More Top OOH Media Products That Drive Sales and Clicks

images (74)In today’s multi-faceted digital world there are many innovative ad strategies available to agency creatives and brand managers tasked with growing brand value and increasing sales. Yet, according to Google, over half of all digital spending is wasted! Comscore indicates that 46% of all online advertising is never seen while the use of ad blockers is growing fast amongst high earners and millennials.

Want to improve a brands online marketing? Market the brand with outdoor advertising products because nearly two thirds of web traffic isn’t human but 100% of OOH traffic is! Consumers often recall seeing a brand’s new TV ad, even though no such ad has been produced. It turns out that what people remember is the Out Of Home advertising they pass each and every day.

With this fourth article in our series on the Out-Of-Home advertising industry, we go from the train station to the airport.

Platform Power and In-Station Supremacy: Concern for the environment and the availability of Park and Ride programs has a wide range of business professionals, college students and many other types of consumers leaving their vehicles in parking lots and riding commuter trains to and from work. Train and subway platforms offer exceptional frequency of your message to commuters waiting for the train to arrive or to passengers on the train as it stops at each platform. Opportunities vary by location, but most offer a variation on the traditional “Subway 2-Sheet” poster or bus shelter size displays.

Brand Domination: In high density urban areas, commuter rail and subway stations are frequently, but not always, the final destination for trains arriving into the hub of the city. With hundreds of thousands of commuters passing through these stations every week, agency designers can create a transformative consumer experience. By decorating the station walls with backlit posters, applying floor graphics to walkways and stairs, wrapping entry/exit turnstiles can greet newly arriving passengers with mini spectaculars. Station Dominations, as these types of displays are called, allow you to leverage the entire commuter experience to achieve brand awareness.

A High Flying Audience: Mass transit and commuter rail lines often connect to a city’s airport where your audience will experience more down time than just about anywhere else on earth! Frequent business travelers who have purchasing power in their organizations can be targeted within various airport touch points, resulting in more valuable face time for advertisers. These unique, high-visibility touch points — such as security lines, concourses, connection hubs, gates, baggage claim and parking structures — lend themselves to a holistic mix of OOH media products. Kiosks (3 or 4 sided freestanding units), baggage carts, giant wall mounted or stand-alone backlit fixtures, vinyl wall and column wraps, ceiling displays, floor graphics and panels on the baggage carousel units are just a few of the strategically positioned OOH advertising products that are perfect for promoting your brand in front of high value, world class consumers.

Fresh Campaign Idea: With the average airport terminal size from curbside to the gate comprising 100,000 square feet or more; consider layering in your brand message throughout the various airport touchpoints. Make your brand message even more unique and target the frequent flyer by leveraging OOH advertising products in connecting airports for a truly immersive brand building experience.


Actual Is Factual With Out-Of-Home

download (22)5 creative ways to increase brand awareness when you want to reach everybody!

The reality of media buying in today’s digital world has become opaque, uncertain and nearly unaccountable due to digital display ads being viewed by fraudulent botnets.

Not only does Out-Of-Home advertising (OOH) yield a high ROI with unrivaled exposure, but it can make an agency’s digital efforts “real” since no one can Ad Block OOH advertising regardless of the format. When marketing to the prized demographic of Millennials, brand managers can best accelerate sales by crafting an unforgettable message that speaks to this audience by employing OOH media and the mobile phones in their pockets. When this demographic shows up, they show up for real!

In this fifth and final installment of our series on OOH strategies and offerings, we dive deep into some of the lesser used but equally effective Out-Of-Home media products and how to best leverage those impressionable views.

1) Arena and Stadium Advertising: From Pro sports to Colleges down to the High School level, these venues offer marketers a captured audience with guaranteed visibility in addition to potential TV exposure. The opportunity to build brand awareness is nearly endless. Your brand can reside on scoreboard advertising, banners on the sidelines and walls, posters throughout the concourses to vinyl ads in the restrooms and decals on cup holders. Arena and stadium advertising offers tremendous flexibility for brands to reach their customers and leverage emotional affinity with other brands (the teams) at the venue.

2) Kiosks: These three- or four-sided, standalone fixtures are often located where minimal advertising options exist. These opportunities can be viewed on main surface streets in major metropolitan cities, high end shopping malls, airports, hospitals and other high visibility locations. Where freestanding public telephones are found you will often have vertical displays which appear on the sides of the phone structure. These Phone Kiosks are backlit at night so make sure your print provider uses a backlit print material for prime effectiveness.

3) Bus Benches: The perfect solution for a low-cost but highly effective way to establish a strong community presence is bus bench advertising. It provides viewable impressions not only to bus riders but to thousands of drivers and pedestrians on a daily basis as well. Often placed in high traffic areas, this OOH product can be leveraged in conjunction with point-of-purchase marketing when strategically located near supermarkets and malls.

4) Newsstands and bicycle racks: Looking to engage with consumers on busy metropolitan streets, sidewalks or college campuses? These eye-level displays are embedded into newsstands and news racks where people on the go pickup their daily newspapers and magazines. As a “green” way to get around town or campus, bicycle sharing as a means of public transportation has never been more popular. These bike share racks are often located near public transit hubs, shopping areas and tourist attractions. Leveraging your brand message with eye catching OOH advertising is an ideal way to turn an ordinary bicycle rack into an advertising medium that can be viewed over and over again.

5) Placed Based Advertising: Want to be where consumers gather in unique settings? Place Based advertising reaches folks in unexpected places when they are most receptive to your message. Consider leveraging your brand to reach targeted prospects in a fun and unexpected way in unconventional venues such as sports bars, restaurants, nightclubs, coffee shops or virtually any type of business where there is a high concentration of people. From the backs of taxi cab seats to airline seat tray tables, your brand message can come alive with a properly matched creative message.

The Case for OOH: If you’ve been following our series exploring OOH advertising, you now have all the tools needed to reach consumers where they work, live and play; not to mention the ability to reach more eyeballs for less money than just about any other media available to marketers today. OOH is perhaps the last, best outlet granting advertisers complete control over how and where an ad is seen because your ad cannot be turned off, fast forwarded or Ad Blocked. If you need to make a big impact with a low CPM then Out-Of-Home is where your brand message must to be!