Traditional outdoor campaigns still performing well
A roadside billboard or a poster at a bus stop, train station or airport... Creative visual and graphic design remain the big eyecatchers – literally and figuratively. An original message and a powerful image grab the attention of passers-by. Brand awareness? Check! More traffic to the website, online store and high street shop? Check! No wonder outdoor advertising continues to do well in the cross-media mix.
Exhibit 1: Sweet OOH success for Lutti
The continued potency of a traditional outdoor campaign as part of the marketing mix was recently borne out in one of our campaigns. We developed a series of out-of-home tools for sweet maker Lutti in line with the monsters campaign that previously hit both stores and TV screens. The posters at bus stops and in metro and train stations attracted a lot of attention, strengthening Lutti’s name recognition and friendly image.
What impact do out-of-home campaigns have?
- OOH advertising reaches people when they’re out and about – on their commute, on the bus, in the supermarket, at the filling station. So theoretically it helps you reach a large audience. But do people notice it? Contrary to digital advertising, you cannot automatically collect data or measure the impact of your campaign. Or can you?
- You can assess the return on investment of an outdoor campaign. The CIM harvests valuable data by combining data on the travel behaviour of Belgians with data from studies and other sources. It provides improved insight into how people move around, both on foot and on public and private transport.
- The CIM study also measures the reach and visibility of billboards in the out-of-home network. Where they are located, how large they are, whether they are placed at a height or at eye level, or are illuminated at night to attract more attention... All these factors provide a fairly accurate picture of the reach and potential ROI of outdoor advertising.
The future of out-of-home media
While print remains the first choice for outdoor advertising, digital out-of-home (DOOH) applications are increasingly getting the nod. A logical development. The technology is ready. The infrastructure is steadily being developed. We’re already used to digital billboards at various locations – on high streets and big advertising screens at airports. So the pros of DOOH for advertisers are particularly attractive. And because they can be hooked up to the internet, digital advertising boards come with additional advantages. You can display moving pictures, adapt your message to a specific time and place, accurately measure your impact... You even see 3D billboards in big cities like Tokyo, New York, Shanghai and London. Will this become the ideal way to attract the attention of (amazed) visitors?
