Promotional Advertising Can Be Targeted
The ramifications of COVID-19 in the OOH Advertising Industry
As the economic impact of COVID-19 continues to unfold, brands and agencies need to keep a up to date with the changing consumer behaviors and ensure they are prepared for any outcomes and find new opportunities. Marketers will have to change their strategies to mitigate the impact of COVID-19 is now a major focus since advertisers are researching better alternatives to keep their clients. Traditional out-of-home advertising methods such as billboards, bus stops, fliers, magazines, and transit posters will have a hard time finding their feet in the long run.
A survey conducted by the platform Numerator indicated many industries are shifting their messaging to in-home delivery. As example, restaurants are pivoting to food delivery message. The increased “work from home” periods will force the shift of advertising concepts. Numerator reported that Burger King and Little Caesars are even advertising new delivery options available in their stores.
Adzze has been adapting the advertising vehicles to a more sensitive message. The team has working on extending its capabilities to offer advertising vehicles that can reach the consumers at their safest place: at home. One of these concepts uses pizza boxes as advertising space. Think of this as small moving billboard that gets delivered at the consumer’s home. Studies demonstrated that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on the pizza box) with an average ROI of 150%. This means, for every 1 dollar the advertiser invested in a pizza box advertising campaign, they received at least additional 2.5 dollars of sales. For more details see the article Estimating the ROI of Pizza Box Marketing.
The market interprets promotion and advertising as two different concepts, but that does not mean the two cannot go together. Promotional advertising is a technique whose objectives are two-fold. First, it aims to grow the sales volume of the product. Two, it seeks to increase the visibility of the brand.
Explaining promotional advertising
Often, companies organize advertising campaigns whose objective is to draw the attention of consumers to their products and services. It is common during these activities to offer incentives to consumers. Such incentives could come in the form of free products or discounts on the target products. According to the British Promotional Merchandise Association (BPMA), the promotional products market in Britain and Ireland is worth over £1 billion ($1.30 billion).
On the other hand, advertising focuses on the visibility of the brand. Businesses put their brands on billboards and posters in the open in what experts call out of home (OOH) advertising. OOH, advertising targets the masses with special messages designed to point consumers towards that particular business. Therefore, one could safely argue that promotional advertising is broader in terms of objectives and methodology.