trusted ad channels, and this is an essential consideration in the digital age.
This is notably true for companies that prolifically target Millennials, who are turning into increasingly suspicious of massive brands and the saturated on-line advertising area.
The truth is, figures present that 70% of all U.S. Millennials had installed an ad-blocker on at the very least one their units by the finish of 2016, with this figure continuing to rise incrementally year-on-year. An identical development is prevalent in the UK, as younger clients look to keep away from the sort of aggressive and overly-promotional ad content posted on-line.
So, by promoting your model by means of billboards, there’s a transparent opportunity to interact younger clients more effectively, cultivate a sense of belief and finally turn into an authority in your marketplace.
This is the elementary precept of thought leadership and one that may afford you a competitive and long-term benefit over your rivals over an extended period of time.
The most effective time to determine yourself as an authority is throughout your model advertising campaigns, which afford you the probability to boost your profile and be sure that your company becomes synonymous with specific values and reliable content.
At the similar time, billboards remain synonymous with established and well-known manufacturers, so leveraging this sort of advertising channel will immediately afford your enterprise a better degree of credibility in the eyes of clients.
However what about execution? The important thing is to rigorously tailor your content to make sure that its match for a selected function, which in this occasion means publishing informative or aspirational advertisements that don’t market products immediately.
This enables clients to develop into acquainted with your brand, its id and core values, which in turn lays a foundation from which you’ll be able to promote the key services or products that you simply supply.
The Last Phrase
Finally, there are quite a few explanation why you might leverage billboard advertising, however we’ve undoubtedly listed some of the most commonplace right here.
An important thing is that you simply perceive the precise objective that underpins each single billboard advert and campaign, as this creates a clarity of thought that translates into concise and actionable messaging.