Today’s top brands are connecting with consumers on the go like never before when leveraging a mix of outdoor advertising media. As one of the more impressionable forms of advertising, OOH media offerings help to accelerate sales and build brand awareness; most notably, in reaching smart phone users in the hour before they engage in specific mobile activities such as mobile shopping, mobile search, and mobile social networking (according to the Outdoor Advertising Association of America (OAAA) in a study conducted by RealityMine).
On average, we each spend about 70% of our day outside of our homes and OOH advertising offers businesses the ability to cut through the noise while creating a memorable experience that ultimately drives a brand’s online efforts. While OOH advertising can be as big as the great outdoors, OOH products are not the exclusive domain of the big boys. Local advertisers that need to stand out in an already crowded marketplace can reach consumers on their path to purchase by looking to OOH products as a hyper-local way to increase engagement in addition to growing sales.
In this look at the Out-Of-Home product mix, we examine a few ways to make an outsized impact with your message.
You Look Spectacular!
Some of the nation’s larger cities offer opportunities to capture consumers on foot. In high exposure downtown areas such as New York City’s Times Square, the Las Vegas Strip or Chicago’s Michigan Avenue, consumers are greeted by larger than life billboards called Spectaculars. Traffic stopping, jaw dropping and eye popping, Spectaculars are non-standard three-dimensional advertising displays custom designed to surprise viewers and command attention. Whether alone or in venues cluttered with other types of advertising, these oversized bulletins are custom designed for a particular location in order for a campaign to gain as much attention as possible.
Put Your Message in Motion
The dramatic impact of a 40 foot moving billboard in the guise of a fully wrapped city bus can’t be underestimated. Catching the attention of pedestrians and drivers alike, full bus wraps provide maximum impressions to a broad audience on nearly every city street. Partial wraps, known as King Kongs or Ultra Super Kings, span the side of the bus from wheel-to-wheel and full bus backs cover the backside of the bus from bumper to roof. These alternatives to a full wrap allow budget flexibility while still targeting consumer attention at eye level as your message circulates the busiest streets of your city each and every day.
City Railways Improve Consumer Recall
Many metropolitan cities now have light rail or other train systems that travel routes throughout the business corridor. The sheer size of these vehicles makes full or partial wraps stand out from the surrounding scenery as they snake their way through the city. From professionals in their vehicles to tourists finding their way around town, these large, colorful designs demand attention and provide memorable exclusivity for you message.
It’s All About The Install
There are many different train and bus styles in use around the country; all with their own unique characteristics such as vents, window sizes, service panels, corrugations, running lights and doors. Why is this important? Because your clients will be less than thrilled when their phone number disappears over a vent or their tag line is obstructed by a service panel. Conversely, creative use of sliding doors or flashing safety lights can add impact to a wrap design. Make sure your print provider is experienced with transit graphics in order to avoid headaches once your message in on the move!Next week we will continue to explore how brands can provide impact outside of the home on a face to face level.
About the author: Peter Fradin is a 25 year industry veteran and a display solutions print specialist with BPGraphics. BPGraphics is a nationally recognized screen and digital graphics printer offering large, wide and grand format print solutions for 55 years. From fabric to vinyl – to rigid substrates of all kinds – big or small, BPGraphics’ knowledge and experience in the industry is unparalleled. You can reach Peter at 602-272-7907 or [email protected]