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Amy Boisvert

Hyperlocal Political Campaigns: How OOH Can Take Your Mid-Term Campaigns to the Next Level

by Amy Boisvert September 13, 2022

written by Amy Boisvert

The 2022 mid-term elections are just around the corner, and it’s another season you’ve got to convince your local citizens of your platform. With dynamics expected to shift in both houses, stakes are high, and you can expect a close contest on most issues. Therefore, you don’t have any room to make mistakes. Your political campaigns must be strategic, intelligent, and convincing.

Unfortunately, only one side can win; that must be yours. To make this happen, you have to work on a deliberate and strategic campaign strategy to reach every voter and tell your story. It’s the only way you can convince them to vote for your transformative ideas. That’s why you need to campaign hyper locally.

What is Hyperlocal Campaign Look Like?

Over the years, most agencies have been using much of their resources and time trying to run a state-wide campaign strategy. These strategies are not only scanty in detail, but they’ve not had a specific voter target. Although some have worked, it’s essential to indicate that events have overtaken them.

Today, hyperlocal campaigns are the way to go when looking to create an impression in a specific voter location. Trends show that 88% of the 2022 political advertising budget will be directed toward local political offices. With such a huge budget and time deliberately being driven towards local and in-state races, you cannot afford to be generic and simplistic in your political strategy.

How Can You Localize Your Political Campaigns this Season?

As highlighted above, political campaigns will not only be localized but very competitive this season. Therefore, you’ve to use everything that gives you an edge over your competitors. Incorporating new campaign techniques and tactics could make all the difference. Wrapify can help you deliver shrewd out-of-home advertising that will give you an edge through the following approaches.

1. Retarget Your Political Campaigns

As highlighted above, one of the most significant advantages of using a hyperlocal political advertising strategy is that you can retarget your campaigns.

With a Wrapify campaign, you can now direct your message to voters who live or work near the district you’re contesting in. This way, you can better focus your message and appeal to the needs of a particular voter. Then comes the real magic. The audience exposed to these campaigns in real life, can then be uploaded to your DSP and retsrgeted via digital, native, and CTV ads.

This means you can adjust and change your message as you get feedback from the field. For instance, if you realize that most of your targeted voters are more concerned about healthcare, you can quickly change your message and start addressing their needs.

2. Customize Your Vehicle Wraps

With Wrapify, you have the freedom to customize your vehicle wraps according to the demographics of your targeted voters. This becomes especially important when you are trying to sell a message vs. a person. For high-stakes propositions, like Prop 22 in California’s 2020 election, having a clear, strong message becomes even more necessary.

The good thing is that Wrapify will work with you to ensure that your message stands out and resonates with your targeted voters.

3. Increase Your Political Campaign Reach

The ultimate goal of any political campaign is to reach as many voters as possible. With Wrapify, you can increase your campaign’s reach by simultaneously targeting multiple voters. You can quickly get upwards of 20M impressions in just four weeks, anywhere you need them. This would not be easy to achieve with any other form of political advertising.

What’s more, you can use Wrapify’s reporting and analytics feature to track the progress of your campaign in real-time. This means you can quickly change your strategy if you feel you’re not reaching your targeted voters. With time, you can exhaustively cover all the districts in your state and significantly increase your chances of winning the election.

4. Create a Memorable Campaign

You don’t want your political campaign to be just another event in your targeted voters’ lives. You want it to be something they can remember long after the election. With Wrapify, you can easily create a memorable campaign by incorporating relevant visuals and colors in your message.

Your ad medium will be on the roads, which means you have a chance to reach voters who might not be reached through other forms of political advertising. Voters will often see your ads while commuting to work or running errands, which means you have a chance to have a very sticky message.

5. Campaign Readiness as a Strategy

Working with Wrapify also gives you an advantage in terms of campaign readiness. By partnering with us, you can quickly launch your political advertising campaigns without any hitches. Our experienced experts are ready to launch your campaign in 2-3 weeks, which is significantly faster than traditional mediums.

Additionally, we have a nationwide network of drivers, so we can quickly scale up your campaign to reach more voters – anywhere in the US. This is the placement, agility, and flexibility you need to win an election. Also, our team can help you design and implement your campaign strategy. The goal is to get you in the streets and, most importantly, to the tongues of the voting public as quickly as possible.

Get Started with Wrapify Today

The 2022 political season will be very competitive, with all platforms looking to score an edge over their opponents by localizing their campaigns and retargeting their message to specific voters.

Wrapify is the leading provider of hyperlocal political advertising solutions. We have a team of experienced professionals who will work with you to create an effective campaign that resonates with your targeted voters. Contact us today to learn more about how we can help you light up your neighborhood this political season.

September 13, 2022 0 comment

It’s time to start your holiday media planning

by Amy Boisvert September 2, 2022

written by Amy Boisvert

Inflation is influencing every part of the retail market, and the holiday shopping season is no different. With tighter budgets and ever-changing expectations, holiday shopping must start earlier this year. This means that holiday media planning needs to start even earlier than that in order to get these early shoppers’ attention. Time to pay attention to these trends and start executing holiday campaigns now!

Holiday shopping has already started

While kids are going back to school, it still feels like summer in much of the country. It definitely feels too early to think about holiday media planning. However, for your customers, it’s never too early to think about gift-giving. This is especially true in today’s environment of tight budgets and high inflation. Consumers are worried about future price increases, so they’re shopping even earlier than usual. As of mid-August, 22% of adults have already gotten started with their holiday shopping.

Major retailers are putting out wares to meet this early demand. Costco and Sam’s Club already have Christmas trees and other décor items in stock. Home Depot had holiday items available on its website in mid-July. Between concerns about inflation and the past year of supply chain issues, customers are thinking about their holiday shopping early. That means that brands need to think about what holiday promotions they want to offer and talk to their marketing teams about holiday campaigns now to attract these shoppers.

Budgets are limited

With inflation concerns, come budget limitations. As prices rise in almost every area, shoppers are working with a tighter budget than usual. Parents are struggling with their children’s back-to-school expenses, with 40% citing these expenses as a major budget concern and 19% reporting that they can’t afford all the supplies they need. Families in this situation are likely to reduce or eliminate their holiday gift budgets. About 38% of US adults plan to spend less on their holiday shopping this season, and 67% have already cut spending on other nonessentials.

To appeal to these customers with tight budgets, smart retailers are promoting their more affordable products. For example, Walmart has added a “toys under $25” category to its annual list of popular toys. Highlighting your lower-priced items like this makes sure you don’t lose business from customers who are planning to purchase holiday gifts but have limited budgets.

Tips for your holiday media planning

Yes, it’s still summer, but if you haven’t started thinking about holiday marketing, you’re already behind. However, you still have time to catch up. Talk to your marketing team about the holiday season now. These three tactics can help you stay focused on the holiday marketing methods that will connect with your customers in challenging economic conditions.

Timely planning

It’s important to have a holiday marketing strategy in place by early fall. There’s still plenty of time to do this, but it’s important to get started. Begin by thinking about how inflation is affecting your customer base and what promotions you’ll offer. There are also multiple holidays and significant dates throughout the season, and you should think about which ones are most relevant to your brand.

Small, local businesses will want to do a special promotion for Small Business Saturday.
If you’re in e-commerce, Cyber Monday should be a major sales day for you.
For wellness products that appeal to people with resolutions, New Year’s Day will be important.

You should also think about which campaigns need to start early and prioritize those. Pay-per-click ads that require A/B testing will need your marketing team’s attention earlier in the season than a “last minute gift ideas” blog post.

Not all customers are treated alike

Many of your customers are probably on a tight budget. At the same time, some people have a more relaxed budget and are excited for a relatively normal holiday season after having to limit their celebrations for the past two years. If your customers fall into both of these camps, it makes sense to segment your holiday campaigns. You’ll want to promote affordable gift options to your budget-conscious customers. Push sales and special promotions, and emphasize the savings and value you’re offering.

For higher-income customers, focus on the benefits of your product and your company’s values. Shoppers with the budget to be picky care about whether you share their values, especially regarding the environment and sustainability. Surveys show that 83% of customers are looking for sustainable products for their holiday purchases, and 42% are willing to consider either paying more for sustainability or opting for a longer shipping timeline.

This will be a good place to focus on your higher-budget customers, but make sure not to set your price point too high. Only 23% of companies are planning to promote sustainability in their holiday advertising, so this might be a good chance to stand out. If you discuss sustainability during the holiday season, transparency is key. Customers will trust you more if you’re honest, even if your environmental plan isn’t perfect yet.

Compete in non-price areas

Rising costs of labor, gas, and materials might limit how much of a discount you can reasonably offer. One non-financial way to stand out is by optimizing your in-store experience. Customers are renewing their interest in physical stores. Online prices actually declined in July for the first time in more than two years, indicating cooling of demand. Even when customers ultimately order online, they involve a physical store 60% of the time. This can mean browsing in-store and buying online or ordering online and picking up in-store. If you have both physical and digital storefronts, make sure to take advantage of this in your holiday campaigns and to prepare your stores for in-person shoppers.

However you’ll be doing your holiday media planning, the important thing is to switch out of summer mode, put on your Santa hat, and get started now. Looking for a new marketing tactic to add to your plan? Wrapped vehicles are a great way to get prospective customers’ attention and stand out in a crowded market. Get in touch with Wrapify to discuss how we can help promote your business.

September 2, 2022 0 comment

Ad Agencies Foot-Traffic OOH Advertising Wrap Industry News

Nielsen Says…

by Amy Boisvert August 25, 2022

written by Amy Boisvert

Out Of Home marketing, or OOH, has become a staple in every marketing mix, and Nielsen’s marketing research reports have likewise become a vital resource for monitoring the success of various marketing platforms within the industry.

So when Nielsen publishes a report about audience engagement with out-of-home advertising platforms, everyone sits up and pays attention to what it says.

The report, released in 2019, was based on almost a thousand responses from a wide range of people age 16 and over, all across the US, who had taken some form of transport in the past month.

There are 4 established types of OOH ads

Many people still ask, “What is out-of-home advertising?”

Nielsen says… OOH advertising is an offline form of advertising that uses available surfaces in everyday life to send a message. Out-of-home advertising examples are grouped roughly into four categories. They include billboards as the most obvious format. Billboards have been around for decades and have been digitized for decades in urban spaces as well. There are three other categories of OOH. Street furniture, like bus shelters and rubbish bins with graphics on the sides, inhabit every city in the world. Shopping malls have spaces reserved for creative OOH expressions such as flooring mats with ad messages. Lately, it has become more popular to wrap vehicles with printed graphics, which are categorized as transit ads.

These messages are either static, such as billboards, or dynamic, such as wrapped vehicles, but their one defining characteristic is they are in the public space, where people move around in the course of their everyday lives. Traditional advertising platforms required audiences to access them actively by either turning on an appliance (computer, television, or radio) or buying the medium outright (newspapers and magazines).

Certain ads are noticed more than others

OOH messages are difficult to miss because they are in public spaces where masses of people move every day. Therefore, the opportunity for audiences to see and engage with these messages is far greater than on any other platform!

In even better news, the respondents of Nielsen’s survey reported that they noticed these advertisements, some even more than others.

Nielsen Reports Highest Recall with Wrapped Vehicles

Nielsen says… wrapped vehicles were the most noticed ad type in the transit media category – delivering recall percentages well beyond the other types. So what does that mean for advertisers using this type of OOH medium? The more your out-of-home message is noticed, the more likely you are to see the result you’re aiming for. For example, after seeing a wrapped vehicle for a movie, almost a third of respondents reported going to see that film. These actions also relate to visiting restaurants or stores, attending a sporting event or concert, and tuning into a radio or television program.

Other actions audiences took after engaging with an OOH message include passing on the message via word of mouth, making a phone call, and going online to engage further using a different platform. Word of mouth is recognized as the most authentic form of advertising. Audiences place more trust in what their friends and family say about a product than what an advert says about the same product. Therefore, this combination of OOH and word of mouth is a winner, and it happens organically.

You can see how OOH can drive in-store foot traffic through this process, starting with message engagement, progressing to a follow-up action, and resulting in sales.

Shopping patterns make a difference

Nielsen says… most people do their shopping either after work or on their days off, and when they shop online, they do so mainly from the comfort of their homes. This only accounts for one-third of consumers, though. The other two-thirds prefer to do their shopping in-store.

This indicates messages can influence consumers whilst en route to their shopping destinations. Consider that foremost in people’s minds as they are traveling are topics like family, finances, social plans, and health. This data links up with the industries that have increased their OOH spending; namely Fintech, media, entertainment and hospitality, insurance and real estate, sports, and education.

This is an indication consumers are finding connections. These connections are between their primary personal concerns whilst traveling, and the messages they engage with from OOH media. A marketing campaign that uses OOH can leverage this as a passive primary contact, and then reinforce and build the message on other platforms.

Post-COVID numbers in OOH

Let’s take a look at some more recent post-COVID numbers for comparison. These come from the Out Of Home Advertising Association of America (OAAA) in a report released for Q1 of 2022. They give us a comparative insight into how the various sectors of out-of-home performed, according to the data gathered by the OAAA.

When compared to Q1 of 2021, the following points stood out with respect to the various categories of OOH advertising:

Digital Out Of Home increased 57%.
Cannabis spending increased by 31% percent.
Political spending jumped 113% (and 90% over the last midterm election cycle in Q1 2018).
Sports betting spending rose 131%.
Fintech spending increased 22 times.

Among the top ten industries which spent the most on OOH were the above industries. Additionally, media, restaurants, public transport, hotels and resorts, insurance and real estate services, automotive, and schools also featured strongly.

These numbers tell us the big players in the ad industry believe out-of-home digital advertising has become a large and important element within the marketing mix because they are putting more of their money into that option.

We can also see certain markets believe OOH is a more effective platform to reach audiences, namely those in the Fintech, sports, political, and cannabis industries, and it is becoming more popular with a number of key industries as a means of communication, namely the media, automotive, and educational sectors. These are very broad categories with reach into aspects of every person’s everyday life, indicating OOH is a growing platform that is earning player confidence by producing reliable results.

TL;DR

OOH ads offer a versatile and flexible creative platform for impactful messages.
Wrapped vehicles are the most noticed medium on the road.
Most audiences will engage with OOH messaging on some level.
Most audiences will convert this engagement into actions resulting in purchases or other forms of desired consumer behavior.

August 25, 2022 0 comment

Ad Industry News Press Release

A Category-First, Wrapify is an Inc. 5000 Fastest-Growing Company for the 3rd Time

by Amy Boisvert August 16, 2022

written by Amy Boisvert

San Diego, CA, August 16, 2022 – Today, Inc. recognized Wrapify on its annual Inc. 5000 list, the most prestigious ranking of the fastest-growing private companies in America. This is Wrapify’s third appearance on the list, having previously ranked on the Inc. 500 in 2019, the Inc. 5000 in 2020, and now ranking at #3,137 in 2022. They join companies like Facebook, Chobani, Under Armour, Microsoft, and Patagonia, who have all previously achieved this recognition many times over.

“I’m extremely proud of what we achieved in 2019 and 2020, but this year feels different,” adds James Heller, Co-founder and CEO of Wrapify. “As the first in the category of ‘vehicle advertising’ to be recognized this many times, we feel validated in our position as industry innovators and leaders.”

Like all of the companies on the 2022 Inc. 5000, Wrapify demonstrated resilience amid supply chain woes, labor shortages, and the ongoing impact of Covid-19. Among the top 500, the average median three-year revenue growth rate soared to 2,144 percent. Together, those companies added more than 68,394 jobs over the past three years.

“The accomplishment of building one of the fastest-growing companies in the U.S., in light of recent economic roadblocks, cannot be overstated,” says Scott Omelianuk, editor-in-chief of Inc. “Inc. is thrilled to honor the companies that have established themselves through innovation, hard work, and rising to the challenges of today.”

By wrapping measurable out-of-home (OOH) advertisements onto rideshare and delivery driver vehicles, Wrapify places ad spend back into the gig economy while offering a powerful ad tech platform that skyrockets brands’ success. Trusted by Fortune 500s like Zoom, Amazon, and Petco, Wrapify provides high-recall OOH advertising via their ever-growing network of 500,000+ drivers throughout the United States.

Complete results of the Inc. 5000, including company profiles, can be found at www.inc.com/inc5000.

More about Inc. and the Inc. 5000

Methodology

Companies on the 2022 Inc. 5000 are ranked according to percentage revenue growth from 2018 to 2021. To qualify, companies must have been founded and generating revenue by March 31, 2018. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2021. (Since then, some on the list may have gone public or been acquired.) The minimum revenue required for 2018 is $100,000; the minimum for 2021 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Growth rates used to determine company rankings were calculated to four decimal places. The top 500 companies on the Inc. 5000 are featured in Inc. magazine’s September issue. The entire Inc. 5000 can be found at http://www.inc.com/inc5000.

About Inc.

The world’s most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multiplatform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Conference & Gala is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com.

For more information on the Inc. 5000 Conference & Gala, visit http://conference.inc.com/.

August 16, 2022 0 comment

Ad Agencies Digital Marketing OOH Advertising

A marketer’s guide to recessionary spending

by Amy Boisvert August 5, 2022

written by Amy Boisvert

COVID-19 has left a mark on the world, and it’s not going away anytime soon. In fact, the economy is expected to take years to recover from this downturn. And for marketers that means recessionary spending mode is activated!

When consumer spending drops significantly during an economic downturn, companies often slash their marketing and advertising budgets. This can be devastating for brands that are trying to stay afloat: without any marketing efforts or ads, what’s going to make consumers choose them over another company? And if they don’t have enough money in their budget for marketing or advertising, how will they compete with other brands who do?

But there is hope! While it may seem like a bad idea at first glance, cutting your advertising budget actually presents an opportunity: now is a good time to create brand awareness while other companies are cutting their ad budgets out of necessity. The availability of ad space goes down when demand goes down, so now is an excellent time to dominate your market share before other companies catch up.

This means you should take advantage of free or discounted advertising space while it lasts—and use this recession as a chance to build up your brand awareness in order to stay ahead of the game when things return to normal.

Why You Should Invest in Marketing Now

Marketing is a long-term investment, but in the short run, it could mean spending more than you’re making. However, in the long run, if you’re smart about it, it can mean earning more than you spend.

In fact, companies who advertise and market aggressively during recessions can maintain or increase sales at a time when competitors are cutting back on advertising budgets and promotions. Why? Because they want to keep their market share!

Brands that don’t spend lose market share… up to 15% of it, to be exact.
“rules of recession-proofing” report

All it takes is for a similarly-sized competitor to double their ad spend right when you’re cutting yours. And because brand building takes time (generally three years), aggressive marketing during a recession gives marketers an opportunity to differentiate themselves from their competition by building brand loyalty early on—and reap rewards later on when consumer sentiment improves again.

In the past, the recession has been a period where businesses cut back. However, smart advertisers know that a recession is actually a golden opportunity. In a recession, buyers become more cautious and spend less, so most companies assume that they’re unlikely to see a return on investment. What they don’t know is that ad space will become cheaper, and customers will be paying attention to branding and marketing more than ever. And what we saw with the pandemic and “revenge travel”, we will likely see with “revenge spending” post-recession.

There’s a sense of mounting anticipation among consumers: they’re eagerly waiting for the economy to bounce back so they can start spending again. When companies develop marketing strategies that encourage trust, conversion, and brand loyalty, they will inevitably reap the rewards of a better economy in a few years.

Building Brand Loyalty with Recessionary Spending

Brand loyalty is especially important because it gives you an edge over competitors when it comes time for advertising again—you’ll have an established audience that trusts you, and your share of the market increases when you advertise during a recession because there’s less competition. This means that you get more bang for your buck! Finally, it’s also a good opportunity to exercise creative marketing skills in order to stand out from the crowd

Some other recession marketing strategies include:

Encouraging trust: Customers will be more cautious about spending money on products and services during a recession. You need to build trust with your customers so they know they’re buying something they’ll be satisfied with.
Getting customers to convert: If you have good products and services, then getting customers to convert is not as hard because they will feel good about what they’re buying. You also need to make sure that you have good customer service so that if something does go wrong, they will come back again.
Keeping brand loyalty: During a recession, there are fewer brands spending on advertising than usual because they don’t have the funds for it—this means that those who do advertise will get more bang for their buck because there isn’t much competition out there! This creates an opportunity for businesses like yours that want their share of the market in order for them to reap the rewards of an improved economy down the road when things start picking up again

Tips for Advertising During a Recession

You don’t have to spend a lot of money to create a brand that stands out. You can use the recession as an advantage by being bold and making a statement about your business and its products or services. Be creative with your marketing, ensure you are driving conversion, and focus on brand development. Also from the same report mentioned above, contextual advertising is king. Consider how your brand can play with certain mediums; OOH advertising is a great playground for content + context.

Contextual advertising is 1.2 to 2.5 times more effective than other forms of advertising, including behavioral targeting.
“Rules of recession-proofing” report

Marketing is a great way to keep your business afloat when things are slow. There are many ways to market during these tough times, and with the right strategies, you’ll be able to reach new customers who have never heard of you before.

At Wrapify, we can help you develop a long-term branding strategy that will drive conversion, create customer loyalty, and keep you moving forward through the struggling economy.

August 5, 2022 0 comment

OOH Advertising

The not-so-brief benefits of out-of-home advertising

by Amy Boisvert July 27, 2022

written by Amy Boisvert

Also known as out-of-home media, outdoor advertising, and outdoor media, Out-of-Home Advertising (OOH) is a form of advertising that takes place outside of your residence.

OOH is a complete marketing solution that incorporates a broad range of performance marketing and brand-building strategies. You may have seen the giant billboards on your way to work or a poster promoting a product. These are both examples of out-of-home advertising and its place-based media appeal.

However, this form of advertising is not just limited to stationary objects and buildings.

The Varied Forms of OOH

In fact, OOH falls into four primary categories: billboards, street furniture, transit, and alternative. Billboards are arguably the most well-known, based on the sheer size of their construction.

Over 4,900 digital billboards have been installed across the US and China. Despite this development, it has done very little to make the traditional billboard expendable. Currently, 9% of total annual revenue is being generated by public service ads, 18% by national ads, and a staggering 73% by local ads.

Urban centers also benefit from OOH, which can take the form of bus shelters, telephone booths, and news rack formats. This is especially effective being that it targets densely populated areas that have increased foot traffic.

Transit media advertising is another popular branch of OOH and, as the name implies, caters to mobile audiences. Branded vehicles and moving subway trains make excellent spaces for this kind of advertising.

The benefits of transit media advertising become abundantly clear when you consider just how many employees commute to work. While sitting in traffic can be a nightmare, the human eye will inevitably wander to boldly branded vehicles.

Transit media advertising is not just popular in the US and China, but has also struck gold with the metro train audience in India. Incidentally, municipalities have come to favor this form of advertising as it provides an extra source of revenue to offset budget deficits.

With so many options available, transit media advertising is an invaluable resource to stretch that all-important marketing dollar. Let’s take a look at some of the other core benefits offered by out-of-home advertising.

Cost-Effectiveness

Don’t be fooled by the cost of out-of-home advertising. Prices are often overinflated and are based on the price of billboards found in prime real estate locations such as Times Square.

Remember, it is the location and not the medium that determines the final price. It’s still possible to achieve marketing campaign targets in lower-traffic spaces, which often guarantees more bang for your buck.

When compared to other forms of advertising, OOH offers the lowest cost per thousand impressions (CPM). With an average CPM of about $5, you’ll feel like you’re getting away with something. You should consider several marketing elements in addition to the traditional methods that have been tried and tested.

Even without a Times Square billboard, the appropriate digital strategy will effectively target people across multiple geographic locations. There are several factors to consider, but for a savvy marketer, it won’t come as too much of a challenge.

What does this mean from a consumer perspective? Well, your goal as a marketer is to get as many eyes on your products and services as possible. You are playing the law of averages, and the more people who get to see your ad, the better.

Having an advertisement on rotation not only attracts new customers but has the ability to convert potential buyers. That in itself is worth the money spent on out-of-home advertising.

Audience Targeting

Have you ever heard of a little thing called Big Data? Big Data is defined as: “a collection of data that is huge in volume, yet growing exponentially with time. It is data with such large size and complexity that none of the traditional data management tools can store it or process it efficiently.”

From a marketer’s perspective, more information on potential buyers is available than ever before. Big Data is an effective tool for creating buyer personas and targeting individuals interested in purchasing your products and services.

Big Data is not lost in the OOH space, and marketers can now use large data sets to hone in on their ideal customer. We live in a world where the guesswork has been removed. Savvy ad buyers can now focus on purchasing out-of-home advertising assets that guarantee a healthy ROI.

There are several ways to make use of Big Data, which include analyzing third-party mobility data and anonymized foot traffic. With this sort-of-creepy-but-pretty-cool tracking, tailor-made ads will find you without even knowing who you are.

This form of geo-targeted advertising is one of OOH’s most notable features. A localized OOH ad unit can influence consumer behavior up until the time of purchase. Think of it as a gentle nudge to do something that you were going to do anyway.

This is a boon for companies operating in niche markets that sell specific products and services to a select audience.

Wide Reach

OOH is celebrated for the fact that it gives full creative expression to the human imagination. Remember, out-of-home advertising is not just about sticking a celebrity’s face on a billboard, enticing you to buy expensive perfume. It’s also more than just a clever marketing gimmick that convinces you to switch to another service provider.

OOH is everywhere. It’s on the packaging your lunchtime treat comes in, on your favorite park bench, and on the buildings you pass. It is with you at every major touch point. All day, every day.

Gone are the days of currying favor with the powers that be to reap the benefits of out-of-home advertising. Enter the age of OOH buying platforms, where you as a marketer are able to track inventory in real-time, check pricing and historical performance, and make your decisions based on low, predetermined rates.

Sounds like a dream come true, right? Now, you are free to focus on reach instead of on how and where to book your ad space.

With all these developments at the marketer’s disposal, catering to a wider audience has become next to effortless. However, the goal is not to “shotgun” the information out there, but to create a tailored experience every single time.

A painstaking process a few short years ago, OOH has been made simpler than ever by technological advancements. We are almost at the point where marketers can operate at the speed of thought. This next step will make reaching intended audiences that much simpler and quicker.

Consumer Engagement

OOH is a significant driver of consumer engagement, which makes it an excellent complement to your existing digital efforts.

Here’s how OOH connects you with new audiences, targets groups, and why people prefer it over other forms of advertising:

While it is not advised to employ the shoot-and-hope-it-sticks strategy, it may be effective based on studies conducted. The very nature of out-of-home advertising allows it to reach 91% of individuals over the age of 16. In this pool, 80% consciously notice the ad and it boasts an engagement rate of 82%.

Compare this to digital ads that have to overcome ad blockers, and the value of OOH becomes even more apparent. The highway billboard model ensures that your ad is practically in the commuter’s face. It is viewed daily, increasing the likelihood that the commuter will become a customer.

Remember, your out-of-home advertising strategy does not have to be a static process and can incorporate clever digital elements. QR codes, for example, make your static poster interactive. This allows you as a marketer to take initiative and engage directly with your target audience.

Consumer Engagement with Smart Technology

Want to take your customer relationship to the next level? Why not use location-based technology like geofencing to attract potential customers in your area through their mobile devices?

In the earlier days of OOH, marketers wondered who their ads reached, despite them being able to reach large audiences. An effective marketing strategy, as we now know, is one that caters to a specific audience. And if that audience has already displayed intent to buy, even better!

Now, it’s not just a matter of buying that space in Times Square, fingers crossed, and hoping for the best. More effective ways exist to now reach your intended audience.

What magical elements allow for this sudden shift? Well, tools like geofencing help determine locational intelligence, and mapping technologies and demographic data also play a crucial role. These processes happen in the blink of an eye and they allow marketers to track real-time audience engagement to optimize campaigns accordingly.

Nevertheless, while the digital realm is fraught with danger, the real world where OOH operates is not. Well, to a certain degree at least. This has fostered the perception that ads seen outside of one’s digital domain have better intentions. What has this meant for marketers?

A Nielsen study recently discovered that companies see four times more engagement with out-of-home advertising than with traditional mediums. Close to half of adults go online to look up a product they’ve encountered in the physical world. With as much as 40% of Facebook users following up on products after seeing an OOH ad.

Still on the fence about OOH?

In addition to considering some of the benefits listed above, consider what it would mean for you and your team. In an age where automation and scheduling tools have taken most of the legwork out of marketing campaigns, don’t you owe it to yourself to give out-of-home advertising a shot?

After all, in a competitive marketing space, OOH creates peace of mind by meeting consumer demand. This in turn increases your bottom line, while effectively helping real people who rent out space for these ads.

July 27, 2022 0 comment

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