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What Are the Benefits of Outdoor Advertising?

Brands that once thought out of home (OOH) or “outdoor” advertising was a dying form of advertising their products in a digital age are now turning back to this highly effective form of product promotion and brand awareness.

Once considered too expensive or too unattainable for smaller companies and sole practitioners, outdoor advertising is now more affordable than ever and available in so many different mediums practically any company of any size can reap the benefits of executing an outdoor advertising campaign.

Outdoor advertising can help build your brand and promote your products and services in ways that digital and in-home advertising cannot.

If you’re ready to consider outdoor advertising for your next product push, here are five (5) benefits of outdoor advertising about which you’ll want to know.  

1. Outdoor Advertising is Accepted by Consumers

Research has shown that consumers react more favorably to outdoor media than they do in-home media.

Whether this is because of the flood of digital advertisements to which we are exposed or because in-home advertisements can feel intrusive and unwelcomed, outdoor advertising is seen to the consumer as acceptable, and in many cases, as enhancement to a consumer’s outdoor experience.

For instance, when a consumer views a billboard from their vehicle, they are more likely to notice the ad, read it, and respond favorably to it.  

If the billboard is aesthetically pleasing, they may even consider the billboard enriching to their outdoor experience.

2. Outdoor Advertising Helps to Build Your Brand

We’ve already discussed how outdoor advertising is generally viewed in a more favorable light than most forms of digital marketing.

However, outdoor advertising can also help you build solid brand familiarity and recall.

Because consumers are not able to simply “ignore” the signage they are exposed to when they are not in their homes (remember, digitally, a consumer can choose to close a web page, or turn a channel), they have very little control over advertisements to which they are exposed out of their homes.

Additionally, because most consumers will view many of the same outdoor signage on a daily basis (i.e. on their commute, taking children to school, etc.), their familiarity with and recall of your brand develops a firm foundation.

This is especially true with outdoor media that is aesthetically pleasing and placed in highly trafficked areas of your target audience.

Working with a company like Fusion Outdoor can ensure that not only your ads are visually stimulating, but that they are placed in the proper markets and for the proper lengths of time.

3. Outdoor Advertisements Are Fully Customizable

A common misconception about outdoor advertising may be that it is not customizable to a brand’s target audience or that it isn’t available in enough formats to reach targeted consumers.  

That simply is not the case.  

Outdoor advertising has the ability to be customized and directed to a specific cross-section of the population by using tools such as location, verbiage, and design.

While location placement may seem obvious (e.g. your target audience are medical professionals so you place your billboards near hospitals), specific verbiage and design can further target particular demographics.

For instance, advertisements placed near theme parks may be more well received if they are colorful, and promote relaxation and fun, while billboards placed near professional office buildings may be more noticeable if they feature a clean, more structured design, and verbiage that appeals to professionals. 

4. Consumers Respond to Outdoor Advertisements

There are numerous studies that prove consumers respond to outdoor advertisements.

Based on average consumer attention to outdoor media, the frequency with which they view it, and the positive connotation they associate with the brand, it’s no surprise consumers are moved to respond to these types of marketing strategies.

More than 60% of consumers are believed to respond to outdoor advertising.

A response to an add can include things like visiting the business or office advertised, visiting a store to inspect a product or inquire about a special sale, visiting a website displayed on an outdoor advertisement, having a conversation about the advertisement, recommending the brand to another consumer, watching a television show suggested by the outdoor advertisement, or calling a phone number supplied by an ad.

5. Outdoor Advertising Makes Effective Use of Your Marketing Budget

In the current economy, outdoor advertising is more affordable than ever. Oftentimes less expensive than print or digital marketing, outdoor advertising produces more impactful results on a smaller budget, making it a great option for companies or practitioners who have less to spend on advertising.  

Additionally, unlike digital or print ads, outdoor advertising is more long term.

When you buy media space for an outdoor advertisement, you are buying location and length of time.

The length of time your outdoor advertisement is available to consumers is key in securing brand familiarity with them.

Unlike print or digital, outdoor advertisements have a longer life span, ensuring your target audience sees your product and brand and remembers them.  

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