Despite the rapid advancements in online advertising, outdoor advertising continues to hold a significant and indispensable role. With its vast reach, it plays a crucial part in marketing strategies, effectively promoting products, services, and solidifying brand positioning. So, what is outdoor advertising? What are the most popular forms of outdoor advertising? All will be answered in detail by Optimal Agency in this article, please follow along!
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About outdoor advertising
Also known as Out of Home (OOH) advertising, this form of marketing targets potential customers outside their living spaces. It includes ads displayed on streets, in public places (such as shopping malls, train stations,…). This method is a widely used and highly effective promotional tool in marketing and advertising.
This type of advertising has the capability to reach the public and create a lasting impression on the minds of customers. Outdoor advertisements can appear in various forms, such as billboards, posters, banners, ads on public transportation,… With unique designs and placement in diverse locations, these ads can reach a large number of target customers.
Unlike online advertising, outdoor advertising has an extensive reach. It is strategically placed in high-traffic areas or near key destinations. With continuous repetition and the use of striking images and colors, it draws attention, creates an impression on viewers, and enhances brand recognition in customers’ minds.
Outdoor advertising offers a wide range of formats, allowing advertisers to be creative and reach customers in multiple ways while effectively conveying their desired messages. Designed to withstand all weather conditions, outdoor ads ensure the durability and long-term effectiveness of the advertising campaign.
Why is outdoor advertising popular?
Here are some reasons why many businesses choose outdoor advertising:
Reach a wide audience
Billboards are placed in visible, high-traffic locations, allowing them to reach hundreds of thousands of people daily. Outdoor ads can connect with a diverse audience, regardless of age, interests, gender, or income. The frequent repetition of the advertisement helps embed brand awareness and recognition deeply in the customers’ minds.
Creative and vibrant messaging
Outdoor ads are becoming increasingly creative, with standout images and colors. The brand image and message are conveyed in a lively and unique way through innovative designs and impressive wording. This helps outdoor ads leave a deep impression on viewers, capturing the attention of many and making them more likely to remember your brand.
Variety of advertising formats
There are numerous types of outdoor advertising that businesses can deploy today. Additionally, the methods of message delivery and display locations are highly flexible. Depending on the specific product or service, budget, and campaign goals, businesses can choose the most suitable advertising format. Media advertisements that are mobile and cost-effective are suitable for all sectors.
Cannot be turned off or skipped
Unlike online ads on social media or search engines, which users can easily skip, outdoor advertisements are installed in fixed, high-traffic locations. Particularly, these ads cannot be turned off or skipped. Viewers passively receive the message wherever they are.
Cost-effective
Although businesses need to invest in market research, location setup, and billboard design, outdoor advertising is considered more cost-effective than other types of advertising. With a set budget, you can reach a large number of target customers, and the cost per advertisement display is low.
Besides, readers should learn some other useful articles such as how to build a marketing automation system.
The most popular forms of outdoor advertising
High-altitude outdoor billboards
This type of outdoor advertising features large billboards elevated high above the ground, with a minimum surface area of 40 square meters and placed approximately 5 meters above the ground. These billboards are situated on busy roads or mounted on tall buildings to reach a wide audience. Due to their elevated position, they are highly visible from a distance.
The content on these billboards is concise, effectively conveying the brand, product, or service to increase brand recognition in the customer’s mind. Common types of high-altitude billboards include Panos, Billboards, Trivision Billboards,..
Low-altitude outdoor billboards
Also known as “Street Furniture,” these are smaller and lower billboards positioned at eye level for pedestrians. They are installed on sidewalks or traffic islands. The advantages include ease of visibility, attractive design, and cost-effectiveness. Key forms include lightboxes, bus shelters, information kiosks, banners, and flags. Unlike high-altitude billboards, this type of advertising engages customers at a closer range, ensuring quick and complete message delivery. However, you can deploy a large number of these ads across various locations to reach a broader audience.
Digital outdoor advertising
Unlike the two types mentioned above, this form of advertising uses digital technology to attract viewers. Static images are replaced with transitioning images or short videos displayed continuously, creating a strong impression on the audience. Digital ads are vibrant, engaging, and deliver messages effectively, enhancing maximum brand recognition.
Popular forms of digital outdoor advertising include LED screens, LCD screens, Frames, LED Building ads,… Businesses can use various formats such as TV commercials, animated images, slides, short videos,… to attract their target audience more effectively. However, the cost of this type of advertising is relatively high, but the impact it delivers is undeniable.
Advertising on public transportation
This includes advertisements on taxis, buses, trains,… and recently, on private cars, which has become very popular. This form of advertising is highly mobile, leading to higher advertising efficiency and broader brand coverage. Businesses can deploy this form of advertising in multiple cities to enhance promotional effectiveness. Messages and brand images are delivered to people everywhere, with highly optimized costs.
Location-specific outdoor âdvertising
Unlike the previous forms, this type of advertising targets specific audiences more directly. Businesses can promote their brand, products, and services in various locations such as hospitals, airports, golf courses, markets, supermarkets, shopping centers,… Each location requires a unique advertising approach to suit the environment and target audience. This form of advertising is highly valued by major brands because it reaches the right customers at the right time.
Outdoor Roadshow advertising
This outdoor advertising campaign aims to capture the public’s attention strongly in a short period. It is suitable for events such as grand openings, new product launches, and promotional sales drives. Roadshow advertising campaigns usually last from 3 days to a week. You may see this type of advertising on the streets through walking roadshows, bicycle roadshows, car roadshows, motorbike roadshows, etc. These roadshows, with their coordinated outfits and vehicles, leave a deep impression on customers and significantly boost brand recognition.
Which form of outdoor advertising is the best?
After exploring various forms of outdoor advertising, you might be wondering which type to choose for optimal effectiveness. According to industry experts, large billboards have proven to be highly effective. The most popular include Panos, Billboards,… but this type of advertising is becoming increasingly expensive due to rising demand and limited supply, as many areas are already planned and cannot expand further. However, businesses can focus on advertising at bus stops or train stations.
On the other hand, advertising on LED or LCD screens in buses and taxis has yet to gain widespread development. Given the large customer reach, this is one of the most effective concentrated advertising methods for businesses.
Outdoor advertising faces several limitations due to strict government control over advertising spaces and a continually growing customer base, while the number of outdoor advertising spots remains stagnant. Therefore, instead of relying solely on high or low-altitude billboards, businesses can concentrate resources on advertising via transportation vehicles, roadshows, or location-specific ads. Additionally, businesses can combine these with LED or LCD screen advertising at specific locations or on public transportation.
By choosing these forms of advertising, businesses can address the challenge of limited advertising space. Moreover, these types of advertising are highly flexible and can reach a large target audience everywhere. Notably, advertising on transportation vehicles is cost-effective, and the design and installation are not overly complex. Businesses may prioritize outdoor advertising over other forms. However, depending on the goals and target audience, businesses should select the most suitable type.
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FAQ
The cost of running an outdoor advertising campaign depends on various factors such as location, size, display time, technology used, and the time of year. Among these, location and size are the most significant factors influencing the cost of outdoor advertising. It’s essential to consider these factors when determining an appropriate budget for advertising.
Every business aims to maximize the effectiveness of all activities, including advertising. However, accurately measuring the effectiveness of outdoor or traditional advertising can be challenging. Nonetheless, there are ways to help advertisers measure the success of an outdoor advertising campaign. Specifically, using coupons or QR codes on outdoor ads can track landing page traffic from the QR codes or coupons to evaluate the campaign’s results. Additionally, businesses can conduct surveys with a sufficiently large sample of their customers.
