Out Of Home Advertising: Emerging Concepts
The shift in the Advertising Industry
The after-effect of this development will be an unavoidable reduction in patronage for the billboard advertising companies. Billboard companies will eventually have to sit it out with the hope that they can still reclaim their market share in the end. However, smaller businesses and other brands that depended on their strategic displays to market their brands may not be so patient. Just as major clients like hoteliers, airlines, and cinemas are on pause mode, smaller brands are quickly pulling away and leveraging alternative media and in-home advertising to preach their brands.
Billboard companies may not only be counting their losses in billions of dollars, many of their customers might have moved on to embrace other more pocket-friendly advertising alternatives. These alternatives are indoor-directed, and have proven to be equally effective, perhaps even more effective than the conventional outdoor methods. Aside from the fact that they are more expensive, it is difficult to track engagement for out-of-home ads. In fact, small businesses face more challenges trying to get a marketing space in the highly competitive ad industry.
Outdoor advertising makes up a considerable chunk of the traditional advertising sector. Additionally, demand for immediate brand awareness continues to grow the market share of the industry. Interestingly, out of home advertising continues to take advantage of public places whose numbers are on the rise. This article looks at the emerging concepts insofar as the OOH medium is concerned.
New Out of home advertising trends
Street furniture offers an excellent opportunity for advertisers to reach target audiences. Examples of street furniture include newsstands, transit shelters, shopping mall panels, kiosks, among many others. In every city and town, one cannot miss most of the furniture. The furniture always takes a vantage position along streets such that passersby can hardly miss them.
An increasing number of advertisers are using street furniture to drive brand awareness. As such, the number of advertising faces on street furniture is sizable. For example, JCDecaux is a single company that owns close to 526,000 street furniture advertising faces worldwide. However, just under 50% of JCDecaux’s street furniture advertising faces are located in Europe.
Advertisers’ preference for street furniture as a medium for advertising draws from the popularity of the resource. As many more people practice health and wellness awareness, the time spent increases outdoors. This way, many more people have the chance to see street furniture. Ultimately, this drives brand engagement and an increase in sales for businesses.
Stay-at-Home Ads with Door Hangers
During this crisis marketers will have to adapt and to stay on top of the latest trends. Its critical to improve type of advertising message shifting it to more sensitive perspective. The business of marketing is changing in the age of COVID-19. Whether its effects are brief or prolonged, marketers need to be nimble in these challenging times, and pivot when needed while optimizing performance throughout the crisis.