What is Out-of-Home Advertising?

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In our digital world, it might feel like all marketing is done online. But, that would mean ignoring an incredibly effective strategy—out-of-home advertising. Out-of-home advertising (OOH) refers to the process of reaching consumers while they are, you guessed it, out of their homes. While this may conjure images of NYC Times Square billboards, there are many mediums that qualify as out-of-home advertising. The best news is, these methods are highly effective. In fact, according to the Out-of-Home Advertising Association of America , 66 percent of smartphone users took action after interacting with an out-of-home advertisement. Additionally, 74 percent of those who visited a business after interacting with an out-of-home advertisement made a purchase. Those are some pretty compelling statistics that should make you think twice about adding out-of-home advertising to your campaign’s strategy playbook. Not sold? Check out the below infographic that identifies which advertising mediums consumers trust the most. See number five? Out-of-home advertising comes in way ahead of search ads or sponsored posts. In short, if you’re not considering out-of-home advertising, you’re missing out on valuable leads . Types of Out-of-Home Advertising While we already mentioned the NYC Times Square billboard, there are less ubiquitous mediums for out-of-home advertising. These include: local billboards complimentary merchandise (t-shirts, cups at sporting events) transit placement (bus stops, benches, kiosks) point-of-sale displays (backs of taxi cabs, diner tables, flyers at the grocery store) blimps While it is unlikely your organization will opt to sponsor a blimp, there are many options for marketers looking to establish new sources for attracting new consumers. 6 Tips for a Successful Out-of-Home Advertising Campaign Much like any advertising or marketing campaign , your execution is only as good as your plan. There are six must-have steps to help you get your out-of-home advertising campaign off the ground. 1. Research Your Location Regardless of your out-of-home advertising campaign’s goals, you need to do some research on the location. This information will not only inform the size and limitations of your ad but will also help you decide which locations are worth your budget and which are not. Imagine you’re a local restaurant in a pedestrian-heavy area. Advertising your drink specials with a clever slogan on a chalkboard is going to be much more beneficial than a billboard with the same message. Conversely, if you’re a car dealership offering end-of-the-year deals, a billboard is going to be a much …

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How to Create Hyperlocal Ad Campaigns

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In these modern times of digital transformation, it may seem like most digital marketing strategies are designed for online businesses. So are there any digital marketing strategies for brick-and-mortar businesses? Yes, there are, and one of the most effective ones is hyperlocal marketing. What is Hyperlocal Marketing? As the name suggests, hyperlocal marketing is a marketing strategy that focuses on reaching customers in your vicinity. It is targeted to motivated people who are ready to buy your products. The main goal of hyperlocal marketing is to increase foot traffic to your business. This is achieved by strategically placing the right ads in front of the right people at the right time. It could also serve the purpose of raising brand awareness in your specific locale. Several factors are considered, with the main one being your prospect’s location. Hence the name hyperlocal marketing. Advantages of Hyperlocal Marketing Many businesses are adopting …

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DOOH vs. OOH: How the shift will impact messaging, targeting and purchasing

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30-second summary: Due to the real-time nature of a DOOH campaign, ads can be adjusted quickly in response to events. From small edits to an overall campaign shift, DOOH allows marketers to turn on a dime in an ad environment that demands it. Traditional OOH targeting was a real-estate business, with marketers forced to buy space based on educated guesses of where their audiences might frequent. Now, technology exists that provides specific, granular data using geolocation. Marketing teams can stop thinking of OOH as something that exists outside of their omnichannel digital marketing strategy. With the advent of the kind of granular data mentioned above, DOOH purchasing is available both directly and programmatically. DOOH combines the eye-level visibility of traditional OOH with the agility, analytics, and quick and easy purchasing of digital campaigns. With the right tools and attention to detail, DOOH presents a huge opportunity for brands to increase …

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Key Insights: Mobile ads “the hotspot”, advertising growth projections, and customer experience dissected

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30-second summary: Mobile ad spending will increase by 4.8% ($4.22 billion) making the total mobile ad spend budget this year to $91.52 billion. Mobile continues to increase its share of digital ad spending, reaching 68% in 2020. The estimated growth for the US digital advertising sphere 2020 that stood at $154.58 billion (pre-pandemic-era) now stands at $134.66 billion. Digital out-of-home (DOOH) advertising is on a ballooning pattern as it is expected to account for 33.0% of all US OOH ad spending. Customer experience, retention, success, and customer engagement were the top four priorities. Technology adoption is the divide between high growth and low growth organizations. Email and CRM were some of the most effective tools used for optimizing customer experience and meeting customer expectations. This week’s key insights give you a clear picture of why mobile ads are the place for your advertising dollars, a revised umbrella view of the …

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20 Secrets to Boost Your Facebook Organic Reach

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Facebook organic reach is down. Way down. In the past, posting a link on your Facebook or Instagram page could drive hundreds of clicks. Not any more. Social media referrals have stagnated around 5 percent of all traffic for years . The average Facebook post will reach just over 5 percent of your followers. The encouraging news is social media reach is still massive. There are more than 3.5 billion active social media users . But reaching that massive audience is harder than ever before. What’s the answer? That’s exactly what we’ll cover in this article. Let’s get started. What Exactly Is Organic Reach On Facebook Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have interacted with you. Paid reach is the people who see your content as …

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AI applications for digital out of home advertising

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30-second summary: The use of data to contextualize campaigns to the “here and now” means messages can be aligned with consumer mindset in the moment and become useful and relevant. Dynamic Creative joins the dots between data-driven media planning and the mindset of a consumer at a given time, in a given place, making the medium truly reactive, and much more intelligent, as well as driving efficiencies. Advances in technology will allow us to hold a true interaction with the consumer, using deep fake technology in real time. Currently it’s a resource intensive task that requires content to be rendered ahead of time but with faster machines this can happen in real time. AI can be used with facial recognition technology to detect how much a person likes an advert by their facial expression and creative can be tweaked and updated depending on gender and age demographics in real time. …

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What is Geofencing Marketing?

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Imagine you’re walking in a mall and receive a Starbucks coupon on your smartphone. You look up to see a Starbucks shop. This scenario may encourage you to visit the outlet, learn about the promo, and use the coupon . With geofencing marketing, or location-based marketing, this convenient strategy turns into a reality. How can you leverage it? Let’s start by discussing the basics. What Is Geofencing Marketing, and How Is It Used? Geofencing lets businesses advertise to consumers within a specified geographic area. With technologies like GPS and radio frequency identifiers, marketers can specify a perimeter or boundary based on a real-world location. Then, they can create a virtual barrier or “geofence” in the area. As consumers enter the geofence, they’re sent location-based ads on their devices. Consider this geotargeted Uber ad for arriving tourists: Geotargeted ads may be useful when you want to: Boost foot traffic: Brands can …

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15 Examples of Great Digital Food Advertisements

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With over 660,000 restaurants operating in the U.S. alone, digital food advertisement is an incredibly competitive market. To stand out, you need to combine humor, design, strategy, and user engagement , all while keeping your audience hungry. What Makes Food Advertisements Unique? Without creative marketing campaigns, the food industry could be pretty dull . Luckily, there are so many ways to bring food to life in digital food advertisements. What makes food advertisements unique is their ability to turn the mundane into excitement. A simple burger on a plate can become a narrative story about your favorite sports game. In order to create unbeatable food advertisements, you need to focus on high-quality ingredients. Here are a few things to keep in mind when creating a unique food advertisement: Create visually stunning content Use high-quality images Keep the text on the ad short and sweet Use video to capture your audience’s …

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How to Create PPC Campaigns for Real Estate Marketing

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Even if you have a smaller real estate business, you don’t have to rely on third-party databases to get traffic to your listings through real estate marketing. With pay per click (PPC) advertising, you can bring people directly to your real estate website, where you own the medium and are in control of how you present yourself. This means rather than your listing appearing—and perhaps being lost—among a sea of competitors, you can showcase your entire portfolio without viewers being distracted by others’ listings. PPC campaigns aren’t usually difficult to set up. With a few tweaks, you may reach your target audience more efficiently and bring motivated buyers to your website. PPC Real Estate Marketing Trends With six million homes sold in the U.S. in one year , it’s no wonder competition between real estate agents is tough. As you would expect in such a competitive market, real estate marketing …

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How to Use Guerrilla Marketing in Paid Social Ad Strategy

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For many years, traditional marketing offered brands the choice of print, TV, or radio advertising if they wanted to get the word out about a new product or initiative. By the 1980s and 1990s, as advertisements flooded all media channels, companies began to realize standing out would require offering something different. Consumers started seeing brand interactions unlike anything they’d ever seen before, and the term guerrilla marketing was coined. With the start of the internet and social media, marketing to customers became a whole new undertaking. Let’s explore what guerrilla marketing is and how you can use these tactics when building your paid social ad strategy. What is Guerrilla Marketing? Guerrilla marketing is a marketing strategy in which a brand or company uses the element of surprise to promote a new product. These tactics may include creative interactions with the public to make an impact. Guerrilla marketing tactics demand more …

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5 tips for adding connected TV to your holiday ad strategy

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There’s no doubt about it: this year you need to add Connected TV to your holiday ad strategy. With total viewing time on Connected TV devices jumping 81% year-over-year, millions of shoppers will be spending more time streaming television than ever before. And while you may initially think that viewers are mostly tuning in to subscription options like Netflix or Disney+, it’s ad-supported Connected TV that’s getting a major chunk of viewership; according to research from the IAB: 73% of streaming viewers watch ad-supported CTV content. 45% of streaming viewers watch ad-supported CTV the most. Meanwhile, this holiday shopping season is set to be massive for e-commerce. Last year saw holiday e-commerce sales grow by 13.2% to $137.6 billion. That double-digit growth occurred before the COVID-19 crisis forced millions of shoppers to turn to online options for everything from gifts to groceries. And with 66% of shoppers saying they plan …

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