Great Outdoor Ads - Creative Advertising That Works
Outdoor advertising is an incredibly effective method for marketers, as long as you know how to leverage it in the right way. It costs 80% less than TV advertising, but it is still incredibly effective. In fact, 26% of consumers say that they have visited a company website after seeing an outdoor advertisement. As long as you have a great design and professional copywriting, outdoor advertising brings an excellent return on investment.
Unfortunately, many marketers underestimate the power of outdoor advertising and focus all of their efforts on the digital world. This is a great shame because they are missing a lot of excellent opportunities to connect with potential customers.
Read on to learn more about the different types of outdoor advertising available to you, and how to make the most of this great creative advertising method.
Different Types of Outdoor Advertising
When people think outdoor ads, they think billboards. These giant posters, usually displayed on busy roadsides, are an excellent way to reach a lot of potential customers in a very short amount of time. Although the upfront rental costs can be fairly high, many marketers still feel that the return on investment is worth it, especially if you use creative advertising ideas that really catch people’s attention. The only downside to using billboards, and many other forms of outdoor advertising is that it is difficult to measure the specific impact.
Lamp Post Banners
Lamp post banners are simple banners fitted to the top of lamp posts. They have excellent visibility during the night, as they are illuminated, and they’re very cost effective. They are often placed in parking lots but they are very effective in any area that has high foot traffic.
Posters are another simple, self-explanatory outdoor marketing method. Posters can be used anywhere, but they are most effective in places like train stations or busy shopping malls. Creative advertising with posters can be more difficult because you have a smaller space to work with. However, when implemented well, posters can be one of the most effective outdoor advertising methods.
Building ads are brilliant if you want to make a statement, as they can be seen from a distance and they form a part of the skyline. These can come in the form of banners but in recent years, it’s become very popular for brands to use painted murals for their building ads. There are some great opportunities for creative advertising here, and you can get a lot of online engagement and shares if you design a winning building ad.
Gas Station Ads
Gas station ads are so effective because they sit just above the pump, meaning that people cannot really avoid looking at them. While filling their car, they have a minute or two to spare and without anything else to do, it’s incredibly likely that they will read your ad. Gas station ads are particularly effective if you want to convey a more complex message because people will spend more time reading them than they would any other outdoor advertising.
How to Create Winning Outdoor Advertising Campaigns
If you want to improve your outdoor advertising campaigns and increase your return on investment, there are a few key elements that you need to get right.
Consider Your Objectives When Placing Ads
Ad placement is obviously very important in outdoor advertising, but many people assume that maximum reach is the only thing to consider. Granted, it is important to place ads in a location where they will be seen, you also need to think about your wider objectives and how they affect the placement of the ad. For example, if your business is relatively difficult to find and this is having a negative effect, placing a billboard ad with directions at the right junction could increase your customer base. But roadside ads will not be that effective if you are trying to target a demographic that is more likely to use public transport, and you would be more successful with poster ads. Think about what you are trying to achieve and who you are trying to reach and let this guide your ad placement.
Write Persuasive but Concise Copy
Most outdoor ads are only seen for a few seconds, which means you need to get your message across in a very concise way. That’s why copywriting is especially important in outdoor advertising. Make sure that your message is persuasive, but also very concise, so people have time to absorb it all as they drive or walk past. People won’t stop to read an outdoor ad, so if your copy is too lengthy, they will ignore it. It’s best to stick to a short call to action and use lots of images to catch people’s attention.
Pick Images That Tell a Story
When you only have a few seconds to get your message across, images are so important. But your ads will only be effective if you choose the right image. Images of products are fine, but it’s better to choose an image that tells a story. For example, if you are selling a drink, a simple picture of the bottle tells the consumer what the product is. But an image of somebody drinking it on a hot day draws them in and makes the product appear far more attractive because you are framing it in the story that we can all relate to. In just a few seconds, you tell the customer exactly why they should buy your product.
Make it Shareable
People don’t tend to think about online sharing when creating outdoor advertising campaigns, but you should. If you use creative advertising techniques to generate outdoor ads that get people talking, they are likely to take photos and share them online. This means that your outdoor ads are now boosting your online campaigns as well. It also means that their reach extends far beyond the limitations of their location.
Outdoor advertising is still very relevant in the modern climate, and as long as you have concise copywriting, innovative design, and carefully considered placement, you will see a large return on your investment.