OUTERNET ACADEMY

Myths of Outdoor Advertising That We Misunderstood

 

With the rapid speed of change occurring in the advertising industry, it is inevitable that unless someone is directly interacting with a platform - buying or planning campaigns - there is every chance that they have high-level knowledge only.

Since the advent of outdoor advertising and promotion, there are several myths about Outdoor advertising and the majority of those are false and we are here to break them down for you:

Myth 1: Outdoor Advertising only encompasses Billboards and Hoardings

Billboards and Hoardings are just part of Outdoor Advertising but its area is vast enough and includes any advertising done outside your home, workplaces or casual hangout. Advertising done through building wraps, standees, digital screens, leaflets and flyers, radio advertising, telecom advertising, paper cups, airport and railway platform advertising, cab and bus (transit) advertising, etc. are also many forms of Outdoor Advertising

Myth 2: Outdoor Advertising is costly

The price for outdoor advertising is established by its location. A highly mobile road or highway may cost much compared to a less traveled road. The price of Outdoor advertising gets decided by the type of mean too. For instance, a Kiosk would be less expensive than a billboard in the same location. Outdoor advertising is result-oriented because it is difficult to avoid such advertisement compared to electronic advertisement as there is always a risk of switching channels of the TV or ignoring the pop-ups on the website. Thus, Outdoor Advertising isn’t costly always, it depends on which medium you are utilising to promote your campaign.

Myth 3: Outdoor Advertising is only useful for big brands

Outdoor advertising is always beneficial for huge brands as the majority of the people are already aware of those brands, but the ever-increasing competition and the need of people to try the equivalent product at a lower price has given opportunities for smaller brands  to evolve. As far as target-oriented advertising is done, outdoor advertising is beneficial to any type of business irrespective of the size or brand. Whether you are starting up or trying to expand, using the right Outdoor Advertising strategies and techniques can help you reach your target customer segments easily.

Myth 4: Outdoor Advertising is non-interactive

The whole concept of billboard advertising has changed today. Big brands like Coca-Cola, McDonalds, BMW, and IBM use inventive billboards in their promotion campaign and some of those advertisements even interact with the public.

The success or failure of an advertisement done by any company or brand to attract, impress and engage the public to buy their products and services depends on the creativity and originality of the campaign. The advertisement must be targeted in the right way and at the right place. Any form of advertisement can be unsuccessful if the target and objective are not achieved. Thus, it is imperative to learn what works best for your brand or company.

Myth 5: Outdoor Advertising is ineffective - doesn't deliver ROI

Programmatic OOH is essentially automating the sale and delivery of digital OOH (DOOH) ads in a similar way to most online advertising. Buyers will set conditions under which they want to buy OOH impressions, such as time of day (usually in 1-hour slots) and the environment (retail, transport, etc), possibly overlaid with external factors such as weather conditions. When those conditions are met, a bid is triggered against an available impression within an exchange. If the bid is successful and the campaign creative is suitable (having been pre-approved by the OOH media owner, with consideration to restrictions for categories such as alcohol in certain environments - near schools or churches, for example), the ad impression is purchased automatically and served in the relevant time slot.

There are many benefits to this such as Creative can be adjusted at the click of a button in response to anything from sports results, the weather, breaking news, and so on. Add to that, digital OOH is 100 percent fraud-free, safe and transparent due to its broadcast nature, so there’s no risk of ad-blockers, viewers skipping the ad, or your work running in an undesirable or unsuitable location. Indeed, as there is finite OOH inventory available (frames are already built-in specific locations, and there are only 24-hours in the day), the equivalent of “long tail” or unknown inventory that you get in-display simply doesn’t occur, and data including exact frame location (lat/long) is passed in the bid request from the SSP to the exchange, so any available impression can be matched against the criteria the advertiser sets.

So there you have it, the essential facts, not myths, about OOH.

See more Related Articles: 

  1. Combining Online & Offline Strategies For Greater Audience Reach
  2. Fitting a Piece of OOH into Your Omnichannel Puzzle





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