Tips & Tricks to 2010 Media Planning: Outdoor Advertising
In our experience, outdoor advertising has been one of the most commonly used forms of advertising by independent fine jewelers. Outdoor advertising provides jewelers with the opportunity to visually showcase their products in high traffic areas, and often times recoup advertising dollars from co-op vendor programs. Historically, larger sized poster panels and smaller sized bulletin boards were most commonly purchased, but with the advance in technology, many are shifting to digital boards.
In fact, in the past two years, the largest outdoor companies in the United States have spent over 100 million dollars to remove static boards and replace them with digital boards. Outdoor advertising companies are doing their part to adjust to the times, but what does this mean for those of you considering outdoor advertising in 2010?
PROS:
1. Digital outdoor advertising allows you to change your message every hour if desired, and the production is always free.
2. According to a report from Adcentricity, 67% of Americans or 155.5 million people encounter some sort of digital out-of-home screen each month. This figure includes screens in malls, typical outdoor, grocery stores and gas stations.
3. Digital outdoor media is forecasted to be one of the fastest-growing media in the next four years.
4. Nearly all co-op vendors approve static outdoor advertising for co-op reimbursement.
5. Outdoor advertising is a very targeted advertising approach, allowing you to target high traffic areas, target by zip code, or target upscale communities.
CONS:
1. Many co-op vendors do not approve digital outdoor advertising for co-op reimbursement.
2. Only 10% of Americans between the ages of 18 to 64 say that outdoor advertising has directly influenced their purchasing decision. TV, magazine, online, newspaper and radio advertising were all given higher percentages.
3. Research shows that you only have six seconds to capture the attention of the consumer with your advertising message using outdoor advertising. Compare this to 15, 30 and 60 second messages on radio and television.
4. Certain cities across the United States are cracking down on billboard advertising by eliminating boards and passing ordinances to stop the development of new billboards, as they can be seen as ‘eyesores’ by some in the community.
WHEN TO USE:
Use only if you have the budget to permit consistent outdoor advertising on more than one high traffic board in key areas of customer saturation in your market. Make sure to change the message every two to three months to keep the board fresh. If the message stays the same for long periods of time, people will simply stop looking. Try to use visually stimulating creative. The most memorable billboard campaigns have some sort of ‘angle’ or ‘hook’. For example, Chick-fil-A’s outdoor campaign with cows threatening to jump from boards unless people ‘Eat Mor Chikin’ received national attention. You need to find that hook for your own brand and business.
Billboards also provide a great vehicle to utilize co-op dollars available to you throughout the year. If co-op is all you plan to advertise in 2010, look into outdoor advertising. Just make sure that the co-op guidelines approve outdoor advertising, especially if you’re considering digital advertising, as most co-op vendors do not currently approve digital ads for co-op reimbursement.
These tips will aid in your 2010 media planning endeavor and save you time, money and potential mistakes. In the upcoming issues of Tuesday Tips & Tricks we’ll be taking an in-depth look at the pros and cons of each advertising medium; next week, Movie Theatre Advertising. Our media department will recommend how to use and approach each medium for effective advertising in 2010. If there’s an area you would like us to cover that is not listed above, please contact us and we will analyze that medium as well.
For in depth analysis of how Fruchtman Marketing’s media team can help you with your 2010 planning, please contact Brent Vogel, Jr. at brent@fruchtman.com.
By Fruchtman on November 24, 2009 :: Filed under Act,Media Buffet
Both comments and pings are currently closed.
