Outdoor advertising, also called out-of-home advertising, is an effective way to get attention from consumers. However, the rise of smartphones and other mobile devices has changed how people interact with outdoor advertising. Even though many people still look around to see what’s around them, they don’t always have the time to read and process information from a screen. Because of this, mobile advertising and outdoor advertising can be combined.
Outdoor advertising is also a proven way to drive retail distribution. Using geo-located sites near retail locations helps new brands create buzz, boost sales, and encourage more customers to try their products. Studies by the Interactive Advertising Bureau show that people are more likely to buy products when the brand is near where they’re already shopping. The study was limited by its sample size and geographical scope. This means that it is difficult to generalize its findings to other places. However, the study concludes that context matters and that researcher should consider applying these methods in other locations. For instance, a study in Newcastle found that 20% of the advertising space was dedicated to food, and the most common food item was KFC.
While online companies struggle to determine ROI, outdoor advertising is a proven way to impact consumer behavior. Many of the biggest tech companies are increasingly turning to outdoor advertising for their marketing strategies. Moreover, media buyers are raving about the effectiveness of outdoor advertising. This type of advertising will eventually lead consumers to other advertising channels. It will be important for businesses to integrate outdoor advertising with their online presence to get the most out of it. Researcher Sonya Grier has explored the effects of outdoor advertising on people’s behaviors. According to her findings, those living in upper-income white neighborhoods were protected from the negative effects of advertising related to obesity. By contrast, people living in inner-city minority neighborhoods were more susceptible to the unhealthy effects of outdoor advertising. These billboards often act as visual amplifiers for other forms of unhealthy food marketing.
Despite the potential for harm, the current approach to outdoor advertising does not adequately protect vulnerable communities. As a result, communities with higher populations of minorities and ethnic minorities are more likely to be disproportionately targeted by harmful outdoor advertising. The results of the study show that there is a need for public health policies that take into account these factors. As the trend toward online advertising continues to become more immersive, brands should look for new ways to reach their consumers. In the recent past, outdoor advertising has been a viable way to achieve brand recognition. For example, underwear brand Knix commandeered 48-sheet dumpsters in New York to promote their products. This campaign resulted in the brand being acquired by Essity in July 2022 for $330 million.
Outdoor advertising is a powerful response channel, especially when paired with other digital media. It’s high frequency and can reach 90% of the population. It can make people stop, lock eyes, and spend a few seconds with an advertisement. That’s why it’s so important for online-based companies to make an effort to incorporate outdoor advertising into their marketing campaigns. Some studies show that outdoor advertising can negatively affect social and economic health. Studies have also shown that adverts can affect food preferences. In addition to being a public health risk, outdoor advertising can negatively impact the health of residents in the neighborhoods targeted by them. Some research has shown that low-income residents of certain areas are disproportionately affected by billboards.
