Outdoor billboard advertising

Introduction

Outdoor billboard advertising is two types of marketing that use sizable, striking displays placed in busy places to advertise a good, service, or brand. Simple text and picture displays to more intricate interactive installations may all be found on these screens. 

Outdoor advertising has been utilized for decades, and as more people spend time outside their houses, its efficacy has only grown. The potential effect of this medium has significantly increased in recent years because of technological developments that have made it feasible to design more dynamic and interesting outdoor advertising campaigns. The features of billboard and outdoor media, their benefits and drawbacks, and a few successful campaign examples will all be covered in this overview.

Outdoor advertising examples 

These are a few instances of effective outdoor marketing campaigns:


  • Coca-"Share Cola's a Coke" campaign persuaded consumers to share a Coke with people whose names appeared on billboards the company erected throughout the world. Social media shares and buzz were produced by this campaign.
  • McDonald's "Signs" Campaign - Using just the McDonald's emblem and the slogan "I'm lovin' it," McDonald's employed billboards to display plain pictures of some of their popular menu items, including a Big Mac or fries. The advertising was really memorable because it was so straightforward.
  • Audi's "Birth" Campaign - Audi designed a billboard that was interactive and let viewers touch a button to "start" an Audi R8 engine. Afterward, a video of an Audi R8 "birthing" from a ball of metal was shown on the billboard.
  • Nike built an interactive jogging track in the form of a Nike shoe for their "Unlimited Stadium" campaign. A big LED screen that was beside the track displayed the timings of the runners and sparked competitiveness.
  • The "Smarter Cities" campaign by IBM included billboards that were intended to benefit the local community. For instance, a billboard in New York City had a bench and shelter constructed into it so that people could sit there and keep dry when it rained.

These illustrations highlight the versatility and power of outdoor advertising.

Outdoor advertising companies 

There are several outdoor advertising businesses that are experts in planning and carrying out outdoor advertising campaigns. The following are some of the biggest and best-known outdoor advertising firms:

  1. JCDecaux - JCDecaux is a French business that has operations in over 70 countries worldwide and specializes in billboard, street furniture, and transportation advertising.
  2. Billboard, bollards, and transit advertising are their areas of expertise. Clear Channel Outdoor is a multinational corporation with operations in 31 nations.
  3. Around 325,000 advertising displays, including billboards, transit shelters, and digital displays, are run by the US-based corporation Lamar Advertising across the United States and Canada.
  4. Outfront Media is a US-based business with operations in the US, Canada, and South America. It focuses on billboards and transit advertising.
  5. Primedia Outdoor is a South African business with operations throughout various African nations. It specializes in billboard and transit advertising.
  6. APG|SGA is a Swiss corporation that specializes in billboard and transit advertising and conducts business in Switzerland and numerous other European nations.

These businesses provide a variety of services, including designing and producing marketing collateral, setting up billboards in prime locations, and tracking and reporting on the success of advertising campaigns.

outdoor advertising research

In order to determine how effective outdoor advertising campaigns are, researchers must collect data and examine patterns. The results of this study may be used by marketers and advertisers to understand better how outdoor advertising affects consumer behavior and to establish best practices for creating and implementing effective campaigns. Examples of studies on outdoor advertising include:

  • Eye-tracking studies - In eye-tracking studies, the eyes of a viewer of an outdoor advertisement are tracked. The results of this study may be used to predict which parts of an advertisement are also most likely to attract viewers' eyes and also how long they will focus on each part.
  • Surveys of consumers may be used to learn more about how consumers feel about outdoor advertising, including how often they observe billboards and if they find them useful or unpleasant.
  • Sales data analysis can assist in identifying the effect of an outdoor advertising campaign on sales by comparing sales data from before and after the campaign.
  • Analysis of geolocation data - Geolocation data may be used to follow customer movements and assess how outdoor advertising affects consumer behavior, like if a consumer visits a store or makes a purchase after viewing an advertisement.
  • Social media analysis - information from social media, such as how many people post images of billboards or remark on adverts, may be studied to measure the reach and effect of outdoor advertising campaigns.

Overall, research on outdoor advertising may offer insightful information on the efficacy of outdoor advertising campaigns and assist businesses in making defensible choices regarding their marketing plans.

Conclusion

In conclusion, Outdoor billboard advertising is still a potent and successful marketing strategy. Outdoor advertising may be effective in reaching a large audience and leaving a long-lasting impact on customers by using creative design and careful placement. To guarantee that campaigns are directed at the appropriate audience and produce the intended outcomes, research must be done in order to enhance their efficacy. Advertisers and marketers may develop effective outdoor advertising campaigns that attract customers and boost corporate performance by fusing creativity and research.